黄金周旅游趋势报告：定制游需求旺盛　消费升级是趋势

近日，国家旅游局直属研究机构中国旅游研究院、国内领先的在线旅游公司携程旅游集团，基于今年“国庆中秋长假”全国旅游市场情况，超过3亿携程用户、平台两万多家旅行社百万级度假产品预订数据，对十一假期的旅游情况和游客行为进行了全面监测，发布了《2017国庆中秋长假旅游趋势报告与人气排行榜》。

?一、7.1亿人次出游 ?8天长假出游占全年14%

今年国庆中秋8天“超级黄金周”，将形成全球最大规模的集中旅游潮。据测算，2017年国庆中秋长假国内旅游市场预计接待7.1亿人次，同比增长10%；出境游客预计超过600万人次；一半中国人将以旅行的方式度过长假。旅游收入将达到5900亿元，同比增长12.2%。

长假对推动旅游业发展起到重要作用，数据显示，从2008年-2017年的十年来，国庆黄金周旅游人次持续快速增长，从1.78亿增长到7.1亿人次，增长近3倍。旅游收入规模从798亿元增长到5900亿元，增长超过6倍。国庆黄金周在旅游业中的占比很大。2017年国庆长假人次、收入，占全年的比重预计超过13%、14%。

互联网和智能手机成为推动我国黄金周旅游的动力，国庆成为“手机上的黄金周”。根据携程业内规模最大的跟团游、自由行等产品的预订数据统计，70%的在线旅游者通过手机客户端预订，预计50%以上的旅游者需要使用24小时客服、“微领队”、全球SOS等行中服务。

中国国庆也成为“全球黄金周”，出境游客预计超过600万人次。我国游客从近300个海内外城市出发，到达全球88个国家和地区、1155个国内外城市。国家数量从去年的68个增加到了88个，增长近29%。

因此，集中的长假对满足国民旅游权利、推动旅游消费和经济增长有积极作用。随着我国经济增长，人均可支配收入提升，消费观念转变，加上假日制度、带薪休假的完善，旅游成为黄金周最重要的消费方式。

二、黄金周游客画像：女性、8090后、家庭

这个长假，哪些人更热衷于出游，和谁一起旅行？女性、8090后、亲子家庭成为黄金周游客的关键词。

数据显示：女性成为黄金周出游主力，黄金周预定携程跟团游、自由行、邮轮、当地玩乐等产品出游的游客，60%是女性。

“年轻化”特征明显，80、90后支撑旅游消费。消费能力强、体力充沛的31-45岁（占比33%）、19-30岁（27%）青壮年人群成为黄金周出游主力军，占比达到6成。

“家庭”也是国庆旅游的关键词，出游的人群中，42%以家庭为单位占比最高，他们在黄金周花费重金犒劳孩子（32%）、孝敬父母（10%）。从在携程旅游的订单看，“2+1”三口之家占比最高，但二孩政策开放使得“2+2”带两个孩子旅游的比例增长超过50%。其次是和朋友一起出游放松身心（22%），一些情侣则把黄金周当成了远走他乡度过二人世界的绝佳机会（20%），也有人独自上路，一个人看风景（6%）。

三、哪些省市的“出游力”、“消费力”更强？

今年十一，哪些地区的市民最热衷外出旅游？从在线预订旅游度假产品的人数看，“出游力排行榜”排名前20的城市是：上海、北京、深圳、广州、成都、武汉、杭州、南京、西安、天津、长沙、重庆、厦门、昆明、合肥、贵阳、青岛、济南、郑州、无锡。

上北广深依然是十一旅游的主力军。成都、杭州、南京、厦门、武汉、天津、西安在内的16个城市跻身出游“新一线”城市，特别是西部中心成都在出游规模上接近一线城市。西南、西北的几个中心城市西安、昆明、长沙、贵阳游客增长达到50%到100%。

