“新冠三年”的暑期游：是热度回升还是寒气逼人？
Summer Tour of "Three Years in COVID-19": Is it hot or cold?
转眼间，天气已开始由热转凉，宣告暑期旅游小高峰已正式结束。
In a twinkling of an eye, the weather has begun to turn from hot to cool, announcing the official end of the summer tourism peak.
网上有一个笑话是：“今夕是何年？——新冠三年。”对各行各业来说都是如此，对旅游业来说就更是。新冠疫情与防控常态化都已进入第三年，旅游业也开始习惯了这样一切业务以疫情动态为基准、低谷期停业&高峰期在无疫情安全区“打游击”的节奏。
One joke on the Internet is, "What year is this? --Three years of the new crown." This is true for all industries, and even more so for the travel industry. Now in its third year of normalization, the tourism industry has become accustomed to the rhythm of the epidemic as a benchmark for all its operations, shutting down during the low season and "guerrilla" during the peak season in the safe zone without the epidemic.
（图源：平安独山子）
(Source: Ping An Dushanzi)
近期，虽然暑期游无论是长线景区还是新颖业态都热度爆表。但不变的政策、仍在持续散点爆发的疫情，以及上市文旅企业上半年无比惨淡的财报成绩（详见《最惨淡的文旅行业上半年！超八成上市旅企陷入亏损》），都让旅游从业者感觉“寒气犹在”，短暂的火热难以拂去持久的忧虑。
Recently, although the summer tour both long-range scenic spots and novel business are hot. But the unchanging policy, still continue to scattered outbreak of the epidemic, and listed cultural tourism enterprises in the first half of the incomparably dismal earnings results (see "the most dismal cultural tourism industry in the first half! More than 80% of listed travel enterprises into losses"), all make tourism practitioners feel "cold air is still in", the short-lived fire is difficult to brush away the lasting worries.
暑期游的基调到底是“积极”的还是“消极”的？从新旅界（LvJieMedia）与业界的交流结果看，如果单看暑期情况，还是积极面多一些。疫情导致的各类损失正在逐渐常态化，熬下来的各类经营主体虽然苦，但也都多少摸索到了可以进一步提升和深耕的方向。这似乎是“空话”，但它却又是事实：对于企业而言，再艰难的环境都没有“摆烂”的选项，只能尽己所能，一路向前。不然，除了自己，还有谁能支付前期那么大的沉没成本呢？
Is the tone of summer travel "positive" or "negative"? From the new travel industry (LvJieMedia) and the results of the industry, if we look at the summer situation alone, or more positive side. All kinds of losses caused by the epidemic are gradually normalized, and all kinds of business subjects who have survived are suffering, but they have more or less figured out the direction that can be further improved and further cultivated. This seems to be "empty words", but it is a fact: for enterprises, no more difficult environment "bad" options, only to do their best, all the way forward. Otherwise, in addition to themselves, who else can pay the sunk cost of the first so big?
整体情况：热度回升，但谨慎乐观
Overall: Heat picks up, but cautiously optimistic
整体来说，暑假时期人们出游需求极为旺盛，许多企业在七八月都迎来了今年的营业额高峰。这个暑假有足够多的积极信号能给人信心。有些企业甚至已经实现了对疫情前的反超——如北京欢乐谷的暑期营业收入同比2021年增长10%、较疫前2019年增长25%。
Overall, demand for people to travel during the summer vacation period is extremely strong, and many companies are seeing their peak turnover for the year in July and August. There are enough positive signs this summer to inspire confidence. Some companies have even achieved a bounce-back from the pre-epidemic period - such as Beijing Happy Valley's summer revenue growth of 10% year-over-year in 2021 and 25% over pre-epidemic 2019.
“我们这次暑期七月受到疫情余波的影响，但是八月整体业绩很不错，人数和收入两个月加起来创下了历史新高。我觉得大家都在说‘寒气’的时候，我们这次暑期的新高可以算是一个提振行业信心的好的信号。”一名欢乐谷的工作人员表示。
"We were affected by the aftermath of the epidemic in July this summer, but the overall performance in August was very good, with the number and income hitting an all-time high in the two months combined. I think when everyone is saying 'chilling', our new summer high can be regarded as a good signal to boost the confidence of the industry." A Happy Valley staff member said.
北京欢乐谷电音节（图源：欢乐谷官网）
Beijing Happy Valley Electric Syllable (Source: Happy Valley official website)
但这就意味着行业整体会“欢呼雀跃”“充满希望”吗？也很难这么说，去年就已经不太有人谈“希望不希望”了，今年就更是如此。疫情的“彻底结束”看起来遥遥无期，动态清零政策也显然将持续更长时间，旅游企业已不会再对此抱有希望，而是更多地以“兵来将挡水来土掩”“抓紧时间转型升级”来应对。
But this means that the industry as a whole will be "cheerful" "full of hope"? It's hard to say so, because last year there was not much talk of "hope", and this year it's even more so. The "complete end" of the epidemic seems to be a long way off, and the dynamic zero policy will apparently last longer, tourism companies no longer have hope, but more to "soldiers to stop the water to cover up" "to seize the time Transformation and upgrading" to respond.
