Overview

Chinese consumers showed remarkable enthusiasm for travel during the 2026 New Year holiday, extending a typical three-day break into an eight-day journey. This surge significantly impacted both domestic and outbound travel, according to insights from Fliggy, an online travel service owned by Alibaba Group. Domestic hotel bookings on January 1 surged by 280% compared to the previous year, and leisure product reservations increased by over 270%. Moreover, the average spending per traveler rose by more than 30% year-on-year.

Travel Preferences

Detailed analysis reveals that emerging destinations like Qingyuan, Tongchuan, and Fushun attracted many travelers, offering unique appeal with hot springs and picturesque winter landscapes. Self-driving travel was also on the rise; domestic car rental bookings soared over 120%, with popular routes including Chenzhou and Shangrao, as flexibly scenic road trips became favored.

Demographic Insights

Distinct preferences were noted among family and Gen Z travelers. Family trips witnessed an uptick of over 80% with a preference for high-star accommodations. Conversely, Gen Z bookings grew by more than 60%, propelled by interest in experience-driven activities like viewing the aurora or visiting theme parks.

Outbound Trends

Moreover, outbound travel exhibited a robust recovery with international car rental bookings rising over 210% year-on-year and chartered tours multiplying more than tenfold. Popular destinations included the short-haul options of Hong Kong SAR and Macau SAR, in addition to long-haul trips to Australia and the United States.

Conclusion

Emerging international locations such as Argentina and Oman are also noted for the fastest growth in travel bookings, showcasing an increasing curiosity for global exploration.