"B&B map" lights up beautiful countryside

Tourists stay in Yunding Samui, Chaotian District, Guangyuan, Sichuan. Photo by Zhong Weidong/Bright Picture

Tourists chat in a hotel in Zhujiagou Village, Anmenkou Town, Kang County, Longnan City, Gansu Province. Xinhua News Agency

The villagers' accommodation and beautiful scenery in Renxin Miao village in western Guizhou attract tourists. Xinhua News Agency

Open the map of tourist destination, what will you see? In addition to famous mountains and rivers, seaside beaches, historical ancient capitals and other destinations, unique homestays have become a new bright spot to attract tourists.

How to give full play to the resource advantages such as beautiful natural scenery, unique cultural landscape and heavy historical accumulation in rural areas? How to solve the "pain point" of industrial development and promote the healthy and orderly development of rural dwellings? A series of questions need to be answered in the exploration.

Popularity —— Villagers' homes become "network celebrities"

The Report on the Development of Villagers' Accommodation in the First Half of 20021released by Tujia, a booking platform for data accommodation in short rent, shows that the total number of houses in China in the first half of this year exceeded 630,000, up 16% year-on-year, and 2.9 times higher than that in 20 19 years.

Children play with water by the blue pool, tourists take photos on beach chairs, and tourists from all over the world enjoy their holiday trips in a small hostel in Yalong Bay, Sanya, Hainan.

This homestay is located in Hou Bo Village, Yalong Bay, surrounded by coconut groves. The white path in the yard connects the blue swimming pool and the thatched glass house, which combines modern minimalist style with Hainan local characteristics. In Hou Bo Village, there is more than one "network celebrity" homestay popular with tourists. Since 20 17, the homestay industry has developed rapidly in this Li village, and various homestays have become a unique landscape.

Tan Zhongxian, secretary general of the B&B Association in Jiyang District, Sanya City, said that there are currently 44 B&Bs in Hou Bo Village, with a total number of about 1.03 million, making it one of the largest B&B villages in Hainan. Since the epidemic prevention and control entered the normalization stage, the B&B here has become popular again, and bookings from all over the country are in an endless stream.

In recent years, B&B has gradually become a popular accommodation choice. Looking for "network celebrity" hotels to punch in has become an essential part of many tourists' itinerary.

As a new industry, B&Bs is different from traditional hotels and guesthouses. They mainly refer to small accommodation facilities, including urban B&Bs, rural B&Bs and other types, which are provided for tourists to experience the local nature, culture, production and lifestyle by taking advantage of local idle resources such as houses and the host.

Recently, the B&B Blue Book: China B&B Development Report (2020~202 1) published by Susu.com and Social Science Literature Publishing House (hereinafter referred to as the B&B Blue Book) shows that the demand for tourists' leisure and vacation will be more vigorous in the second half of 2020 after the epidemic situation is alleviated.

"Due to the stagnation of outbound travel, domestic Zhou Bianyou has become the first choice for people to travel and relax. As an important carrier of Zhou Bianyou, B&B has become the most promising highlight in the tourism field. " Guo Jurong, editor-in-chief of B&B Blue Book and winner of the 1 1 Sun Yefang Economic Science Works Award, pointed out.

Driven by market demand, the homestay industry has developed rapidly. On June 5438+ 10 last year, Tujia released the "B&B Tourism Big Data Report on Mid-Autumn National Day Holidays", showing that the total number of domestic B&B houses on its platform has exceeded 2.3 million. The transaction volume of rural residential quarters has surged, and the proportion of platform transactions has increased from 24% in 20 19 to 4 1% in 2020. The B&B industry recovered rapidly and showed a continuous positive trend.

Guo Jurong said that the epidemic had a great impact on the hotel accommodation industry. Relatively speaking, the impact on B&Bs is less than that on hotels, because B&Bs usually meet scattered or personalized needs, and strict epidemic prevention measures ensure the healthy development of the industry. After March 2020, the B&B industry gradually recovered, especially during the Qingming small holiday, "May Day" and other holidays, the B&B market recovered quickly.

