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他曾末日預(yù)言:旅游業(yè)已經(jīng)完了,,但如今……

切斯基表示,情況恢復(fù)如常已不可能,,但旅游業(yè)終將發(fā)展到前所未有的新高度,。

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新冠疫情爆發(fā)首月,愛(ài)彼迎便因?yàn)轭A(yù)訂取消而遭受了10億美元的虧損,,該公司的首席執(zhí)行官布萊恩·切斯基甚至曾經(jīng)直言:“我們熟悉的旅游業(yè)已經(jīng)完了,。”

他認(rèn)為,,在很長(zhǎng)一段時(shí)間內(nèi),,消費(fèi)者可能都不會(huì)愿意乘坐飛機(jī),旅行計(jì)劃也將更多考慮安全防護(hù)措施,,而不是一時(shí)興起,。幾個(gè)月后的今天,他對(duì)未來(lái)的展望依然沒(méi)有太大變化,,只是不再提自己“旅游業(yè)完了”的“末日預(yù)言”,,而是更多地探討旅游業(yè)將會(huì)發(fā)生何種微妙變化。

切斯基在預(yù)測(cè)后疫情時(shí)代的旅游業(yè)時(shí)說(shuō):“情況恢復(fù)如常已不可能,,但旅游業(yè)終將發(fā)展到前所未有的新高度,,只是屆時(shí)呈現(xiàn)在我們面前的會(huì)是一番不同的景象。”據(jù)他預(yù)測(cè),,過(guò)度旅游,、商務(wù)旅行將會(huì)逐漸淡出,忠誠(chéng)度計(jì)劃也會(huì)受到一定影響,。

切斯基認(rèn)為,,未來(lái)還將興起一批新的、更具多樣化的旅游目的地,,其中自然少不了那些彈性城市,。

此番言論的作出正值切斯基與其公司觸底反彈的關(guān)鍵時(shí)刻。今年夏天,,愛(ài)彼迎在經(jīng)歷了預(yù)定量下跌90%,、二季度調(diào)整后虧損4億美元之后,實(shí)現(xiàn)了不可思議的“U型反彈”,,7月消費(fèi)者支出同比增長(zhǎng)22%,,還成功提交了期待已久的IPO申請(qǐng)。在接受Bloomberg Pursuits采訪時(shí),,切斯基表示:“7月8日,,愛(ài)彼迎的單日間夜預(yù)定量超過(guò)了100萬(wàn),這也是我們自3月3日以來(lái),,在過(guò)去四個(gè)月里首次達(dá)到這一門(mén)檻,。”(該數(shù)字與2019年前90天的日均銷售較為接近,,在此期間,,愛(ài)彼迎總的預(yù)訂量為9100萬(wàn)間夜。)

但這并不意味著愛(ài)彼迎已經(jīng)走出困境,。該公司提供的數(shù)據(jù)顯示,,盡管旅客在遠(yuǎn)郊的客房預(yù)定量幾乎已經(jīng)是去年的兩倍,但愛(ài)彼迎的業(yè)務(wù)支柱——市區(qū)客房租賃業(yè)務(wù)仍然舉步維艱,。美國(guó)勞動(dòng)節(jié)當(dāng)天,,愛(ài)彼迎網(wǎng)站在人口密集地區(qū)的預(yù)定量?jī)H占總預(yù)訂量的20%,較去年40%的占比大幅下降,。

愛(ài)彼迎秋季趨勢(shì)報(bào)告中的其他統(tǒng)計(jì)數(shù)據(jù)顯示,,雖然暑假已經(jīng)臨近尾聲,但長(zhǎng)租房的需求仍然非常強(qiáng)勁,。此外,,由于世界各地的旅行限制存在不確定性,許多人會(huì)在出行前幾天才訂房,,這種臨時(shí)訂房的需求也非常旺盛,,這也算是意料之中的情況,。

