1 thought on “Take a look at the travel agency in 2021: Actively seeking changes and tough forwarding”
Lula
Looking back at the past 2021, difficulties and opportunities coexist. Toughness is the background of the travel agency industry, and active seeking new change is the magic weapon in the hands of the industry. After experiencing the panic and confusion when the epidemic happened, in 2021, the travel agency's attitude was gathered and moved forward in the change. Policy support and efforts. This year, the travel agency industry seems to have found a password, which also makes the industry look forward to 2022. In 2021, the help of enterprises from the government level continued to strengthen the work, while alleviating the dilemma of the enterprise, it also brought confidence to the industry. In 2021, a large domestic cycle became a foregone conclusion. Overseas tourism consumption returns, domestic in -depth tourism and niche tourism rises, and local tourism and surrounding tourism that pay attention to safety and quality are favored by tourists. The market potential of urban leisure, rural tourism, red tourism, parent -child research and other segments has been released. The domestic tourism data released by the Ministry of Culture and Tourism in the first half of 2021 showed that the total number of domestic tourism was 1.871 billion, an increase of 100.8%over the same period last year (restored to 60.9%in the same period of 2019). Among them, the total number of tourism tourism in urban residents was 1.308 billion, a year -on -year increase of 91.5%; the total number of tourism in rural residents was 563 million, a year -on -year increase of 126.1%. Looking at the quarterly, due to the base of last year, the growth rate gradually slowed down. Among them, the total number of domestic tourism in the first quarter was 1.024 billion, a year -on -year increase of 247.1%; the total number of domestic tourism in the second quarter was 847 million, a year -on -year increase of 33.0%; the total number of domestic tourism in the third quarter was 818 million, a year -on -year decrease of 18.3%. The travel agency industry has also captured this change in time, quickly adjusted its strategy, and began to deeply cultivate the domestic travel market. Especially for enterprises that have long -term operation of outbound tourism, give full play to their own resource advantages, brand advantages, channel advantages, talent advantages, etc., and develop the consumption needs of high -quality products and services to achieve good results. The epidemic is forcing the industry to break through the old thinking, and re -examine the original business model and product model in the "pain". 2021 is a year of profound changes in the domestic tour market and upgraded in an all -round way. It has discussed the progress of domestic tourism supply -side structural reforms for many years. In addition to the breakthrough at the business level, the figure of the industry and dedication is also a bright color in 2021. At the critical juncture, the figures that tourists are united, the city, and dedicated figures are a bouquet of light. In the short -term dark moments of 2021, it has also accumulated the most precious wealth in the tourism industry. Pupering in things and growing in difficulties. 2022, everything is available! The keywords of the 2021 travel agency industry 1. Help enterprise rescue 2021, affected by the epidemic, the tourism market situation is complex and changeable, and the pressure on travel agencies and OTAs is huge. Under the guidance of the Ministry of Culture and Tourism, the cultural and tourism departments in various places went all out to increase the practical activities of "I do practical things for the masses" to increase the efforts to help enterprises and boost industry confidence. This provides more financing channels. The Ministry of Culture and Tourism issued a series of documents such as the "Notice on Further Using Special Projects in the Culture and Tourism Fields in Special Bonds in Local Government", and guided the cultural tourism departments and financial institutions to cooperate closely and promote the implementation of financial support policies. Genate the tourism market. In March, the Ministry of Culture and Tourism launched a special rectification operation of “without permission to operate travel agencies”, and grasped the market “strictly” and “warning” in one hand. In the month, the "Notice on Strengthening the Credit Supervision of Cultural and Tourism Market" was issued, and the tourism market credit management system was launched. The special rectification actions and credit punishment systems have made great efforts to become famous for "Li Zhi" and drive "Li Gui" out. It strengthen the construction of tour guides. In June, the Ministry of Culture and Tourism issued the "Action Plan for Strengthening the Construction and Management of Tour Guide (2021-2023)" to clarify the goal of the construction goals of the tour guide team in the next three years. In September, the Ministry of Culture and Tourism issued the "Notice on the Implementation of the 2021" Gold Tour Guide "training project. Through the power of the example, the majority of tour guides reassured and assured to help travel agencies. It local departments. The cultural and tourism departments such as Shaanxi and other places have taken out the "real gold and silver" subsidy travel agency enterprises; the Shanghai Culture and Tourism Bureau adheres to both ends of the supply and demand to stimulate the energy of the enterprise's innovation and development; Enterprises improve their development level; the Chongqing Cultural and Tourism Development Committee innovative service methods to enhance the sense of policy gain of enterprises; the optimization service measures of the