ele.me and nielsen iq jointly released insights into travel trends during the national day holiday, providing new ideas for brand marketing
2024-09-26
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this year, the "city or not city" meme became popular on social networks. netizens used the meme to show personalized and diverse ways of checking in at the city. what is behind it is the change in the travel concept of young people today. on the eve of the national day holiday, ele.me, fliggy and nielsen iq jointly released the "2024 easy travel trend insights". the report shows that empty-package travel, car rental and self-driving, hotel travel, etc. are becoming new ways for more young people to "travel easily". as the national day holiday enters the countdown, the number of searches related to "travel equipment" on ele.me has increased by more than 150 times month-on-month.
concerts, filming locations, drama and variety show tours are becoming the travel destinations for more young people who "go on a whim". during this national day, shuozhou, shanxi became the city with the highest increase in bookings because of the filming location of "black wukong". cities such as linyi, changzhou and yichang also ranked among the top three in the country in terms of the increase in accommodation bookings due to performances.
the reason why young people are so relaxed about destinations and check-in methods is the service certainty provided by instant e-commerce platforms such as ele.me. during the national day holiday last year, the sales of thermal suits and picnic utensils on ele.me increased by more than 40%, and the year-on-year growth of coffee takeaways to transportation hubs and hotels was around 100%. travel scenarios are becoming a new opportunity for more catering and retail brands to grow in instant e-commerce channels.
search popularity of filming locations increased 10 times, and takeout became a guide for life in a foreign place
from the explosive popularity of special forces-style tourism and traveling following concerts to the new explorations of reverse tourism, cultural and museum check-in tours, and persuasive tourism, the younger generation continues to lead the travel boom and stimulate the vitality of personalized and in-depth tourism consumption.
the report shows that in the past year, the year-on-year growth rate of accommodation bookings on alizhu in niche cities such as ningxia zhongwei, tibet shigatse, and henan xuchang ranked first in the country. this national day, yunnan pu'er, sichuan aba, and shanxi shuozhou became new "internet celebrity cities", and the year-on-year growth rate of city accommodation bookings ranked in the top three in the country. the search popularity of scenic spots related to filming locations increased by more than 10 times year-on-year. the popularity of shanxi shuozhou is naturally inseparable from its status as the filming location of the game "black goku".
performances are still an important purpose for this generation of young people to travel happily. the report shows that during the national day holiday this year, the popularity of accommodation around hangzhou olympic sports center stadium, chongqing olympic sports center, guiyang guanshan lake national grand festival square, suzhou olympic center stadium and hefei shaoquan sports center ranked among the top five in the country. linyi, changzhou and yichang also ranked among the top three in the country in terms of the growth rate of accommodation popularity due to concerts, music festivals and other performances.
the personalization and diversification of travel destinations have also changed the way they check in at cities, with "empty-package travel" and "hotel travel" becoming new trends in easy and efficient travel. for example, during jay chou's concert, the volume of out-of-town takeaways from hotels in cities such as haikou and hohhot increased by 120% or more month-on-month, and the volume of takeaways of haikou's specialty foods such as qingbuliang, seafood and rice noodles increased by more than double month-on-month.
this summer, the year-on-year growth rate of ele.me's out-of-town orders was 2.3 times that of the usual addresses, and the takeaway volume of care products such as cotton wipes and hair care sets also increased by more than 37% month-on-month. from providing a rich variety of city-specific delicacies to various travel supplies, instant e-commerce platforms such as ele.me have become one of the most important tools for travel scenarios and the most important life guide for people's "short-term life" in other places.
“easy travel”driving the growth of multi-category takeaway orders, instant e-commerce provides certainty throughout the entire journey
according to nielsen iq's "2024 mid-term consumer outlook" report, 68% of chinese consumers are willing to invest more in stress resistance or relaxation in the future, which is significantly higher than the average in the asia-pacific region (57%). no plans, no trouble buying equipment, no heavy luggage, no visiting popular attractions... nowadays, people prefer to travel easily.
as the national day holiday enters the countdown, the number of searches related to "travel" on ele.me has increased by more than 150 times month-on-month. more and more consumers choose to buy storage supplies, portable snacks, and even luggage and other travel essentials on ele.me before leaving. taking the peak of summer travel as an example, the report shows that the online sales of travel-sized bath gels and portable wipes increased by more than 23% month-on-month before travel, and the takeaway volume of travel storage tools such as storage bags and compression bags on ele.me also increased by 32% month-on-month.
the reason behind the relaxation of the entire journey is the certainty provided by the abundant supply and instant delivery services of instant e-commerce. during the journey, from the rapid replenishment of missed supplies to emergency support, or reliable response to sudden weather changes, the efficient delivery services of instant e-commerce are always ready to solve every potential challenge in a timely manner. the report shows that during the national day last year, the volume of medicines delivered to entertainment venues and hotels increased by 217% and 107% year-on-year respectively. in october, the average daily delivery volume of camping tableware and thermal suits also increased by 44% and 119% month-on-month respectively.
it is only the mentality that is relaxed, not giving up the pursuit of a refined life. the report shows that during this summer, the takeaway volume of sunscreen products and facial care sets from ele.me increased by 50% and 31% month-on-month respectively. during the may day holiday, the takeaway volume of makeup sets increased by 36% month-on-month. whether traveling in the city or outdoors, the ever-increasing supply of instant e-commerce platforms can provide them with a one-stop, convenient, and quality-of-life experience.
relaxation is also reflected in "eating while walking". the report shows that the online sales of meat snacks increased by 8% year-on-year. during the qingming festival, the volume of stewed food delivered by ele.me to hotels and scenic spots increased by about 60% year-on-year. travel scenarios are becoming a new highlight of the growth of catering takeout. during the national day last year, the volume of hamburger and fries delivered by ele.me to transportation hubs, hotels, and cultural venues increased by about 50% year-on-year. coffee is a must-have for travel. in the past 12 months, the volume of ele.me's out-of-town takeaway coffee orders increased by 95% year-on-year, ranking first among all out-of-town takeaway catering categories. during the national day, the volume of coffee delivery to entertainment venues and transportation hubs increased by more than 120% year-on-year.
in order to provide travelers with a better travel experience, during this year's national day, ele.me joined forces with wallace, miniso, watsons, nova, juewei duck neck and other brands to jointly create a "easy travel" themed marketing campaign. consumers only need to open the ele.me app and search for "easy travel" to get coupons and travel-related items provided by fliggy and ele.me. at the same time, ele.me also provides takeaway coupon packages up to 188 yuan, and 50% off on multiple categories such as food and beauty.
zhu jun, head of joint marketing for the ele.me brand, said, "we hope that every traveler can enjoy a more relaxed and enjoyable travel time through instant delivery services and special service capabilities in remote scenarios. at the same time, ele.me has been exploring more scenario-based combinations of consumer needs and merchant brands, while satisfying consumers and creating more business opportunities and possibilities for merchants."
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