虽然个别采访对象无法代表完全代表旅游业的整体“行情”，但在询问采访多家旅游企业后，新旅界总结出了了解到的今年暑期游的几个“新”趋势：
Although individual interviewees cannot represent the overall "market" of the tourism industry, after inquiring about interviews with a number of tourism companies, the new tourism industry has summarized several "new" trends of this year's summer tour:
01 暑期各旅游业主体恢复情况大多好于2021年暑期，但不及2020年；
The recovery of tourism industry in summer is mostly better than that in 2021, but less than that in 2020;
02 流动性较大的长线旅游和自驾游出游需求不减，但受防疫政策变动影响较大，与疫情前的暑期盛况有差距；
02 The demand for long-term travel and self-driving travel, which is more mobile, is not reduced, but is greatly affected by changes in epidemic prevention policies, and there is a gap with the pre-epidemic summer boom;
03 上海疫情“余威”犹在，对上海周边的民宿类企业仍有深远的负面影响；
03 The "residual power" of the Shanghai epidemic is still there, which still has a profound negative impact on the residential enterprises around Shanghai;
04 露营、度假等近郊本地游业态最受欢迎，生存上也更加“容易”一些；
04 camping, vacation and other suburban local travel formats are the most popular, survival is also more "easy;
05 单纯的“创新产品”威力有限，目前旅企大多倾向开拓新业态以寻求本地稳定收入来源；以及借助营销的力量力求在抖音、小红书出圈，扩大影响力和增强品牌粘性；
05 Purely "innovative products" have limited power, most of the current travel enterprises tend to develop new business models to seek local stable sources of income; as well as the power of marketing to strive in ShakeYin, Little Red Book out of the circle, expand the influence and enhance brand stickiness.
06 人们的出游心态有所转变。相比于前两年，人们变得更有“趁疫情防控稳定时能游尽游、说走就走”的意识，会主动进行出游“游击战”。
06 People's travel mentality has changed. Compared with the previous two years, people have become more aware of "being able to swim when the epidemic prevention and control is stable, and they will take the initiative to travel" guerrilla warfare ".
长线旅游：西北爆红 整体收获颇丰
Long-term tourism: the overall harvest of the northwest explosion is quite rich.
其实自暑期伊始，各长线游目的地便已热度渐起。（详见《长线旅游目的地，热度持续恢复中》）
In fact, since the beginning of the summer vacation, the long-term travel destinations have been getting more and more popular. (For details, see "Long-term tourist destinations, heat continues to recover")
这首先体现在航空业的短期恢复上。民航局曾在7月12日的发布会上表示，进入暑运以来，7月4日至10日一周内，客运航班量环比增长12.1%，较2021年同期基本持平；旅客运输量环比增长13.8%。
This is first reflected in the short-term recovery of the aviation industry. The Civil Aviation Administration had said in a July 12 conference that since the summer season, passenger flight volume increased by 12.1% YoY during the week of July 4 to 10, which is basically the same as the same period in 2021; passenger traffic increased by 13.8% YoY.
飞猪六月底发布的数据显示，其暑期机票预订量增长2倍以上。去哪儿大数据中，暑期云南机票预订量已超2019年同期。携程旗下FlightAI市场洞察平台则显示，截至7月13日，暑运搜索指数已追平2019年，但仍不及2021年。机票购票热度预计出现在7月15日至8月4日的三周内。
Data released by Flying Pig at the end of June showed that its summer airline ticket bookings increased more than two times. Where to go big data, summer air ticket bookings for Yunnan have surpassed those of the same period in 2019. Ctrip's FlightAI market insight platform, on the other hand, shows that as of July 13, the summer search index has tied 2019, but is still not as high as 2021. The hot spot for air ticket purchases is expected to occur in the three-week period from July 15 to August 4.
其次，各热门长线景区也有了显著恢复，甚至取得了“新冠历三年”内最好的成绩——虽然这相比于整个上半年的严重亏损来说或许只能算是杯水车薪，但这个暑假的“高峰”有比没有好。
Secondly, the popular long-haul scenic spots have also recovered significantly, and even achieved the best results in the "three years of the new calendar" - although this may only be a drop in the bucket compared to the serious losses in the first half of the year, but the summer "peak" is better than none.
黄山、张家界和大理古镇是其中典型代表。
Huangshan, Zhangjiajie and Dali ancient towns are typical representatives.
据安徽网数据，6月时，黄山接待游客已达9万多人。7月，黄山风景区游客量从每天1万多人到近2万，月接待游客23.6万人，同比去年7月份增长19.73%；8月份，进山人数进一步蹿升，客流量达35.4万人，同比2019年8月恢复73.59%，同比2020年8月增长56.55%，同比2021年增长1117.31%。
According to Anhui.com data, in June, Huangshan Mountain had received more than 90,000 visitors. in July, the number of visitors to Huangshan Mountain Scenic Area went from more than 10,000 to nearly 20,000 per day, receiving 236,000 visitors per month, an increase of 19.73% compared to last July; in August, the number of people entering the mountain jumped further, with the flow of visitors reaching 354,000, a recovery of 73.59% compared to August 2019, an increase of 56.55%, up 1,117.31% from 2021.
根据黄山旅游的半年报，上半年黄山景区累计接待进山游客33.36万人，也就是说，仅8月份的进山人数就已超过了整个上半年的数据。
According to the semi-annual report of Huangshan Tourism, Huangshan Scenic Area received a total of 333,600 tourists in the first half of the year, that is to say, the number of people entering the mountain in August alone exceeded the data in the first half of the year.