Sichuan Provincial Department of Culture and Tourism, escorting the company's restoration development, and so on. On December 30, 2021, 11 provinces (autonomous regions, municipalities) cultural and tourism departments (bureaus), including the above -mentioned areas, were notified and praised by the Ministry of Culture and Tourism to commend them in helping culture and tourism companies. The contribution made in corporate innovation. In 2021, most travel agencies are worrying. However, these real bailout measures warm the hearts of the industry. . The warranty reform In 2021, the Ministry of Culture and Tourism continued to innovate the quality margin method of tourism services to actively and steadily promote the reform of warranty. This is a real good thing for travel agencies that fall into a dilemma. In addition to improving the efficiency of the company's capital operation and helping to solve the problem of capital transfer, insurance companies can also share the risk of enterprise, which is necessary to boost corporate confidence. This is the first pilot province of warranty reform. The Hainan Provincial Tourism, Culture, Radio, Television and Sports Department has calculated a account: If calculated in accordance with the full amount, the warranty deposit issued by the province will reach more than 190 million yuan. After the use of insurance payment is used, the province's travel agency only needs to pay each year. About 3.8 million yuan in insurance costs. The reform of warranty funds, the Ministry of Culture and Tourism mainly started from three aspects: First, to guide the cultural and tourism administrative departments of various places to actively establish a work coordination mechanism with local people's bank branches and Banking Insurance Regulatory Bureau Insurance products, travel agencies can apply for a deposit guarantee unilaterally after insured by travel agencies; the second is to guide regions with conditions to actively carry out insurance direct replacement cash or bank guarantee to pay the pilot work of the security deposit; Bank guarantees and insurance policies are flexibly selected in the bank guarantee method to pay the security deposit flexibly. The pilot areas can also use the insurance deposit directly. In October 2021, Hainan Branch of Sunshine Property Insurance Co., Ltd. issued a warranty insurance insurance policy for Hainan Kaisheng International Travel Agency. This is the first policy for my country's travel agency industry to pass the insurance replacement insurance deposit, marking the pilot work Progressive progress. October, the Ministry of Culture and Tourism issued the "Notice on the use of tourism service quality margin policies to further support the restoration of the development of travel agencies", which delayed the duration of the full quality insurance deposit from February 5, 2022 to December 31. As of November 17, 2021, my country has 10 provinces (cities) pilot warranty reforms. They are: Hainan, Shandong, Shanxi, Qinghai, Hebei, Jiangxi, Shaanxi, Zhejiang, Anhui, Shanghai. E every new thing is continuously improved and mature in the hammer of practice. In 2022, the reform of warranty will continue to deepen, and the pressure on the shoulders of travel agencies will also be greatly relieved. 3. The "Fravian" mechanism In 2021, in order to avoid the spread of the epidemic through tourism activities, and to achieve precise prevention and control, to avoid the "one -size -fits -all" interruption of domestic tourism, and the "melting" mechanism of cross -provincial tourism business activities management activities management activities Began to play a role. On August 5th, the General Office of the Ministry of Culture and Tourism issued the "Notice on Actively Resolving the Epidemic Epidemic in New Crown Pneumonia", and proposed that the provinces (autonomous regions and municipalities) in high -risk areas (autonomous regions, municipalities) were immediately suspended immediately. Travel agencies and online tourism companies operate the province (autonomous region, city) cross -provincial team tourism and "air ticket hotel" business, and can be restored after the province (autonomous region, city) is not high -risk areas. soon, the Shanghai travel agency industry encountered the first "melting" test. On August 17th and 18th, the Shanghai Culture and Tourism Bureau issued a notice from the restoration of cross -provincial team tourism and "air ticket hotel" business from now on, and then stopped due to a new confirmed case. For more than 30 hours before and after, the industry has undergone "recovery" and "pause". The "fuse" mechanism subverts the original tourism production method. Some operators said that this was a "disruptive reborn." In 2021, according to incomplete statistics, there are more than 30 times of inter -provincial team tourism and "air tickets hotels" business in various places, and each "melting" mechanism is playing a role. The "fuse" mechanism has accelerated the process of reshuffle in the tourism market and forced tourism companies to change. Is the urgent work is to find new ways under the "fuse" mechanism. In Shanghai, some operators have launched three major series and more than 30 new local tourism products around the theme of "Internet celebrities"; and some operators have launched "hotels attractions" tourism products that are in a heavy domain and short -term, and have launched tourism products. On August 19th, after the first "melting", Hainan and Shandong resumed inter -provincial team tourism and "air ticket hotel" business at the same time. Hainan operators adjusted the original large group into boutique groups or a single group, etc., focusing on creating a new experience of immersive travel in high -end passenger groups. Shandong operators have launched a series of products such as short -term tourism, inter -provincial boutique tour, settlement of the sunset red elderly, and other series of products; some travel agencies have launched a number of single services such as booking and tickets to serve the self -driving tour groups. Tour. In 2022, under the "fuse" mechanism, the transformation and development of travel agencies will continue. 