跟团游“失宠”？年轻人偏爱个性自由行与拼假，文旅圈产品忙着“变花样”

Core Insights - The travel preferences of young people in China are shifting significantly towards independent travel, with 52.3% favoring free travel over traditional group tours, which only attract 26.8% of this demographic [3][6]. Group 1: Changing Travel Preferences - Young travelers are increasingly opting for personalized travel experiences, often planning their own itineraries and seeking unique destinations [5][8]. - The trend of "拼假" (combining vacation days) is prevalent among young people, allowing them to extend their holidays and explore popular destinations like Beijing, Shanghai, and Chengdu [3][6]. - A significant 55.3% of young people prefer immersive travel experiences, while 41.9% are interested in off-the-beaten-path locations [6]. Group 2: Industry Response - The tourism industry is adapting to these changes by designing more flexible travel products that cater to the desires of younger travelers, moving away from rigid itineraries [7][8]. - Companies are focusing on creating personalized travel experiences, including options for self-guided tours and unique accommodations, to meet the evolving preferences of their customers [9]. - Marketing strategies are shifting towards social media platforms popular with younger audiences, such as Xiaohongshu and Douyin, to better engage this demographic [9].