武陵源百龙天梯
Wulingyuan Bailong Ladder
根据红网报道，7月，张家界武陵源核心景区一次购票人数累计45.91万人次，恢复到2019年同期的84.18%；8月，张家界主要景区日均接待游客近10万人次；据去哪儿旅行数据，张家界市区、张家界森林公园周边酒店预订量比2021年暑期分别增长99%、96%。
According to the Red Network, in July, the number of people who purchased tickets at one time in the core scenic area of Wulingyuan in Zhangjiajie accumulated 459,100, recovering to 84.18% of the same period in 2019; in August, the main scenic areas in Zhangjiajie received nearly 100,000 visitors per day; according to data from Where to Travel, hotel bookings around downtown Zhangjiajie and Zhangjiajie Forest Park increased by 99% and 96% respectively over the summer of 2021
大理更是复苏程度惊人。据测算，7月份大理州约接待旅游者690万人次，与2019年同期（472万人次）相比增长46%，日接待游客约20万人次。其中大理古城7月份接待游客159万人次，日接待游客超5万人次。无外乎人们感慨：“全国游客一半去了新疆，一半跑到云南，而云南几乎一半游客在大理。”
Dali is even more amazingly recovered. It is estimated that Dali received about 6.9 million tourists in July, an increase of 46% compared with the same period in 2019 (4.72 million), and received about 200,000 tourists per day. Among them, the ancient city of Dali received 1.59 million tourists in July, receiving more than 50,000 visitors per day. Nothing more than people lamented, "Half of the country's tourists went to Xinjiang, half ran to Yunnan, and almost half of Yunnan's tourists were in Dali."
大理双廊镇
Shuanglang Town, Dali
另一方面，暑期西北游的爆红也颇为引人瞩目。今年6月，新疆接待游客2392万人次，环比增长66.39%；实现旅游收入174.12亿元，环比增长89.69%。仅在7月1日至21日，新疆就已累计接待游客约2554万人次，同比增长15.7%；实现旅游收入约191亿元，同比增长16.67%。7月以来，新疆全区5A级旅游景区日均接待量突破11万人次，造就了“堵哭”公路、“一万元/晚住牧羊人小木屋”等盛况。
On the other hand, the explosion of the summer northwest tour is also quite remarkable. In June this year, Xinjiang received 23.92 million visitors, up 66.39% year-on-year, and achieved tourism revenue of 17.412 billion yuan, up 89.69% year-on-year. In July 1 to 21, Xinjiang has received a total of about 25.54 million tourists, an increase of 15.7% year-on-year; to achieve tourism revenue of about 19.1 billion yuan, an increase of 16.67%. since July, the average daily reception of the region's 5A tourist attractions exceeded 110,000 people, creating a "traffic jam" highway, the "traffic cry", the "10,000 yuan / night stay in a herding village". "10,000 yuan / night stay shepherd's hut" and other events.
总的来说，长线游的丰收毋庸置疑。“产品创新”与“景区优惠”或许起到了不小的作用，但更具决定性的仍是人们显著恢复的出游意愿。一名旅游业业内人士在交流中对新旅界表示：“其实现在的游客也都开始会‘打游击’了。大家不再等待疫情的‘彻底结束’，而是会有意识地趁着疫情稳定时赶紧出来玩。所以一般假期只要没有特大规模向外扩散的疫情，都还是有努力一把的余地的。”
Overall, there is no doubt about the bumper crop of long-haul tours. "Product innovation" and "scenic area concessions" may have played a small role, but what is more decisive is still people's significantly restored willingness to travel. A tourism industry insider said to the new travel industry in an exchange: "In fact, tourists are now also beginning to 'play guerrilla'. Instead of waiting for the 'complete end' of the epidemic, people are consciously taking advantage of the stability of the epidemic to get out and play. So as long as the epidemic does not spread outward on a large scale, there is still room to make an effort during the holidays.
红红火火的新业态
A booming new format
七月的火爆同样适用于自驾游、露营等风口上的新业态。
The popularity of July is also applicable to new formats such as self-driving tours and camping.
“今年暑期跟前年差不多，比去年好很多。”赤道行自驾游俱乐部创始人陶磊告诉新旅界。他2013年便开始做自驾游，2015年成立了赤道行自驾游俱乐部，其业务遍布海内外，年营业额达到1000万左右，利润则在200万-300万之间。但在疫情开始后，其业务不得不收缩回国内，其中以“成都-西藏”线为主力线路。“西藏一直都是自驾游爱好者最向往和喜爱的目的地之一，而且四川这边线路更多，给参与者的选择余地更大。”陶磊说。
"This summer is similar to the year before, much better than last year." Tao Lei, founder of Equatorial Travel Self-Driving Tour Club, told New Travel. He started doing self-driving tours in 2013, and established Equatorial Travel Self-driving Tour Club in 2015, with its business spanning both at home and abroad, and its annual turnover reaching about 10 million, while its profit is between 2 million and 3 million. But after the epidemic began, its business had to contract back to the country, with the "Chengdu-Tibet" line as the main line. "Tibet has always been one of the most desirable and favorite destinations for self-driving tour enthusiasts, and there are more lines on the Sichuan side, giving participants more choice." Tao Lei said.
直到8月西藏疫情爆发前，这条线路都有着极为亮眼的表现。“7月我们这边是爆发式增长、车力、人力都很紧张。酒店房间也是，不提前预定酒店和车位的话，临时根本订不到。”
Until the outbreak of the Xizang epidemic in August, this route had a very bright performance. "In July, our side was experiencing explosive growth, vehicle power and manpower were very tight. The same is true of hotel rooms. If you don't book hotels and parking spaces in advance, you can't book them temporarily."
