In recent years, the travel of young people has become more and more personalized, and "machine+wine" and "going far away" are no longer standard configurations. On September 29, Mafengwo released "Contemporary Young People's Travel Illustrated Book", revealing some new ideas for young travelers to play. A music festival, an art exhibition, a museum or even a seasonal food can all be a reason to go out; The convenient high-speed railway, flexible and free self driving, and self challenging riding can also create more surprises with home stay, RV, and tents.
Having a good weekend is more important than a long trip
As "micro vacation" has become the mainstream, the meaning of weekends for young people has been constantly amplified. According to Ma Fengwo's survey data, more than 80% of young people believe that "at this stage, it is more important to arrange every weekend than to travel uncontrollably". Young people hope to cure the pressure brought about by work and life through weekends, to be comfortable, harmonious and have "social interaction", and to become a new demand for young people to travel.
Data shows that more than 75% of young people expect to experience a weekend activity with "social attributes". Frisbee, flag football, market and party are popular choices. 58% of young people hope to complete weekend "charging" through "returning to nature". Paddle yoga, outdoor kayaking, picnic camping, road riding... healthy and comfortable lifestyle can help young people complete spiritual charging. In addition, the "sense of substitution" experience is also a key point. Immersive scenes such as secret room escape, live script killing, and improvised comedy give players a real experience and sense of participation, which is favored by 43% of young people.
In addition, men and women have their own priorities in choosing weekend play methods. Due to the difference between men and women in their own strength and emotional needs, men focus on deep outdoor and power based sports, while women pursue "light outdoor" and emotional experience.
Culture, food, limited scenery, young people travel for "experience"
In terms of incentives to attract young people to travel, culture does its part. Culture and art can not only let young people go to a city, but also enrich and enrich their weekend life. Every year in spring, summer and autumn, young people travel north and south with the "Blooming Everywhere" music festival. Ma Fengwo's big data on travel and fun shows that in 2022, the post-80s generation will account for 42.82% of the group who travel with the music festival, and the post-90s and post-90s generation will account for 41.95%. Compared with the previous large and small music festivals, this year's music festival is dominated by big brands. On the Mafengwo platform, the five music festivals with the most young people participating in this year are Changsha Strawberry Music Festival, Guiyang Strawberry Music Festival, Anaya Shrimp Music Festival, Tianjin Happy Valley POGO Electrosyllable and West Taihu International Music Festival.
The proportion of users who arranged travel during the music festival. Figure/Figures provided by respondents
Museums and art exhibitions are increasingly attractive to young people with their ingenious curations and cultural and creative products. Among the people who like visiting museums and exhibitions, the post-80s generation has a slightly better proportion of 41.74%; The post-90s and post-95s accounted for 32.1%. The blessing theme blind box of Sanxingdui Museum, the "Horse Stepping on a Swallow" in Gansu Museum, the "Chaozhu" earphone in the Palace Museum, and the online red ice-cream in Yinxu Museum are very popular with young people.
Age distribution of people who like visiting museums and exhibitions. Figure/Figures provided by respondents
According to Mafengwo platform data, the top five museums (exhibition halls) with high popularity in 2022 are Sanxingdui Museum, the Palace Museum, the National Museum of China, Shanghai Science and Technology Museum and Shaanxi History Museum.
Ranking of domestic museums (exhibition halls). Figure/Figures provided by respondents
Beijing and Shanghai have almost all kinds of exhibitions that are most popular with young people. From January to September, influential exhibitions both online and offline are basically distributed in these two cities.
Ranking of domestic art exhibitions. Figure/Figures provided by respondents
In addition to culture and art, the post-90s and post-95s also have great enthusiasm for "eating", accounting for more than 45% of the people who "travel for food". Food documentaries such as "China on the Tongue", "Life Series" and "Flavor World" have become important references for choosing travel destinations.
Changsha tops the list of the most smoky cities among young people in 2022. From well-known online celebrity food such as "Wen He You" and "Cha Yan Yue Se" to roadside stalls full of people's voices at night, the strong pyrotechnic atmosphere is the biggest characteristic of Changsha to attract young tourists. Chongqing, Xi'an, Chengdu and Guiyang, which are among the top five cities, can leave deep "taste buds" for tourists. It is worth mentioning that Yanji, a small border city that has become famous for its delicious food, is also on the list.