對(duì)于未來(lái)的旅游業(yè),切斯基還有很多無(wú)法單憑數(shù)字講清的話想說(shuō),。他表示,,呈現(xiàn)在我們眼前的“是一場(chǎng)將會(huì)給旅游業(yè)帶來(lái)永久變革的宏大革命。有人可能會(huì)期待著世界恢復(fù)如初,,但須知變革只會(huì)向前,,不會(huì)倒退?!?/p>

旅游業(yè)的“冰火兩重天”

切斯基表示,,歐美兩地度假者的出行選擇并無(wú)太大差別,聽(tīng)他這么說(shuō)或許會(huì)讓那些拿著護(hù)照卻無(wú)處可用的美國(guó)人感到舒服一些,。雖然申根區(qū)已經(jīng)放開(kāi)了對(duì)跨區(qū)旅行的管制,,但跨境旅行在愛(ài)彼迎的預(yù)定訂單中依然只占區(qū)區(qū)15%。

話雖如此,,但不同地方的旅游業(yè)仍然呈現(xiàn)出了不同的景象,。而造成這種差異的原因更多的是國(guó)內(nèi)旅游業(yè)的潛力,而非邊境管制措施,。他以美法英三國(guó)為例解釋說(shuō):“這些國(guó)家幅員遼闊,,也是熱門(mén)的旅游目的地。所以即便少了跨境游客,,國(guó)內(nèi)游市場(chǎng)也會(huì)一派繁榮?!?/p>

而部分東南亞和加勒比海地區(qū)國(guó)家就是另一種局面了,,切斯基指出,這些國(guó)家“嚴(yán)重依賴乘機(jī)出行的境外游客,。巴哈馬群島本地人在巴哈馬度假的需求并不太大,。”

德國(guó)也是如此:“德國(guó)經(jīng)濟(jì)非常發(fā)達(dá),,但德國(guó)旅游業(yè)的表現(xiàn)并不如法國(guó),,原因是德國(guó)人喜歡到國(guó)外旅行,而法國(guó)有更多當(dāng)?shù)厝烁信d趣的旅行目的地,。至少?gòu)臄?shù)據(jù)上看是這樣的,。”

切斯基表示,,美國(guó)國(guó)內(nèi)也存在這種“冰火兩重天”的情況,,夏威夷的旅游業(yè)損失慘重,但南卡羅來(lái)納州的查爾斯頓卻收獲頗豐,。

所有這些跡象都表明,,要想在旅游業(yè)長(zhǎng)期不景氣的環(huán)境中生存下去,,那些依賴旅游業(yè)、需要搭乘飛機(jī)方可抵達(dá)的旅游目的地需要在短期內(nèi)對(duì)自己的經(jīng)濟(jì)進(jìn)行多樣化改造,,而那些在大城市周邊,、原本遭到忽視的景區(qū)則會(huì)在此期間獲得較好發(fā)展。但切斯基認(rèn)為,,從長(zhǎng)期來(lái)看,,大家都會(huì)成為贏家。他表示,,雖然在新冠疫情爆發(fā)之前,,大家都更喜歡去少數(shù)幾個(gè)熱門(mén)景點(diǎn)旅游,但讓游客分散到更多的旅游目的地去“比人們想的更有可持續(xù)性”,。

城市的未來(lái)

“如你所知,,絕大多數(shù)人過(guò)去只會(huì)去少數(shù)幾個(gè)具有代表性的國(guó)際性大都市?!?切斯基說(shuō),,比如滿眼都是自拍桿的阿姆斯特丹、紐約和意大利威尼斯等旅游中心城市,。

他表示,,近年來(lái)日益嚴(yán)峻的過(guò)度旅游現(xiàn)象現(xiàn)在終于迎來(lái)了拐點(diǎn)。一方面是因?yàn)榫惩庥慰蜔o(wú)法造訪這些曾經(jīng)人滿為患的旅游目的地,,另一方面則是因?yàn)楝F(xiàn)在人們更加渴望自然,、空間和自由呼吸的感覺(jué)(不用擔(dān)心接觸到6英尺內(nèi)陌生人的飛沫),而這些恰好都是熱門(mén)景區(qū)無(wú)法提供的,。

“精靈已經(jīng)從瓶子放里出來(lái)了,。”切斯基說(shuō),,“大家現(xiàn)在會(huì)去小城鎮(zhèn),、小社區(qū)和國(guó)家公園度假,享受戶外旅行的樂(lè)趣,,人們發(fā)現(xiàn),,其實(shí)其它很多地方都可以成為旅行的目的地,這種趨勢(shì)已經(jīng)不可逆轉(zhuǎn)了,?!?

