重新定义出行：“去哪里”转向“为何而行”，四大趋势发布

Core Insights - Hilton Group's "2026 Trends Report" emphasizes a shift in travel focus from destinations to the emotional value and meaning behind travel, termed "Whycation" [1][3] Group 1: Emotional Travel Trends - Travelers are increasingly seeking quiet and peaceful travel experiences, with nearly half of travelers planning alone time before or after family trips, and 66% of Chinese travelers expressing this desire [3] - Daily comforts are becoming essential for travelers, with 70% of pet owners preferring pet-friendly accommodations and 77% of travelers enjoying local supermarkets for a sense of daily ritual [5] - Family travel habits are influencing the next generation, with 73% of respondents acknowledging their parents' travel preferences impact their choices [8] Group 2: Intergenerational Travel - Intergenerational travel is on the rise, fostering family bonds and cultural transmission, with 78% of family travelers participating in multi-generational trips at least once a year [10] - 95% of respondents believe that such travel positively affects the health and happiness of grandparents [10] Group 3: Market Insights and Consumer Behavior - The recent National Day holiday performance aligns with the report's findings, showing a significant increase in average room rates and occupancy rates compared to last year [15] - Chinese travelers prioritize personal interests when choosing destinations, with 70% considering it an important factor, significantly higher than the global average of 60% [15] - Culinary experiences drive travel decisions for 85% of Chinese travelers, far exceeding the global average of 57% [15] - Emerging interest in lesser-known destinations is noted, with several small cities showing remarkable performance during the holiday [16]