Ranking of the most smoky cities among young people. Figure/Figures provided by respondents
The Travel Manual for Contemporary Young People points out that limiting the beauty is an experience that young people do not want to miss: chasing a spring limited peach blossom in Linzhi, seeing a blue flower jacaranda in early summer in Kunming, and arranging a trip to watch the "rocket lift off". The unique season limited play in various places attracts young people most.
More diversified travel and accommodation options
China's extensive high-speed rail network redefines the concept of city tour. The distance between cities is shrinking and the travel radius of tourists is increasing. In 2022, the content of "high-speed rail tour" in Mafengwo Station will increase by 28% compared with the same period last year, and "changing cities by high-speed rail for weekends" will become popular among young people.
Ranking of high-speed rail lines most concerned by young people. Figure/Figures provided by respondents
Flexible and free self driving travel is also one of the fastest growing travel modes in recent years. It is fun for young people to stop at any time to enjoy the unknown scenery. In the data statistics of Mafengwo about the source of tourists, the first tier and new first tier cities account for 60.7% of the self driving tourists, and the second tier, third tier and fourth tier cities have an obvious trend of self driving travel.
Distribution of self driving customers. Figure/Figures provided by respondents
Beijing tourists have the highest enthusiasm for self driving travel. Zhangjiakou, Anaya and Hulunbeier Prairie are the most popular self driving destinations for Beijing tourists. Chengdu, Guangzhou, Chongqing and Shanghai, which are rich in travel resources around, rank 2-5 in the list of self driving tourist source cities.
According to Mafengwo data, up to now, 80.7% of self driving travel users have chosen to travel for 1-8 days, and short and medium distance self driving travel is still the mainstream. Through insight into user preferences, Mafengwo found that family and parent-child travel tend to drive themselves in short distance, and travel alone prefer to drive themselves in long distance.
In terms of self driving routes, "318 Sichuan Tibet Line Self driving", which almost every self driving enthusiast is eager to experience, is the favorite self driving route for young people in 2022. "Gannan Longnan Ring Road Self driving" and "Qiandongnan Great Ring Road" rank second and third respectively. Self driving routes in the northwest and southwest occupy seven seats in the top ten. It is the main demand of self driving enthusiasts to enjoy the natural beauty along the way. Whether it is the vast and magnificent northwest or the mountainous southwest, it is a must for self driving enthusiasts to punch in.
Ranking of young people's favorite self driving routes. Figure/Figures provided by respondents
The combination of sports and travel is healthy and close to nature. Cycling has gained increasing attention in recent years. In addition to relaxing urban cycling, more and more young people are eager to challenge themselves through long-distance cycling. As a beginner friendly and entry-level route, cycling around Qinghai Lake has become the most popular long-distance cycling route for young people this year.
Ranking of favorite long-distance cycling routes for young people. Figure/Figures provided by respondents
With the popularity of C6 driver's license (the driver's license required for light tractor trailer) this year, the domestic "RV tour" has also been pushed to a new high. Since this year, the content of RV in Mafengwo has increased by 30.3% compared with the same period last year. RV+camping, RV+outdoor barbecue, and RV+star watching are the most popular games. Traveling by motorhome can not only solve the accommodation and catering problems on the road, but also meet the needs of young people to watch while playing. In addition, some "hard core" players also take camping camps as a foothold in their journey.
The change of young people's tourism consumption concept is also reflected in the choice of accommodation. "Characteristics" is the key to let young people stay in home stay. According to the data, health and safety are always the primary consideration for choosing a home stay, and the surrounding scenery and characteristic experience rank second and third with 53% and 46.8% respectively. In recent years, the "keep pace with the times" homestay has been making efforts to enrich the experience, such as homestay+picking, homestay+script killing, homestay+hot spring, etc. Additional projects have become the key to attract young people.
Young people's preference for home stay. Figure/Figures provided by respondents
Compared with last year, the trend of youth's quality in home stay consumption is becoming more and more obvious, and the proportion of home stay bookings above 1000 yuan has increased by 13.7%. Young people are willing to pay for the high-quality facilities and services, personalized design and unique experience of home stay. It has become a new way for many urban families to find a homestay and chat with their families on holidays.
Wang Zhenzhen, shell financial reporter of Beijing News
Editor Li Zheng
Checked by Liu Baoqing