从囤年货到囤旅行，春节经济变了

Core Insights - The core viewpoint of the article highlights a significant shift in Chinese consumer behavior during the Spring Festival, moving from traditional goods to travel and experiential consumption [6][7]. Group 1: Travel and Experience Consumption Trends - The data indicates a surge in travel bookings, with over 11.78 million domestic flight tickets reserved by February 9, reflecting a daily year-on-year increase of approximately 11% [6]. - The Spring Festival has evolved into a composite consumption model of "visiting family + vacation," enhancing the value of travel experiences [7]. - Popular destinations include Hainan, with a 45% year-on-year increase in daily flight orders and a 47% rise in ticket prices, and Heilongjiang, which saw a 115% increase in orders for winter vacation products [7]. Group 2: Changing Consumer Preferences - Tourists are increasingly seeking deep cultural immersion rather than superficial sightseeing, as evidenced by a 70% year-on-year increase in searches for "folk" and "intangible cultural heritage" tourism products during the Spring Festival [7][8]. - Families with children are a key driving force behind this trend, with over 60% of domestic travel orders during the Spring Festival attributed to family trips [8]. - The focus of consumer decision-making has shifted from basic functionality to a pursuit of knowledge and emotional value in travel experiences [8]. Group 3: Market Dynamics and Policy Support - The market is witnessing structural changes, with a stable "dual-direction" travel pattern and a clear "layering" of consumer choices, ranging from luxury hotels to more affordable destinations [8]. - The government plans to issue over 360 million yuan in cultural and tourism consumption subsidies to stimulate the market, which is expected to boost the entire consumption chain, including transportation, accommodation, dining, and duty-free shopping [8][9]. - The experience economy in China is projected to reach 18.4 trillion yuan by the end of November 2025, with a year-on-year growth of 22.6%, and is expected to exceed 22 trillion yuan by 2026, maintaining an annual growth rate of over 20% for the next five years [9]. Group 4: Future Outlook - The ongoing transformation in consumer behavior suggests that experiential travel will become an integral part of daily life, enhancing the vitality of the industry [10].