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against the background of booming national day tourism, it stands to reason that b&b owners should enjoy the annual carnival. however, the reality may not be as beautiful as imagined, especially for some owners of internet-famous b&bs. this year’s bustle it seems like it has nothing to do with them.

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the number of people traveling during the national day this year hit a new high. on october 1, “block, block, block” became the top trending word on major social platforms! on october 2, the entry #人人人人人人人人人人人人# was ranked no. 1 in the hot search. not to be outdone, netizens from all over the country also put the "renrenren model" where locals are crowded into hot searches. for a time, the whole country was full of "people".

against the background of booming national day tourism, it stands to reason that b&b owners should enjoy the annual carnival. however, the reality may not be as beautiful as imagined, especially for some owners of internet-famous b&bs. this year’s bustle it seems like it has nothing to do with them.

from the developed coastal areas to the remote western regions, from the water towns of the south of the yangtze river to the wilderness of the north, many internet celebrity b&b owners are quietly sighing this year.

bamei asked three internet celebrity b&b owners from moganshan in huzhou, dali, and qilian mountain in qinghai. according to their feedback, this year at least their internet celebrity b&b business has suffered a setback. the unit price is 30% or even 50% off the usual price, and the passenger flow has dropped significantly, which seems to have become a common phenomenon.

what happened to internet celebrity b&b?

the price of a double bed room has been cut in half, and many b&bs have opened around the scenic area.

aqiang

mogan mountain scenic area is located in deqing county, huzhou city, zhejiang province. it belongs to the remaining range of tianmu mountain. the main peak, tashan mountain, is 758 meters above sea level. the main attractions include jianchi, luhuadang, wuling village, xuguang terrace, diduitan, dakeng, mogan lake, etc. from the location to the layout of the attractions, it should be easy to make money by opening a b&b here.

aqiang has been engaged in the b&b business in moganshan since 2019. at that time, he focused on the internet celebrity b&b track, put a lot of effort into the decoration, and also provided customers with local specialties. the business has been good in the past few years.

but before the national day holiday, aqiang clearly felt that the b&b business in moganshan did not see a sharp price increase like in previous years, and some began to reduce prices. compared with the same period last year, some homestays have discounted prices by 30%, some have directly cut prices by half, and some have taken the initiative to launch special offers. however, the price reduction did not bring about a boom in business, and the number of bookings for moganshan b&b before the holiday declined to varying degrees.

during the national day last year, more than 900 b&bs in moganshan, deqing, received over 1 million tourists, and it was even harder to find a room in some special b&bs. as early as when bookings opened before the national day holiday, most hotels and b&bs were already heavily booked. on the national day last year, the average occupancy rate of most b&bs and hotels in moganshan, deqing, was 95%, and some b&bs were even hard to find a room for.

aqiang said that his old b&b is located in yucun, mogan mountain, which is the core area of ​​the scenic spot. during the national day last year, all 60 guest rooms in his old b&b were fully booked within the seven days of the 11th national day. rooms are hard to come by, and you may not be able to get a double bed room even for 1,500 yuan.

"this year's national day b&b market has undergone a sudden change. you can book a double bed room for 800 yuan, and the price is almost halved. on october 1, the occupancy rate was only 70%. looking at the trend, sales will be even worse after october 5." strong emphasis.

talking about the reason why moganshan’s b&b market is so poor this year, aqiang shook his head helplessly: “on the one hand, many people are unwilling to pay high prices to stay in b&bs. in addition, many new b&bs have opened in moganshan this year. there are more wolves and less meat. , how can the b&b business be so good?”

i invested 500,000 yuan to decorate an internet celebrity b&b, but i will lose money this year.

ajie

dali was once a paradise for literary and artistic youth. ajie, who owns two dali b&bs, looked sad when talking about this year's national day b&b market.

ajie said: “it’s so difficult to find a b&b in dali this year!”

he said that one of the b&bs he owns is located near the sea and has 6 rooms in total. during the off-season last year, a single room could be sold for 800 or 900 yuan. during the national day, the price rose to more than 1,000 yuan. during the national day this year, the price dropped to more than 700 yuan. yuan, the current occupancy rate is only 60%.

another b&b located 2 kilometers away from the ancient city has 8 rooms and a courtyard layout. the price during this year’s national day period is only more than 800 yuan, and the occupancy rate is almost 60%.

these are far beyond ajie's expectations. he planned that the national day this year will definitely be full. for this reason, a few months before the national day, ajie invested more than 500,000 yuan to upgrade the soft decoration of the b&b for this golden week, bringing together many internet celebrity elements, hoping to make a lot of money.

i never expected that the occupancy rate was only 60%. it was still the national day holiday, and it might be even worse in normal times. it was originally expected that the investment of 500,000 yuan would be able to pay back the investment in less than a year. under the current situation, the payback period may be greatly lengthened.

ajie said: "i originally expected that the occupancy rate during the national day golden week would be overwhelming, making a lot of money, and balancing the income and expenditure for the whole year. now it seems that we are going to lose money this year."

ajie’s “experience” is a microcosm of the bleak homestay market in dali during this year’s national day. why is this happening?

according to official data from dali in june this year, the number of homestays in the state is close to 5% of the national total, ranking among the top in the country. dali currently has 8,952 hotels and b&bs, with 118,500 rooms, 182,100 beds, and nearly 170,000 employees. obviously, dali cannot "accommodate" 5% of the country's tourists, and the market is seriously oversupplied.

in the past few years, on the internet, complaints about dali’s internet celebrity b&bs being “unhygienic”, “increased prices”, “facilities aged”, “poor food” and so on can be seen everywhere.