4. First -line resistance The epidemic in the second half of 2021 is frequent. Every time the epidemic comes, such a group of people can always be seen. The Zhangjiajie tour guide in the state of "unemployment" in the state of "unemployment" in Zhangjiajie quickly acted quickly and formed 4 volunteer groups to cooperate with relevant departments to provide services for teams, foreign guests, and scattered customers who stayed in Zhangjiajie. At the same time, at the same time It is also responsible for online propaganda work. Irds after the Nanjing epidemic, she took the initiative to apply for a community volunteer, responsible for the daily isolation work of more than 30 residents of more than 30 households, and worked for more than ten hours a day; At 7 o'clock to the nucleic acid detection point to assist in the detection work, even the time to drink water must be accurately calculated, so as not to open the protective service and re -change it, causing the material waste; At 11 pm, the two hands were soaked by sweat. Is when an epidemic occurred in the Ejina Banner in Inner Mongolia, a Ordos guide sent away the team and took the initiative to stay as a volunteer with another tour guide. This with the team he brought together to stay in the Ejun. During the stay, every day, he sends meals and supplies to tourists, tells stories to everyone in the group, and leads tourists to do ninth broadcast gymnastics in the room. "It's okay, I'm by your side!" This is the one who said the most to tourists during the stay. "Let's overcome the epidemic together, go home to go home, and go home together." She promised tourists. . He, he ... they are all tour guides. In the epidemic, the tour guide group was the earliest affected by the epidemic and the loss was also very large. The loss rate of up to 50%made the travel agency managers distressed. However, all those who stayed in the tourism industry have been integrated into their bone blood. Even during the stay, they first thought of serving tourists. Wr they deserve to be respected! 5. Adversity adheres to compared with OTA's lively, in 2021, traditional travel agencies seem calm, but they are turbulent. The adversity is not easy, and the industry explores unremittingly. During the 1121 holiday, the team of narratives of Beijing Century Zhongrun International Travel Agency Co., Ltd. provided in -depth explanation services for more than 2,000 tourists. In June, Zhongxin Tourism and Qingdao City Yunwen Travel Group created a new IP of the bus; in July, Zhongxin Tourism first tried the domestic inland cruise shipbuilding project for the first time, using the Three Gorges as the starting point, a five -star foreign cruise ship As an attempt to charter, with a one -price product concept and a diversified segmentationplay, you will inject new vitality into the Three Gorges Journey market. The long triangle integrated tourism alliance concentrated on the mainstream travel agencies of the four provinces of Shanghai, Jiangsu, Zhejiang and Anhui. The members of the alliance held the group to warm up, purchased the upstream and downstream resources of the tourism industry chain in the form of "cash buying", and completed the purchase project of 10 hotels scenic spots. For a long time in the future, all the time for China Youth Travel Hubei International Travel Service Co., Ltd. must do "de -intermediate". Abandoning the middle, the "two ends" are high -end markets and theme products, and "middle" is the scattered customer group market; try to walk multiple legs, parliamentary exhibitions, marketing promotion, and scenic custody may be involved. The subsidiaries of Anhui Global Cultural Tourism Group and Anhui Huizhong Cultural Exchange Co., Ltd. are working hard to "de -tourism", jump out of the traditional tourism business, and make the " " in " tourism" for special fineness. , Add many years of accumulated tourism service experience to various fields such as sports, technology, and energy, and try to carry out foreign cooperation in a wider space. The traditional travel agencies have many challenges from conceptual to practice, from service to technology, from the market to talent. At present, a paragraph of Zhang Ming, chairman of Shandong Jiahua Tourism, which is circulated in the tourist circle, perhaps the heart that can most represent the traditional travel agency industry: even if it is thin, there is only a trickle, and the cheerful song will flow to the east; Even if you only sneak on the ground, you have to move towards the sea! To the east, to the east, inject the sea ... 6. Domestic tour "new pet" 2021. Because of the epidemic, a small market that was deliberately ignored by the industry became the "new favorite" in China. It It is micro -travel, including surrounding tourism, rural tourism, and provincial tourism. The one -year practice proves that the rise of micro -travel has played a pivotal role in stimulating the vitality of the domestic tourism market and the release of tourists' accumulated tourism consumption potential. It is a new breakthrough in the domestic tourism market. The development of micro -travel markets, OTA and traditional travel agencies each show their magical powers. This travel has created a "48 -hour" short -distance marketing IP; Ma Honeycomb launched a series of "On Weekend" series of products; Tuniu launched Citywalk half -day tour in more than ten cities including Beijing, Hangzhou, and Nanjing. Traveling products, refine the