文｜零态LT 张尧

编辑｜胡展嘉

jibianchuguojijiujiagejianting，yelanbuzhuguorenzaodongdexin，chujingyouchenglejinnianxiaofeide“heima”。

beijingshijian11yue19ri，xiechengfabule2024niandisanjiduyejibaogao。danjijingzhuan68yiyuan，rizhuan7500wan，huanbizengzhang75%，qiansanji150yiyuandejingliyichao2023nianquannian。

qiangjingdechujingheguojilvyouyewushisanjiduladongxiechengyingshouzhengtizengzhangdezhuyaogongchen。xiechengcaibaoxianshi，chujingyoudejijiuyudingliangyihuifudao2019niantongqide120%（shangjiduwei100%），chunhaiwaiyewudeyudingliangyebaochizhe60%degaosuzengzhang（shangjiduwei70%）。

chuguoyoudereduzaijinnianyufagaozhang，genjuguojiayiminjudeshuju，jinnianguoqingqijian，neidijuminchurujingwei758.9wanrenci，tongbizengzhangle33.2%。zhongguolvyouyanjiuyuanfabude《zhongguochujinglvyoufazhanniandubaogao（2023-2024）》xianshi，2023nianchujinglvyourenshuchaoguo8700wanrenci，yuce2024nianchujinglvyourenshujiangda1.3yirenci。

jinnianshuangshiyishujuzhong，chujingyouyechengweilexiaofeide“xiangbobo”。yifeizhushuang11fabudeshujuweili，jinnianbujinchujingyoushangpinzhanbichuangxingao，chujingyoushangpinchengjiaoyechuanglexingao，kedanjiadongzhedajiqianshenzhishangwandeshangpin、kucunshuokongjiukong。

年轻人重新“整顿”出境游

dang90houhe00houchengweixiaofeishichangdezhudaoliliang，nianqingrenlvyouxuqiudepenfakaishizhongxin“zhengdun”chujingyou，yejiota（online travel agency）pingtaimendailailexindezengliangjihui。

正如携程董事会执行主席梁建章zaicicicaibaohoudianhuahuiyizhongbiaoshi，nianqingrenyuelaiyueduodijianglvxingzuoweizhichuzhongdeyouxianshixiang。

fastdatafabude《2024zhongguochujingyoushichangjingzhengbaogao》（xiacheng《baogao》）xianshi，nianqingrendechujingyouyiyuanxianzhugaoyuqitanianlingjieduan，90houchujingyouyiyuangaoda71.5%。qizhong72%de“90hou”yiji 86%de“00hou”dourenweiziyouxingshigenghaodechujinglvxingfangshi。

julvxingpingtaifabude《2024zhongguojuminchujingyouxuqiuqushiqianzhan》，pianhaojingwaiziyouxingderenqunyijingjiejinjingwailvyourenshude50%。gaibaogaohaixianshi，zai18zhi40suidequntizhong，mei5gerenjinyou1weihaihuixuanzechuantongdequanchengbaobanleilvyoutuan。huidao5nianqian，xuanzechuguolvyoutuandeyoukezhanbizeyaogaodeduo。

congshangshuyixiliebaogaoshujudouyinzheng，xiangwangxingchendahai、zhuiqiuwujuwushudenianqingyidailvkedapoleguoqushengxingde“baokuangongshi”，keyigenjuzishenxuqiuxuanzezhutineirong，liangshendingzhihualvchengchenglewufazudangdequshi。

shinianqian，zhongguorenchujingyouhuixiayishifanying“beiouwuguogentuanlvyou”、“beimeigentuanyou”、“xinmatai+gangao”zheiyangdexianluhuozhezhongyawuguozheiyangdequyu，xianzaizehuijiangqumougechengshi、mougedaoyu、mougedujiadi。

cengbeihushidemudediguojiahediqukaishijinruchujinglvkedexuanxiangzhong，feichuantongziyuankaishichengweichujinglvyoudeliyou，renmenshenzhiweileyichangtiyusaishi、yichangyinlehui、yigetesecantinghuozheshilingmeishierdaofangyigeguojia、chengshihexiangcun。

zouchuguomendeyoukejiaobuyemanlexialai，yuanyiweimeihaodelvyouzhuangtaimaidan，yaozhuhaoyidiandejiudian，chihaoyixiedemeishi，canguanbowuguan、meishuguan，guankangaoshuipingdewenyibiaoyan，xiwangfaxianyixiexiaoerjing、xiaoermei、xiaoernuandeshenghuochangjingbingshendutiyan。

xiaofeizhedexuqiuhelvxingshetigongde“yizhanshifuwu”chuxiangelie，eryoujiaoqiangxiaofeiduanganzhinengliheyidinggongyinglianzhenghenenglidelvxingotamenyoulexianfayoushi，suipianhuadechanpinyeyinyuxiaofeizheziyouxingdexuqiugengweitongpin，chengweileotadeyoushi。

suizhekuajingyou、rujingyoudengshichangquanmianfusu，xiechengkuajingyouhechuhai，sihuyinglailezuihaodeshiji。

