2025年暑期境内游前瞻：北京领跑热门目的地，亲子订单占比超四成

Core Insights - The peak for domestic travel bookings is approaching as summer vacation nears, with Beijing remaining the most popular destination, followed by Xinjiang, Yunnan, and Guizhou experiencing significant increases in interest [1][3] - Overall travel prices for domestic trips have risen month-on-month but remain stable or slightly decreased year-on-year, with some seasonal destinations seeing minor price hikes due to limited resources [1][6] - Family and student groups are the primary travelers this summer, with family bookings accounting for over 40% of orders, and a notable increase in demand for deep experiential travel [1][8] Domestic Travel Trends - Popular themes for domestic travel this summer include traditional cultural tours, summer retreats, and seaside leisure trips, with Beijing, Sanya, Urumqi, and Shanghai among the top destinations [3][4] - Xinjiang has seen a particularly notable increase in bookings, with the region becoming one of the most sought-after destinations this summer [3][4] Pricing Dynamics - Travel prices are generally stable compared to last year, with a significant month-on-month increase due to the peak travel season, while year-on-year prices have not seen substantial growth [6][7] - Average pre-sale ticket prices for domestic flights are around 946 yuan (excluding tax), reflecting a slight year-on-year decrease of 3.2% [6] Customized Travel Demand - There is a rising demand for personalized travel experiences, particularly among family and student groups, with families increasingly seeking unique and in-depth experiences [8][9] - Popular activities include cultural workshops and nature-related experiences, with families showing a preference for educational and experiential travel products [9][10] Student Travel Preferences - High school and university graduates are the first to travel this summer, favoring destinations like Beijing, Shanghai, and Guangzhou, as well as emerging locations like Pu'er and Weihai [10] - Students prefer flexible travel arrangements, often combining multiple short trips into a more personalized itinerary [10]