Lvmama: 2018 Sanya Family Travel Market White Paper

The "White Paper" shows that from January to July 2018, Sanya's tourism revenue was 28.55 billion yuan , a year-on-year increase of 14.03%. It is estimated that by the end of 2018, Sanya's tourism revenue will exceed 50 billion yuan . Compared with the total tourism revenue of 40.617 billion yuan in 2017, the increase is expected to be around 23% . The parent-child travel market, which accounts for 30% of the total consumption, is set to reach the 10 billion yuan revenue mark.

Staying in hotels is popular, and parents are taking their children out for a walk in the second-child era

In recent years, high-quality, characteristic resort hotels have become the first choice due to their complete supporting facilities and consideration for both adults and children. From 2017 to 2018, more than 30 new hotels of various types were opened in Sanya. All of the new hotels have put a lot of effort into supporting products for parent-child travel. Whether it is an aquarium or a water world , there are also various parent-child summer camps , as well as supporting underwater restaurants, etc. , which have become important bargaining chips for hotels to highlight their own characteristics and attract parent-child family users . This allows many families to fully experience the fun of coastal vacation without leaving the hotel.

The White Paper also shows that in 2018, the proportion of families with two children in Sanya parent-child tours increased significantly, and the number of trips increased by 3 times year-on-year. When traveling with multiple families, such as families with two children, three generations living together, and families with close friends, they are more inclined to book serviced apartments. The main considerations are low prices, larger space, and the ability to cook by themselves .

Sanya parent-child tours are booming, parent-child customization is popular

As one of the most popular destinations in China, Sanya has a pleasant climate all year round and rich holiday resources. From the perspective of the parent-child travel market, more than 50 star-rated hotels in the area are equipped with parent-child travel facilities, and there are more than 300 parent-child travel resorts. In 2018, in Sanya, research and study products and travel products with themes such as sailing, diving, stargazing, natural biology, and ethnic culture were sought after by many parent-child families.

So, which parent-child groups love to go to Sanya for vacation? The "White Paper" shows that Shanghai, Sanya, Beijing, Nanjing, Hangzhou, Xi'an, Guangzhou, Wuhan, Chengdu, and Wuxi are among the top ten source cities. In addition to first-tier cities, core cities in the central and western regions occupy three places, highlighting their strong consumption power. In addition, Sanya ranks second, and short-distance surrounding tours play an important role in Sanya tourism. In terms of travel prices, the average customer price per parent-child tour in 2018 was around 2,200 yuan , with the peak occurring in winter. Users who travel to Sanya for the second time or more account for as high as 49.5% , which is higher than other popular destinations in China.

Various family tours, special holiday products

From the perspective of consumer groups, the White Paper shows that trendy moms account for a high proportion of the ordering population, about 55% . When it comes to children's lives and travel, mothers tend to show more enthusiasm and patience. Among the adults traveling, those born in the 1980s and 1990s continue to be the majority. At the same time, the number of guests over 50 years old has increased rapidly, accounting for about 14% . Many families choose to travel with three generations or grandparents and grandchildren . Children's play, youth leisure, and elders' health care, Sanya parent-child travel is also entrusted with more purposes.

In terms of the age of children traveling, the 3-8-year-old age group has the highest proportion . The travel needs of children in this age group are mainly for fun and exploration, and education is secondary . The five major theme products launched by Lvmama Customized Tours, including natural classroom, traditional culture, scientific exploration, parent-child education, and outdoor sports , are naturally in line with the characteristics of Sanya Bay Resort and the rich and diverse parent-child education content of theme hotels , and are therefore very popular.

In recent years, the country has introduced a number of measures to promote the development of parent-child study tours and study tours. In addition, with the general increase in per capita disposable income and changes in life and education concepts , the parent-child travel market will continue to explode in the future. Data shows that by the end of 2019, the scale of the domestic online parent-child travel market will reach 60 billion .

Ni Jiali, general manager of the customized business travel division of Lvmama Group, said that with the high frequency of parent-child travel, China's parent-child market is entering an upgrade stage. For example, the emphasis on safety, quality, and experience has permeated every link. In terms of the purpose of travel, while increasing children's knowledge and improving their abilities , more emphasis is placed on parent-child interaction and taking into account the vacation experience of both children and adults. In this regard, the supply of parent-child travel products will also develop in the direction of IP, entertainment and education, theme, and technology .