他举出几个数据来说明增长之“疯狂”：
He cited a few figures to illustrate the "madness" of growth ":
车数量与人数：平日一组车队约有5-8台车，一队约20-30人；今年7月一组车队有8-15台车，一队可能有50人以上；最夸张时一组车队甚至有30-40台车；
Number and number of cars: on weekdays, there are about 5-8 cars in a team and 20-30 people in a team. In July this year, there were 8-15 cars in a team, and there may be more than 50 people in a team. At the most exaggerated time, a team even had 30-40 cars;
周均车队数量：原来每周约1-2个车队，现在每周大约会出发6个车队，平均几乎每天都会有一组车队出发奔向西藏；
The number of fleets per week: originally there were about 1-2 fleets per week, but now there are about 6 fleets per week. On average, almost every day there will be a group of fleets heading for Tibet;
租车价格：以最受消费者欢迎的丰田越野为例，平日租赁价格为1100元/天，7月则为1600-1700元/天。
Car rental price: Take Toyota cross-country, which is the most popular among consumers, as an example. The rental price is 1100 yuan/day on weekdays and 1600-1700 yuan/day in July.
“没有疫情爆发，人们的出游需求真的是很旺盛的。自驾游其实我们做的内容创新或营销创新也都是微小的‘锦上添花’，只要人们能出来，其实就不愁生意，但这就不是我们能决定的了。”陶磊感慨。
"Without an epidemic outbreak, people's demand for travel is really strong. Self-driving tours actually we do content innovation or marketing innovation are also tiny 'icing on the cake', as long as people can come out, in fact, there is no worry about business, but then it's not something we can decide." Tao Lei lamented.
只可惜，这种热潮没能持续完整个暑期。8月8日，西藏拉萨市发现18名新冠核酸初筛阳性人员，自此之后，西藏疫情正式爆发，直接掐断了川藏自驾游的“大动脉”。陶磊回忆到，接到疫情通知的那天他正在上班，前几天还接预定电话接到手软，瞬间就变成接退订电话接到手软，还不得不立刻通知当时在路上的15个车队全部就地返程或解散。“当时有两个车队已经进了西藏境内，他们一开始往回返，直接就在甘肃就地隔离了，都没机会开回四川。”
The company's main business is to provide a wide range of products and services to the public. Tao Lei recalled that the day he received the notification of the epidemic he was at work, and a few days before he was receiving calls for reservations, but instantly he was receiving calls for withdrawals, and had to immediately notify all the 15 convoys on the road at the time to return or disband. "At that time, there were two convoys have entered the Tibetan territory, they began to return, directly in Gansu on the spot quarantine, did not have the opportunity to drive back to Sichuan.
（图源：茶野里野奢帐篷露营地公众号）
(Source: Chayo Riye Luxury Tent Camp Public Number)
另一方面，露营作为愁云惨淡的旅游业今年为数不多的“宠儿”，在暑期维持了自己的亮眼业绩。奇幻谷茶野里野奢帐篷露营地在携程五一露营地榜单位居第一后，暑期在携程的露营排行榜上再度居首。其主理人徐士超告诉新旅界，茶野里营地自6月下旬开始一直处于高位，7月中旬左右有波动，再之后自7月下旬一直到8月下旬都是高位，平均入住率在71.4%左右。
On the other hand, camping, as one of the few "favorites" in the dismal tourism industry this year, maintained its bright performance during the summer. After ranking first in Ctrip's May Day campgrounds list, the fantasy valley's Chanoi luxury tent campground topped Ctrip's camping list again in the summer. Its director Xu Shichao told the new travel industry that the campground has been at a high level since late June, with fluctuations around mid-July, and then a high level from late July until late August, with an average occupancy rate of about 71.4%.
这个暑期的南方，最为显著的特点是高温。茶野里营地所在的湖州市曾有数天温度突破40℃，气温居全国高温榜第六。但徐士超笑言，天气并未对业务产生任何影响。“我们本身就是精致露营产品，游客愿意的话完全可以一直宅在有空调的帐篷和室内场馆活动中心里。而且我们有傍晚入园的夜场活动，大家的参与热情很高。”
The most notable feature of this summer's south is the high temperature. The temperature in Huzhou City, where the Chayuli camp is located, exceeded 40°C for several days, and the temperature ranked sixth in the national high temperature list. But Xu Shichao said with a smile that the weather had not had any impact on the business. "We are an exquisite camping product in our own right, and visitors can stay in an air-conditioned tent and indoor venue activity center all the time if they want. And we have evening activities to enter the park in the evening, and everyone's participation is very enthusiastic."
（图源：星乐度露营度假区官微）
(Source: Official Wei of Xingledu Camping Resort)
在业内具有标杆效应的珠海横琴星乐度露营小镇在这个假期也收获颇丰。珠海大横琴星乐度文旅发展有限公司品牌营销中心总监陈博告诉新旅界，8月份，星乐度露营小镇的客流量同比去年暑期增长38%，入住率同比增长42.7%。八月中旬和下旬还是受到了疫情影响，但每次闭园时间较短，8月20日-30日间的日均出租率高达80%-90%。“如果不是因为八月中的疫情影响还能更好。”
In the industry has a benchmark effect of Zhuhai Hengqin Xingledu camping town in this holiday also harvest a lot. Ltd. brand marketing center director Chen Bo told the new travel industry, in August, the Star Lodu camping town's passenger traffic increased 38% compared to last summer, occupancy rate increased 42.7%. Mid and late August were still affected by the epidemic, but each time the park was closed for a shorter period of time, and the average daily occupancy rate between August 20-30 was as high as 80-90%. "It could have been better if not for the impact of the epidemic in mid-August."
