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价格普降三成、五星酒店变三星,研学游“退烧”
Bei Jing Shang Bao·2025-06-30 11:27

Market Overview - The summer study tour market is experiencing a price decline of approximately 30% year-on-year as of June 30, 2023, due to reduced demand and downward price pressure [1][3][4] - After a booming market in 2023, the industry is now facing oversupply in 2024, leading to a rational market adjustment [3][10] Pricing and Demand Dynamics - Travel agencies are adjusting their strategies to maintain market share by lowering prices and altering product structures [3][4] - The overall price of study tour products has decreased, with some popular long-distance products seeing a slight price increase of 3%-5% due to high demand, while short-distance family study tours have dropped by 5%-8% [5][10] Accommodation Standards - Many travel agencies have reduced accommodation standards from four or five-star hotels to three-star hotels to cut costs [7][8] - This shift reflects a broader trend where parents prioritize educational value over accommodation quality, indicating a market shift towards more diverse and personalized experiences [8][10] Market Trends and Future Outlook - The study tour market is transitioning from a focus on "experience" to "value acquisition," with an emphasis on educational outcomes and quality experiences [10][11] - The market is expected to grow, with projections indicating a market size of 1.791 trillion yuan in 2024, representing a year-on-year growth of 21.9% [10] - Regulatory measures are being implemented to ensure the standardized development of the study tour market, including third-party evaluations and satisfaction assessments [11]