十一黄金周 ：一场旅游消费的静悄悄革命

Core Insights - The Chinese tourism market during the 2025 National Day holiday shows a stark contrast, with high-end hotel occupancy rates in places like Lijiang and Dali dropping below 30%, while camping gear searches surged by 470% and rental orders tripled, indicating a shift in consumer preferences driven by younger travelers [1][3] Price Dynamics - The traditional pricing strategy of increasing prices during holidays is failing, as evidenced by the backlash against high hotel prices, with consumers opting for camping instead [1][3] - The "Zibo Effect," where reasonable pricing led to increased tourism revenue, highlights that over 70% of post-95 consumers believe hotel prices exceeding a 30% premium are not worth it, showcasing their adeptness at using alternative strategies to avoid price gouging [3][4] Consumer Empowerment - Today's tourists are no longer passive consumers; social media has made price traps visible, and topics like "National Day Pitfall Guide" have garnered billions of views, empowering consumers to hold businesses accountable [4][5] - Consumers are redefining tourism value, prioritizing unique experiences over traditional luxury offerings, with 41% of post-90s willing to spend significantly on high-end camping gear, but only for experiences that resonate with their values [4][5] Value Evolution - The rise of the camping economy reflects a shift from functional satisfaction to emotional fulfillment in travel, with positive emotional value now surpassing scenic views and culinary experiences as the primary travel goal [5][6] - The unique experiences offered by camping, such as relaxation and authenticity, are more appealing than standardized hotel services, indicating a demand for emotional value in tourism [5][6] Industry Reconstruction and Future Outlook - The revolution in tourism indicates a need for industry integration, with hotels evolving from closed sleeping spaces to open experience hubs, and hybrid models like "hotel + camping" proving successful [6] - The tourism economy is entering a "trust economy" phase, where businesses must prioritize integrity and long-term relationships to build reputation and retain consumers [6] - Future competition will center around the ability to provide emotional experiences that resonate with tourists, signaling the arrival of a "user era" in the tourism industry, where transparency and authenticity are paramount [6]