他笑言，这一成绩远远超出了2021年暑期，但相比于2020年还是略逊一筹。“2020年虽然是疫情爆发的年份，但那年下半年珠海疫情防控政策行之有效，在疫情发生之后，我们的预算目标没做调整，完成率是100%。当时整个暑期的平均入住率在80%左右。2019年时新产品刚刚对外开放，那时候的入住率更是能超过90%。今年还是受到疫情影响较大，虽然每次闭园时间都很短，但只要一闭园，就要重新走一个‘启动期’，这其中流失的客人是很多的。”
He laughed and said that this result was far beyond the summer of 2021, but it was still slightly inferior to 2020. "Although 2020 was the year of the outbreak, the Zhuhai epidemic prevention and control policy worked in the second half of that year, and after the outbreak, our budget targets were not adjusted and the completion rate was 100%. At that time, the average occupancy rate throughout the summer was around 80%. In 2019, new products were just opened to the public, and the occupancy rate at that time could exceed 90%. This year, it is still greatly affected by the epidemic. Although the closing time of the park is very short each time, as long as the park is closed, it is necessary to go through a" start-up period "again, in which many guests are lost."
（图源：茶野里野奢帐篷露营地）
(Source: Chano Rino Luxury Tent Camp)
露营的成功，可以被视为近郊及本地度假的“胜利”。徐士超表示，茶野里营地的核心客源仍是湖州本地及长三角地区，只有极个别客人自新疆等地“远道而来”；陈博也表示，星乐度的核心客源就在自身2个半小时车程圈范围内，其中最核心的是珠海本地客群。“疫情之前有30%的游客来自澳门，但疫情发生以来，两地游客互通的比例一下子降下来了，仅在澳门法定节假日时会多一些。”
The success of camping can be seen as suburban and local vacation "victory". Xu Shichao said that the core source of visitors to the campground is still the local Huzhou and Yangtze River Delta region, only a very few guests from Xinjiang and other places "far away"; Chen Bo also said that the core source of customers of the Star Leduc is within its own 2 1/2-hour driving circle, the core of which is the local Zhuhai clientele. "Before the epidemic, 30% of the tourists came from Macau, but since the epidemic, the proportion of tourists from both places has dropped, and there will only be more on Macau's official holidays."
疫情的余波
The aftermath of the epidemic
今年暑期尽是“欢声笑语”吗？并非如此。对于以上海游客为主要客源的民宿来说，“哀歌”仍在继续。
Is this summer full of "laughter"? Not so. For the hostels with Shanghai tourists as the main source of tourists, the "lamentation" continues.
“我们去年已经很惨了，今年相比于去年起码还要再少30%的生意。”莫干山民宿主范厘长叹。“今年上海封闭期间，我们是一点点生意都没有的，暑期开始只能说是稍有起色，但其他地区的疫情对我们也有影响。这个影响主要是心理层面的，即便客源地和我们所在地区都没有疫情，很多人也不敢出来。”
"We were already miserable last year. This year has at least 30% less business than last year." Fan Li, the host of Moganshan people, sighed. "During the closure of Shanghai this year, we didn't have any business at all, and the summer season started with a slight improvement, but the epidemic in other areas also had an impact on us. The impact is mainly psychological, and even if there is no epidemic in the source of visitors and our area, many people are afraid to come out."
他表示，自8月10日开始，各地学校陆续发出通知要求学生尽量不要离开所在地区，政府机关也有类似的要求。“只要有一两例，大家心里那根弦就都绷得紧紧的，所以今年其实情况比去年更严重。”这一情况也影响到了之后的中秋节：“今年我们中秋节本来早就定满了，但是现在所有的都取消了。因为学校要求所有老师学生假期不许离开，他们天天要查行程。我们相当于又停业了。很多人都特意给我们发来通知，给我们看当地的要求来表示自己退订真的是被逼无奈。”
He said that since Aug. 10, schools around the country have been issuing notices asking students to try not to leave their districts, and government agencies have similar requests. "As long as there are one or two cases, that string in everyone's heart is taut, so this year the situation is actually more serious than last year." This situation also affected the Mid-Autumn Festival afterwards: "This year we had a full Mid-Autumn Festival scheduled long ago, but now all of them have been cancelled. Because the school requires all teachers and students not to leave during the holidays, they have to check the schedule every day. We are equivalent to shut down again. Many people have made a point of sending us a notice to show us the local requirements to show that they are really forced to withdraw their bookings."
在民宿经营者张文轩看来，今年暑期经营情况应该说是“较为平淡”。他目前创办了三家民宿，其中白相里·绿水人家民宿是吴江东太湖度假区（太湖新城）“南厍e村”首个乡村振兴项目，在与本地乡村进行深度融合方面是标杆性项目。“我们位于苏州的民宿主要客源是上海那边，占比约70%-80%。苏州这边防疫政策比较严格，对接待上海游客有诸多限制。所以散客明显比原来少了特别多。”
In the view of Zhang Wenxuan, a homestay operator, this summer's business situation should be said to be "relatively flat". At present, he has set up three homestays, of which Baixiangli Green Water Homestay is the first rural revitalization project of "Nanshe E Village" in Wujiang East Taihu Resort (Taihu New Town), and is a benchmark project in deep integration with local villages. "The main source of our homestay in Suzhou is Shanghai, which accounts for about 70%-80%. The epidemic prevention policy in Suzhou is relatively strict, and there are many restrictions on receiving Shanghai tourists. Therefore, the number of individual tourists is obviously much less than before."
