量增价跌，民宿主们争做“卷王”

Core Insights - The article discusses the contrasting trends in the homestay industry amidst rising tourism consumption, highlighting issues such as declining occupancy rates and prices despite an increase in the number of homestays [1][9]. Industry Trends - The homestay market saw nearly 100,000 new registrations in 2024, marking a ten-year high, yet regions like Dali and Lijiang experienced significant revenue drops due to oversupply and severe competition [9]. - The average occupancy rate for homestays in China reached 33% in 2024, the highest in five years, while the average room price fell to 502 yuan per night, the lowest in five years, indicating a "volume increase and price drop" scenario [9][11]. Business Strategies - Homestay operators are focusing on unique positioning and personalized services to attract both domestic and international tourists, with an emphasis on cultural experiences and local partnerships [5][7]. - Operators are adopting multi-faceted business models, such as combining seasonal activities like skiing and flower viewing, to enhance customer engagement and diversify offerings [7]. Customer Behavior - Tourists are becoming more discerning, prioritizing unique experiences and value for money over mere accommodation, leading to a demand for distinctive features and high-quality service [9][13]. - The trend of last-minute bookings has increased, with many customers deciding on trips closer to the travel date, impacting the traditional booking cycle [11]. Safety and Quality Concerns - A significant percentage of homestays lack essential safety features, which poses a risk to customer safety and satisfaction, highlighting the need for improved safety standards [15]. - Operators emphasize the importance of creating a unique atmosphere while ensuring comfort and safety, as both elements are crucial for attracting guests [13][15]. Marketing and Online Presence - The use of online platforms for marketing is becoming essential, with operators leveraging social media and travel booking sites to reach potential customers effectively [17]. - Different online platforms cater to various customer demographics, necessitating tailored marketing strategies for each [17]. Conclusion - The homestay industry is undergoing a critical transformation from extensive growth to refined operations, where innovation and enhanced customer experience are vital for survival in a competitive market [17].