Introduction:Travel agencies and hotels should pay attention to this imaginative market segment, seize the minds of target groups and improve product competitiveness.
With the development of China's economy and the increase of national income, the consumption upgrading trend of mothers and children in the field of parent-child travel has begun to take shape. What are their new ways of playing and what are their consumption trends in accommodation? How should travel agencies and hotels find new ways to use the "parent-child+travel" scenariomarketgrowth engine?
The articles in the last issue described the scenario of "parent-child+travel"Maternal and infant suppliesThe driving force of consumption will be shared in this issue: the consumption trends of parent-child travel crowd in terms of playing methods and accommodation.
Travel behavior: high frequency and long travel time
As of August 2018, the surveyed parents and children have traveled 3.4 times with their children in the last year on average, nearly once a quarter. Meanwhile, during this period, they travel for 4.7 days on average, which is equivalent to medium and long distance lines.
Travel behavior: expanding the radius of parent-child travel
The rapid development of transportation has brought convenience to parent-child travel. The surveyed parent-child travel population will prefer to choose medium and long distance parent-child travel routes in the next year, and the willingness to choose outbound travel and outbound travel (including Hong Kong, Macao and Taiwan) will increase. (Willingness growth rate: compared with the proportion of respondents who choose this type of travel in the last year, the growth rate of the proportion of respondents who plan to choose this type of travel in the next year)
Travel concept: "experience" demand is more important than "result" demand
Driven by the demand for "experience", 75.2% of respondents went out to "broaden their horizons, relax and enhance their feelings". In contrast, driven by the demand for "results", 70.8% of the respondents went out to improve their children's moral, intellectual, physical and aesthetic qualities. On the whole, the proportion of respondents driven by "experience" needs is higher, and they pay more attention to physical and mental pleasure and emotional interaction during the journey.
Travel concept: from "child centered" to "parent-child fun"
In terms of the attitude of carrying young children to travel, more than 83% of respondents said that they should focus on children's needs. In contrast, less than 82% of respondents agreed that they should pay attention to their own needs and the needs of their children. Although in general, the proportion of respondents who said "children are the center" is higher, but parents in post-90s and first and second tier cities tend to have a "happy family" attitude, with TGI of more than 100. Young parents and high spending people pay more attention to the "family fun" travel experience.
Upgrade of parent-child travel
Willing to pay for high-quality travel experience
With the upgrading of travel concept and the improvement of economic level, the surveyed parents and children are willing to pay a premium for high-quality travel experience. 46.4% of them spent more than 5000 yuan per person per trip in the last year.
Parents of children of all ages have different preferences for parent-child travel routes
Parents have different needs for travel routes when their children are at different ages: respondents whose children are 0-3 years old prefer to travel with their children in the past year; After the child is 4 years old, the parents interviewed hope that the child can "play" and "learn" in the process of travel, and prefer to choose teaching routes.
Under the subdivided demand, the interviewed parents and children tend to choose more personalized travel routes, and their willingness to choose customized travel will increase in the next year.
Parent child travel accommodation upgrade
Quality travel demand extends to accommodation consumption
When traveling with children,consumerWe hope that children and their families can enjoy a comfortable environment and considerate services during their stay. Under this demand, high star hotels can better meet consumers' pursuit of high quality accommodation. The surveyed parent-child travelers' willingness to choose four-star and above/luxury high-end hotels in the next year has the highest growth rate, 22.4%.
"IP+hotels" has become a trend, and the potential IP value needs to be tapped
In the process of pursuing quality accommodation experience, consumers' demand for hotels has been upgraded from the initial satisfaction of basic physiological needs, such as safety and comfort, to considerate service, to the hope that hotels can provide some additional services, such as IP implantation, organization of parent-child theme activities, to harvest a pleasant accommodation experience and cultivate parent-child feelings.
In the context of the upgrading of consumers' demand for hotels, IP theme elements are favored by consumers. More than 90% of parents and children who travel expect to have IP theme elements in their travel. The "IP+hotel" model has become a hot spot. At the same time, based on the results of the sample structure of this survey, the oligarch of IP is uncertain at present. In addition to Disney and other big IPs, other classic and popular animation IPs also have a certain preference among the respondents, and their liquidity potential is promising.
Opportunities for travel agencies and hotels
Travel agency: strengthen the refined planning of parent-child travel products
Specialization focuses on the subdivided population, which is more helpful to increase the drainage and improve the competitiveness. In terms of parent-child travel products, travel agencies should fully understand the subdivided needs of children of different ages and consumers of different generations, and create refined routes. For consumers with younger children, travel agencies can recommend leisure parent-child travel routes to create a safe and comfortable travel experience; For consumers of preschool and school-age children, tourism agencies can add activities in the route that will help improve children's comprehensive ability and knowledge popularization, so as to "learn" and "play".
Hotel side: fully tap the potential IP value
More than 90% of the parents and children interviewed expect to have IP theme elements in the process of travel, and the oligarch of IP is uncertain. The inspiration for the hotel side is that for hotels around the hot areas for parent-child travel such as theme parks, the hotel side can provide parent-child room services with multiple IP themes by connecting third-party resources, attract consumers with personalized and interesting elements, and create differentiated competitive advantages with IP.
Under the scenario of "parent-child+travel", the entertainment and accommodation consumption of mothers and children have demonstrated their consumption potential and demand for quality improvement,Travel agencies and hotels should pay attention to this imaginativeSegments, seize the minds of the target population and improve the competitiveness of products.