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this year's national day holiday, there is no suspense, has reached the stage where car owners compete with each other and compete with each other.

in the past, traveling a few hours or even half a day in advance was simply not feasible because there were too many smart people, so everyone didn’t care whether it was free or not, and simply set off one day or two days in advance.

it can’t be blocked, right?

obviously, the result of the collective brainstorming was that they were stuck in traffic jams again. many people were stuck in traffic jams from september to october. the only good thing was that the traffic jam on the expressway was free.

this is a must-have program every national day.

in addition, there are also popular scenic spots that are blocked and have entered a protracted war mode.

according to data from the ministry of transport, on october 3 alone, there were 283.3 million cross-regional people movements across society, an increase of 4.3% over the same period last year. in the three days before national day, there were nearly 900 million people.

this hot scene has reached a new level compared to last year.

normally, merchants should be very happy with such a large flow of people. after all, there are only a few profitable holidays in a year. but in fact, the consumption situation during this year's national day is a bit beyond the merchants' expectations.

take the b&b industry as an example.

b&bs, known for their unique experience and warm living environment, have always been the first choice for young people. however, during this year’s national day, the b&b industry as a whole suffered a cold reception.

a few days before a normal holiday, the rooms are fully booked, but on this national day, let alone the booking rate, many b&bs cannot even reach half of last year’s occupancy rate.

in fact, it is not a recent phenomenon that the b&b industry has entered a bottleneck period. during this may day holiday, the average occupancy rate of the b&b industry was only about 64%, a decrease of 2% during the same period.

this data is the volume obtained by merchants through price reduction promotions, otherwise the actual occupancy rate may not have dropped to what extent. anyway, according to data from an online platform, the average house price during the may day period dropped by 17.1% year-on-year.

the homestay industry has stagnated and even begun to "recession", with market saturation accounting for a large factor.

according to statistics from relevant agencies, since entering a period of rapid development in 2010, the overall size of the homestay market has shown an explosive growth trend, from 14.5 billion yuan in 2017 to 22 billion yuan in 2019. after experiencing a special period, it has not fallen but has risen. the scale will reach 40 billion yuan in 2023.

as of august this year, there are more than 160,000 b&bs in existence, and the supply and demand far exceed the demand of tourists.

the original intention of the birth of b&bs was to alleviate the shortage of accommodation in scenic spots. however, after capital entered the market and promoted b&bs into behemoths, problems arose.

if you want to grab meat from the hotel, you must first have characteristics and highlights.

regarding this point, b&b businesses are very good at taking advantage of the internet. the decoration and layout are either close to the elements of scenic spots or adapted to the elements of internet celebrities, focusing on the middle-aged and young market.

compared with the immutability of hotels, b&bs are indeed a clean slate at the beginning. however, after b&bs reach a certain scale, they inevitably fall into homogeneity, and people get tired of it.

coupled with the poor environmental problems that have been exposed from time to time, the accommodation conditions are comparable to the regent hotel, but they dare to charge the price of the regent hotel, and their strength has dissuaded many tourists.

it is true that there are many b&bs with good interior decoration and good services, but people don’t dare to open the blind boxes randomly, mainly because as experienced leeks, they are afraid of being cut off.

to make matters worse, the "b&b secret photography incident" was exposed on the internet not long ago. some b&b practitioners said that this is an unspoken rule of the industry and is not surprising.

therefore, no matter how much the prices of b&bs are reduced, they can only watch the occupancy rate decline a little bit. unless they happen to be located near a popular scenic spot, it will be difficult to get some meat to eat.

it can be said that the era in which you can easily make money with a room, a bed, and some internet celebrity elements has passed.

even if b&bs suffer, hoteliers can't help but gloat over the misfortune, because this cold wave is sweeping across the entire tourism sector.

in the past, every major festival, tourists would be mentally prepared to be ripped off. a 1 or 2 times increase in hotel prices would be considered gentle. the normal premium is more than 3 to 5 times, and the closer to the scenic spot, the more outrageous the increase. 10 increases of several times are not uncommon.

the reason why hotels dare to raise prices in retaliation is because there are always customers paying for them.

however, on the eve of this year's national day holiday, many hotels and guesthouses went against the norm and started the rhythm of "cutting prices in exchange for volume". with the competitive advantage of less than doubling the increase, or even maintaining the original price, they achieved a booking rate of more than 95%.

there are many shadows of star hotels in it.

no way, as early as the summer vacation and mid-autumn festival, merchants found that prices could not rise. once they tried to maintain the increase in previous years, the booking rate and occupancy rate would plummet, so they did not dare to have too much hope for this national day.

in this way, tourists will find that even if they delay booking a room until september 30, there are many hotel assassins that have increased by 10 times. however, the price increase of many hotels only maintains between 70% and 1 times. if you search carefully, you can even find hidden gems that maintain their original prices.

even in the past year, hainan, which has beaten tourists to pieces through price magic, has become a lot gentler.