category of surrounding travel, provide more options for tourists; Chinese travel leads tourists to find a new game and new experience hidden on the streets of urban streets. It data show that as of the end of October 2021, Shanghai Chunqiu Travel Agency Co., Ltd. has received a total of 270,000 local tourists in Shanghai, with revenue of about 55 million yuan. The development model has made positive exploration and successful practice. Is when designing micro -travel products, spring and autumn travel strengthening tour guides are both product designers and executors, allowing tour guides to participate in the entire process of designing themes, field inspections, explanation words, trial and test testing and other products. According to the experience feedback and demand changes of citizens and tourists, the agency has continued to update the products and has made six iterations. The agency specially formulated the "Micro -Tourism Service Specifications" to intervene in advance and supervise the quality of micro -tourism products throughout the process. At the same time, it encouraged tour guides to provide personalized explanations and services on the premise of complying with the "Micro -Tourism Service Specifications". At present, the number of "micro -tourism Shanghai" products in Spring and Autumn Tourism has reached more than 100. Relying on the "micro -tourism Shanghai" series of products, the Spring and Autumn Tourism actively explores the cross -border cooperation model, adds cultural venues and art spaces to the micro -tourist attractions, and continuously increases the added value of "micro -tourism ". In the normalization of the epidemic prevention and control, small micro -travel banks have become a very important large market that supports OTA and traditional travel agencies. The epidemic has changed the demand side and promoted the supply -side structural reform. 7. Guide live broadcast offline "stop business" online "practice", which is the working status of many tour guides last year. Now that you have "stopped business", he simply picked up live tools such as selfie rods and used this vacant period to go to some well -known attractions to try to "practice" in the cloud of a mobile phone. In 2021, the Forbidden City of Beijing ushered in many live broadcasters. A step, a door, a palace ... they carefully shot and carefully described, many people shot one day. From the "First Show" on July 21 to the end of September, the national gold medal guide Cao Zhen maintained the rhythm of the two Forbidden City live broadcast every day. For more than two months, fans have skyrocketed to 500,000. live broadcast, which brings not only the material level, but also the spiritual level of the guides who choose the cloud "practice" like Cao Zhen. Some tour guides said that the live broadcast accompanied himself to survive the difficult "unemployment period" and gave himself the courage and confidence that he persisted. In fact, the live broadcast is only a way for tour guides to be actively explored and transformed under the normalization of the epidemic prevention and control. Some people have successfully transformed into tourists, "hope to create a beautiful exclusive memory for tourists through their own majors"; some people create personal IPs with their strong professional literacy and become "cultural tourism masters" who are active on the network. 8. Merge, bankruptcy and liquidation 2021, travel agency companies have a very difficult life. From the start of Tengbang International and Tengbang Tourism Council's application for bankruptcy liquidation on January 25, to the end of the Eleven Cantonese travel agency that broke out during the Eleventh holiday, and the merger of Caesar Travel and Zhongxin Tourism was merged at the end of the year. fail. Under the pressure of the epidemic, there are many cases of the merger, bankruptcy and liquidation of travel agencies in this year. Among them, the merger of Caesar Travel and Zhongxin Tourism is the most typical, because the industry has been looking forward to the merger of these two private travel agencies. On the Dragon Boat Festival on June 14, both Caesar Travel and Zhongxin Tourism issued an announcement saying that it is planning to reorganize major assets. This move is regarded as a "holding group heating" by traditional travel agency companies affected by the epidemic. However, the two asset reorganization plans of the two were first opposed by the second largest shareholder of Caesar Travel Industry HNA Tourism Group, and then Caesar Travel Industry received a reorganization letter from the Shenzhen Stock Exchange. In the third quarter of 2021, the domestic epidemic fluctuated repeated fluctuations, the summer market was impacted, and the overall recovery of the tourism industry slowed down. It was even worse for the two companies with great injuries. In addition, the outer environment has changed a lot, especially the emergence of the Omikon poison strains, making the entry tourism market recovery even more. At this point, the merger of the two is no longer attractive. On December 6, Caesars Travel Industry issued an announcement saying that the major asset reorganization was terminated. At this point, the merger case of two private travel agencies involved in 10 billion yuan, which lasted for half a year. However, 3 days later, Zhongxin Tourism announced that Ali Network would become its second largest shareholder. In fact, the epidemic has so far, whether it is Caesar Travel, Zhongxin Tourism, and Guangdong Peace Travel, Tengbang Tourism, have carried out many forms of self -rescue. In the normalization of the epidemic prevention and control, survival is the last word. In 2021, the travel agency industry's unremitting exploration and pain transformation, there is only one goal, that is, to live.