他表示，民宿现在主要靠本地客源和让民宿成为本地研学机构举办活动的平台来维持生计，自然博物旅行、达尔文自然教育、皮划艇俱乐部等。今年暑假整体情况和往年差不多，高峰期周末能满房，平日入住率则在60%左右，整体微有盈利，不会亏钱。
He said that homestays now rely mainly on local tourists and make homestays a platform for local research institutions to hold activities to make a living, such as nature travel, Darwin nature education, kayaking club, etc. The overall situation of this summer vacation is similar to that of previous years. During the peak period, the room can be full on weekends, and the occupancy rate on weekdays is about 60%. The overall profit is slight and there will be no loss of money.
这看起来并不是个糟糕的成绩，但他表示这仍是客流明显下降后的结果。“往年只做散客就可以达到这个数据，但今年加上研学才维持住。”
This does not seem to be a bad result, but he said it is still the result of a significant drop in passenger flow. "In previous years, this figure could be achieved only as a individual guest, but this year it was only maintained with the addition of research."
在天堂地狱反复横跳，如何应对？
How to deal with repeated jumps in heaven and hell?
没疫情，就天堂，人流一波波涌来；有疫情，就地狱，该关停关停，具体停业多久只能听天由命。将近三年的时间，让越来越多的旅企习惯了这样的“反复横跳”。疫情是旅游业发展波段的核心主线，这并非简单一句“努力创新”就能改变的。
If there is no epidemic, there will be heaven, and the flow of people will come in waves. If there is an epidemic, it is hell. It is time to shut down. The specific suspension of business can only be left to fate. For nearly three years, more and more tourism enterprises have become accustomed to such "repeated horizontal jump". The epidemic is the core thread of the tourism development band, which cannot be changed by a simple sentence of "innovation.
“其实主要就是看疫情。”陶磊感慨，“我们就算是在产品和营销上做创新也都是细节处，起不到决定性作用。现在我们就是有疫情就停，没疫情就做。西藏的线关停了，就做别的路线，那些路线可能不那么赚钱，但还是有业务的。”
"In fact, the main thing is to look at the epidemic." Tao Lei lamented, "Even if we make innovations in products and marketing, they are all details and do not play a decisive role. Now we just stop when there is an epidemic, and do it when there is no epidemic. If the Tibet line is closed, we will do other routes. Those routes may not be so profitable, but there is still business."
但疫情不可控，业务却总要继续下去。对此，企业能做些什么？
But the epidemic is uncontrollable, and the business is always going on. What can enterprises do about this?
开源节流
Open source throttling
为了更长久地运营，赤道行也不得不“开源节流”。疫情后，赤道行的办公室从成都市中心的环球中心搬到了普通写字楼；核心团队由30人缩减到了不到15人；销售渠道也砍去近2/3，只留下效率最高、最必要的那几个；一些“创新”但收益不理想的线路也砍掉了。“我们主要是维持‘小而精’的团队。”
In order to operate more permanently, Equatorial also had to "cut costs". After the epidemic, Equatorial's office was moved from the Global Center in downtown Chengdu to an ordinary office building; the core team was reduced from 30 to less than 15; sales channels were cut by nearly 2/3, leaving only the most efficient and necessary ones; and some "innovative" lines with unsatisfactory returns were also cut. "We are mainly maintaining a 'small but smart' team."
（图源：星乐度露营度假区）
(Source: Starlodo Camping Resort)
在开源节流上，陈博则表示，要想减少成本，只能运用成熟的商业模式多开项目，大盘开源大盘节流；通过综合性减少平均管理成本来实现规模化效益。这样既能保持项目的高品质，也不会增加资金成本压力。“我们已经在江西赣州南康落地了星乐度露营乐园，今年底二期也将开业，加上我们在广东省内、广西等地积极拓展，等业务变得更加成熟，节流效果会更加明显。”
In terms of increasing revenue and reducing expenditure, Chen Bo said that in order to reduce costs, we can only use mature business models to open more projects, open up more revenue and reduce expenditure; through comprehensive reduction of average management costs to achieve large-scale benefits. This will maintain the high quality of the project without increasing the pressure on the cost of capital. "We have landed in Xingledu Camping Park in Nankang, Ganzhou, Jiangxi, and the second phase will also open at the end of this year. In addition, we are actively expanding in Guangdong Province, Guangxi and other places, and the business will become more mature and the effect of reducing expenditure will be more obvious."