国庆旅游花费多少钱？根据游客预订携程跟团游、自由行等度假产品的花费，国内游人均费用为3200元；出境游为9800元，与去年略有提升。

今年数以千亿的长假旅游消费，哪些城市的市民消费能力更强？“旅游消费力排行榜”显示，通过携程预订跟团游、自由行产品，人均消费最高的城市分别是上海、北京、沈阳、广州、大连、福州、深圳、武汉、成都、天津、杭州、重庆、南京、温州、厦门；出境游消费最高的城市是上海、北京、昆明、青岛、重庆、天津、成都、广州、西安、厦门、武汉、杭州、南京、深圳、大连。

与收入水平基本成正比，北京、上海两个“超一线”城市十一出游人均消费元达到六七千元，与其他城市拉开差距，出境游消费更是超过万元。除此以外，各省会城市和城市、大连、广州等东南沿海城市消费水平较高。

四、 长假怎么玩？消费升级，最长达30天最高花60万

长假旅游者到达更多目的地。2017年国庆期间我国游客到达全球88个国家和地区、1155个国内外城市。国人的旅行脚步也越走越远，花费越来越高。根据携程跟团游、自由行订单，国庆中秋长假跨度最长的旅游团是花30天周游南美，从阿根廷出发，到巴西、智利、墨西哥等。国庆旅游最贵的订单金额最高超过60万元，家庭组团前往冰岛欣赏“权力的游戏”绝境长城以北的美丽风光。

据携程统计，长假期间，预订最多的度假产品是跟团游与自由行、邮轮。当地玩乐、门票、游学、定制游、主题游等，增长更快。以出境游为例，45%的游客选择跟团游、44%的游客选择自由行。

值得一提的是，今年黄金周旅游从跟团、自由行进入“私人定制”时代。每十位出境游客中，就有一位尝试定制旅行的新方式，成为今年旅游市场最大的变革。

定制旅游成为中国游客特别是中高收入阶层出境游的新选择，今年国庆，携程定制需求单增长超200%，亲子（32%）、情侣夫妻（24%）、朋友同事（15%）、带父母（11%）出行的比例最高。根据国庆携程数以万计定制订单中的需求，今年黄金周旅游者最关注的十大关键词是：“私密”、“特色美食”、“避人潮”、“专属导游”、“无购物”、“慢节奏”、“老人小孩”、 “深度游”、“特色酒店”、“著名景点”。

我国移动互联网和智能手机的发展程度已经达到全球领先，国庆也成为“手机上的黄金周”。携程跟团游、自由行、邮轮、签证等订单统计显示，有超过70%的在线旅游者通过APP下单。除了预订，在行程中旅游者也通过APP随时预订当地旅游产品或者查询求助。

消费升级是今年出境游的一大趋势，游客更愿意把钱花在体验上，在吃住行游等方面追求品质与个性化。入住高星级酒店、行程体验升级的高等级产品最受欢迎。根据携程最新升级的跟团游“钻级标准”统计数据，国庆长假，选择5钻（入住5星酒店、纯玩无购物）线路的游客占比49%，4钻产品比例达到42%，远远超过3钻产品。

五、7亿人次国内游人气爆棚 北京成为黄金周最具人气目的地

今年黄金周，国内游人气爆棚，人次规模超过7亿。从携程等旅游企业组织旅游情况来看，十一国内旅游的超过出境旅游。携程跟团游、自由行产品的统计显示，59%的游客选择国内旅游，41%选择出境游。

国内旅游度假哪里最热？根据携程旅游预订出行数据，报告发布了十一国内旅游度假人气排行榜，从目的地省市来看，北京、云南、海南、浙江、广西、福建、湖南、四川、上海、广东将接待最多游客。有50%是选择这十个省市。

哪些城市将呈现人山人海？今年旅游者预订携程度假产品到达国内340个目的地城市，预计接待游客最多的城市将包括北京、上海、杭州、三亚、昆明、厦门、桂林、成都、张家界、贵阳。据统计，国内游有8%的可能性选择去北京，6%的可能性选上海、杭州。

