Keep the hot of domestic traveling and take the lead in future market

        When will travel abroad resume? Instead of thinking about this answer, it is better to focus on the great business opportunities in front of us! Domestic travel has been booming since 2020, and will continue to grow rapidly in 2021. However, in order to seize this wave of business opportunities, we must accurately grasp the preferences of consumers. This issue will analyze the needs of domestic travel and help you to make lay out of the future market ahead of time.

        Do you know what kind of satisfaction people are most eager to get when they plan their trip? Which age group has the highest consumption value? Which kind of aspects do people spend the most of money? Which marketing channels can effectively reach potential customers? Tianxia Innovation Institute and GO SURVEY deeply analyze the domestic tourism market and draw three key insights

        The main consumption force of domestic travel is the mature generation: the consumers of 40 and 50 + generations are the most valuable group, they dare to spend money for enjoyment, like to stay in hotels above 4-star level, and love high-value itinerary of nature and healing body and mind.

        Pay attention to food, young generation love to taste new things: young consumers of generation 20 and 30 pay attention to online real experience sharing. Through novel food, scenic spots and thematic activities with high CP value public transportation and accommodation, they will be attracted to visit.

        Continuous booming of domestic travelling, make lay out of the future market ahead of time to seize the business opportunity. More than 80% of the people plan domestic tourism within half a year. Marketing and tourism operators must plan ahead of time, create segmentation services and provide in-depth experience, so as to seize the next wave of tourism consumption opportunities.

        Layout 1: to retain the mature generation, firstly, strengthen the quality of accommodation and service

        With Taiwan's entering the aging society, "the elders has the highest consumption power" has been verified by many surveys. In terms of tourism expenses, GO SURVEY found that the average cost of people's latest domestic tourism (including transportation, accommodation, meals, shopping, entertainment, etc.) was 5934 yuan, of which 55% spent more than 5000 yuan, while the mature group (40 generation, 50 + generation) spends the most (6445-6525 yuan), and the proportion of spending more than 10000 yuan was significantly higher than that of the whole by more than 6%.

        Therefore, the older the tourists are, the more they value the quality of accommodation. In terms of accommodation, hotels (27%) and B & B (25%) are the first choice of the elders, followed by 4-star hotels and hotels (20%). Mature generations are more attracted by historic sites, natural viewing and relaxation, as well as attention to the quality of accommodation, and they also care about the time and comfort on the way. If you are interested in entering the market of the elders, excellent tourism accommodation products and services are indispensable. You can also add luxury and cultural elements to the package itinerary to enhance the value of the journey.

        As for publicity channels, although new media and the Internet are becoming more and more popular, mature generations still rely on offline and traditional media channels to collect tourism information, such as TV tourism programs, travel exhibitions and the tourism section of the portal website. If you want to recommend tourist attractions or package tours for this group, traditional channels are more effective.

        Layout 2: freshness creates the "sightseeing feeling", the secret and the limited are the highlight

        "To live in a familiar environment is to live, and to live in a strange environment is to travel." most operators in the domestic tourism market are faced with such a problem, which is true for tourists as well.

        According to the GO SURVEY, when planning domestic tourism, people are highly interested in the scenic spots they have never been to (58%), and will also consider the amount of delicious food (37%), or choose places they have never been to together with their companions (36%) and delicious food they have never eaten (32%). The novel "secret places" on social media, the natural landscape restricted by the season, or the exotic cuisine created by the returned entrepreneurial youth with local food materials are all the highlights of the new development of domestic tourism.

        If you want to add topics and fun to your ordinary life, a trip with memory points is a good choice. When planning international travel, people also pay great attention to special accommodation (25%), and hope that there are many scenic spots (19% for the 20th generation and 15% for the 30th generation). Male tourists will also take into account the factors of rich nightlife.

        Layout 3: strengthen thematic packaging, thorough tours are more healing

        The ever-changing and depressing routine of epidemic prevention makes people eager to get healing through tourism, and they have more expectations of "relaxing, simple and light" for domestic tourism. When planning domestic tourism, 50% of the tourists will care about the time spent on the traffic.

        In addition, the itineraries that the public will consider include tasting special food (50%), viewing nature (flower / Whale / geological landscape, etc.) (46%), relaxing body and mind (hot spring, aromatherapy, spa, etc.) (40%), which shows that the above three points are special itineraries that can attract customers.

        Even for the vigorous young generation (generation 30 and 40), the most anticipated travel itineraries are still thematic, such as visiting historical sites (32% of generation 40) and participating in local festivals or thematic activities (28% of generation 30), rather than cycling, island hopping cruise and mountain climbing.

        In addition, different tourist groups have different travel preferences. For example, people in the north are interested in food, cultural relics and farm sightseeing, while festival activities are attractive to people in the south; Women prefer food, arts and cultural activities. The tourism industry may as well strengthen the depth of knowledge of tour guides. They can also make good use of story in marketing, use more topics or allusions when introducing activities and scenic spots to pave the way for the depth of domestic tourism.

        When the theme of domestic tourism is strengthened, tourists will have a more delicate experience of the normal living environment, which is expected to further drive the sales of local agricultural products, strengthen the local identity of the people, and further improve the possibility of in-depth domestic tourism.

        Layout four: making tourists become the sales, word of mouth and real sharing on the social media are the best

        With the rapid development of social media, tourists not only focus on experience, but also are willing to take photos and share accommodation environment, facilities, meals, etc.

        The survey results show that the main sources of tourism information for the public are the word-of-mouth sharing and blog, followed by FB and IG community sharing. From the perspective of gender orientation, male tourists tend to use multiple platforms such as youtube, Mobile01, travel agency websites, backpackers and travel books to collect information. In the form of information, community graphic or audio-visual content has become a popular material for sharing tourism information.

        If you want to attract the young generation who pay attention to online word-of-mouth and prefer real experience sharing, you can work with the people with clear personal characteristics or KOL. Through novel food, scenic spots, thematic activities and high CP value public transportation and accommodation, this group will be attracted to visit.

        Layout 5: independent tour is the most popular, joint tickets strengthen competitiveness

        Unlike overseas tourism with language and culture concerns, domestic tourism is more convenient. As high as 90% of the people prefer independent tour in Taiwan, and only 10% choose package tour. According to GO SURVEY, economical, time-saving and relaxed transportation planning are the key factors for the success of independent tour. The tour operators can give full play to the integration ability of different industries and launch the joint package of transportation, accommodation and theme park to enter the market.

        Most of the tourists who prefer free travel are young generation (20 or 30 generations), single without kids. In terms of traffic arrangement, driving, taking trains and high-speed rail are the main means of transportation; Among them, the 20th generation preferred mass transportation (trains, high-speed railways) and locomotives; Over 30 generations, most of them drive. Generally, women prefer to take the train.

        Looking at the future planning of consumers, 83% of the people will plan domestic tourism again within half a year, and more than 40% will consider three days and two nights. Therefore, marketing and tourism operators must plan ahead, create segmentation services, provide in-depth experience, and drive tourism consumption with special food, new scenic spots and physical and mental relaxation, so as to keep up with the next wave of tourism consumption opportunities.

        Note: KOL (key opinion leader): key opinion leader.

        Survey description: This is an online survey conducted by GO SURVEY market research consultant on GO SURVEY platform from November 2 to November 27, 2020. A total of 3000 samples were collected in this range, and the respondents were HAPPY GO cardholders aged 18-70.