“双11”旅游商品数量再创新高 商家低价抢滩淡季市场

Core Insights - The upcoming "Double 11" shopping festival is expected to intensify competition in the tourism market, with significant promotional efforts from platforms like Fliggy, which has increased its investment by 60% year-on-year [1][2] - The trend of "pre-purchase before booking" is becoming more established among consumers, allowing for better matching of supply and demand, which benefits tourism businesses during the traditionally slow season [6][7] Group 1: Promotional Strategies - Fliggy is offering substantial consumer subsidies, with some vouchers providing discounts of nearly 1,000 yuan, and a variety of products available for the "Double 11" event [2][3] - Major hotel chains and cruise lines are participating with enhanced offerings, including more affordable packages and a wider selection of travel options compared to previous years [2][3] - The promotional strategies include dual discounts from both the platform and the businesses, aimed at attracting consumers and increasing sales during the off-peak season [3][6] Group 2: Consumer Behavior - The "pre-purchase before booking" trend has led consumers to plan their trips in advance, taking advantage of discounts during the "Double 11" period [6][7] - This behavior is supported by the historical success of "Double 11" promotions, which have conditioned consumers to stock up on travel products ahead of time [6][7] - The overall consumer sentiment indicates a willingness to engage in pre-purchase activities, although there may be some loss in the redemption process [7][8] Group 3: Market Dynamics - The "Double 11" event serves as a crucial opportunity for tourism businesses to boost sales and enhance brand visibility during the off-peak season [7][8] - Increased competition among hotels, particularly in regions with a high density of accommodations, has led to more aggressive pricing strategies and promotional packages [7][8] - The effectiveness of the "Double 11" promotions will ultimately depend on the actual redemption rates of the products sold during the event [8]