如果說(shuō)在疫情爆發(fā)前,愛(ài)彼迎的大部分業(yè)務(wù)都來(lái)自20個(gè)熱門(mén)城市的話,,那么現(xiàn)在則沒(méi)有一個(gè)城市的預(yù)訂量超過(guò)該公司總預(yù)定量的2%,,成千上萬(wàn)個(gè)小型、鄉(xiāng)村旅游目的地幾乎平分了來(lái)自各地的游客,。這種變化對(duì)擁有大量獨(dú)特鄉(xiāng)村房源的愛(ài)彼迎來(lái)說(shuō)也是一種機(jī)遇,,在那些無(wú)法支撐大型酒店運(yùn)營(yíng)的低密度市場(chǎng)尤其如此,。

一些酒店品牌正準(zhǔn)備在該領(lǐng)域與愛(ài)彼迎展開(kāi)競(jìng)爭(zhēng),其中就包括Getaway House和Loge Campus,。Gateway House在13個(gè)主要城市的外圍地區(qū)擁有自己的住宿業(yè)務(wù),,其客房環(huán)境頗有幽靜木屋之感,而Loge Camples則是一個(gè)戶外運(yùn)動(dòng)品牌,,該公司翻修了一些地處原始自然景區(qū)的汽車旅館,。

如此,城市又將何去何從,?

切斯基斷言,,“毫無(wú)疑問(wèn),城市肯定不會(huì)就此消亡”,,只是在短期內(nèi)確實(shí)會(huì)遇到些困難,,“接下來(lái)會(huì)出現(xiàn)的情況是:人們會(huì)在未來(lái)幾年逐步遷出城市,隨后生活成本會(huì)逐漸走低,。然后再過(guò)些年,,下一代人會(huì)發(fā)現(xiàn)城市環(huán)境更宜居、物價(jià)更便宜,,城市可能也會(huì)再次迎來(lái)復(fù)興,。”那么這一過(guò)程需要多久才能完成呢,?切斯基認(rèn)為可能需要三到五年的時(shí)間,,甚至更久?!霸谖铱磥?lái),,城市越大,其恢復(fù)所需的時(shí)間也就越長(zhǎng),?!?/p>

有關(guān)未來(lái)的預(yù)測(cè)

切斯基認(rèn)為,,從長(zhǎng)遠(yuǎn)來(lái)看,,受到?jīng)_擊最大的將是商務(wù)旅行業(yè)務(wù),這對(duì)愛(ài)彼迎來(lái)說(shuō)也是一筆不小的損失,,多年以來(lái),,該公司一直致力于在商務(wù)旅行者和企業(yè)中塑造自己方便、省錢的形象,。

他表示:“即便全球疫情得到控制,,商務(wù)旅行也不會(huì)恢復(fù)往日景象了?!彼a(bǔ)充說(shuō),,現(xiàn)在,,許多工作都已經(jīng)可以通過(guò)遠(yuǎn)程協(xié)作完成,人們必須乘機(jī)出行的情況會(huì)少很多,。這對(duì)整個(gè)行業(yè)來(lái)說(shuō)都是挑戰(zhàn),,畢竟商務(wù)旅行業(yè)務(wù)是航空公司和酒店的主要利潤(rùn)來(lái)源。對(duì)愛(ài)彼迎來(lái)說(shuō)也同樣如此,,只是影響程度相對(duì)較小而已,。切斯基稱,如果企業(yè)不再為員工出差買單,,消費(fèi)者也就無(wú)法像過(guò)去那樣獲取積分,,“那么忠誠(chéng)度計(jì)劃可能也會(huì)發(fā)生一些變化?!?/p>

