元旦旅游市场火热，人均购买件数增长20%

Core Insights - The 2026 New Year's tourism market is experiencing a strong start driven by the "3 days off, 8 days on" holiday strategy, with significant increases in consumer travel intent and spending [1] - Flight bookings for domestic hotels on January 1st surged by 280% year-on-year, while bookings for domestic leisure products increased by over 270% [1] Group 1: Domestic Travel Trends - Major cities such as Shanghai, Beijing, Guangzhou, and others remain the top destinations due to their transportation advantages and rich cultural offerings [1] - In Hunan, bookings for travel routes increased by over 400% year-on-year, with customized travel and car rental bookings also seeing similar growth [1] Group 2: Travel Preferences and Demographics - Self-driving travel is gaining popularity, with car rental bookings on New Year's Day increasing by over 120% year-on-year [2] - Family travel is on the rise, with trips by parent-child groups increasing by over 80%, and these families are opting for higher-end hotels and resorts for a more comfortable experience [2] - The Z generation is also showing a significant increase in travel product bookings, with a growth rate of over 60%, indicating a willingness to spend on unique and engaging experiences [2] Group 3: International Travel Trends - Long-distance outbound travel is seeing a notable increase, with destinations like Australia and the USA ranking among the top ten for outbound travel [4] - Popular destinations within a "4-hour flight radius" include Hong Kong, East Asia, and Southeast Asia, while niche destinations like Argentina and Uzbekistan are also gaining traction [4] - Outbound travel for chartered and self-driving tours has seen a dramatic increase, with bookings for chartered tours rising by over 1000% [5]