news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

Beijing News Shell Finance (Reporter Sun Wenxuan) On July 23, Zhiyoumai Technology announced the "2024 China Consumer Lifestyle Evolution Trend Series Report on Travel" jointly released by it and SMG Group. The report focuses on five major travel scenarios: travel content, travel transactions, travel tools, travel equipment, and travel coordinates. It has insights into the evolution and trends of travel demand characteristics driven by core technologies, and in-depth analysis of the consumer insights behind new travel hotspots and new phenomena.

A panoramic view of consumer technology trends in travel scenarios.

The report shows that in terms of travel content scenarios, information and communication technology has promoted the diversification of travel content acquisition touchpoints, showing an overall evolutionary trend from authority to splicing, that is, from passive and relatively single official media reliance to active and independent channel splicing. It can be said that the renewal and upgrade of the travel content acquisition experience has also prompted each touchpoint to be more vivid, colorful, rich and diverse in content presentation and popular topics.

In terms of travel transactions, with the advancement of technology, ensuring transaction security has become a basic requirement. Paying attention to the details and comfort behind travel transactions and creating an excellent user experience have also become advanced goals pursued by the travel service industry.

He Haiming, professor at the School of Advertising of Communication University of China and vice president of the National Advertising Research Institute, said that the rise of payment innovation and intelligent services has optimized the transaction process and enriched the user experience. However, in the pursuit of the ultimate experience, the industry faces high expectations from users for instant, simplified, and practical services, which reflects the challenges of the platform's limitations in efficiency and personalization. To this end, the platform needs to use data intelligence to improve response speed and service accuracy and achieve user-centricity. At the same time, the complexity and security concerns brought about by technological iterations require the industry to explore the humanization and convenience of services while ensuring privacy and security, which tests the platform's technical strength and market insight.

In terms of travel tools, technological progress has also driven the variety and segmentation of travel tools to meet users' different experience needs in short, medium and long-distance scenarios. When choosing travel tools, users will also weigh the time cost and economic cost to find the travel method that best meets their personal needs and budget. Future market competition will not only be a contest of product performance, but also a competition for full-efficiency travel experience. This also requires brands and marketers to re-understand and redefine travel scenarios. It is no longer just about providing transportation tools, but to meet and exceed consumer expectations through technological innovation and create value services in all aspects.

In terms of travel equipment selection, with the development of technology and the deepening of segmentation of travel scenarios and purposes, the concept of "travel equipment" is becoming increasingly rich and constantly upgraded, showing a strong value satisfaction from basic functional satisfaction to advanced technology, in order to meet various segmented travel needs and more convenient and personalized service needs. Yang Lin, head of the sports and outdoor industry of What's Worth Buying APP, said that home and travel, fashion and function, design and technology are constantly merging, the original traditional category boundaries are gradually blurred, brands are competing for the right to define new categories, and travel equipment is unprecedentedly prosperous like other new consumer fields.

Regarding the travel coordinates that are currently attracting much attention from consumers, the Worth Buying Consumer Industry Research Institute has conducted an in-depth review and comprehensive data analysis of the current popular cultural tourism phenomena and new characteristics of destination consumption, and found that driven by ecological technology, product technology, and experience technology, new travel consumption shows a trend of ecological sustainability, product IPization, and in-depth experience. Ecological technology promotes the innovation of user consumption and forms an outdoor leisure consumption model; product technology revitalizes the regional economy and forms a peripheral and folk travel consumption model. For example, Harbin Ice and Snow World, Guizhou "Village BA", Quanzhou Hairpin Flower, Gansu Tianshui Malatang, etc., which have been popular on the Internet in the past two years, are typical landmark renewal consumption scenes and folk interactive consumption scenes; the implantation of experience technology enriches the playability and extensibility of travel consumption scenes.

Core user groups and travel preferences.

Through the research and insights of phenomenal cultural tourism cases, the report shows that users' experience of travel destinations has changed from traditional sightseeing mode to immersive and personalized emotional experience platform. After arriving at the destination, users no longer simply visit scenic spots, but release emotions and experience different moods through a variety of life services such as catering and entertainment. At the same time, consumers' emotional value also drives multi-dimensional coordinate scenes. The current travel preferences can be summarized as efficiency, lightweight, immersive, star-chasing, family and healing. These emotional resonance scenes appear frequently, and experience iteration also stimulates diversified value needs.

Professor Wu Laian, director of the Advertising Department of the School of Journalism and Communication of Jinan University, said that marketers and brands need to re-understand the marketing scenarios of travel destinations, shifting from simple scenic spot promotion to the creation of full-efficiency value services, and using technology to build destinations into a starting point for emotional and cultural exploration, providing users with richer and more diverse emotional experiences. This not only meets the expectations of contemporary consumers, but also establishes a deeper user connection for brands.

Proofreading to Fu Chunyin