Looking back at the past 2021, difficulties and opportunities coexist. Toughness is the background of the travel agency industry, and active seeking new change is the magic weapon in the hands of the industry. After experiencing the panic and confusion when the epidemic happened, in 2021, the travel agency's attitude was gathered and moved forward in the change. Policy support and efforts. This year, the travel agency industry seems to have found a password, which also makes the industry look forward to 2022.
In 2021, the help of enterprises from the government level continued to strengthen the work, while alleviating the dilemma of the enterprise, it also brought confidence to the industry.
In 2021, a large domestic cycle became a foregone conclusion. Overseas tourism consumption returns, domestic in -depth tourism and niche tourism rises, and local tourism and surrounding tourism that pay attention to safety and quality are favored by tourists. The market potential of urban leisure, rural tourism, red tourism, parent -child research and other segments has been released.
The domestic tourism data released by the Ministry of Culture and Tourism in the first half of 2021 showed that the total number of domestic tourism was 1.871 billion, an increase of 100.8%over the same period last year (restored to 60.9%in the same period of 2019). Among them, the total number of tourism tourism in urban residents was 1.308 billion, a year -on -year increase of 91.5%; the total number of tourism in rural residents was 563 million, a year -on -year increase of 126.1%. Looking at the quarterly, due to the base of last year, the growth rate gradually slowed down. Among them, the total number of domestic tourism in the first quarter was 1.024 billion, a year -on -year increase of 247.1%; the total number of domestic tourism in the second quarter was 847 million, a year -on -year increase of 33.0%; the total number of domestic tourism in the third quarter was 818 million, a year -on -year decrease of 18.3%.
The travel agency industry has also captured this change in time, quickly adjusted its strategy, and began to deeply cultivate the domestic travel market. Especially for enterprises that have long -term operation of outbound tourism, give full play to their own resource advantages, brand advantages, channel advantages, talent advantages, etc., and develop the consumption needs of high -quality products and services to achieve good results.
The epidemic is forcing the industry to break through the old thinking, and re -examine the original business model and product model in the "pain". 2021 is a year of profound changes in the domestic tour market and upgraded in an all -round way. It has discussed the progress of domestic tourism supply -side structural reforms for many years.
In addition to the breakthrough at the business level, the figure of the industry and dedication is also a bright color in 2021. At the critical juncture, the figures that tourists are united, the city, and dedicated figures are a bouquet of light. In the short -term dark moments of 2021, it has also accumulated the most precious wealth in the tourism industry.
Pupering in things and growing in difficulties. 2022, everything is available!
The keywords of the 2021 travel agency industry
1. Help enterprise rescue
2021, affected by the epidemic, the tourism market situation is complex and changeable, and the pressure on travel agencies and OTAs is huge. Under the guidance of the Ministry of Culture and Tourism, the cultural and tourism departments in various places went all out to increase the practical activities of "I do practical things for the masses" to increase the efforts to help enterprises and boost industry confidence.
This provides more financing channels. The Ministry of Culture and Tourism issued a series of documents such as the "Notice on Further Using Special Projects in the Culture and Tourism Fields in Special Bonds in Local Government", and guided the cultural tourism departments and financial institutions to cooperate closely and promote the implementation of financial support policies.
Genate the tourism market. In March, the Ministry of Culture and Tourism launched a special rectification operation of “without permission to operate travel agencies”, and grasped the market “strictly” and “warning” in one hand. In the month, the "Notice on Strengthening the Credit Supervision of Cultural and Tourism Market" was issued, and the tourism market credit management system was launched. The special rectification actions and credit punishment systems have made great efforts to become famous for "Li Zhi" and drive "Li Gui" out.
It strengthen the construction of tour guides. In June, the Ministry of Culture and Tourism issued the "Action Plan for Strengthening the Construction and Management of Tour Guide (2021-2023)" to clarify the goal of the construction goals of the tour guide team in the next three years. In September, the Ministry of Culture and Tourism issued the "Notice on the Implementation of the 2021" Gold Tour Guide "training project. Through the power of the example, the majority of tour guides reassured and assured to help travel agencies.
It local departments. The cultural and tourism departments such as Shaanxi and other places have taken out the "real gold and silver" subsidy travel agency enterprises; the Shanghai Culture and Tourism Bureau adheres to both ends of the supply and demand to stimulate the energy of the enterprise's innovation and development; Enterprises improve their development level; the Chongqing Cultural and Tourism Development Committee innovative service methods to enhance the sense of policy gain of enterprises; the optimization service measures of the Sichuan Provincial Department of Culture and Tourism, escorting the company's restoration development, and so on. On December 30, 2021, 11 provinces (autonomous regions, municipalities) cultural and tourism departments (bureaus), including the above -mentioned areas, were notified and praised by the Ministry of Culture and Tourism to commend them in helping culture and tourism companies. The contribution made in corporate innovation.
