EBSCN·2026-02-24 07:14Investment Rating - The report maintains a "Buy" rating for the social services industry, indicating an expected investment return exceeding 15% over the next 6-12 months [5]. Core Insights - The tourism market during the Spring Festival is characterized by strong demand, with a notable increase in both volume and price, alongside structural optimization [1]. - Domestic tourism is thriving, with a significant rise in orders and spending, reflecting a trend towards diversified experiences in both traditional and niche destinations [2]. - Cross-border travel is experiencing robust growth in both outbound and inbound sectors, with Southeast Asia being a key destination for outbound travel and a diverse range of destinations attracting inbound tourists [3]. Summary by Sections 1. Spring Festival Tourism Overview - The total cross-regional movement of people is expected to reach a new high, with an average daily flow of 299 million people, a 3.8% increase from the previous year [14]. - Hotel bookings during the Spring Festival saw a 75% increase in room nights, with high-end hotels showing a trend towards longer stays [16]. - Air ticket prices have risen due to increased demand, with average ticket prices reaching 965.1 yuan, a 3.6% increase from the previous year [24]. 2. Domestic Tourism Trends - Domestic travel orders reached a historical high, with a 10% increase in average spending per person [25]. - Traditional tourist destinations continue to attract visitors, while lesser-known locations are gaining popularity, with some areas seeing visitor numbers increase by over 400% [16][25]. - AI technology is enhancing the travel experience, with significant increases in ticket and hotel bookings facilitated by AI [29]. 3. Cross-Border Travel Dynamics - Outbound travel is primarily focused on Southeast Asia, with destinations like Bangkok and Hong Kong leading in popularity [34]. - Inbound tourism is benefiting from visa-free policies, with Beijing seeing a 37.1% increase in inbound visitors [37]. - The diversity of inbound travel destinations is expanding, with both major cities and smaller towns attracting international tourists [37]. 4. Investment Recommendations - The report suggests focusing on investment opportunities in the service-oriented consumption sector, particularly in hotels such as Jinjiang Hotels and Shouqi Hotels, as well as online travel agencies like Ctrip and Tongcheng Travel [41].