The tour guide's new skills: online anchor when up
This is the tour guide Cui Kang Jin practitioners nearly 10 years, the first time to take such a long vacation.
In the Spring Festival of 2020, the tourism industry, which should be at its peak, was halted by the new Crown pneumonia epidemic. "I didn't expect a break to take several months off." Guangzhou ground tour guide Cui Kangjin said, he can finally be idle.
The rare vacation gave Cui Kangjin a chance to "recharge" his batteries. He reorganized the guidebook, collect the red history of Guangzhou information, in addition, also learned to be the anchor, in the jittery voice, fast hand after registering an account, he began to shoot video, engaged in live. "It's not easier than leading a tour!" He once tried to open a live broadcast in the Zhengjia Polar Ocean World to explain to netizens as a tour guide, but due to the poor signal, the picture is not clear, netizens have to go offline and leave the scene. After continuous exploration and attempts, Cui Kangjin found that the online live broadcast, can not be in accordance with the old ways of offline tours, how to shoot a good picture, enhance the sense of experience, in a short period of time, precise expression, for this old tour guide, are not a small challenge. A few months, Cui Kang Jin almost zero income, he was closed "training", waiting for the restart of tourism, and then on the first line of the time.
The tour guides are one of the most affected by the epidemic. Ctrip Tourism Academy and the China Association of Travel Agencies Tourist Guide Professional Committee recently released the "Epidemic Tourist Guide Survival Status and Career Development Demand Report," which shows that 81% of the tour guides currently have no business, 11% of the tour guides have started to work part-time online, and 8% of the tour guides have already switched to another profession or are planning to switch to a different profession. 70.2% of the people are expected to see their income drop by more than 50% this year.
Unlike Cui Kangjin, who is "recharging" himself, Li Dan, a 90-year-old local guide in Chengdu, received a lot of business not long ago. "During the 'May Day' holiday, the turnover was about 30% of last year's, but there were a lot of inquiries. I can see there is a demand." More than a year ago, Li Dan from the traditional travel agency to set up a studio, become an online independent practice of "local guide". Because the business is skilled and can meet the individual needs of consumers, the studio has quickly grown to 15 people.
"The condition of the tour guide transformation local guide, not lost a new direction." Li Dan said that the model of local guide Internet practice, has now gradually matured. Because of personal practice, consumer evaluation online at a glance, so it is more important to highlight the ability of personal service and brand, the future will be more diversified, segmented, the more professional talent can achieve better development.
The new action of the travel agency: local tours to play a new idea
The travel agency offline stores is an important part of the tourism industry, bringing together a large number of practitioners. According to media reports, only the first quarter of this year, China has more than 10,000 travel-related business write-offs, travel agency stores is one of them.
"'May Day' business volume of about 10% of the same period last year, even so, it is a good result." Zhang Wenjuan, who operates five stores, said the stores used to be mainly middle-aged and elderly customers, mainly to do "long-distance travel, outbound travel", but now, "can only grasp the short-distance, peripheral travel. But honestly, if the product is not innovative, not attractive, the local people are very familiar with the local, why do you still need a travel agent?"
This is exactly the paradox of the travel agency stores survival at the moment. Epidemic prevention and control narrowed the radius of people's travel, public **** place crowd control continues, around the demand for short-distance travel is concentrated in the scenic area tickets, hotels, and other single products, originally non-store strengths, coupled with thin profits, natural unsustainable.
Instead of waiting, it is better to act. Zhang Wenjuan can not judge the immediate situation will continue until when, but still found a new way.
"We try to promote the caravan tour, the effect is good. It can solve the problem of safety and privacy on the journey, and the travel time is more flexible, so you can drive and stay, and travel with your friends and several families in several cars, which is very popular."
Local tours can also have new ideas. According to Ctrip's theme tour platform statistics, this "May Day" appeared a lot of new ways to travel, the new development of the product is quite popular. Ctrip released new trends and new play suggestions before the festival, high-quality products, new pre-sale products, etc., have become the consumer's "explosive" choice.
