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他曾末日预言:旅游业已经完了,但如今……

切斯基表示,情况恢复如常已不可能,但旅游业终将发展到前所未有的新高度。

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新冠疫情爆发首月,爱彼迎便因为预订取消而遭受了10亿美元的亏损,该公司的首席执行官布莱恩·切斯基甚至曾经直言:“我们熟悉的旅游业已经完了。”

他认为,在很长一段时间内,消费者可能都不会愿意乘坐飞机,旅行计划也将更多考虑安全防护措施,而不是一时兴起。几个月后的今天,他对未来的展望依然没有太大变化,只是不再提自己“旅游业完了”的“末日预言”,而是更多地探讨旅游业将会发生何种微妙变化。

切斯基在预测后疫情时代的旅游业时说:“情况恢复如常已不可能,但旅游业终将发展到前所未有的新高度,只是届时呈现在我们面前的会是一番不同的景象。”据他预测,过度旅游、商务旅行将会逐渐淡出,忠诚度计划也会受到一定影响。

切斯基认为,未来还将兴起一批新的、更具多样化的旅游目的地,其中自然少不了那些弹性城市。

此番言论的作出正值切斯基与其公司触底反弹的关键时刻。今年夏天,爱彼迎在经历了预定量下跌90%、二季度调整后亏损4亿美元之后,实现了不可思议的“U型反弹”,7月消费者支出同比增长22%,还成功提交了期待已久的IPO申请。在接受Bloomberg Pursuits采访时,切斯基表示:“7月8日,爱彼迎的单日间夜预定量超过了100万,这也是我们自3月3日以来,在过去四个月里首次达到这一门槛。”(该数字与2019年前90天的日均销售较为接近,在此期间,爱彼迎总的预订量为9100万间夜。)

但这并不意味着爱彼迎已经走出困境。该公司提供的数据显示,尽管旅客在远郊的客房预定量几乎已经是去年的两倍,但爱彼迎的业务支柱——市区客房租赁业务仍然举步维艰。美国劳动节当天,爱彼迎网站在人口密集地区的预定量仅占总预订量的20%,较去年40%的占比大幅下降。

爱彼迎秋季趋势报告中的其他统计数据显示,虽然暑假已经临近尾声,但长租房的需求仍然非常强劲。此外,由于世界各地的旅行限制存在不确定性,许多人会在出行前几天才订房,这种临时订房的需求也非常旺盛,这也算是意料之中的情况。

对于未来的旅游业,切斯基还有很多无法单凭数字讲清的话想说。他表示,呈现在我们眼前的“是一场将会给旅游业带来永久变革的宏大革命。有人可能会期待着世界恢复如初,但须知变革只会向前,不会倒退。”

旅游业的“冰火两重天”

切斯基表示,欧美两地度假者的出行选择并无太大差别,听他这么说或许会让那些拿着护照却无处可用的美国人感到舒服一些。虽然申根区已经放开了对跨区旅行的管制,但跨境旅行在爱彼迎的预定订单中依然只占区区15%。

话虽如此,但不同地方的旅游业仍然呈现出了不同的景象。而造成这种差异的原因更多的是国内旅游业的潜力,而非边境管制措施。他以美法英三国为例解释说:“这些国家幅员辽阔,也是热门的旅游目的地。所以即便少了跨境游客,国内游市场也会一派繁荣。”

而部分东南亚和加勒比海地区国家就是另一种局面了,切斯基指出,这些国家“严重依赖乘机出行的境外游客。巴哈马群岛本地人在巴哈马度假的需求并不太大。”

德国也是如此:“德国经济非常发达,但德国旅游业的表现并不如法国,原因是德国人喜欢到国外旅行,而法国有更多当地人感兴趣的旅行目的地。至少从数据上看是这样的。”