愛(ài)彼迎一直將“促進(jìn)人與人之間的聯(lián)系”當(dāng)作自己的座右銘和企業(yè)使命,,這方面又會(huì)如何呢?切斯基認(rèn)為,,后疫情時(shí)代的世界,,即使社交疏離依然普遍存在,但“促進(jìn)人與人之間的聯(lián)系”依然有其價(jià)值,?!拔C(jī)爆發(fā)時(shí),我們?cè)?周內(nèi)失去了80%的業(yè)務(wù),,你知道,,對(duì)當(dāng)時(shí)的我們而言,當(dāng)務(wù)之急就是找到工作重點(diǎn),。我們最后決定,,還是要把精力都放到我們的創(chuàng)業(yè)根基上去,放到那些最基本的問(wèn)題上去,,放到人與人之間的聯(lián)系上去,。”

切斯基承認(rèn),,就當(dāng)前而言,,“促進(jìn)人際聯(lián)系”并不意味著住客跟房東一塊出去游玩,而是指家人一同出游或者朋友們圍著餐桌聚會(huì),,他解釋說(shuō):“我們已經(jīng)看到有客人在借助愛(ài)彼迎的平臺(tái)與自己的熟人或親友聯(lián)絡(luò)感情,。”

切斯基說(shuō):“我們可能正處于人類歷史上最孤獨(dú)的時(shí)刻,?!泵鎸?duì)這種局面,他現(xiàn)在(或者在可預(yù)見(jiàn)的未來(lái))也沒(méi)有什么應(yīng)對(duì)良策,。但他表示,,最終“人們還是會(huì)重新燃起結(jié)識(shí)新朋友的欲望,,等到可以安全出游的時(shí)候,你會(huì)發(fā)現(xiàn)我們還在那里,,并且已經(jīng)做好萬(wàn)全準(zhǔn)備,。”(財(cái)富中文網(wǎng))

譯者:梁宇

審校:夏林

新冠疫情爆發(fā)首月,,愛(ài)彼迎便因?yàn)轭A(yù)訂取消而遭受了10億美元的虧損,,該公司的首席執(zhí)行官布萊恩·切斯基甚至曾經(jīng)直言:“我們熟悉的旅游業(yè)已經(jīng)完了?!?/p>

他認(rèn)為,,在很長(zhǎng)一段時(shí)間內(nèi),消費(fèi)者可能都不會(huì)愿意乘坐飛機(jī),,旅行計(jì)劃也將更多考慮安全防護(hù)措施,,而不是一時(shí)興起。幾個(gè)月后的今天,,他對(duì)未來(lái)的展望依然沒(méi)有太大變化,,只是不再提自己“旅游業(yè)完了”的“末日預(yù)言”,而是更多地探討旅游業(yè)將會(huì)發(fā)生何種微妙變化,。

切斯基在預(yù)測(cè)后疫情時(shí)代的旅游業(yè)時(shí)說(shuō):“情況恢復(fù)如常已不可能,,但旅游業(yè)終將發(fā)展到前所未有的新高度,只是屆時(shí)呈現(xiàn)在我們面前的會(huì)是一番不同的景象,?!睋?jù)他預(yù)測(cè),過(guò)度旅游,、商務(wù)旅行將會(huì)逐漸淡出,,忠誠(chéng)度計(jì)劃也會(huì)受到一定影響。