Traditional travel agencies in Guangzhou are also looking for new ways to survive. Guangzhi's new "family micro-customization" services, such as the same group of tourists only with family and friends, tourists can choose any three pick-up and drop-off locations in the city, according to the needs of tourists to arrange the parent-child room, the family room, multi-room villa and other types of rooms, the itinerary does not include meals, but will be recommended for tourists to the local restaurant, the arrangement of satisfaction rate of more than 95% of the excellent tour guide. 95% of the excellent tour guide, etc., then to meet the demand for small package tours in depth, cut into the segmentation of the family clientele.
"The epidemic has made travelers more and more important to the quality and service, the original favorite outbound high-end customers also turned to the domestic, so we need to actively adjust and integrate resources to launch new products." Zhang Li, CEO of Ctrip Travel Channel Division, said the positive effects of the adjusted strategy are gradually appearing.
"It definitely won't work without change." Zhang Wenjuan in the past few days is in Yunnan, Hainan and other places to investigate the line, she plans in addition to the launch of the local caravan line, but also intends to build excursions in Sanya + caravan tour.
The new ecology of tourism destinations: low-density high-quality into the norm
Epidemic prevention and control into the normalization phase, scenic spot flow restrictions and reservations made for the cultural and tourism market recovery of one of the main features.
In fact, the reservation system for the scenic area has a double effect: on the one hand, it helps to control the flow of passengers, peaks and valleys, low-density travel, enhance the experience; on the other hand, it makes the scenic area more transparent, forcing a number of scenic areas seriously dependent on the ticket revenue, as soon as possible to enhance the development of the secondary consumption, the three consumer spending capacity.
The Oriental Pearl Tower is one of the first famous scenic spots in China to try the reservation system, this year's "May Day" is also in strict accordance with the requirements of the reservation system of no more than 30% + part of the opening. Oriental Pearl Tower marketing center director Liu Beiting introduction, the first three days of the holiday, the scenic area received 16,000 visitors. Visitors need to first reserve time, get a reservation code after the purchase of tickets, enter the door to check two codes (reservation code, health code) and a ticket.
But the reservation system is not simple. Oriental Pearl Tower convergence of dining, tours, experiential projects, performances, shopping malls and other businesses, so many businesses unified interface integration of external, Oriental Pearl Tower spent nearly 2 years to spend millions of dollars to establish a technology center, access to all the products, but also the possibility of convergence to a ticket, so that the reservation system successfully landed. It is also because of all the products through the chain, the Oriental Pearl Tower this time also launched the online shopping mall, points redemption and other projects, to achieve the interoperability of online and offline.
According to national requirements, in 2022, China's state-owned 5A-level scenic spots will fully implement the reservation system, the epidemic has greatly accelerated the speed of the popularization of the reservation system. "In the long run, this is definitely a good thing. Reservation can improve the quality of excursions, but also change the habits of consumers, but also for the scenic area in terms of the higher requirements, only richer content, rich and diverse products to meet the psychological expectations of tourists and the public for the cultural Entertainment Tourism Complex." Liu Beiting frankly.
The scenic area is only part of the tourist destination. In the reservation, limited flow conditions, the scenic experience is expected to further enhance the tourism destination of the various forms of industry will also move towards the road of high-quality development. Industry analysts have pointed out that it is expected to replace the outbound travel market in Yunnan, Xinjiang, Qinghai, Gansu, Tibet, Inner Mongolia, Heilongjiang and other tourist destinations, the need to closer to enhance product diversification and quality of service, less bullying and rip-offs, more good goods, less a point of fraud, more integrity and law-abiding, fewer scenic area charges, more service packages, etc.
The tourist attractions are just a part of the tourist experience under the condition of limited flow, which is expected to further enhance the tourist attraction experience.
" The tourism industry is sensitive and not fragile, very tough. But the industry's toughness is not the same as the toughness of a specific practitioner or tourism enterprise." Liu Simin, vice president of the Tourism Branch of the China Future Research Association, said.
Dai Bin, president of the China Tourism Research Institute, believes that the tourism industry after this battle, it is impossible to return to the past.
New trends and new ways of playing have been surfacing. After the tourism industry pressed the "reset button", the iteration of the tourism ecosystem is ensuing.