切斯基表示,美国国内也存在这种“冰火两重天”的情况,夏威夷的旅游业损失惨重,但南卡罗来纳州的查尔斯顿却收获颇丰。

所有这些迹象都表明,要想在旅游业长期不景气的环境中生存下去,那些依赖旅游业、需要搭乘飞机方可抵达的旅游目的地需要在短期内对自己的经济进行多样化改造,而那些在大城市周边、原本遭到忽视的景区则会在此期间获得较好发展。但切斯基认为,从长期来看,大家都会成为赢家。他表示,虽然在新冠疫情爆发之前,大家都更喜欢去少数几个热门景点旅游,但让游客分散到更多的旅游目的地去“比人们想的更有可持续性”。

城市的未来

“如你所知,绝大多数人过去只会去少数几个具有代表性的国际性大都市。” 切斯基说,比如满眼都是自拍杆的阿姆斯特丹、纽约和意大利威尼斯等旅游中心城市。

他表示,近年来日益严峻的过度旅游现象现在终于迎来了拐点。一方面是因为境外游客无法造访这些曾经人满为患的旅游目的地,另一方面则是因为现在人们更加渴望自然、空间和自由呼吸的感觉(不用担心接触到6英尺内陌生人的飞沫),而这些恰好都是热门景区无法提供的。

“精灵已经从瓶子放里出来了。”切斯基说,“大家现在会去小城镇、小社区和国家公园度假,享受户外旅行的乐趣,人们发现,其实其它很多地方都可以成为旅行的目的地,这种趋势已经不可逆转了。”

如果说在疫情爆发前,爱彼迎的大部分业务都来自20个热门城市的话,那么现在则没有一个城市的预订量超过该公司总预定量的2%,成千上万个小型、乡村旅游目的地几乎平分了来自各地的游客。这种变化对拥有大量独特乡村房源的爱彼迎来说也是一种机遇,在那些无法支撑大型酒店运营的低密度市场尤其如此。

一些酒店品牌正准备在该领域与爱彼迎展开竞争,其中就包括Getaway House和Loge Campus。Gateway House在13个主要城市的外围地区拥有自己的住宿业务,其客房环境颇有幽静木屋之感,而Loge Camples则是一个户外运动品牌,该公司翻修了一些地处原始自然景区的汽车旅馆。

如此,城市又将何去何从?

切斯基断言,“毫无疑问,城市肯定不会就此消亡”,只是在短期内确实会遇到些困难,“接下来会出现的情况是:人们会在未来几年逐步迁出城市,随后生活成本会逐渐走低。然后再过些年,下一代人会发现城市环境更宜居、物价更便宜,城市可能也会再次迎来复兴。”那么这一过程需要多久才能完成呢?切斯基认为可能需要三到五年的时间,甚至更久。“在我看来,城市越大,其恢复所需的时间也就越长。”

有关未来的预测

切斯基认为,从长远来看,受到冲击最大的将是商务旅行业务,这对爱彼迎来说也是一笔不小的损失,多年以来,该公司一直致力于在商务旅行者和企业中塑造自己方便、省钱的形象。

他表示:“即便全球疫情得到控制,商务旅行也不会恢复往日景象了。”他补充说,现在,许多工作都已经可以通过远程协作完成,人们必须乘机出行的情况会少很多。这对整个行业来说都是挑战,毕竟商务旅行业务是航空公司和酒店的主要利润来源。对爱彼迎来说也同样如此,只是影响程度相对较小而已。切斯基称,如果企业不再为员工出差买单,消费者也就无法像过去那样获取积分,“那么忠诚度计划可能也会发生一些变化。”

爱彼迎一直将“促进人与人之间的联系”当作自己的座右铭和企业使命,这方面又会如何呢?切斯基认为,后疫情时代的世界,即使社交疏离依然普遍存在,但“促进人与人之间的联系”依然有其价值。“危机爆发时,我们在8周内失去了80%的业务,你知道,对当时的我们而言,当务之急就是找到工作重点。我们最后决定,还是要把精力都放到我们的创业根基上去,放到那些最基本的问题上去,放到人与人之间的联系上去。”