旅行业一超多强，双十一比拼出境游

2010nianhouotaxingyeyinglaileyilunbaofashizengzhang，gedapingtaifenfentuichuyidongyingyong，shiyonghunenggousuishisuidiyudinglvyouchanpin。2013nianmeituankaishishezujiudianyudingyewu，2014niantongchenghuodetengxundezhanlvetouzi，2015nianxiechengshougouqunaer，2016niantaobaolvxingzhengshigengmingfeizhu。

zhongguodeotapingtaizhijianzhujianxingchengleyixiechengweishoude、“yichaoduoqiang”dejingzhenggeju，bingjinrusishajieduan。

genjufastdata《2024nianzhongguochujingyouxingyefazhanbaogao》xianshi，xiechengzaiguoneichujingyoushichangdezhanbida48.3%，jiaoshangnian54.7%xiahua，erfeizhuzhanbiweiyoushangniande27.1%panshengzhi29.6%，paimingdier，qiziyouxingdingdanshigentuanyoudeliubeizuoyou，yeshuomingqizaiziyouxingshichangdefazhanqianli。

danfangyanguojilvxingotapingtai，bookingdeshizhimuqianshi1250yimeiyuan，jinnianqiansanjidujinglirundadao48yimeiyuan（yuehe340yiyuanrenminbi），erxiechengshizhishi300yimeiyuan，shangbanniandejinglirunwei81yiyuanrenminbi。woguootaqiyezaiguimoshangyuguojipingtairengyoujiaodachaju。zheiyeyiweizhe，suoyoupingtaidouyoujihuiquqiangzhangongjigaodi，kuodashichangfene。

congjinnianshuangshiyilaopaiotayu“doukuaihong”dengxinwanjiazaozaobuju、“gexianshentong”debiaoxianbiankekuijiangedapingtaiduilvyouxingyedeyexin。

jinnianxiecheng、feizhu、meituan、douyinjinjiexiachangzai“juan”yigekansihenbuqiyandedongxi：xiandunhoufu。

guoqingqian，xiechengdingxiangyaoqingbufenyonghuneiceleyixiangxingongneng：rangxiaofeizhekeyizaishouxineduneixian“dun”jiudianyushoutaocan，yuyuejiudianhexiaohoudehaikuanri（yueyigeyuehou）zaihaikuanjike。xiaofeizhejiangqiqumingwei“xiechengbanhuabei”。

“zheiyijudongduixiechenglaishuokebushiyijianxiaoshi，zhiqian‘xiandunhoufu’qishishifeizhude‘zhuanli’，yeshifeizhuqingzhubomendaihuodejinzizhaopai，yeshizhiqianfeizhushuangshiyidaihuochengjiaoekeyidadaoxiechengsansibeideyuanyin。” yeneirenshibiaoshi，ruguoniyongxinyongkadingjiudian，zheiyueshuaka，xiayuehaikuan，erruguoniyonglehuabeideshouxinedu，neijiushijiulvtaocanhexiaohouzaihaikuan，youxiaojiejuelenianqingrenxianjinliubeizhanyongdewenti。

ciwai，youdouyinshangjiatoulu，jinniannianchu，douyinshenghuofuwuba“xiandunhoufu”zheigegongnengkaifangjileshangjia，xianshouyonghu“dunjiudian”deqian，haishifangchushouxineduzairangyonghuhouqihaikuan，youshangjiazixingjueding。

xianzaixiechengde“buhexiaobuhaikuan”yegaodiaoshangxianle，yeranglvyouzheiyipinleichengweijinnianshuangshiyizuirenaodelingyu。

congfeizhufabudeyouguanshuang11dezhankuangshujukan，chujingyouhuodongshangpinxiaoliangzhanbitongbizengzhangle30%，xiaofeizheshuliangtongbiqunianzengzhang40%，qizhongyuesanfenzhiyishixinyonghu。chuchuantongchujingremenmudedizhiwai，bingdao、tuerqi、jianpuzhai、feiji、faguodexiangguanchanpinxiaoshoutongbizengsuzuikuai，jishipingtaihaiwaimudedixin“heima”，yeyoukenengshimingnianzuishouxiaofeizheguanzhudemudedisuozai。

ciwaifeizhushujuhaixianshi，shuang11gongjiyou22gepinpaidehuodongshangpinchengjiaoetupo1yiyuan；baokuofeizhuchaojivipzhibojianzaineidefeizhuguanfangjuzhendaihuoxiaolvyuesheng，leijidazaole19gechengjiaoeqianwanjidedanpin。

xiechengjiangdongnanya、rihan、ouzhoudengquanqiu20duogemudedidehezuohuobandounarudaojinniandeshuang11dehuodongzhong。ercongyouhuilidukan，jinnian5zheyixiadeshangpinzhanbichaoguosifenzhiyi，6zheyixiadeshangpinchaoguo50%。erjiushuang11yushouchanpineryan，xiechengjinniandeyuqizengzhangzhishi50%yishang。

youxiaofeizhebiaoshi：“feizhujiudian，buguansanqiershiyidunlezaishuo，fanzhengzhihuiyonghuabei，maizhewanyiyouyongni。”

xiaofeizhenengbadunlvyouchanpinzuoweiweilailvxingjihuade“shengqian”xinxuanze，zuizhuyaoyuanyinhaishizaiyupingtaiduishuang11wanfaguizedezhidingshiyuelaiyueyouliyumaifang。