the sentence "stay in dali" also requires the homestay industry to do more.

god is not good, the occupancy rate of this high-end homestay in qilian mountain is only 35%

a hong

the national day golden week is originally the annual peak season for high-end b&bs in qilian mountains, qinghai. as a popular non-traditional tourism destination, qilian mountain was not well known in the past, and the number of tourists during the national day was not large.

however, in recent years, due to extensive publicity by self-media bloggers on major social platforms such as douyin and xiaohongshu, the beautiful scenery of autumn has attracted countless young people to check in and take photos. the local tourism market was once very popular, which directly led to the development of the local homestay market.

b&b owner a hong said that his high-end b&b is on the northwest ring road. in previous years, the occupancy rate has been 100%, and the average price is 1,000 yuan+. i thought that the abundant rainfall in the qilian mountains this year and the natural scenery of green mountains and waters would attract more tourists to stay and sightsee, and the prices of homestays would also rise.

however, the business of high-end homestays in qilian mountain this year is not as good as in previous years. one month before the national day, the number of reservations has been reduced, only half of the same period last year, and the price is about 700, which is more than 30% off compared with the same period last year.

ahong said: "it rained all night long when the house leaked. i never expected that the weather would be unfavorable during this year's national day. it snowed almost every day in qinghai, and many tourists were reluctant to come. looking at the current national day bookings, the occupancy rate is up to 35%, and the price is 40% off, currently only 500 yuan.”

regarding the current situation, ahong was also helpless and said discouragedly: "we are not talking about whether we can make money now. we just want to see if we can achieve a turnover of 200,000 yuan this year to recover labor costs and rent costs. after all, october 20 in the future, the grassland will start to snow and freeze, and the water pipes will basically not work, so we will close down. "

/ the number of tourists has skyrocketed,

why is it difficult for internet celebrity b&bs to do business? /

according to statistics from authoritative organizations, on october 1 (the first day of the national day holiday), the number of cross-regional personnel movements in society was 330 million, a month-on-month increase of 48.1%, an increase of 0.9% over the same period in 2023, and an increase of 32.8% over the same period in 2019. %. among them, most of them are the number of people traveling during the national day. during this year’s national day, the number of people traveling hit a new high.

however, contrary to the record high number of tourists, the business of internet celebrity b&bs in many places, including aqiang, ajie, and ahong, has declined in both occupancy rates and prices.

the media interviewed a b&b owner in jinan. he said: “in previous years, the rooms were usually fully booked before september 30th and four days before the holiday. however, every day of the national day holiday this year, the room booking volume was very low. the rate is expected to be less than half of last year’s. we can still have full rooms during the may day holiday. what’s wrong with this year’s national day holiday?”

from 2003 to 2024, in more than 20 years, b&bs have developed at a speed visible to the naked eye. according to research and statistics from relevant institutions, the overall scale of china's b&b market in 2017 was approximately 14.5 billion yuan. by 2019, the market size has increased to approximately 22 billion yuan, with the average annual growth rate of the b&b industry approaching 20%. in 2023 alone, the number of registered b&b companies nationwide will increase by more than 90,000. in the first half of 2024, there will be 51,000 more companies, a year-on-year increase of 24.6%.

the growth rate of b&bs far exceeds the growth in the number of tourists. even if they are labeled as internet-famous b&bs, consumers still suffer from "difficulty in choosing". the only ones who "lower" and lower prices are b&b practitioners.

even the "may day golden week" when business was good was not as brilliant as before. data shows that the average occupancy rate of the homestay industry during the may day holiday in 2024 is 64.1%, slightly lower than the 65.7% in 2023. the average house price dropped significantly, from 499.4 yuan to 414.1 yuan, a decrease of 17.1%.

in addition, the popular form of tourism in the past two years is "suburban travel", which netizens jokingly call "cheap travel". no one wants to travel to far away places. as a result, not only the homestay market data has declined, but also the air ticket and hotel business has become difficult to do.

according to fliggy data, the average price of hotels and air tickets at home and abroad during this year's national day holiday has dropped year-on-year. among them, the average hotel price has dropped by about 40% year-on-year, and the average air ticket price has dropped even more significantly.

as of now, there are still many special air tickets for sale. for example, the direct flight ticket from shanghai to haikou on october 4 is as low as 213 yuan (including tax and fees), and the direct flight ticket from hangzhou to jeju island on october 5 is as low as 410 yuan (including tax and fees).

in addition, tens of thousands of new tourism industry investors have entered the industry, which has invisibly increased the supply of tourism resources, and the data allocated to each company has been reduced. one data shows that 371,300 tourism-related companies were registered in 2023, a year-on-year increase of 43.82%, reaching a new high in registrations in the past decade.

as for this year, the growth momentum of tourism-related enterprises is also rapid, with 224,800 registered companies. currently, there are 2.1576 million tourism-related companies in the country. the number of registrations of related companies has shown an overall growth trend in the past ten years. the number of registrations this year and last year alone has accounted for nearly 30% of the total.

the current situation is that consumers are unwilling to travel "long distances", but tourism investment, including homestays, is growing rapidly. under the situation of "more wolves and less meat", the number of tourists is increasing, but tourism employees feel that they cannot make money. .

at the end of the "chat", aqiang, ajie, and ahong all said that their internet celebrity b&b business can still barely survive. when everyone makes money and is willing to travel long distances, their business will get better.

"don't you need to change your homestay industry?" all three people said they would "wait", "lower prices" or "become more famous online" in response to this question.

perhaps the b&b owners have not yet realized that the current era of b&b business that only provided “one room, one bed, and some internet celebrity elements” has passed, and they still have a lot to do.