读懂“聪明游”背后的消费新需求（市场漫步）

Core Insights - The rise of "Smart Travel" reflects a shift in consumer attitudes towards travel, emphasizing rationality and confidence, and pushing the cultural tourism industry towards more refined, personalized, and high-quality upgrades [1][3] Group 1: Changes in Travel Behavior - The travel market in China has seen a significant increase in activity during the summer, with a shift from spontaneous trips to more meticulously planned "Smart Travel" experiences [1] - Consumers are moving away from popular tourist spots towards exploring lesser-known destinations, indicating a change in travel preferences [1] Group 2: Digital Empowerment in Decision-Making - The integration of digital technology in the tourism sector has enhanced decision-making efficiency, with platforms providing easy access to travel information, leading to a notable increase in early bookings, with "early bird" orders rising over 30% year-on-year [1][2] - The decision-making cycle for travelers has shortened, while the quality of decisions has improved due to comprehensive predictive systems built on digital technology [1] Group 3: Consumer Behavior and Spending Patterns - Tourists are increasingly focused on the cost-effectiveness and quality of their travel experiences, willing to invest in high-quality experiences while avoiding unnecessary expenses [2] - Data from Shenzhou Car Rental indicates a 400% year-on-year increase in cross-city self-driving orders, with long-distance orders (over 800 kilometers) accounting for over 30% of total orders, reflecting a trend towards quality travel experiences [2] Group 4: Supply-Side Innovations - The growth of "Smart Travel" is a result of synchronized demand and supply, with consumers seeking personalized and immersive experiences, while suppliers innovate to meet these demands [3] - Initiatives such as digital immersive experiences at the Palace Museum and expanded night-time offerings in Suzhou are examples of how the industry is responding to evolving consumer preferences [3] Group 5: Industry Transformation - The emergence of "Smart Travel" signifies a transition in the cultural tourism industry from scale expansion to quality enhancement, entering a new phase characterized by competition based on quality [3] - The industry must focus on optimizing experiences and innovating products to meet consumer demands, while also ensuring market regulation and service improvement to build consumer trust [3]