Tourism enterprises increase "gourmet tour"
On the fourth day of Lunar New Year's Eve, the third season of "China on the Tip of the Tongue" (hereinafter referred to as "Tip of the Tongue 3") was broadcast on CCTV, and the business tide of tourism "Tip of the Tongue" struck again.
At present, there are still many online travel websites involving "travel on the tip of the tongue". For example, the "Kunming+Tengchong+Ruili+mangshi Six-Day Tour" specially arranged for tourists to taste local food. Wang Zhen, General Manager of Zhongxin Tourism Direct Customer Marketing Center? H told the Beijing News reporter that food tour has become a new direction for tourists to chase. On 20 14 and 20 15, Zhongxin Tourism has launched a series of themed food products such as food tours and taste bud maps. The relevant person in charge of Ctrip said that since its establishment, Ctrip Food Forest has launched a series of "Food Forest Tour" theme activities in Japan, Moganshan and other domestic and international routes. The relevant person in charge of Meituan Travel also said that on the occasion of the broadcast of "Tip of the Tongue 3", Meituan commented that the creative team of "Tip of the Tongue 3" shared behind-the-scenes tidbits and mental journey, and this year is considering launching the "Food Map Tour" column series.
Bookings of popular restaurants increased by 40% compared with last month.
"Eat, live, travel, travel, shopping and entertainment" are the six elements of tourism, and "eat" is of great significance to tourism. 20 17 tourism consumption data shows that shopping consumption expenditure has actually changed to hedonic consumption, and the proportion of food, culture and entertainment consumption is increasing greatly. China tourism academy's Global Freedom Report 20 17 also shows that China people especially like to remember a city with flavor, which makes the growth of food consumption particularly remarkable, and the feedback from food trips is also good.
With the escalation of consumption, more and more tourists regard "food" as a window to understand local culture. In 20 17, the data of Ctrip Food Forest showed that about 76% tourists would browse restaurants before going out, and the number of people who booked popular restaurants in advance increased by about 40% month-on-month. This shows that in different consumption scenarios, people's consumption demand for food presents a more subdivided preference. The person in charge of Meituan Travel said that consumers have great potential for real demand for food and beverage during their travel. The mode of "wine+meals" brings * * *1.500 million yuan in catering sales to the partners of the cooperative hotels in one month. One-stop booking of tourism and catering can not only enhance the tourism experience of consumers, but also enhance the comprehensive income of businesses in all directions.
Online platforms compete for catering market segments.
Catering is an important part of destination fragmentation resources. With the gradual stabilization of the "machine+wine" pattern, the destination market segment has also become lively. For tourism enterprises, the development of destination food can also enhance the right to speak at the destination, especially in the outbound travel market.
For tourists, the information in the process of finding restaurants and ordering food is very asymmetric, especially for outbound travel, which needs a platform to connect with it. In 20 16, Ctrip established the catering brand "gourmet forest", and this year 1 reached a cooperation with Priceline's online restaurant reservation platform OpenTable. The relevant person in charge of Ctrip said that in 20 18 years, the food forest will continue to expand its territory, open up the upstream and downstream, and increase the number of users and usage scenarios. In terms of food, Meituan Travel, backed by Meituan and public comments, has a long-term accumulation of usage scenarios, and launched a one-stop reservation of "wine+meal" on 20 17. It is worth noting that the major platforms are also very keen on the selection of destination food lists. The analysis pointed out that the platform can capture both tourists and restaurants through the list.
In addition, this segment has also spawned some startups. The standardization of global catering is low, and there are differences in different regions, products, systems and services, which gives intermediate service providers certain opportunities, such as B2B service providers' food on the way. Its founder Zhou Zeng said frankly, "The take-away catering market is still in its infancy, and the market scale and potential have not really been stimulated. More players are needed to participate and promote the development of the whole industry."