切斯基承认,就当前而言,“促进人际联系”并不意味着住客跟房东一块出去游玩,而是指家人一同出游或者朋友们围着餐桌聚会,他解释说:“我们已经看到有客人在借助爱彼迎的平台与自己的熟人或亲友联络感情。”

切斯基说:“我们可能正处于人类历史上最孤独的时刻。”面对这种局面,他现在(或者在可预见的未来)也没有什么应对良策。但他表示,最终“人们还是会重新燃起结识新朋友的欲望,等到可以安全出游的时候,你会发现我们还在那里,并且已经做好万全准备。”(财富中文网)

译者:梁宇

审校:夏林

新冠疫情爆发首月,爱彼迎便因为预订取消而遭受了10亿美元的亏损,该公司的首席执行官布莱恩·切斯基甚至曾经直言:“我们熟悉的旅游业已经完了。”

他认为,在很长一段时间内,消费者可能都不会愿意乘坐飞机,旅行计划也将更多考虑安全防护措施,而不是一时兴起。几个月后的今天,他对未来的展望依然没有太大变化,只是不再提自己“旅游业完了”的“末日预言”,而是更多地探讨旅游业将会发生何种微妙变化。

切斯基在预测后疫情时代的旅游业时说:“情况恢复如常已不可能,但旅游业终将发展到前所未有的新高度,只是届时呈现在我们面前的会是一番不同的景象。”据他预测,过度旅游、商务旅行将会逐渐淡出,忠诚度计划也会受到一定影响。

切斯基认为,未来还将兴起一批新的、更具多样化的旅游目的地,其中自然少不了那些弹性城市。

此番言论的作出正值切斯基与其公司触底反弹的关键时刻。今年夏天,爱彼迎在经历了预定量下跌90%、二季度调整后亏损4亿美元之后,实现了不可思议的“U型反弹”,7月消费者支出同比增长22%,还成功提交了期待已久的IPO申请。在接受Bloomberg Pursuits采访时,切斯基表示:“7月8日,爱彼迎的单日间夜预定量超过了100万,这也是我们自3月3日以来,在过去四个月里首次达到这一门槛。”(该数字与2019年前90天的日均销售较为接近,在此期间,爱彼迎总的预订量为9100万间夜。)

但这并不意味着爱彼迎已经走出困境。该公司提供的数据显示,尽管旅客在远郊的客房预定量几乎已经是去年的两倍,但爱彼迎的业务支柱——市区客房租赁业务仍然举步维艰。美国劳动节当天,爱彼迎网站在人口密集地区的预定量仅占总预订量的20%,较去年40%的占比大幅下降。

爱彼迎秋季趋势报告中的其他统计数据显示,虽然暑假已经临近尾声,但长租房的需求仍然非常强劲。此外,由于世界各地的旅行限制存在不确定性,许多人会在出行前几天才订房,这种临时订房的需求也非常旺盛,这也算是意料之中的情况。

对于未来的旅游业,切斯基还有很多无法单凭数字讲清的话想说。他表示,呈现在我们眼前的“是一场将会给旅游业带来永久变革的宏大革命。有人可能会期待着世界恢复如初,但须知变革只会向前,不会倒退。”

旅游业的“冰火两重天”

切斯基表示,欧美两地度假者的出行选择并无太大差别,听他这么说或许会让那些拿着护照却无处可用的美国人感到舒服一些。虽然申根区已经放开了对跨区旅行的管制,但跨境旅行在爱彼迎的预定订单中依然只占区区15%。

话虽如此,但不同地方的旅游业仍然呈现出了不同的景象。而造成这种差异的原因更多的是国内旅游业的潜力,而非边境管制措施。他以美法英三国为例解释说:“这些国家幅员辽阔,也是热门的旅游目的地。所以即便少了跨境游客,国内游市场也会一派繁荣。”

而部分东南亚和加勒比海地区国家就是另一种局面了,切斯基指出,这些国家“严重依赖乘机出行的境外游客。巴哈马群岛本地人在巴哈马度假的需求并不太大。”