哪些国内游景区又将出现游客“扎堆”的景象？根据携程国内游线路和景区搜索预订人气热度：杭州西湖、北京故宫、上海外滩、厦门鼓浪屿、乌镇、黄山、上海迪士尼、西安兵马俑、丽江古城、三亚亚龙湾人气最高，预计将成为国庆人流最密集的景区。

六、出境游：600万人次出游 中国游客遍布这些国家和地区

长假对出境游也非常重要。预计今年国庆中秋假期，我国出境游客预计超过600万人次。占全年出境旅游人次1.27亿的5%左右。中国国庆节将成全球黄金周。

根据携程跟团游、自由行、邮轮等出境业务数据，2017中秋国庆长假人气排名前二十的出境游国家（地区）依次是：泰国、日本、新加坡、越南、美国、中国香港、马来西亚、中国台湾、印度尼西亚、菲律宾、俄罗斯、澳大利亚、柬埔寨、加拿大、意大利、马尔代夫、德国、英国、阿联酋、斯里兰卡。

约70%中国游客在亚洲地区旅游。其中，东南亚的比例最高，超过45%，其次是港澳台地区、东亚地区（日韩）。东南亚占据前10名的目的地中的6个。

黄金周出境游泰、韩、日三足鼎立局面打破。中国赴韩国旅游降幅最大，预计同比降下降七成左右，赴韩游客以自由行为主。东南亚成为最大的受益者。

泰国是最热门的目的地国家，黄金周有20%的游客选择泰国。据统计，预计将有超过20000人预订携程泰国度假产品国庆出游。由于今年泰国打击低价团，纯玩团和自由行成为黄金周赴泰游主流选择。主要景点为曼谷、普吉岛、清迈等。

三分之一选择去免签落地签国家。2017年中国护照的含金量大幅提升，根据外交部门的统计，对持普通护照的中国公民免签、落地签国家和地区达65个，相比去年国庆的57个增加了8个，增幅达到14%。今年国庆人气最高前十大的免签、落地签目的地是：泰国、印度尼西亚、越南、俄罗斯、柬埔寨、马尔代夫、阿联酋、斯里兰卡、毛里求斯、尼泊尔。

新目的地进入中国游客视野。摩洛哥、土耳其、阿联酋、捷克、芬兰、奥地利、德国、越南、柬埔寨、意大利成为2017年十一出境游十大黑马目的地，增速达到50%以上。其中前8个都是长线国家。中欧、北欧、中东、东南亚更多目的地被中国游客选择，一带一路国家人气高。欧洲目的地经过一年多的恢复，重回高人气。澳大利亚、加拿大、埃及、俄罗斯等目的地，游客量也有较为明显增长。

中国出境旅游者特别是自由行游客，最需要哪些服务？根据携程“微领队”大数据统计以及预测，出境游用户咨询求助最为集中的问题是：交通15.9%、景点17.0%、美食18.7%、购物10.0%。其他热点问题还有：天气4.4%、出入境1.4%、外汇1.5%、行李额0.5%、可携带物品1.4%。有意思的是，“结伴”也是旅游者一大的需求。

Recently, research institutions directly under the National Tourism Administration Chinese domestic tourism research institute, a leading Online Travel Corporation Ctrip Travel Group, based on &ldquo this year; Mid Autumn National Day holiday ” national tourism market, more than 300 million users, Ctrip platform more than 20000 travel millions of vacation product subscription data, for the eleven holiday tourism and tourist behavior comprehensively monitoring, released the "2017 National Day Mid Autumn Festival holiday travel trends report and popularity list".

?One, 710 million person travel ? 8 days long vacation travels, occupy annual 14%

This year's National Day Mid Autumn Festival 8 days “ super golden week ” will form the world's largest concentration of tourism tide. According to estimates, in 2017 National Day Mid Autumn Festival holiday, the domestic tourism market is expected to receive 710 million passengers, an increase of 10%; outbound tourists are expected to exceed 6 million people; half of the Chinese people will travel by way of long holidays. Tourism revenue will reach 590 billion yuan, an increase of 12.2%.

