With the launch of Tongue Tip 3 during the Spring Festival, food tourism has set off a new upsurge. "Eat, live, travel, travel, shopping and entertainment" are the six major elements of tourism. "Eat" is of great significance to travel, and the extension from "eat" to "travel" is also logical, and tourism companies have increased the subdivision of tourism catering. At the same time, when food serves as an important destination, how to tap the potential of food tourism and encourage more tourists to have a deep food experience is worth discussing.
Travel enterprises add more "gourmet tours"
On the fourth day of the Lunar New Year, 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 tourism "Tip of the Tongue" business tide hit again.
At present, there are still many routes on online travel websites that involve "trip with the tip of the tongue". For example, the "6-day tour route of Kunming+Tengchong+Ruili+mangshi in Yunnan" specially arranges tourists to taste local food. Wang Zhen, general manager of Zhongxin Tourism Direct Customer Marketing Center? H told the Beijing News reporter that the food tour has become a new direction for tourists to chase. In 2114 and 2115, Zhongxin Tourism launched a series of themed food products, such as gourmet 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 theme activities of "Food Forest Tour" in domestic and international routes such as Japan and Moganshan. The person in charge of Meituan's travel also said that on the occasion of the broadcast of "Tip of the Tongue 3", Meituan commented on the launch of the "Tip of the Tongue 3" creative team to share behind-the-scenes tidbits and mental journey, and this year is considering launching the "Food Map Tour" column series.
The bookings of popular restaurants increased by 41% month-on-month.
"Eating, living, traveling, shopping and entertainment" are the six major elements of tourism, and "eating" is of great significance to travel. According to the data of tourism consumption in 2117, shopping consumption expenditure has actually shifted to hedonic consumption, and the proportion of food, culture and entertainment consumption is increasing substantially. China tourism academy's Global Freedom Report 2117 also shows that China people especially like to remember a city with its taste, which makes the growth of food consumption particularly remarkable, and the feedback from the food trip is also good.
With the escalation of consumption, more and more tourists regard "food" as a window to understand local culture. In 2117, the data of Ctrip Food Forest showed that about 76% tourists would browse the restaurants before going out, and the number of people who made reservations for popular restaurants in advance increased by about 41% 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 catering during their travel. The "wine+meal" model brings ***1.5 billion yuan of catering sales to the cooperative hotel partners in one month. One-stop booking of travel and catering can not only enhance the travel 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 become lively. For tourism enterprises, developing 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. In 2116, Ctrip established the catering brand "Gourmet Forest" and reached a cooperation with Priceline's online restaurant reservation platform OpenTable in October this year. The person in charge of Ctrip said that in 2118, 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 use scenarios by users, and launched a one-stop reservation of "wine+meal" in 2117. 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 catering providers 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 certain opportunities to intermediate service providers, such as B2B service providers' food on the way. Its founder Zhou Lijian once said frankly, "The outbound catering market is still in its infancy, and the market scale and potential have not really been stimulated, which requires more players to participate and promote the development of the whole industry."