In 2021, most travel agencies are worrying. However, these real bailout measures warm the hearts of the industry.
. The warranty reform
In 2021, the Ministry of Culture and Tourism continued to innovate the quality margin method of tourism services to actively and steadily promote the reform of warranty. This is a real good thing for travel agencies that fall into a dilemma. In addition to improving the efficiency of the company's capital operation and helping to solve the problem of capital transfer, insurance companies can also share the risk of enterprise, which is necessary to boost corporate confidence.
This is the first pilot province of warranty reform. The Hainan Provincial Tourism, Culture, Radio, Television and Sports Department has calculated a account: If calculated in accordance with the full amount, the warranty deposit issued by the province will reach more than 190 million yuan. After the use of insurance payment is used, the province's travel agency only needs to pay each year. About 3.8 million yuan in insurance costs.
The reform of warranty funds, the Ministry of Culture and Tourism mainly started from three aspects: First, to guide the cultural and tourism administrative departments of various places to actively establish a work coordination mechanism with local people's bank branches and Banking Insurance Regulatory Bureau Insurance products, travel agencies can apply for a deposit guarantee unilaterally after insured by travel agencies; the second is to guide regions with conditions to actively carry out insurance direct replacement cash or bank guarantee to pay the pilot work of the security deposit; Bank guarantees and insurance policies are flexibly selected in the bank guarantee method to pay the security deposit flexibly. The pilot areas can also use the insurance deposit directly.
In October 2021, Hainan Branch of Sunshine Property Insurance Co., Ltd. issued a warranty insurance insurance policy for Hainan Kaisheng International Travel Agency. This is the first policy for my country's travel agency industry to pass the insurance replacement insurance deposit, marking the pilot work Progressive progress.
October, the Ministry of Culture and Tourism issued the "Notice on the use of tourism service quality margin policies to further support the restoration of the development of travel agencies", which delayed the duration of the full quality insurance deposit from February 5, 2022 to December 31. As of November 17, 2021, my country has 10 provinces (cities) pilot warranty reforms. They are: Hainan, Shandong, Shanxi, Qinghai, Hebei, Jiangxi, Shaanxi, Zhejiang, Anhui, Shanghai.
E every new thing is continuously improved and mature in the hammer of practice. In 2022, the reform of warranty will continue to deepen, and the pressure on the shoulders of travel agencies will also be greatly relieved.
3. The "Fravian" mechanism
In 2021, in order to avoid the spread of the epidemic through tourism activities, and to achieve precise prevention and control, to avoid the "one -size -fits -all" interruption of domestic tourism, and the "melting" mechanism of cross -provincial tourism business activities management activities management activities Began to play a role.
On August 5th, the General Office of the Ministry of Culture and Tourism issued the "Notice on Actively Resolving the Epidemic Epidemic in New Crown Pneumonia", and proposed that the provinces (autonomous regions and municipalities) in high -risk areas (autonomous regions, municipalities) were immediately suspended immediately. Travel agencies and online tourism companies operate the province (autonomous region, city) cross -provincial team tourism and "air ticket hotel" business, and can be restored after the province (autonomous region, city) is not high -risk areas.
soon, the Shanghai travel agency industry encountered the first "melting" test. On August 17th and 18th, the Shanghai Culture and Tourism Bureau issued a notice from the restoration of cross -provincial team tourism and "air ticket hotel" business from now on, and then stopped due to a new confirmed case. For more than 30 hours before and after, the industry has undergone "recovery" and "pause".
The "fuse" mechanism subverts the original tourism production method. Some operators said that this was a "disruptive reborn."
In 2021, according to incomplete statistics, there are more than 30 times of inter -provincial team tourism and "air tickets hotels" business in various places, and each "melting" mechanism is playing a role. The "fuse" mechanism has accelerated the process of reshuffle in the tourism market and forced tourism companies to change.
Is the urgent work is to find new ways under the "fuse" mechanism. In Shanghai, some operators have launched three major series and more than 30 new local tourism products around the theme of "Internet celebrities"; and some operators have launched "hotels attractions" tourism products that are in a heavy domain and short -term, and have launched tourism products.
On August 19th, after the first "melting", Hainan and Shandong resumed inter -provincial team tourism and "air ticket hotel" business at the same time. Hainan operators adjusted the original large group into boutique groups or a single group, etc., focusing on creating a new experience of immersive travel in high -end passenger groups. Shandong operators have launched a series of products such as short -term tourism, inter -provincial boutique tour, settlement of the sunset red elderly, and other series of products; some travel agencies have launched a number of single services such as booking and tickets to serve the self -driving tour groups. Tour.