Long holidays play an important role in promoting the development of the tourism industry. The data show that, from 2008 to ten years of -2017, the National Day Golden Week tourist population continued to grow rapidly, from 178 million to 710 million people, an increase of nearly 3 times. Tourism income scale increased from 79 billion 800 million yuan to 590 billion yuan, an increase of more than 6 times. The golden week of National Day occupies a large proportion in the tourism industry. 2017 National Day holiday, passengers, income, accounting for the proportion of the whole year is expected to exceed 13%, 14%.

The Internet and smartphones have become the driving force behind China's Golden Week tourism, and the National Day has become “ the golden week &rdquo on mobile phones;. According to Ctrip booking data the largest tour with the group, the free exercise of products such as statistics, 70% of online travelers through mobile phone client reservation, is expected to more than 50% tourists need to use 24 hours service, &ldquo service, ” micro leader; global SOS line.

China's national day has also become “ the global golden week ” outbound tourists are expected to exceed 6 million people. China's tourists from nearly 300 domestic and overseas cities, arrived in 88 countries and regions, 1155 domestic and foreign cities. The number of countries increased from 68 last year to 88, an increase of nearly 29%.

Therefore, the centralized long holidays play an active role in meeting the National Tourism rights, promoting tourism consumption and economic growth. Along with our country's economic growth, per capita disposable income increase, consumption concept change, plus holiday system, paid vacation perfect, tourism has become the most important consumption mode in the golden week.

Two, golden week tourists portrait: women, 80, 90, family

Who are more interested in traveling and traveling with people during this long vacation? Women, 80, 90, family and family become golden week visitors keyword.

Data show: women become Golden Week travel main, golden week scheduled Ctrip with group tour, free travel, cruise, local fun and other products travel tourists, 60% is female.

“ younger ” obvious features; 80, 90 support tourism consumption. Spending power, physical strength of 31-45 years old (accounting for 33%), 19-30 years old (27%), young adults have become the main force of the Golden Week travel, accounting for 6.

“ &rdquo family; keywords is the National Day travel, travel crowd, 42% family units accounted for the highest, they spend money to treat children in the golden week (32%), parents (10%). From the Ctrip Travel orders look, “ 2+1” three home accounted for the highest proportion; but two children policy opening, making “ 2+2” two children travel proportion increased by more than 50%. The second is to relax and friends (22%), some couples put the golden week as an opportunity to migrate through the two people of the world (20%), there are people alone on the way, a person looking at the scenery (6%).

Three, which provinces and cities “ travel force ” “ spending power ” stronger?

This year eleven, which areas of the public is most keen on traveling? The number of tourist products from the online booking, travel list of power “ ” the top 20 are: Shanghai City, Beijing, Shenzhen, Guangzhou, Chengdu, Wuhan, Hangzhou, Nanjing, Xi'an, Tianjin, Chongqing, Xiamen, Changsha, Kunming, Hefei, Guiyang, Qingdao, Ji'nan, Zhengzhou, Wuxi.

On the North Canton deep is still the main force of tourism eleven. 16 cities, including Chengdu, Hangzhou, Nanjing, Xiamen, Wuhan, Tianjin and Xi'an, are among the “ the new line ” cities, especially the west central Chengdu, are close to the first tier cities on the scale of their trips. In southwest and northwest several central cities, Xi'an, Kunming, Changsha and Guiyang, tourists grew by 50% to 100%.

How much does the national day tour cost? According to the tourist booking, Ctrip tours with the group, free travel and other holiday products costs, domestic travel per capita cost of 3200 yuan; outbound tourism for 9800 yuan, with a slight increase last year.

This year, hundreds of billions of holiday travel consumption, which city's public spending power stronger? “ tourism consumption force list ” display, book through Ctrip Travel with the group, the free exercise of products, the highest per capita consumption city are Shanghai, Beijing, Shenyang, Guangzhou, Dalian, Fuzhou, Shenzhen, Wuhan, Chengdu, Tianjin, Hangzhou, Chongqing, Nanjing, Wenzhou, Xiamen; the highest outbound tourism consumption the city of Shanghai, Beijing, Kunming, Qingdao, Chongqing, Tianjin, Chengdu, Guangzhou, Xi'an, Xiamen, Wuhan, Hangzhou, Nanjing, Shenzhen, Dalian.