According to the data, as of June 30th, the villagers' hostel in Tujia Platform Township has received more than 365,438+ten thousand tenants, and generated more than 900 million yuan for the villagers' hostel. It is estimated that the annual income in 2002/kloc-0 will exceed 2 billion yuan, which is about 1.2 times of last year's income level.

Why is B&B so conspicuous? Li Zhenni, executive vice president of Tujia B&B, believes that, firstly, B&B provides a new choice for families to travel as a whole and live alone. Traditional hotels can only accommodate two people in each room, which often cannot meet the accommodation needs of the whole family. This "hard wound" will be solved. Secondly, B&B opens a new window for the release and return of individual spirit. B&B is a "home away from home", where tourists can eat authentic local snacks and meals, or chat with their hosts, talk about their past lives and learn about local customs.

"B&B is a personalized accommodation method that can meet the diverse needs of different groups of people." Guo Jurong said that some people like quiet, some people like intimate service, and some people like to get in touch with nature or immerse themselves in local cultural customs. Each has his own needs, which is the biggest feature and attraction of the hotel.

"B&B+"-The villagers had a "tourist meal"

The case entered the summer vacation, and Moganshan Scenic Area in Deqing County, Zhejiang Province welcomed a large number of summer tourists. Among the green mountains, green waters, bamboo forests, pines and cypresses, the beautiful countryside is dotted with unique country villas, which has become a bright spot to attract tourists.

From the management of community farmhouse music in Wu Hou village, to the development of foreign music and country hotels, and then to the formation of homestay clusters, the homestay industry in Moganshan covers more than a dozen administrative villages such as Wu Hou, Xiantan and Liaoyuan, which promotes the development of local rural tourism. According to the data of Flying Pig Platform, in the past month, the booking volume of "B&B+" package in Moganshan increased by 6 times year-on-year. The "B&B+" package integrates accommodation, scenic spot tickets or catering services, which drives the surrounding consumption scenes to heat up.

Moganshan area is the epitome of the development of rural housing in China in recent years. Driven by "B&B+", rural tourism has become a new kinetic energy and bright spot in the tourism market.

According to the research data of B&Bs Blue Book, in 2020, 76.95438+0% of B&Bs will be located in rural areas. In the process of promoting the development of global tourism, rural residents' houses play a vital role and become a new engine to promote the integration of cultural tourism and emerging tourism consumption.

Driven by the development of the hotel industry, more and more villagers are eating "tourist meals". In the southeast of Xinyang County, Putian Dadan, an ancient village more than 400 years ago, is full of new vitality. The original appearance of the village has been preserved. After re-planning and design, more than 20 characteristic homestays have been established here, and the number of tourists is increasing day by day.

In Chaotian District, Guangyuan, Sichuan, many homestays are full of business every day this summer. "There are more and more tourists, with more than 10 tables every day. The accommodation business is excellent, and the booking phone is almost bursting. " The joy of the post-90 s host Lei Haoran is beyond words. The development of homestay industry not only promoted the employment of local people, but also stimulated the consumption of local products, which led to the increase of the income of more than 4,900 farmers in the whole region.

Guo Jurong's analysis pointed out that village residence has played a great role in promoting rural revitalization. Developing characteristic homestays can not only preserve local regional culture and customs, but also bring different lifestyles and civilized ideas to hollow villages.

Relevant research reports show that the development of rural residents' accommodation can effectively solve the contradiction between the imbalance between urban and rural development and the insufficient development of accommodation industry. There are many idle houses in rural areas, the investment scale is small, the construction and operation are relatively simple, and the threshold for developing the homestay industry is relatively low. We can develop rural tourism industry, build rural villagers' hostels and let tourists stay, thus promoting the development of related formats, creating a tourism industry chain of "eat-live-travel-purchase-entertainment" and leading villagers to get rid of poverty and become rich.