In 2022, under the "fuse" mechanism, the transformation and development of travel agencies will continue.
4. First -line resistance
The epidemic in the second half of 2021 is frequent. Every time the epidemic comes, such a group of people can always be seen.
The Zhangjiajie tour guide in the state of "unemployment" in the state of "unemployment" in Zhangjiajie quickly acted quickly and formed 4 volunteer groups to cooperate with relevant departments to provide services for teams, foreign guests, and scattered customers who stayed in Zhangjiajie. At the same time, at the same time It is also responsible for online propaganda work.
Irds after the Nanjing epidemic, she took the initiative to apply for a community volunteer, responsible for the daily isolation work of more than 30 residents of more than 30 households, and worked for more than ten hours a day; At 7 o'clock to the nucleic acid detection point to assist in the detection work, even the time to drink water must be accurately calculated, so as not to open the protective service and re -change it, causing the material waste; At 11 pm, the two hands were soaked by sweat.
Is when an epidemic occurred in the Ejina Banner in Inner Mongolia, a Ordos guide sent away the team and took the initiative to stay as a volunteer with another tour guide.
This with the team he brought together to stay in the Ejun. During the stay, every day, he sends meals and supplies to tourists, tells stories to everyone in the group, and leads tourists to do ninth broadcast gymnastics in the room.
"It's okay, I'm by your side!" This is the one who said the most to tourists during the stay.
"Let's overcome the epidemic together, go home to go home, and go home together." She promised tourists.
. He, he ... they are all tour guides.
In the epidemic, the tour guide group was the earliest affected by the epidemic and the loss was also very large. The loss rate of up to 50%made the travel agency managers distressed. However, all those who stayed in the tourism industry have been integrated into their bone blood. Even during the stay, they first thought of serving tourists.
Wr they deserve to be respected!
5. Adversity adheres to
compared with OTA's lively, in 2021, traditional travel agencies seem calm, but they are turbulent.
The adversity is not easy, and the industry explores unremittingly. During the 1121 holiday, the team of narratives of Beijing Century Zhongrun International Travel Agency Co., Ltd. provided in -depth explanation services for more than 2,000 tourists.
In June, Zhongxin Tourism and Qingdao City Yunwen Travel Group created a new IP of the bus; in July, Zhongxin Tourism first tried the domestic inland cruise shipbuilding project for the first time, using the Three Gorges as the starting point, a five -star foreign cruise ship As an attempt to charter, with a one -price product concept and a diversified segmentationplay, you will inject new vitality into the Three Gorges Journey market.
The long triangle integrated tourism alliance concentrated on the mainstream travel agencies of the four provinces of Shanghai, Jiangsu, Zhejiang and Anhui. The members of the alliance held the group to warm up, purchased the upstream and downstream resources of the tourism industry chain in the form of "cash buying", and completed the purchase project of 10 hotels scenic spots.
For a long time in the future, all the time for China Youth Travel Hubei International Travel Service Co., Ltd. must do "de -intermediate". Abandoning the middle, the "two ends" are high -end markets and theme products, and "middle" is the scattered customer group market; try to walk multiple legs, parliamentary exhibitions, marketing promotion, and scenic custody may be involved.
The subsidiaries of Anhui Global Cultural Tourism Group and Anhui Huizhong Cultural Exchange Co., Ltd. are working hard to "de -tourism", jump out of the traditional tourism business, and make the " " in " tourism" for special fineness. , Add many years of accumulated tourism service experience to various fields such as sports, technology, and energy, and try to carry out foreign cooperation in a wider space.
The traditional travel agencies have many challenges from conceptual to practice, from service to technology, from the market to talent. At present, a paragraph of Zhang Ming, chairman of Shandong Jiahua Tourism, which is circulated in the tourist circle, perhaps the heart that can most represent the traditional travel agency industry: even if it is thin, there is only a trickle, and the cheerful song will flow to the east; Even if you only sneak on the ground, you have to move towards the sea! To the east, to the east, inject the sea ...
6. Domestic tour "new pet"
2021. Because of the epidemic, a small market that was deliberately ignored by the industry became the "new favorite" in China. It It is micro -travel, including surrounding tourism, rural tourism, and provincial tourism.
The one -year practice proves that the rise of micro -travel has played a pivotal role in stimulating the vitality of the domestic tourism market and the release of tourists' accumulated tourism consumption potential. It is a new breakthrough in the domestic tourism market.
The development of micro -travel markets, OTA and traditional travel agencies each show their magical powers.
This travel has created a "48 -hour" short -distance marketing IP; Ma Honeycomb launched a series of "On Weekend" series of products; Tuniu launched Citywalk half -day tour in more than ten cities including Beijing, Hangzhou, and Nanjing. Traveling products, refine the category of surrounding travel, provide more options for tourists; Chinese travel leads tourists to find a new game and new experience hidden on the streets of urban streets.