And income levels are basically proportional to, Beijing, Shanghai two “ ultra line ” city eleven travel per capita consumption reached six thousand or seven thousand yuan, and other cities open gap, outbound travel consumption is more than ten thousand yuan. In addition, the provincial capital cities and cities, Dalian, Guangzhou and other southeast coastal cities have higher consumption levels.

Four, how to play a long holiday? Consumption upgrade, up to 30 days, the highest spending 600 thousand

Long holiday travelers arrive at more destinations. During the National Day in 2017, Chinese tourists arrived in 88 countries and regions, and 1155 domestic and overseas cities. People travel more and more, and the cost is getting higher and higher. According to Ctrip, with the group tour, free travel orders, the national day, Mid Autumn Festival, the longest span of the tour group, spent 30 days traveling around South America, starting from Argentina, Brazil, Chile, Mexico and so on. National Day travel, the most expensive orders, the maximum amount of more than 600 thousand yuan, the family delegation to Iceland to appreciate “ power game ” the Great Wall north of the beautiful scenery.

According to Ctrip statistics, during the holiday season, the most booking vacation products are with group tours and free travel, cruise ships. Local fun, tickets, study tours, customized tours, theme tours, etc., grew faster. Take outbound tourism as an example, 45% of the tourists choose to travel with the group, and 44% of the tourists choose to travel freely.

It is worth mentioning that, this year the golden week tour from the group with the free line into the “ private custom ” era. One of every ten outbound travelers has a new way of trying to customize the trip, making it the biggest change in the tourist market this year.

Custom tourism has become Chinese tourists especially in high-income outbound travel choice, this year's national day, Ctrip customized demand growth of over 200% single family, (32%), (24%), a couple of friends and colleagues (15%), (11%) the parents with the highest proportion of travel. According to the national custom orders of tens of thousands of Ctrip, ten words are most concerned about this year golden week tourists are: &ldquo, “ private ” &rdquo, “ special delicacy;; avoid crowds, ” “ &rdquo, “ exclusive tour guide; no shopping, ” “ &rdquo, slow rhythm; “ &rdquo, “ children; depth tour ” and “ &rdquo, “ hotel; famous scenic spots ”.

China's mobile Internet and smart phone development has reached the global leader, National Day has become “ mobile phone golden week ”. Ctrip and group tours, free travel, cruise, visa and other orders statistics show that more than 70% of online travelers through APP orders. In addition to booking, during the trip, tourists are also booking local travel products or inquiries via APP at any time.

Consumption upgrade is a major trend of outbound tourism this year, visitors are more willing to spend money on experience, in the food and lodging, travel and other aspects of the pursuit of quality and individuality. Stay in high star hotels, travel experience, upgrading of high-grade products are most popular. According to the latest upgrade of Ctrip Travel with the group “ drilling &rdquo standard; statistical data, the National Day holiday, 5 drill (in 5 star hotel, pure play no shopping) line of tourists accounted for 49%, 4 diamond products ratio reached 42%, far more than 3 diamond products.

Five, 700 million passengers on domestic tour bursting with popularity Beijing to become the most popular destination for golden week

Golden Week this year, domestic tourism is bursting with popularity, the size of more than 700 million people. From Ctrip and other tourism enterprises to organize tourism situation, eleven of domestic tourism than outbound tourism. Ctrip Travel with the group, free travel products statistics show that 59% of the tourists choose domestic tourism, 41% choose outbound travel.

Where is the hottest vacation on the domestic tour? According to Ctrip Travel booking travel data, the report released eleven domestic tourist destination popularity rankings, from the provinces, Beijing, Yunnan, Hainan, Zhejiang, Guangxi, Fujian, Hunan, Sichuan, Shanghai, Guangdong will host the most tourists. 50% choose these ten provinces and cities.