作为大横琴星乐度公司的上级公司—大横琴泛旅游有限公司也比较注重通过资源整合来节约宣传成本。陈博表示，大横琴泛旅游公司在年初整合资源，下属设四家子公司：分别负责城市休闲全业态运营（以星乐度品牌为主导）、横琴公共资源文旅化运营、酒店运营及管理、 品牌策划及创意设计。公司构建统一的营销模式、共享营销渠道，由总部牵头并合理分配资源，以将宣发效果最大化。“比如我们邀请小红书达人，可能就是由总部牵头进行资源分发，他们的旅游直播会串联整个横琴的景点，既包括星乐度露营小镇，也包括酒店公园。”
Ltd., the parent company of Greater Hengqin StarLeaders, also focuses on resource integration to save promotion costs. According to Chen Bo, the company integrated resources at the beginning of the year and set up four subsidiaries under it, which are responsible for the operation of the whole urban leisure industry (led by the Starlord brand), the operation of the cultural tourism of Hengqin public resources, hotel operation and management, and brand planning and creative design. The company builds a unified marketing model, shares marketing channels, and is led by the headquarters and allocates resources rationally in order to maximize the publicity effect. "For example, if we invite Little Red Book experts, it may be that the headquarters will take the lead in resource distribution, and their live travel broadcast will link the entire Hengqin attractions, including both the Star Ledu camping town and the hotel park."
（图源：星乐度露营度假区）
(Source: Starlodo Camping Resort)
另外，与政府进行深度合作也是重要节流方式之一。“我们星乐度这边就部分负责了横琴合作区深井隔离酒店隔离餐保障的工作。这样我们能够从政府那边挣得更多的防疫补贴，在疫情防控常态化模式下一方面能充分灵活调整人力资源，同时也可以为合作区的疫情防控贡献力量。”
In addition, in-depth cooperation with the government is also one of the important ways to reduce expenditure. "Our side of Xingledu is partly responsible for the work of quarantine meal protection at the Deep Well Isolation Hotel in the Hengqin Cooperation Zone. In this way, we can earn more subsidies for epidemic prevention from the government, and on the one hand, we can fully and flexibly adjust human resources under the normal mode of epidemic prevention and control, and at the same time, we can contribute to the epidemic prevention and control in the cooperation zone."
开拓新业务
Develop new businesses
只是在产品细节上“雕花”不管用的话，就在现有条件下尽可能开发适应疫情条件下需求的新业态。
Just in the product details "carving" does not work, in the existing conditions as far as possible to develop to adapt to the needs of the epidemic conditions of new business.
陈博表示，星乐度露营小镇充分完善自身产品线，在今年5月，其以“恐龙”为主题、以精致露营为主要体验产品的全新业态产品——星乐旷野正式面市。与小镇内其他部分价格相对较高的木屋住宿、房车住宿与多日露营不同，在这里游客享受的主要是短期微度假，帐篷手动搭建、下午茶及篝火晚会的乐趣，产品单价较为便宜，如下午茶的单价仅199元/份。
Chen Bo said that Xingle Camping Town has fully improved its product line. In May this year, Xingle Wilderness, a brand-new product with "dinosaur" as its theme and exquisite camping as its main experience product, was officially launched. Different from other parts of the town with relatively high prices of wooden house accommodation, saloon car accommodation and multi-day camping, tourists here mainly enjoy short-term micro-vacation, manual tent construction, afternoon tea and bonfire party fun, and the unit price of the product is relatively cheap, for example, the unit price of afternoon tea is only 199 yuan/share.
星乐旷野开展丰富多彩的自然研学课程（图源：星乐度露营度假区）
Xingle Wilderness Launches Colorful Nature Research Courses (Source: Xingledu Camping Resort)
“我们主要就是想让业态更丰富，在消费‘降级’、人均消费尤其是二次消费降低的情况下给消费者提供更多内容选择。”陈博表示。他指出，现阶段星乐度的房车、民宿等高消费项目客单价及小镇门票与往年价格基本持平，但消费者对二次消费的热情明显下降。为了更近一步填充项目内容，激发消费者消费热情，所以做出星乐旷野项目作为“消费补充”。“我们希望能让会享受慢节奏生活的珠海市民周末都来这里，吃吃烧烤，玩一玩。”
"We mainly just want to make the business richer and give consumers more content choices in the context of 'downgrading' of consumption and lower per capita consumption, especially secondary consumption." Chen Bo said. He pointed out that at this stage, Starlude's RV, B&B and other high consumption items such as customer unit price and town tickets are basically the same price as in previous years, but consumers' enthusiasm for secondary consumption has dropped significantly. In order to fill the project content more recently, to stimulate consumer enthusiasm, so make Starlude wilderness project as "consumption supplement". "We hope to let the people of Zhuhai who will enjoy a slow-paced life come here on weekends, eat barbecue, have some fun."
这也是张文轩采取的策略：未来，他打算像今年暑假一样，进一步夯实与本地研学机构的合作基础，让其成为自己稳定的收入来源。他表示，乡村民宿二消项目有限，核心收入来源就是住宿费本身，客单价大概在500-600元左右。“疫情真的打乱了很多事，我们需要尽量寻找稳定的收入来源。”
This is also the strategy adopted by Zhang Wenxuan: in the future, like this summer vacation, he plans to further consolidate the foundation of cooperation with local research institutions and make them a stable source of income. He said that the two-consumer project for rural residents is limited, and the core source of income is the accommodation fee itself, and the unit price for customers is about 500-600 yuan. "The epidemic has really disrupted a lot of things, and we need to try to find a stable source of income."
（图源：星乐度露营度假区）
(Source: Starlodo Camping Resort)
综合运用新媒体 用好跨界合作
Comprehensive Use of New Media to Make Good Use of Cross-border Cooperation
疫情时期，抖音和小红书成了旅企的“发声筒”与和游客进行感情联络的平台。没人能忽视这其中的力量。
During the epidemic, Douyin and Little Red Book became the "voice tube" of travel companies and the platform for emotional contact with tourists. No one can ignore the power of this.