切斯基認(rèn)為,,未來(lái)還將興起一批新的,、更具多樣化的旅游目的地,其中自然少不了那些彈性城市,。

此番言論的作出正值切斯基與其公司觸底反彈的關(guān)鍵時(shí)刻,。今年夏天,愛(ài)彼迎在經(jīng)歷了預(yù)定量下跌90%,、二季度調(diào)整后虧損4億美元之后,,實(shí)現(xiàn)了不可思議的“U型反彈”,,7月消費(fèi)者支出同比增長(zhǎng)22%,,還成功提交了期待已久的IPO申請(qǐng)。在接受Bloomberg Pursuits采訪時(shí),,切斯基表示:“7月8日,,愛(ài)彼迎的單日間夜預(yù)定量超過(guò)了100萬(wàn),,這也是我們自3月3日以來(lái),在過(guò)去四個(gè)月里首次達(dá)到這一門(mén)檻,?!保ㄔ摂?shù)字與2019年前90天的日均銷售較為接近,在此期間,,愛(ài)彼迎總的預(yù)訂量為9100萬(wàn)間夜,。)

但這并不意味著愛(ài)彼迎已經(jīng)走出困境。該公司提供的數(shù)據(jù)顯示,,盡管旅客在遠(yuǎn)郊的客房預(yù)定量幾乎已經(jīng)是去年的兩倍,,但愛(ài)彼迎的業(yè)務(wù)支柱——市區(qū)客房租賃業(yè)務(wù)仍然舉步維艱。美國(guó)勞動(dòng)節(jié)當(dāng)天,,愛(ài)彼迎網(wǎng)站在人口密集地區(qū)的預(yù)定量?jī)H占總預(yù)訂量的20%,,較去年40%的占比大幅下降。

愛(ài)彼迎秋季趨勢(shì)報(bào)告中的其他統(tǒng)計(jì)數(shù)據(jù)顯示,,雖然暑假已經(jīng)臨近尾聲,,但長(zhǎng)租房的需求仍然非常強(qiáng)勁。此外,,由于世界各地的旅行限制存在不確定性,,許多人會(huì)在出行前幾天才訂房,這種臨時(shí)訂房的需求也非常旺盛,,這也算是意料之中的情況,。

對(duì)于未來(lái)的旅游業(yè),切斯基還有很多無(wú)法單憑數(shù)字講清的話想說(shuō),。他表示,,呈現(xiàn)在我們眼前的“是一場(chǎng)將會(huì)給旅游業(yè)帶來(lái)永久變革的宏大革命。有人可能會(huì)期待著世界恢復(fù)如初,,但須知變革只會(huì)向前,,不會(huì)倒退?!?/p>

旅游業(yè)的“冰火兩重天”

切斯基表示,,歐美兩地度假者的出行選擇并無(wú)太大差別,聽(tīng)他這么說(shuō)或許會(huì)讓那些拿著護(hù)照卻無(wú)處可用的美國(guó)人感到舒服一些,。雖然申根區(qū)已經(jīng)放開(kāi)了對(duì)跨區(qū)旅行的管制,,但跨境旅行在愛(ài)彼迎的預(yù)定訂單中依然只占區(qū)區(qū)15%。

話雖如此,,但不同地方的旅游業(yè)仍然呈現(xiàn)出了不同的景象,。而造成這種差異的原因更多的是國(guó)內(nèi)旅游業(yè)的潛力,而非邊境管制措施。他以美法英三國(guó)為例解釋說(shuō):“這些國(guó)家幅員遼闊,,也是熱門(mén)的旅游目的地,。所以即便少了跨境游客,國(guó)內(nèi)游市場(chǎng)也會(huì)一派繁榮,?!?/p>

而部分東南亞和加勒比海地區(qū)國(guó)家就是另一種局面了,切斯基指出,,這些國(guó)家“嚴(yán)重依賴乘機(jī)出行的境外游客,。巴哈馬群島本地人在巴哈馬度假的需求并不太大?!?/p>

德國(guó)也是如此:“德國(guó)經(jīng)濟(jì)非常發(fā)達(dá),,但德國(guó)旅游業(yè)的表現(xiàn)并不如法國(guó),原因是德國(guó)人喜歡到國(guó)外旅行,,而法國(guó)有更多當(dāng)?shù)厝烁信d趣的旅行目的地,。至少?gòu)臄?shù)據(jù)上看是這樣的?!?/p>