It data show that as of the end of October 2021, Shanghai Chunqiu Travel Agency Co., Ltd. has received a total of 270,000 local tourists in Shanghai, with revenue of about 55 million yuan. The development model has made positive exploration and successful practice.
Is when designing micro -travel products, spring and autumn travel strengthening tour guides are both product designers and executors, allowing tour guides to participate in the entire process of designing themes, field inspections, explanation words, trial and test testing and other products. According to the experience feedback and demand changes of citizens and tourists, the agency has continued to update the products and has made six iterations. The agency specially formulated the "Micro -Tourism Service Specifications" to intervene in advance and supervise the quality of micro -tourism products throughout the process. At the same time, it encouraged tour guides to provide personalized explanations and services on the premise of complying with the "Micro -Tourism Service Specifications". At present, the number of "micro -tourism Shanghai" products in Spring and Autumn Tourism has reached more than 100. Relying on the "micro -tourism Shanghai" series of products, the Spring and Autumn Tourism actively explores the cross -border cooperation model, adds cultural venues and art spaces to the micro -tourist attractions, and continuously increases the added value of "micro -tourism ".
In the normalization of the epidemic prevention and control, small micro -travel banks have become a very important large market that supports OTA and traditional travel agencies. The epidemic has changed the demand side and promoted the supply -side structural reform.
7. Guide live broadcast
offline "stop business" online "practice", which is the working status of many tour guides last year. Now that you have "stopped business", he simply picked up live tools such as selfie rods and used this vacant period to go to some well -known attractions to try to "practice" in the cloud of a mobile phone.
In 2021, the Forbidden City of Beijing ushered in many live broadcasters. A step, a door, a palace ... they carefully shot and carefully described, many people shot one day. From the "First Show" on July 21 to the end of September, the national gold medal guide Cao Zhen maintained the rhythm of the two Forbidden City live broadcast every day. For more than two months, fans have skyrocketed to 500,000.
live broadcast, which brings not only the material level, but also the spiritual level of the guides who choose the cloud "practice" like Cao Zhen. Some tour guides said that the live broadcast accompanied himself to survive the difficult "unemployment period" and gave himself the courage and confidence that he persisted.
In fact, the live broadcast is only a way for tour guides to be actively explored and transformed under the normalization of the epidemic prevention and control. Some people have successfully transformed into tourists, "hope to create a beautiful exclusive memory for tourists through their own majors"; some people create personal IPs with their strong professional literacy and become "cultural tourism masters" who are active on the network.
8. Merge, bankruptcy and liquidation
2021, travel agency companies have a very difficult life. From the start of Tengbang International and Tengbang Tourism Council's application for bankruptcy liquidation on January 25, to the end of the Eleven Cantonese travel agency that broke out during the Eleventh holiday, and the merger of Caesar Travel and Zhongxin Tourism was merged at the end of the year. fail. Under the pressure of the epidemic, there are many cases of the merger, bankruptcy and liquidation of travel agencies in this year.
Among them, the merger of Caesar Travel and Zhongxin Tourism is the most typical, because the industry has been looking forward to the merger of these two private travel agencies. On the Dragon Boat Festival on June 14, both Caesar Travel and Zhongxin Tourism issued an announcement saying that it is planning to reorganize major assets. This move is regarded as a "holding group heating" by traditional travel agency companies affected by the epidemic.
However, the two asset reorganization plans of the two were first opposed by the second largest shareholder of Caesar Travel Industry HNA Tourism Group, and then Caesar Travel Industry received a reorganization letter from the Shenzhen Stock Exchange.
In the third quarter of 2021, the domestic epidemic fluctuated repeated fluctuations, the summer market was impacted, and the overall recovery of the tourism industry slowed down. It was even worse for the two companies with great injuries. In addition, the outer environment has changed a lot, especially the emergence of the Omikon poison strains, making the entry tourism market recovery even more. At this point, the merger of the two is no longer attractive.
On December 6, Caesars Travel Industry issued an announcement saying that the major asset reorganization was terminated. At this point, the merger case of two private travel agencies involved in 10 billion yuan, which lasted for half a year. However, 3 days later, Zhongxin Tourism announced that Ali Network would become its second largest shareholder.
In fact, the epidemic has so far, whether it is Caesar Travel, Zhongxin Tourism, and Guangdong Peace Travel, Tengbang Tourism, have carried out many forms of self -rescue.
In the normalization of the epidemic prevention and control, survival is the last word. In 2021, the travel agency industry's unremitting exploration and pain transformation, there is only one goal, that is, to live.