2021-03-22
We also picked up our pace in optimizing the potential of China’s domestic travel market by contributing to the upgrade of local destinations based on our 16-year overseas destination marketing experience. We put forward a plan named “Joint Efforts for Quality” as guidance for cooperation in generating quality contents, quality products, quality service and good reputation. In 2020, we worked successfully with the local government of Gannan Autonomous Prefecture in China’s Gansu Province in hosting the 3rd Xiahe Xianglang (Tibetan words for “Firewood Gathering”) Festival, which created a benchmark for the building of tourism brands associated with the intangible cultural heritage festivals in China. We also signed a strategic agreement for cooperation with the Sanya Municipal Tourism Promotion Bureau of China’s Hainan Province and jointly released the “New Youth, Wonder Island” brand image for Sanya Tourism, in the hope of attracting more young visitors and repeat visits to Sanya. In addition, we adjusted the composition of products on sale. Through direct cooperation with many hotels, we are able to provide users with more products of great value for money to better meet their demand for quality travel.
Q2: How can the tourism industry build on its core competitiveness to survive and thrive despite the downward pressure on travel in a post-pandemic world?
A: In 2020, we saw quite a few changes taking place in terms of travel habits, such as a distinct preference for self-driving tours and short-haul excursions with greater focus on health, hygiene and safety preventative measures.
Under the stimulation policy to boost the domestic economic cycle, the demand for quality and individualized products will further increase. On the supply side, as many tourism businesses shift their focus from outbound to domestic travel, they are applying their overseas product development, design and service experience best practices to the domestic market. This has injected new impetus into the high-quality development of domestic tourism. On the consumer side, the forced return of outbound tourists has spawned the latest trend that calls for products that meet the expectations of a personalized experience, leading to the inevitable development of higher standards and requirements for those in the tourism industry. In turn, this will drive the eventual upgrading of our industry’s service.
These changes have brought greater challenges to the trade. On one hand, many tourism businesses have reoriented their focus to the domestic market where the competition is already intense, bringing the entry barrier for business to a new high. The key to success lies in whether the demands of customers can be fulfilled and the service can meet or even exceed their expectations. On the other hand, domestic tourism destinations need to make quick transformations, not only in terms of “the hardware”, but also in terms of “the software”. Destinations must learn to recognize targeted consumers，carry out precision marketing and trigger travelers’ interests according to their resources. They need to convince high-end customers who, at the moment, cannot take overseas travels that there are many destinations within the country that are worth exploring.
Q3: What are your expectations for 2021? If you are asked to describe 2021 with only one word or phrase what would it be? Why?
A: Please excuse me for having to use more than one word. If we are to describe the development trend of our industry, it would be “Quality Upgrade and Refined Experience”. If we are talking about the attitudes towards travel, it would be “Sustained Demand and the Enduring Pursuit of Fun”. If we are looking into the trend and characteristics of travelers’ behavior, it would be “The Rise of Outdoor Exploration.”
More about this topic can be found in the Fun Seeking Chinese: a guide for outbound tourists to travel in China in 2020 published by JNE Group. Data show that although international travel wasn’t an option in 2020, Qyer.com users still pursued high-quality tourism experience and spent almost the same amount of time and money on travel as in the previous year. In fact, 46.3% of our users spent more than 30,000 RMB Yuan on domestic travel in 2020. More significantly, their enthusiasm for tourism was very high. 83% of our outbound users shifted their interests to domestic tourism, paying much attention to a variety of themes and activities. The data also show that the popularity of outdoor activities has been growing rapidly, with sales on camping, RV travel, self-driving travel and skiing products growing by more than 50%.
For Qyer.com, in 2021, we will continue to join hands with domestic destinations, cultural and tourism organizations and enterprises for the promotion of high-quality tourism development, help destinations develop more high-quality contents and improve their products and experience. On the other hand, we will provide affluent FIT travelers who value quality with assorted niche products, introduce more destinations that offer in-depth travel experiences.
Q4: Do you have any message for the global tourism community as we progress through 2021?
A: Keep on loving. Keep on hoping.