德国也是如此:“德国经济非常发达,但德国旅游业的表现并不如法国,原因是德国人喜欢到国外旅行,而法国有更多当地人感兴趣的旅行目的地。至少从数据上看是这样的。”

切斯基表示,美国国内也存在这种“冰火两重天”的情况,夏威夷的旅游业损失惨重,但南卡罗来纳州的查尔斯顿却收获颇丰。

所有这些迹象都表明,要想在旅游业长期不景气的环境中生存下去,那些依赖旅游业、需要搭乘飞机方可抵达的旅游目的地需要在短期内对自己的经济进行多样化改造,而那些在大城市周边、原本遭到忽视的景区则会在此期间获得较好发展。但切斯基认为,从长期来看,大家都会成为赢家。他表示,虽然在新冠疫情爆发之前,大家都更喜欢去少数几个热门景点旅游,但让游客分散到更多的旅游目的地去“比人们想的更有可持续性”。

城市的未来

“如你所知,绝大多数人过去只会去少数几个具有代表性的国际性大都市。” 切斯基说,比如满眼都是自拍杆的阿姆斯特丹、纽约和意大利威尼斯等旅游中心城市。

他表示,近年来日益严峻的过度旅游现象现在终于迎来了拐点。一方面是因为境外游客无法造访这些曾经人满为患的旅游目的地,另一方面则是因为现在人们更加渴望自然、空间和自由呼吸的感觉(不用担心接触到6英尺内陌生人的飞沫),而这些恰好都是热门景区无法提供的。

“精灵已经从瓶子放里出来了。”切斯基说,“大家现在会去小城镇、小社区和国家公园度假,享受户外旅行的乐趣,人们发现,其实其它很多地方都可以成为旅行的目的地,这种趋势已经不可逆转了。”

如果说在疫情爆发前,爱彼迎的大部分业务都来自20个热门城市的话,那么现在则没有一个城市的预订量超过该公司总预定量的2%,成千上万个小型、乡村旅游目的地几乎平分了来自各地的游客。这种变化对拥有大量独特乡村房源的爱彼迎来说也是一种机遇,在那些无法支撑大型酒店运营的低密度市场尤其如此。

一些酒店品牌正准备在该领域与爱彼迎展开竞争,其中就包括Getaway House和Loge Campus。Gateway House在13个主要城市的外围地区拥有自己的住宿业务,其客房环境颇有幽静木屋之感,而Loge Camples则是一个户外运动品牌,该公司翻修了一些地处原始自然景区的汽车旅馆。

如此,城市又将何去何从?

切斯基断言,“毫无疑问,城市肯定不会就此消亡”,只是在短期内确实会遇到些困难,“接下来会出现的情况是:人们会在未来几年逐步迁出城市,随后生活成本会逐渐走低。然后再过些年,下一代人会发现城市环境更宜居、物价更便宜,城市可能也会再次迎来复兴。”那么这一过程需要多久才能完成呢?切斯基认为可能需要三到五年的时间,甚至更久。“在我看来,城市越大,其恢复所需的时间也就越长。”

有关未来的预测

切斯基认为,从长远来看,受到冲击最大的将是商务旅行业务,这对爱彼迎来说也是一笔不小的损失,多年以来,该公司一直致力于在商务旅行者和企业中塑造自己方便、省钱的形象。

他表示:“即便全球疫情得到控制,商务旅行也不会恢复往日景象了。”他补充说,现在,许多工作都已经可以通过远程协作完成,人们必须乘机出行的情况会少很多。这对整个行业来说都是挑战,毕竟商务旅行业务是航空公司和酒店的主要利润来源。对爱彼迎来说也同样如此,只是影响程度相对较小而已。切斯基称,如果企业不再为员工出差买单,消费者也就无法像过去那样获取积分,“那么忠诚度计划可能也会发生一些变化。”