“five-star hotel room rates have dropped to triple digits” and “from 1,188 yuan for 2 nights including breakfast, available on national day”, this means that most of hainan, especially sanya’s tourism industry has joined this price war.

it is impossible to do without lowering prices. whether it was the sky-high price hotel incident a year ago or the price increase when the typhoon hit in september, it has left a very bad impact on people. everyone is afraid that they can come but cannot leave.

similar to this, there are major civil aviation companies.

according to data from fliggy and qunar, during this year’s national day holiday, the average price of domestic and international air tickets has dropped year-on-year, with an overall decrease of nearly 20%. so far, many special-price air tickets have not been sold.

the lowest price of air tickets from shanghai to haikou is only 213 yuan, which is unexpected by tourists. on the eve of the holiday, some airlines opened a live broadcast room to let stewardesses live broadcast to promote air tickets.

by the way, online platforms are different from the dismal performance of offline merchants. judging from the second quarter financial reports released by major online manufacturers, the performance is quite good.

after all, it is a necessary channel for traffic. whether tourists book hotels, b&bs, high-speed rail tickets, or scenic spot tickets, most of them will be done through online platforms, hoping to get discounts.

it can be said that major online manufacturers can eat as much traffic as they want.

but recently, a more unique method has been reported on the internet. some platforms seem to be able to operate in secret and adjust prices privately to gain a premium.

just last month, a b&b owner in a place in yunnan discovered that her room, which cost 680 yuan a night, was actually listed as 2,780 yuan on a certain platform. however, she clearly had not adjusted the price, so she broke the news to the media.

when interviewed by reporters, the platform responded that it was caused by staff errors. then the question arises. doesn’t it mean that only merchants have the right to make adjustments? if neither customers nor merchants find out this time, it goes without saying that merchants will lose their reputation and interests. how to distribute the overflow price?

according to the rules, it is generally owned by the platform.

from this, it is difficult for netizens not to think deeply, are all the price adjustments in the past really the spontaneous behavior of merchants?

it's hard to say. i can only say that capital is really exciting, so they all complained, "i thought i could save some money through the platform, but i didn't expect that the platform would make everyone suffer."

although the tourism and civil aviation industries are in trouble, the major scenic spots are still making a lot of money. after all, crowds of people are flocking in and there is a scene of "everyone" everywhere. just buying the tickets can recoup the cost. count tourists’ consumption of meals, accommodation, etc. in the scenic area.

major cultural and tourism companies think so too, so in the past five years, the number of a-level scenic spots nationwide has increased by more than 3,300, but the average revenue scale has only reached 63% of 2019, a drop of nearly 40%.

or because it was too busy, many places saw that the ancient city revitalization method was feasible, so they followed suit and developed ancient city scenic spots in their own cities.

however, some ancient cities do not have high historical and cultural value and do not have many highlights. they simply take advantage of being "ancient".

forget it, they are historical buildings after all, but some places are simply new development zones. they don’t care where the ancient buildings come from. they have to follow the trend and build cultural ancient towns and imitation ancient cities. so as soon as everyone opens the navigation, they are really all over the world. they are all ancient cities.

they also used storytelling techniques to affix a layer of cultural and historical heritage to their "ancient city", and then followed up with the same creative market and cultural and creative economy in scenic spots.

finally, many scenic spots were hit hard. 12 listed companies in scenic spots announced their first-half financial reports. as a result, more than 70% of their profits fell or suffered losses.

the most classic one is the dayong ancient city built at a cost of 2 billion yuan in zhangjiajie. netizens complained that "modernity and antiquity have nothing to do with each other, they are completely different."

while the shili gallery next door is busy with tourists, dayong ancient city not far away is deserted. it is currently undergoing judicial reorganization procedures due to serious losses.

it’s hard to describe in one word.

this is the epitome of the flow of tourists during the national day. everyone still trusts the old scenic spots with stable reputations, such as the forbidden city, the great wall, the three mountains and five mountains, and cultural towns with real historical heritage, or some rising stars, such as the " "go to zi to get roasted", "spicy tianshui", "friendly erbin" and so on.

the areas that have become more popular recently include yuncheng and datong in shanxi, which have been brought up by black myths.

as for those scenic spots with serious homogeneity, the wealth and wealth of the world has not been received at all.

the key reason why major merchants cannot raise prices is that tourists have lowered their overall travel budget. merchants can increase prices as much as they want. whether they buy it or not is my business.

this can be seen from the consumption data during holidays such as may day, national day, winter and summer vacations.

take this year’s may day as an example. according to statistics from the ministry of culture and tourism, during the may day holiday, people’s enthusiasm for traveling once again reached a peak. the total number of five-day trips was 295 million, an increase of 28.2% over the same period in 2019. the rate is astonishing and strange. what is surprising is that per capita daily consumption is only 113.1 yuan, accounting for about 75% of 2019.

on the one hand, there are huge crowds of people on the streets, and on the other hand, there is a cliff-like plunge in consumption data. traffic and economy seem to be slowly losing their positive correlation.

it’s not that people are unwilling to spend money on the road, but their consumption habits have become more simple.

take "reverse tourism" as an example. according to data since last year, the growth of county-level tourism orders is no worse than that of first- and second-tier cities, because the overall consumption cost of county towns is lower than that of big cities. this is their biggest highlight.

after experiencing the joys and sorrows of sky-high-priced travel, everyone has come to realize that no matter how expensive or nice the accommodation is, or how many types of food there are, the ultimate essence of traveling is just to have fun.

therefore, people are increasingly favoring the budget travel mode. if going out of the province is too expensive, you can go on a nearby outing or city walk; if you are too tired to go back and forth on the same day, then stay in a tent, car, or a friend's house; or visit relatives by the way, focusing on cost-effectiveness.

this also answers the biggest question of businesses, where do people live?

survey data proves that the number of middle-aged and elderly special forces soldiers is slowly increasing. they have proved with practical actions that "special forces tourism" is no longer a patent for young people. as long as you have joy in your heart, there will be poetry and distant places wherever you live.

it can be seen that people's consumption is becoming more and more pragmatic. this has nothing to do with "low desire". in this era when pockets are cleaner than faces, downgraded consumption is the last stubborn way for ordinary people to maintain their dignity.