在这其中，海昌、欢乐谷等主题公园都是这方面的达人。海昌在今年8月11日-13日的携程直播中门票销量同比增长超6倍；酒店售出间夜同比增长超17倍。欢乐谷在今年暑期与腾讯视频青年恋爱社交类IP《心动的信号5》联动、携手QQ音乐打造毕业季专场，也都收获了更大的曝光量与认知度。
Among them, theme parks such as Haichang and Happy Valley are all talents in this field. Haichang's ticket sales in Ctrip's live broadcast from August 11 to 13 this year increased by more than 6 times year on year. Hotel sales increased by more than 17 times at night. Happy Valley has also gained greater exposure and awareness in this summer's cooperation with Tencent Video Youth Love and Social IP "Heart Signal 5" and QQ Music to create a graduation season special.
星乐度也采取了类似的方式。
Starlodo has taken a similar approach.
在新媒体运用方面，星乐度小镇在小红书、抖音、携程社区等地开启了专属话题#我的院子#，给来星乐度住宿的消费者提供“百宝箱”，其中包含帐篷、各类装饰等，让消费者自由装饰自己的院子，完成后上传平台参与最美院子的评选。这一活动的反响比预期还要好，目前阅读人数在200万左右，参与人数也多达上万人。
In terms of new media, Star Lodu Town has started the exclusive topic #MyYard on Xiaohongbook, ShakeYin and Ctrip community, providing consumers who come to stay at Star Lodu with a "treasure box", which includes tents and various kinds of decorations, allowing consumers to freely decorate their own yards and upload them to the platform to participate in the most beautiful yard contest after completion. The response of this activity was even better than expected, with about 2 million readers and tens of thousands of participants.
星乐度·雄狮少年“山野探索”独立营（图源：星乐度露营度假区）
Xingledu · Lion Youth "Shan Ye Exploration" Independent Camp (Source: Xingledu Camping Resort)
跨界联动方面，自春季开始，星乐度IP与电影《雄狮少年》进行了IP联动，活动将一直持续到9月后。并举行了电影原绘展、舞狮表演、“山野探索”独立营等相关活动。“我们觉得这种鼓励青少年勇敢追梦、不断成长的精神内核与星乐度的自然成长理念是高度契合的。”陈博表示，“我们今年不断与类似《雄狮少年》、广州正佳自然科学博物馆、阿里飞猪度假、山姆会员店的品牌合作，希望通过更多的内容合作、品牌合作，向市场传达星乐度“自然成长”的品牌主张。
In terms of cross-border linkage, star music IP has been linked with the movie "lion boy" since spring, and the activity will continue until after September. And held related activities such as the original film painting exhibition, lion dance performance, and "Shan Ye Exploration" independent camp. "We feel that this spiritual core that encourages young people to pursue their dreams bravely and grow up is highly compatible with the natural growth concept of Xingle." Chen Bo said, "This year we continue to cooperate with brands like" Lion Youth ", Guangzhou Zhengjia Natural Science Museum, Ali Fliggy Holiday, and Sam's Club. We hope to convey to the market through more content cooperation and brand cooperation. The brand proposition of" natural growth.
没有退路的前进
There is no way back
“接下来怎么发展？”
"What happens next?"
“别谈发展，先谈存活吧。”张文轩长叹。
"Don't talk about development, talk about survival first." Zhang Wenxuan sighed.
上海的疫情，让张文轩的收入少了“大几十万，小百万”。三家民宿里有一家可以持续盈利，另两家则时不时需要贴钱。但即便如此，张文轩还是表示，正在进行两个项目的二期规划设计，很快就将开始动工。
The epidemic in Shanghai has reduced Zhang Wenxuan's income by "hundreds of thousands and millions". One of the three homestays can continue to make profits, while the other two need money from time to time. But even so, Zhang Wenxuan said that the second phase planning and design of the two projects are under way and construction will begin soon.
（图源：白相里公众号）
(Source: Bai Xiangli Public Number)
“盈利不是特别理想，但我想在民宿这个行业继续深耕下去。停下来就没机会了，所以还是要做做看。”
"The profit is not particularly ideal, but I want to continue to cultivate deeply in the homestay industry. There is no chance to stop, so I still have to do it."
范厘也表达了同样的观点。“你肯定是只能熬下去的。经营民宿前期投资要大几百万，为了不让这些钱打水漂，你必须扛着留下好的服务人员，继续经营好，直到撑不住为止。总不能让这房子烂掉发霉吧？”
Fan Li also expressed the same view. "You must be able to survive. The investment in the early stage of running a homestay will be several million. In order not to let the money go to waste, you must carry the good service personnel and continue to run the business well until you can't support it. You can't let the house rot and become moldy, can you?"
所以，无论疫情实际上给了旅游行业多少打击，企业该熬下去仍要熬下去。各类已经用得差不多了的“生存指南”虽然是聊胜于无，与疫情本身相比胳膊拧不过大腿，但有时也确实能给企业带来新的思路或一线生机。
So, no matter how much of a blow the epidemic has actually given the travel industry, companies should still survive it. Although the various "survival guides" that have been used are better than nothing, compared to the epidemic itself, sometimes they do bring new ideas or a ray of hope to enterprises.
（除特殊标注外，文中图片均来源摄图网）
(Except for special annotations, the pictures in the text are all from Photographic Network)