切斯基表示,,美國(guó)國(guó)內(nèi)也存在這種“冰火兩重天”的情況,夏威夷的旅游業(yè)損失慘重,,但南卡羅來(lái)納州的查爾斯頓卻收獲頗豐,。

所有這些跡象都表明,要想在旅游業(yè)長(zhǎng)期不景氣的環(huán)境中生存下去,,那些依賴旅游業(yè),、需要搭乘飛機(jī)方可抵達(dá)的旅游目的地需要在短期內(nèi)對(duì)自己的經(jīng)濟(jì)進(jìn)行多樣化改造,而那些在大城市周邊,、原本遭到忽視的景區(qū)則會(huì)在此期間獲得較好發(fā)展,。但切斯基認(rèn)為,從長(zhǎng)期來(lái)看,,大家都會(huì)成為贏家,。他表示,雖然在新冠疫情爆發(fā)之前,,大家都更喜歡去少數(shù)幾個(gè)熱門(mén)景點(diǎn)旅游,,但讓游客分散到更多的旅游目的地去“比人們想的更有可持續(xù)性”。

城市的未來(lái)

“如你所知,,絕大多數(shù)人過(guò)去只會(huì)去少數(shù)幾個(gè)具有代表性的國(guó)際性大都市,。” 切斯基說(shuō),,比如滿眼都是自拍桿的阿姆斯特丹,、紐約和意大利威尼斯等旅游中心城市,。

他表示,近年來(lái)日益嚴(yán)峻的過(guò)度旅游現(xiàn)象現(xiàn)在終于迎來(lái)了拐點(diǎn),。一方面是因?yàn)榫惩庥慰蜔o(wú)法造訪這些曾經(jīng)人滿為患的旅游目的地,另一方面則是因?yàn)楝F(xiàn)在人們更加渴望自然,、空間和自由呼吸的感覺(jué)(不用擔(dān)心接觸到6英尺內(nèi)陌生人的飛沫),,而這些恰好都是熱門(mén)景區(qū)無(wú)法提供的。

“精靈已經(jīng)從瓶子放里出來(lái)了,?!鼻兴够f(shuō),“大家現(xiàn)在會(huì)去小城鎮(zhèn),、小社區(qū)和國(guó)家公園度假,,享受戶外旅行的樂(lè)趣,人們發(fā)現(xiàn),,其實(shí)其它很多地方都可以成為旅行的目的地,,這種趨勢(shì)已經(jīng)不可逆轉(zhuǎn)了?!?

如果說(shuō)在疫情爆發(fā)前,,愛(ài)彼迎的大部分業(yè)務(wù)都來(lái)自20個(gè)熱門(mén)城市的話,那么現(xiàn)在則沒(méi)有一個(gè)城市的預(yù)訂量超過(guò)該公司總預(yù)定量的2%,,成千上萬(wàn)個(gè)小型,、鄉(xiāng)村旅游目的地幾乎平分了來(lái)自各地的游客。這種變化對(duì)擁有大量獨(dú)特鄉(xiāng)村房源的愛(ài)彼迎來(lái)說(shuō)也是一種機(jī)遇,,在那些無(wú)法支撐大型酒店運(yùn)營(yíng)的低密度市場(chǎng)尤其如此,。

一些酒店品牌正準(zhǔn)備在該領(lǐng)域與愛(ài)彼迎展開(kāi)競(jìng)爭(zhēng),其中就包括Getaway House和Loge Campus,。Gateway House在13個(gè)主要城市的外圍地區(qū)擁有自己的住宿業(yè)務(wù),,其客房環(huán)境頗有幽靜木屋之感,而Loge Camples則是一個(gè)戶外運(yùn)動(dòng)品牌,,該公司翻修了一些地處原始自然景區(qū)的汽車旅館,。

如此,城市又將何去何從,?

