Parent-child customer group wind direction changes, quality becomes the driving force of “explosive”.

In this issue, we will take the parent-child segment as the insight object, and together we will see where parent-child families have gone and what consumption changes have happened.

2024 Summer Review

Parent-child family outings “buzzing with excitement”

This year's summer vacation, the domestic tourism market not only continued the trend of steady improvement, but also showed new vitality and consumption characteristics driven by the demand for personalization and depth.

Young and middle-aged people are the backbone of travelers >

Young and middle-aged users who have higher spending power and pay more attention to travel experience and quality are the backbone of the summer travel market. According to the data of Ma's nest platform, women accounted for 67% of this year's summer travelers. Among the overall traveling crowd, post-00, post-90s and post-80s accounted for a total of 95%, of which post-00s and post-90s “Generation Z” accounted for 44%, and post-80s accounted for 51%.

▲Photo source: Hornet's Nest

Parent-child families are the mainstay >

Data from the Hornet's Nest platform shows that during the summer of 2024, family-friendly tours dominated, accounting for 55%, followed by friends and classmates' tours, which accounted for 20%. In addition, solo travelers and couples accounted for 13% and 11% respectively. It is worth noting that more than 40% of tourists chose to vacation for more than 7 days in the summer, and another 30% chose to tour for 4-6 days.

▲Photo source: Hornet's Nest

In addition, data from the Touniu platform report shows that the proportion of parent-child family trips this summer exceeded 40%. And Tongcheng travel platform data show that in the summer multi-travel scenarios parent-child groups (peer personnel including children under 13 years of age) proportion of about 35.1%, is still the absolute main force of summer travel, the overall proportion to maintain the high level in recent years.

Hot Cities for Parent-Child Tours >

Hornet's nest big data show that 2024 summer “parent-child tour” popular cities are Beijing, Chengdu, Shanghai, Dalian, Beihai, Guiyang, Huizhou, Hangzhou, Hong Kong and Shenzhen.

▲Photo source: Hornet's Nest

The hot cities of “parent-child tour” are Guiyang, Weihai, Kunming, Zhengzhou, Chongqing, Shanwei, Rizhao, Shenzhen, Yantai, Huizhou and so on.

▲Image source: Hornet's nest

The wind direction of travel consumption has changed

More emphasis on quality, culture and experience

In the choice of domestic travel products, parent-child families focus on high-quality, in-depth travel experience, but also dare to taste the new trend of personalization and specialization.

From the traditional leisure vacation, landscape scenery, summer vacation tour, to theme parks, traditional cultural tours, outdoor exploration and various types of study tours are popular with parent-child families booking products.

▲Photo source: Tuniu

On the Toutiao platform, packaged tours such as “Wandering through the Literary Capital of the World-Nanjing 3-Day Tour”, “Huangguoshu-Libo-Xijiang-Qingyan 5-Day Tour”, “Shanghai Disney Official Hotel Self-Driving Package”, “Guangzhou/Zhuhai Changlong Hotel Self-Driving Package” and “Beijing Universal Resort 2-5 Days Self-Driving Tour” are particularly hot. “Guangzhou/Zhuhai Changlong Hotel Self-Driving Tour Package” ‘Beijing Universal Resort 2-5 Days Self-Driving Tour’ and other packaged travel products booking heat is particularly hot.

Museum study tours “high fever does not go down” >

The Ctrip travel platform refers to popular domestic study tour destinations including Chengdu, Beijing, Shenyang, Xi'an and Luoyang. Overseas popular study tour destinations include Paris, London, Dubai and Hong Kong.

▲Photo source:Xiecheng

In addition, Tongcheng travel platform related search and booking data show that this summer popularity of the top ten museums in order: the Palace Museum, Shaanxi Museum of History, Shanghai Museum, Suzhou Museum, Luoyang Museum, Guanghan Sanxingdui Museum, Nanjing Museum, Guangdong Provincial Museum, Chengdu Museum, Henan Museum.

