Zhong Guo Jing Ying Bao·2025-10-13 12:19Core Insights - The "Super Golden Week" during the Mid-Autumn Festival and National Day in 2025 saw a significant boost in the tourism and hotel industry, with hotels becoming a key indicator of consumer recovery [1][3][8] Hotel Industry Performance - The hotel industry experienced stability during the "Golden Week," with controlled price increases in high-demand areas, indicating a rational pricing strategy and high occupancy rates [1][6] - Huazhu Group reported over 10.55 million guests at its hotels during the holiday, a 36% increase year-on-year, with foreign guests increasing by 75% [1][6] - The overall occupancy rate exceeded 80%, peaking on October 3 with over 8,100 hotels fully booked, particularly in popular cities like Beijing and Chengdu [1][3] New Hotel Openings and Strategies - Huazhu Group's high-end brand, Huajian Tang, opened a new hotel in Beijing, marking a strategic expansion into the high-end hotel market [2][6] - The brand aims to provide an immersive urban vacation experience, reflecting a trend towards structural upgrades in the hotel industry [2][6] Emerging Trends in Travel and Accommodation - The "Super Golden Week" led to a surge in bookings for hotels in second and third-tier cities, driven by unique local experiences and events [3][4] - Music festivals and sports events significantly boosted hotel bookings, with some locations seeing increases of over 200% [3][4] Shift in Consumer Behavior - More than 30% of office workers opted for staggered travel, extending the holiday experience and alleviating peak demand pressures [4][5] - The night tourism economy gained traction, with a 200% increase in searches for night activities, indicating a shift in consumer preferences towards experiential travel [5][6] Experience Economy and Market Dynamics - The hotel industry is witnessing a shift towards high-end, personalized, and culturally immersive experiences, as consumers seek more than just accommodation [6][7] - Huajian Tang's expansion and the success of other high-end hotels reflect the growing demand for unique cultural experiences among new middle-class consumers [6][7] Conclusion - The "Super Golden Week" highlighted a more mature and layered tourism market, with consumers becoming more discerning and seeking emotional and cultural connections through their travel experiences [8]