爱彼迎一直将“促进人与人之间的联系”当作自己的座右铭和企业使命,这方面又会如何呢?切斯基认为,后疫情时代的世界,即使社交疏离依然普遍存在,但“促进人与人之间的联系”依然有其价值。“危机爆发时,我们在8周内失去了80%的业务,你知道,对当时的我们而言,当务之急就是找到工作重点。我们最后决定,还是要把精力都放到我们的创业根基上去,放到那些最基本的问题上去,放到人与人之间的联系上去。”

切斯基承认,就当前而言,“促进人际联系”并不意味着住客跟房东一块出去游玩,而是指家人一同出游或者朋友们围着餐桌聚会,他解释说:“我们已经看到有客人在借助爱彼迎的平台与自己的熟人或亲友联络感情。”

切斯基说:“我们可能正处于人类历史上最孤独的时刻。”面对这种局面,他现在(或者在可预见的未来)也没有什么应对良策。但他表示,最终“人们还是会重新燃起结识新朋友的欲望,等到可以安全出游的时候,你会发现我们还在那里,并且已经做好万全准备。”(财富中文网)

译者:梁宇

审校:夏林

In the first month of the pandemic, Airbnb faced a loss of $1 billion due to canceled bookings, leading CEO Brian Chesky to declare: “Travel as we knew it is over.”

Getting on an airplane, he postulated, was not something consumers would be ready to do for a long time, leaving travel plans to be dictated more by safety precautions than whimsy. Fast-forward a few months, and his outlook hasn’t fundamentally changed. But what once sounded like a cataclysmic doomsday prediction has given way to a more nuanced view of how travel is evolving—not dying.

“Some things will return and some won’t,” says Chesky, forecasting what travel maylook like on the other side of Covid-19. “It one day will be stronger than it ever has been. But when it comes back, full force, it’s going to look different.” Among the things that'll be missing, he predicts: overtourism, business travel, and, to a lesser extent, loyalty programs.

Chesky also sees the rise of new and more varied destinations to visit, including—yes—resilient cities.

The comments come at a critical time for Chesky and his company. Airbnb has wrapped up its summer with an unlikely comeback story, having U-turned from a 90% drop in bookings and reporting $400 million in adjusted second quarter losses to notching a 22% year-over-year increase in consumer spending in July and filing for its long-awaited initial public offering. “On July 8, we had guests book more than 1 million nights worth of future stays in Airbnb listings,” Chesky tells Bloomberg Pursuits. “It was the first time in four months—since March 3—that we hit that threshold.” (The number is similar to an average day’s sales in the first 90 days of 2019, during which Airbnb booked 91 million room nights.)

This doesn’t mean that Airbnb is out of the woods. Company-provided data show that while travelers are booking almost twice as many remote stays as last year, home rentals in urban markets—Airbnb’s bread and butter—are still struggling. For Labor Day, high-density destinations are making up just 20% of the site’s bookings, down from 40% last year.

Other statistics released by the company as part of a fall trends report indicate that long-term rentals are still in demand, even as summer breaks wane—and that spontaneous stays, planned just a few days before departure, are on the rise—no surprise, given the unpredictability of travel restrictions across the world.

But Chesky has a lot to say about the future of travel that can’t be captured by sheer numbers. What we’re seeing, he says, “is a massive revolution” that’s “changing the face of travel forever. Some people are waiting for the world to get back to what it was. But change rolls forward—not backwards.”

A tale of two travel industries

Americans waiting for their passports to become relevant again may be comforted to hear that Chesky doesn’t see different pictures for European and American vacationers. While inter-regional travel has been greenlighted throughout the Schengen Area, cross-border trips still represent just 15% of Airbnb’s bookings.

That said, there’s still a tale of two travel industries. They’re defined less by border restrictions than by the potential for domestic tourism. Take the U.S., France, and the U.K. “They’re so vast, but they’re also popular destinations,” he explains. “So even though they lost cross-border traffic, they’re seeing booms in domestic travel.”

By contrast, Chesky points to parts of Southeast Asia and the Caribbean. These destinations, he says, “rely on people to fly there. You don’t have a huge demand of people who live in the Bahamas who also want to stay in a resort in the Bahamas.”