▲Photo source:Tongchenglvyou

Paradise tours remain popular >

Paradise tour as another popular summer play, Ctrip travel platform data show that tourists to parent-child and student groups, parents and children accounted for about 40%, students accounted for about 20%.

In terms of zoological gardens, data from the Mabee's Nest platform shows that giant pandas have attracted a large number of domestic and foreign tourists by virtue of their unique charisma, making them a much-anticipated tourist hotspot.

▲Photo source:Mafengwo

2024 summer “parent-child tour” popular animal and plant parks ranked ahead of the Chengdu Research Base of Giant Panda Breeding, Dalian Laohutan Ocean Park, Panda Valley, Xishuangbanna Tropical Botanical Garden of the Chinese Academy of Sciences, Xixiakou Shenyang Mountain Wild Animal World, Wild Elephant Valley Tropical Rainforest, Dalian Sheng Ya Ocean World, Hong Kong Ocean Park, Beijing Zoo, Qianling Mountain Park and so on. Qianling Mountain Park, etc.

Indoor Children's Playground

Increasing market penetration

▲Photo source:Wed

During the summer vacation, in addition to large parks, indoor children's parks are also one of the popular choices for families traveling in the summer vacation. Changsha reporters have visited the domestic well-known children's park brand Pan Xiaobao, the relevant person in charge of the opening of the summer Pan Xiaobao daily traffic of about 2,000-3,000 groups of families, a month of traffic can reach 100,000 groups of families, compared with the summer vacation before the enhancement of about 30%.

Indoor children's playgrounds are not subject to weather restrictions, with development advantages; at the same time, in recent years, the development of large domestic shopping malls and supermarkets for indoor children's playgrounds to provide opportunities, indoor children's playgrounds show great vitality for development.

Growing market demand >

With the increase in family investment in children's entertainment and education, as well as the implementation of the comprehensive two-child and three-child policy, the continuous growth in the number of children's population provides a huge potential market for indoor children's playgrounds.

According to China Children's Industry Center data, China's children's consumer market size of about 3.9 trillion yuan to 5.9 trillion yuan per year, of which more than 80% of the structure of the Chinese family, child-related expenses accounted for more than 30% of the proportion of the total family expenses, and this proportion is still steadily rising.

▲Figure source: ViewReport.com

Data from GuanResearch Report.com shows that China's indoor amusement park traffic grew from 880 million to 1.02 billion in 2015-2021, and it is expected that China's indoor amusement park traffic will exceed 1.1 billion in 2025.

Indoor Children's Playground

Diversified development focuses more on experience and education

Multifunctional development >

Modern indoor children's parks are no longer limited to a single play function, but are developing in the direction of multifunctionality. Many parks incorporate early education, themed photography, birthday parties, parent-child restaurants, baby workshops and other elements into their play to meet the different needs of parents and children and enhance the attractiveness and competitiveness of the park.

▲Guangzhou Nansha Hani Deer Child Development Center

Taking the past case of Guangzhou Nansha Hani deer children's growth center of elephant art as an example, the brand of Hani deer takes “intimate companionship, teaching and learning in fun” as the purpose, giving the park the meaning of education and growth, with role-playing, occupational experience, naughty castles, cave adventure, CS shooting, physical fitness training, digging for treasures, high-altitude expansion, DIY classroom, It has various functions such as role-playing, occupation experience, naughty castle, cave exploration, CS shooting, physical training, treasure digging, aerial expansion, DIY classroom, national education, Orff music, performance and interaction, picture book reading, plant cognition and so on, which creates a rich children's social platform.

Technology Applications >

With the progress of science and technology, advanced technologies such as virtual reality (VR) and augmented reality (AR) are widely used in indoor children's parks to provide children with a more immersive play experience. The application of these technologies not only enhances the interactivity and fun of entertainment, but also cultivates children's technological literacy and innovation.

Branding>

▲Qingdao Hi-Bay Place

Branding has become an important trend in the indoor children's playground market. Well-known brands continue to improve their brand image and market competitiveness by providing high-quality services and facilities, and introducing cartoon images or movie IPs. Branded operation helps attract more consumers and promotes the long-term stable development of the park.