Burqin county, Altay region, Xinjiang, near the old Sino-Russian pier scenic spot, the boutique hotel relies on the hotel culture, which has derived various formats such as "hotel+book fragrance", "hotel+study tour" and "hotel+photography". In Zhouzhuang Town, Suzhou, Jiangsu Province, "B&B+Parent-child Tour" combines parent-child B&B, natural schools and cultural and creative industries, and is favored by many tourists.

According to the survey of Blue Book of Homestay, all localities take the development of rural tourism homestays as a link to guide the development of multi-format operations, and form a "micro-vacation" complex integrating different types of rural tourism homestays such as "cultural creativity, * * enjoying agriculture, e-commerce logistics, health care and old-age care, and physical fitness", which greatly enriches the product system of cultural tourism industry.

Transformation-from scale to quality

Policy Recently, eight departments, including Beijing Tongzhou District Culture and Tourism Bureau, issued the "Implementation Opinions on Promoting the Development of Villagers' Hostels in Tongzhou District", proposing to comprehensively improve the scale and quality of villagers' hostels in the whole district, build a number of characteristic boutique village hostels, and build a number of characteristic village hostels to improve the reception capacity and service level of villagers' hostels in the whole district.

The fiery Zhou Bianyou has promoted the rapid development of homestays in the suburbs of Beijing. Huairou B&B Characteristic Village, Changping Folk Village, B&B Tongzhou Global Theme Park ... Around Beijing, B&B featuring quadrangles, mountain views, swimming pools and starry sky is integrated into the map of tourist destinations.

According to the statistics of Beijing Municipal Bureau of Culture and Tourism, there are currently 32 national key rural tourism villages and 479 characteristic rural tourism formats in Beijing. There are 1077 business entities of rural boutique homestays, docking social capital 100 billion yuan, and revitalizing more than 2,000 idle farmhouses. In order to create a "Beijing sample" of rural residential quarters, Beijing will carry out the grading work of rural residential quarters this year.

Not only in Beijing, but also in recent years, while rural residents' homestays are booming, a series of policies and measures have been introduced to guide the healthy development of the homestay industry.

Last September, the national standard "Quality Standard of Village Accommodation Service" was formally implemented. This standard is based on the local standards of rural residential quarters in Deqing county, and combines the objective conditions and reality of rural residential quarters in various provinces, and makes detailed provisions on facilities, equipment, safety management, environmental sanitation and service requirements. Since then, local policies and regulations such as Measures for Supporting and Encouraging Tourist Homes in Fuzhou, Guiding Opinions of Hunan Province on Standardizing and Promoting the Construction of Villagers' Homes, and Regulations on the Promotion and Management of Villagers' Homes in Sanya have been promulgated one after another to guide the standardized and refined development of villagers' homestays.

Guo Jurong said that the introduction of industry norms will contribute to the sustainable development of the residential industry. However, some "pepper noodles" policies lack pertinence and effectiveness. At present, the promotion of some policies to the development of homestays is not obvious. The development speed of B&B is not fast, and it can be gradually pushed away on the basis of some mature models.

In addition to more targeted policy measures, it is also necessary to solve a series of pain points and promote the higher quality development of the hotel industry. Guo Jurong pointed out that there are still some problems in the development of B&B, such as the lack of clear planning in development orientation, design and decoration. In addition, there are many bottlenecks in business, including how to better serve customers, how to improve operational efficiency, and how to enhance word-of-mouth effect.

In the operation of the hotel, the shortage of talents is also prominent. "Many practitioners have not received systematic education." Guo Jurong said that many homestay operators are starting from feelings and gradually forming accumulation in their operations. At present, there are few institutions specializing in homestay management. In terms of specialty setting, only a few vocational colleges have the qualification to train homestay professionals. In the professional training of professional talents and the compilation of teaching material system, it still lags far behind the needs of market development.