切斯基斷言,,“毫無(wú)疑問(wèn),城市肯定不會(huì)就此消亡”,,只是在短期內(nèi)確實(shí)會(huì)遇到些困難,,“接下來(lái)會(huì)出現(xiàn)的情況是:人們會(huì)在未來(lái)幾年逐步遷出城市,隨后生活成本會(huì)逐漸走低,。然后再過(guò)些年,,下一代人會(huì)發(fā)現(xiàn)城市環(huán)境更宜居、物價(jià)更便宜,城市可能也會(huì)再次迎來(lái)復(fù)興,?!蹦敲催@一過(guò)程需要多久才能完成呢?切斯基認(rèn)為可能需要三到五年的時(shí)間,,甚至更久,。“在我看來(lái),,城市越大,,其恢復(fù)所需的時(shí)間也就越長(zhǎng)?!?/p>

有關(guān)未來(lái)的預(yù)測(cè)

切斯基認(rèn)為,,從長(zhǎng)遠(yuǎn)來(lái)看,受到?jīng)_擊最大的將是商務(wù)旅行業(yè)務(wù),,這對(duì)愛(ài)彼迎來(lái)說(shuō)也是一筆不小的損失,,多年以來(lái),該公司一直致力于在商務(wù)旅行者和企業(yè)中塑造自己方便,、省錢的形象,。

他表示:“即便全球疫情得到控制,商務(wù)旅行也不會(huì)恢復(fù)往日景象了,?!彼a(bǔ)充說(shuō),現(xiàn)在,,許多工作都已經(jīng)可以通過(guò)遠(yuǎn)程協(xié)作完成,,人們必須乘機(jī)出行的情況會(huì)少很多。這對(duì)整個(gè)行業(yè)來(lái)說(shuō)都是挑戰(zhàn),,畢竟商務(wù)旅行業(yè)務(wù)是航空公司和酒店的主要利潤(rùn)來(lái)源,。對(duì)愛(ài)彼迎來(lái)說(shuō)也同樣如此,只是影響程度相對(duì)較小而已,。切斯基稱,,如果企業(yè)不再為員工出差買單,消費(fèi)者也就無(wú)法像過(guò)去那樣獲取積分,,“那么忠誠(chéng)度計(jì)劃可能也會(huì)發(fā)生一些變化,。”

愛(ài)彼迎一直將“促進(jìn)人與人之間的聯(lián)系”當(dāng)作自己的座右銘和企業(yè)使命,,這方面又會(huì)如何呢,?切斯基認(rèn)為,后疫情時(shí)代的世界,,即使社交疏離依然普遍存在,,但“促進(jìn)人與人之間的聯(lián)系”依然有其價(jià)值,。“危機(jī)爆發(fā)時(shí),,我們?cè)?周內(nèi)失去了80%的業(yè)務(wù),,你知道,對(duì)當(dāng)時(shí)的我們而言,,當(dāng)務(wù)之急就是找到工作重點(diǎn),。我們最后決定,還是要把精力都放到我們的創(chuàng)業(yè)根基上去,,放到那些最基本的問(wèn)題上去,,放到人與人之間的聯(lián)系上去,?!?/p>

切斯基承認(rèn),就當(dāng)前而言,,“促進(jìn)人際聯(lián)系”并不意味著住客跟房東一塊出去游玩,,而是指家人一同出游或者朋友們圍著餐桌聚會(huì),他解釋說(shuō):“我們已經(jīng)看到有客人在借助愛(ài)彼迎的平臺(tái)與自己的熟人或親友聯(lián)絡(luò)感情,?!?/p>

切斯基說(shuō):“我們可能正處于人類歷史上最孤獨(dú)的時(shí)刻?!泵鎸?duì)這種局面,,他現(xiàn)在(或者在可預(yù)見(jiàn)的未來(lái))也沒(méi)有什么應(yīng)對(duì)良策。但他表示,,最終“人們還是會(huì)重新燃起結(jié)識(shí)新朋友的欲望,,等到可以安全出游的時(shí)候,你會(huì)發(fā)現(xiàn)我們還在那里,,并且已經(jīng)做好萬(wàn)全準(zhǔn)備,。”(財(cái)富中文網(wǎng))

譯者:梁宇

審校: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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