Baidu Tourism Industry Report 2023

Barbecue is booming and tourism is hot, and Zibo is the C position

Maybe you didn't like barbecue before, maybe you have never heard of Zibo, but starting this year, the words "Zibo barbecue" have become so popular that everyone knows it! During the May Day holiday, the search popularity of Zibo barbecue increased by 22 times, and it became the top dark horse tourist city in the May Day holiday. The search terms for Zibo-related tourism increased by 1048% year-on-year, and the search volume for local hotel accommodation, transportation, and scenic spot names increased exponentially. The new driving force of the city's economy has successfully driven the rapid take-off of the wine and tourism industry.

Booking a hotel and grabbing tickets is my last act of stubbornness

After three years, your idol is finally back with your youth! In the first half of 2023, concerts and music festivals are blooming everywhere, and this "whirlwind" has naturally driven a wave of local hotel bookings. Take the Mayday concert as an example. On the day of the ticket release in Beijing, the search volume of concert keywords increased by 4 times, and the search volume of accommodation keywords around the venue Bird's Nest soared by 8 times. At the same time, the star effect of the concert also directly drove the fans to book hotels across regions.

New love becomes long-lasting love, let's go camping together

As a new "light vacation" method in the past three years, camping has remained popular this spring, with a year-on-year increase of 147%. Netizens in Beijing, Shanghai and Guangzhou who used to camp on the lawns of their own communities will carry camping equipment this year to explore a wider world. At the same time, many third-tier cities have also seen a camping craze, with Shangqiu and Heze making the list of dark horses.

The flight and hotel destination list has both business and vacation attributes . In addition to Beijing, Shanghai, Sanya and other old names that have been on the list for years, regional hub cities such as Kunming and Xi'an have made it to the air ticket list; Xiamen, Xi'an and other vacation and leisure cities have made it to the hotel list.

Since June, the popularity of long-distance travel destinations in the northwest, southwest, and northeast regions has increased rapidly . Cooling off in the mountains, taking your kids out for a walk in theme parks, watching small bridges and flowing water in ancient towns, and watching the tide and sunset at the seaside are all good choices for summer vacation travel. In addition , many new online celebrity hotels have also attracted much attention this year. There is always a new place for "bad travel" that is easy to lie down and do~

【Product】Brand Zone & General Word Product Zone & Open Screen

It is the best in peak season marketing, and it is the first choice.

Advertisers in various industries seized the opportunity of recovery and launched creative opening screens and brand zones with rich styles. In particular, Marriott Hotel Group used the horizontal sliding Rubik's Cube flipping style. One brand zone and multiple campaign themes were exposed at the same time, which greatly increased the information carrying capacity and interactivity of the brand zone.

【Effect】Bai Qing Teng & Assist Model

Deeply explore the blue ocean of traffic and expand the model to a high level

In order to explore the blue ocean of traffic, Zhixing Train Tickets launched a test of Baiqingteng to attract new customers, and achieved a win-win situation in both quantity and effect by optimizing the infrastructure + oCPX dual bidding model.

Tongcheng Travel continues to try new things to expand its business and private domain operations and increase revenue, and was the first to try out assist model launches, introducing multi-channel samples for separate modeling to help expand its launches.

【Sales】Live e-commerce & travel membership products

Digital people live broadcast is a feature, and travel membership helps sales

Baidu's live e-commerce has introduced a method of using digital people to replace real people for live broadcasts, providing 24-hour uninterrupted live broadcasts to reduce live broadcast operating costs for companies. At the same time, it replaces virtual verification with physical logistics to help merchants quickly return funds.

In addition, Baidu has created a new membership product for tourism users. It provides low-threshold entry and Jimuyu store opening for small and medium-sized customers such as hotels, homestays and scenic spots, allowing direct entry and store opening. Through the support of core traffic, it continues to gain exposure and attract store orders, thereby improving the efficiency of traffic acquisition for small and medium-sized customers in the tourism industry.