“dunlvyou”tigongdeshiyizhongbuquedingriqi、buquedingjihuadexiaofeifangshi，tongshidingjiahejiagezhanshibifudongdingjiaderilichanpingengjiandanwending。xiaofeizhexiangjizijishanggejiage“baoxian”。

zaixiaofeizhechuxingbuzaishouxianhou，yushoumoshidehexinjiazhiyijingcongbangzhulvyoushangjiahuokedeshijianjihuibianweilexiangduiwendingdechengbenjihui，keyirangxiaofeizhezaikejieshoudejiagequjianneigengdagailvdexuanzeziji，yejiushitishengzhangweidezhengtihexiaogailv。genjuyiwangjingyankan，jibianshizaiwangjihexiaoshixuyaobuyidingdechajia，zhiyaoyirandiyubishideshichangpingjunjiage，xiaofeizhexuanzehexiaogailvyehuidadazengjia。

携程的未来，机遇与挑战并存

erzaiqiangdihuansidedangxia，xiechenghaiyuanweidaonenggoufangsongdeshihou。

xiechengdeshouruzhuyaolaizizhusuhepiaowu，liangxiangyewuweixiechenggongxianlechaoqichengdeshouru。dangxiechengzhuandepenmanbomandetongshi，guoneijiudianzhuanqiansihuyuelaiyuenanle。

guojinzhengquandediaochashujuxianshi，jiudianxingyejinniandiyijiduhedierjiduzhong，revpar（meijiankeshoukefangshouru）tongbifenbiexiajiang9%、12%；adr（yishoukefangpingjunfangjia）tongbifenbiexiajiang3%、8%。

juwenlvbugongbudeshuju，2024niandierjiduquanguowuxingjifandianpingjunfangjia601.62yuan/jianye，tongbixiajiang2.7%；pingjunchuzulv58.25%，tongbixiajiang3.34gebaifendian。

9yuechu，huazhujituanchuangshirenjianceojiqideyipianneibuxiaozuowengengzhichulejiudianheotazhijiandeliyichongtudian：henduomendianguoyuyilaijituanyiyoudehuiyuanhezhongyangqudao，yijingzhubusangshixiaoshoutuokedenengli。

jieguojiushi，dianzhangzaiyejiyalixia，weilechuzulv，gezhongranglijiota，“jiagejidebihuiyuanjiahaidi”，daozhimendiandedingdanhendayibudoulaiziyuota。

zhangciyiwang，jiudiandelirunbiranbeitanbo，gengyanzhongdeshi，zheixiangdangyugongshourangchuledingjiaquan，zheixianranshijiudiandeleichi。

zaiyixiecengjingbeishiwei“feizhuliu”dexifenlingyu，feizhuyezhengzaimanmanshixianlefenelingxian。

chujingyoudeziyouxingshidai，suizhesuipianhuaxuqiudejizeng，zhongduoxiangduibuneimeqiyandexifenlingyude“yinxingguanjun”shangjia，yinglaileqiansuoweiyoudejiyu。

zhengrudazhonglvyoushidaiyoukezhengzaizhongxindingyituandui、jingqunaizhilvyouyiyang，zaichujingyoudeziyouxingshidai，youkeyezhengzaigaibianchujingyoudexingyeyunzuofangshi——tamenyijingxiguanyutongguoshoujijinxingquanchengyudingbingfuyijixinggoumai。

nianlingzai20suidao35suizhijianyonghuzhanbifeizhusuipianhuashangpinxiaofei6chengzuoyou，zheigerenqunhuaxianghepingtaizhengtidehuaxiangjiaojiejin。

yifangmian，jingguozhangniandegongjidiedai，feizhuzai2019nianqianjiuyijingzainianqingrenlijileilelianghaodekoubei，sannianguoquhou，zheigerenqundekezhipeishourugenggaole，qiechujingyouwandeyiyuanzengqiang；

lingyifangmian，henduoguojijituanbijiaokanzhongfeizhuqudao，biruwanhao、xierdunzheileiguojijituanhuiyuantixijinzaifeizhutongbu。

xiechengguojiotapingtaitrip.comdeshourubaochizengzhang，danzengsuyousuofanghuan。jinnianyijidu，xiechengrutrip.comshourutongbishangzhang80%，erjidutongbizengsufanghuanzhi70%，daolesanjidujinyibufanghuanzhi60%，xiechengquanqiuhuazhanlve，renzhongdaoyuan。

weilaiyongyuanchongmanbianshu，gejuyebukenengyichengbubian。womenkandaotezhongbingshilvyou、chuguoyouyijixuduoxindetiyanshilvyouyongxian，xingyefangfochuzaixinyiluntuibianguochengzhong。

运营｜陈佳慧