Which cities will be crowded with people? The tour this year Ctrip booking vacation products reached 340 domestic destinations in the city, the city is expected to receive the most tourists will include Beijing, Shanghai, Hangzhou, Sanya, Kunming, Xiamen, Guilin, Chengdu, Zhangjiajie, Guiyang. According to statistics, domestic tourism has 8% possibilities, choose to go to Beijing, 6% of the possibility of election Shanghai, Hangzhou.

What domestic tourist attractions will be tourists “ get together &rdquo scene? According to Ctrip domestic tour scenic and popular heat: Hangzhou West Lake search and booking the Imperial Palace in Beijing, the Bund, Shanghai, Xiamen, Wuzhen, Mount Huangshan, Shanghai Gulangyu Islet, Xi'an Terracotta Army, Old Town of Lijiang, Disney Yalong Bay in Sanya is expected to become the most popular, the most intensive scenic National people.

Six, outbound travel: 6 million trips, Chinese tourists throughout these countries and regions

Long vacations are also important for outbound travel. Expected this year's National Day Mid Autumn Festival holiday, China's outbound tourists are expected to more than 6 million passengers. About 127 million of the total outbound travel time is around 5%. China's national day will be a global golden week.

According to Ctrip Travel with the group, free travel, cruise outbound business data, 2017 of the mid autumn National Day holiday popular top twenty outbound countries (regions) are: Thailand, Japan, Singapore, Vietnam, the United States, Hongkong, Malaysia, China China Taiwan, Indonesia, Philippines, Russia, Australia, Kampuchea, Canada, Italy Maldives, Germany, Britain, the United Arab Emirates, Sri lanka.

About 70% Chinese tourists travel in asia. Among them, the highest proportion of Southeast Asia, more than 45%, followed by Hong Kong, Macao and Taiwan regions, East Asia (Japan and South Korea). Southeast Asia occupies 6 of the top 10 destinations.

Golden Week outbound tour Thailand, South Korea and Japan to break a situation of tripartite confrontation situation. The biggest Chinese tourism to South Korea is expected to decline, down by around 70% visitors to Korea to exercise. Southeast Asia has been the biggest beneficiary.

Thailand is the most popular destination country. 20% tourists choose Thailand during the golden week. According to statistics, is expected to have more than 20000 people booked Ctrip Thailand vacation products, National Day trip. As this year's Thailand hit low-cost group, pure play group and the free exercise of Futai tour golden week has become the mainstream choice. The main attractions of Bangkok, Phuket Island, Chiang Mai.

1\/3, choose to sign the country visa free landing. Gold in 2017 China passport dramatically, according to the statistics of the Department of foreign affairs, China citizens holding ordinary passports visa, visa on arrival in over 65 countries and regions, compared to the 57 national day last year increased by 8, an increase of 14%. This year's national day, the highest popularity, the top ten major visa free, landing signs are: Thailand, Indonesia, Vietnam, Russia, Kampuchea, Maldives, the United Arab Emirates, Sri Lanka, Mauritius, nepal.

New destination to enter Chinese tourist field of vision. Morocco, Turkey, the United Arab Emirates, Czech, Finland, Austria, Germany, Vietnam, Kampuchea and Italy became the ten dark horse destinations for the eleven outbound tourism in 2017, with a growth rate of over 50%. The first 8 are long line countries. In central and Northern Europe, Middle East, Southeast Asia more destinations are China visitors, The Belt and Road national high popularity. European destinations have returned to high popularity after more than a year of recovery. Australia, Canada, Egypt, Russia and other destinations, tourist volume has also been more pronounced growth.

What services do Chinese outbound tourists, especially those who are free to travel, need most? According to Ctrip &ldquo, micro leader &rdquo, big data statistics and forecasts, outbound travel users seek advice, help the most concentrated problem is: traffic 15.9%, attractions 17%, gourmet 18.7%, shopping 10%. Other hot issues include: weather 4.4%, immigration 1.4%, foreign exchange 1.5%, baggage allowance 0.5%, and portable items 1.4%. What's interesting is that “ traveling with &rdquo is also a big demand for tourists.