With the Dragon Boat Festival holiday approaching, the homestay market has once again become the focus of attention of all parties. As an important part of the tourism market, the performance of homestay booking platforms during the small holiday not only reflects the current consumption trend, but also may lay the foundation for the next summer tourism season. This article will provide an in-depth analysis of the marketing strategies, product layout and market performance of the three major platforms of Muniao B&B, Tujia and Meituan B&B during the Dragon Boat Festival, explore how they attract users through differentiated competition, and predict the potential impact of the Dragon Boat Festival on the summer tourism market.
According to the Dragon Boat Festival forecast report of Muniao B&B, orders rose slightly during the Dragon Boat Festival, and orders for rural homestays rose by 21%.
After the May Day holiday homestay orders reached a historical peak, the entire market showed strong vitality. On this basis, the three major B&B head platforms have competed for this year’s Dragon Boat Festival.
The three Mutumi families fought the Dragon Boat Festival
Specifically.
The banner series of Muniao B&B is mostly based on seasons and holidays, with full discount coupons of different amounts. The three banner activities of the Wooden Bird B&B, namely the summer peripheral tour, the Dragon Boat Festival, and the anniversary theme, gave a coupon package of 110 yuan and 385 yuan, which will be automatically deducted according to the conditions of use when booking the homestay, and the number of special activities is the largest among the three.
Tujia has launched two special activities, namely outdoor theme and off-peak tour, but from the perspective of the special activity setting, it still revolves around the multi-person vacation scene and chain homestays. There is no discount release on the special page.
Meituan B&B has not been banner exposed recently, and the discount of skyfall coupons is given on the waterfall and housing list page, the advantage is that there is no threshold, but from the perspective of the labeling, it is only for 1000+ B&Bs, and the use scenario is relatively limited.
Among young user groups, not being able to buy expensive is a popular keyword.
From the perspective of housing prices, taking the four cities of Beijing, Qingdao, Nanjing and Chongqing as examples, in the case of the same entry and departure time, brand, housing, etc., Muniao B&B has the lowest price in Qingdao and Nanjing, Tujia has a slight advantage in Chongqing, Meituan has a price advantage in Beijing, from the price point of view, Muniao B&B> Meituan B&B = Tujia B&B, Muniao B&B is easier to book a cost-effective B&B.
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According to industry rules, the three major B&B booking platforms all take a 10% commission, so there is no factor of raising the price on a certain platform to ensure profits. Judging from the details of the listing, most of the discounts come from platform activities, which also proves that more landlords are willing to participate in the platform activities of Woodbird Homestay to obtain traffic, which to some extent represents the landlord’s emphasis on the platform, which supports Woodbird’s own traffic advantages on the side.
Marketing pre-harvest needs
Why is the Dragon Boat Festival important?
On the one hand, last year’s Dragon Boat Festival data showed that orders in popular second-tier cities for wooden bird homestays doubled year-on-year, and the number of Tujia homestay bookings increased by 50% year-on-year. The ability to attract money in a small period should not be underestimated.
On the other hand, regardless of the size of the schedule, it is still easy to use to increase the number of orders for the platform before and after the holidays, which can be seen from the number of downloads of each company last year. During the Dragon Boat Festival holiday in 2024, the number of downloads before and after the holiday will be high, and the number of downloads in a single day after the holiday will be close to 8K, and this year’s Dragon Boat Festival schedule is even more worth looking forward to.
So, how can the platform be the first to seize the market? The answers invariably point to two key words: product and thematic marketing.
It can be seen from the current special activities of the above companies. The Dragon Boat Festival activities of Muniao B&B have been launched two weeks in advance, and although Tujia and Meituan have other activities exposed, the Dragon Boat Festival has not yet been launched.
It is worth noting that both Muniao B&B and Tujia B&B have put travel scenes into their own special activities, such as weekend outings and special offers for the whole family; With the expansion and optimization of the homestay supply chain, the homestay accommodation scene is becoming increasingly rich, users have more choices, and the platform needs to invest time and effort to convert users, and the cost will also increase.
Based on this, it is not difficult to understand why Meituan B&B has entered the rental track and launched in more than 40 cities across the country.
The advantage of Meituan B&B is that it is low price, relying on local life traffic can be distributed very quickly, although the price of about 100 yuan is basically not of quality, but the total price is low and the advantages of flexible rental housing are very easy to migrate. It is more suitable for some users in scenarios such as graduation transition or short-term medical treatment; The advantage of Wood Bird B&B is that it is an Internet celebrity homestay, and the front end of the platform displays mostly characteristic houses, and it will be easier to choose a suitable house if you want to live differently on Wood Bird. Today’s Preferred joins take into account both features and prices, and do the preliminary work for tenant screening. In addition, the main group of Muniao B&B is concentrated in the post-95s, so student-related certifications and discounts are constantly mentioned. The advantage of Tujia B&B lies in the apartment listing and Ctrip traffic, the apartment listing undertakes the demand for business travel, and the promotion of multi-person occupancy scenes to undertake the vacation demand scenario of Ctrip’s spillover business travel users, which is a smarter approach for Tujia.
Boost the important task of igniting the summer
It can be seen from the download volume of major platforms after last year’s Dragon Boat Festival that the summer curtain opened quickly after the Dragon Boat Festival holiday, and the single-day download volume climbed rapidly, which shows the popularity of the Dragon Boat Festival. What kind of answer sheet is handed over by the Dragon Boat Festival is also crucial to the beginning of this year’s summer file.
Judging from the overall trend of this year’s Dragon Boat Festival, compared with May Day, the focus of the Dragon Boat Festival is still peripheral travel, so the summer peripheral tour scene of Wood Bird B&B may meet the needs of some peripheral users.
Since the Dragon Boat Festival closely follows the summer season, leisure tours often have more market space, such as coastal tours. For the three major B&B booking platforms, the implantation of related scenarios can be more, and the conversion can be improved after activating the user’s travel needs.
But for the platform, how to reflect the product differences is more important. In terms of special activities, the marketing cycle of each node converges, in addition to the additional coupons of Muniao B&B, the special setting is more about the consistency of products and marketing. In addition to the product advantages of Internet celebrity characteristic listings, the recently launched today’s preferred content has not been vigorously promoted; After Meituan’s fixed-price group buying activity was canceled, the promotion of rental products and low-priced housing was shelved; After Tujia learned from Woodbird’s development of Internet celebrity housing and Meituan’s medium- and long-term rentals have not yielded results, how does the travel scene of multi-person occupancy correlate with Ctrip traffic? In terms of the order performance of the Dragon Boat Festival, can these product advantages be more transformed?
From this point of view, the Dragon Boat Festival has a lot to offer. But one thing is certain, the Dragon Boat Festival often affects the trend of the summer file in July and August to a certain extent, if you can hand over a good answer, it will not only blow the outpost of the summer file, but also pull out a new climax for the homestay market to build momentum in advance, you may wish to wait and see.