Germany is a further example: “They have a really strong economy, but Germans usually leave Germany when they travel, so they’re not doing as well as France, where there are a lot more destinations that locals have an interest in booking. At least that’s what the data spells out.”

Chesky says the same contrasts exist stateside, with Hawaii being particularly hard-hit and accessible Charleston, S.C., winning out.

All this suggests that tourism-reliant, fly-to destinations will need to diversify their economies in the short term to weather a protracted drought in visits, while overlooked spots near big cities will continue to experience success. But in the long term, everyone stands to win, Chesky argues. Spreading travelers to more destinations, rather than concentrating them into a few lucky resort spots, he says, “is more sustaining than people think,” in spite of our collective pre-Covid-19 proclivities.

The future of cities

“It used to be that the vast majority of people would travel just to a handful of cities—you know, the big, iconic, international capitals,” Chesky begins, referring to such selfie-stick-saturated tourism hubs as Amsterdam, New York, and Venice, Italy.

The well-documented phenomenon of overtourism, he says, has finally found its tipping point. Not only are these crowded destinations inaccessible to cross-border travelers, but they run counter to the what people now crave: nature, space, and room to breathe (without the threat of aerosolized droplets from a stranger less than six feet away).

“The genie is out of the bottle,” Chesky says. “People are now discovering small towns, small communities. They’re discovering national parks, falling in love with the outdoors, and realizing they can go to all sorts of other places. This is an irreversible trend.”

If 20 cities previously made up a majority of Airbnb’s business, none of them now captures more than 2% of the company’s bookings—and consumers are spreading out almost evenly to thousands of small and rural destinations instead. That spells opportunity for Airbnb, which features plenty of unique, rural home rentals on its platform—particularly in markets that don’t have enough density to be served by large hotels.

Some hotel brands are positioning to compete with Airbnb on that front. Take Getaway House, whose accommodations outside 13 major cities are more like secluded cabins, or Loge Camps, an outdoorsy brand that renovates motels near naturally pristine settings.

So where does that leave cities?

“Definitely, this is not the death of cities,” Chesky asserts. But the short term does involve a steep climb.“Here’s what’s going to happen: People will migrate away for the coming years, and then prices will go down. Then, a new generation will discover cities as more livable and more affordable, and it will probably lead to a renaissance.” How long will that take? Chesky says three to five years—or more. “The bigger the city, the longer I think it will take to recover.”

Looking in a crystal ball

In the long term, Chesky sees trouble for one sector in particular: business travel. This comes at no small cost to Airbnb, which has for years marketed itself to corporate travelers and companies as a convenient, money-saving solution.

“Even when the world gets the pandemic under control, business travel won’t come back the same way,” he states, adding that people will simply have fewer reasons to get on a plane when remote work has facilitated so much collaboration from afar. That’s a problem for the industry: Business travel has typically represented the lion’s share of profits for airlines and hotels. It’s also one for Airbnb, though to a lesser extent. If companies aren’t paying for trips, consumers won’t be racking up points as they used to, says Chesky—“so that whole [loyalty] game is kind of changing, too.”

And what of Airbnb’s motto, that its purpose is to “foster human connections”? Chesky believes it will continue to be relevant in a post-pandemic world, even one in which social distancing pervades. “When the crisis hit, and we lost 80% of our business in eight weeks, you know, it was really really important that we have clarity of what we’re going to focus our energy on. And what we decided to do was get back to our roots, to get back to basics, back to human connection.”

Right now, that doesn’t mean hanging out with your host, Chesky admits. “The kinds of connections we’re seeing are people using Airbnb to reconnect with those they already know and love,” he explains, pointing to family getaways and reunions with friends around a large kitchen table.

“We are at—possibly—the loneliest time in human history,” Chesky declares. There may not be much he can do about it right now, or for the foreseeable future. Eventually, he says, “there will be a yearning to meet new people once again, and when it’s safe to do so, we’ll be there at the ready.”

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