Core Viewpoint - The article discusses the evolving ways in which young people in China are choosing to celebrate the Lunar New Year, moving away from traditional family reunions to alternative methods such as "reverse New Year" celebrations, travel, or even spending the holiday alone in their cities [5][15]. Group 1: Reverse New Year Celebrations - Many young people are opting to bring their parents to major cities for the New Year instead of returning home, with a significant increase in flight bookings for this "reverse" trend. For instance, flight bookings from smaller airports to cities like Beijing and Shanghai have seen a notable rise, with a reported 84% increase in bookings compared to last year [7][8]. - The top destinations for "reverse New Year" flights include major cities such as Beijing, Shanghai, and Guangzhou, indicating a shift in travel patterns during the holiday season [7][8]. Group 2: Travel and Segmented Celebrations - Some individuals are choosing a segmented approach to the holiday, spending part of the time with family and then traveling. For example, one individual plans to return home for the New Year's Eve dinner and then take their parents on a trip to Guangdong [9][10]. - Smaller cities are emerging as popular travel destinations during the holiday, with hotel bookings in places like Pu'er and Jieyang increasing by over 80% compared to previous years [10]. Group 3: Individual Celebrations - A growing number of young people are choosing to spend the New Year alone in their rented apartments, a choice that is increasingly seen as positive rather than lonely. This shift is reflected in social media discussions about how to create a festive atmosphere while celebrating alone [12][13]. - The motivations behind this choice include avoiding the stress of family obligations and the desire for personal comfort, with many individuals expressing that they find joy in creating their own holiday experiences [14][15]. Group 4: Changing Perceptions of "New Year Flavor" - The concept of "New Year flavor" is becoming more individualized, with many young people feeling that traditional celebrations have lost their significance. For instance, one individual noted that the festive atmosphere has diminished over the years, and they now view the holiday as an opportunity for rest rather than a family obligation [16][17]. - The article suggests that as societal norms evolve, the ways in which people celebrate the New Year are likely to become more diverse and personalized, reflecting broader trends in consumer behavior and family dynamics [16][17].

借着春节团圆时机，不少老年人还解锁人生中的"第一次飞行"。去哪儿数据显示，2026春节假期，60岁 以上乘客在去哪儿平台上购买"人生第一张机票"的数量同比增长17%。(完) 来源：中国新闻网 平台："反向过年"热潮兴 热门航线机票预订量倍增 中新社北京2月13日电 (记者 刘亮)中国在线旅游平台去哪儿13日发布的数据显示，2026年春节假期，前 往北京、上海、成都、广州等多条"反向过年"航线火热，机票预订量倍增。 近年来，传统"子女返乡"的单向团圆格局逐渐转变，越来越多家庭的长辈通过"反向过年"的方式，到城 里与孩子团聚，在异乡多元文化场景中解锁不一样的春节体验。 去哪儿平台数据显示，2026春节假期，飞往北京的旅客中，20%的人年龄超过50岁，其中，60岁及以上 旅客比2025年春节假期同期增加1.6倍。整体看，春节期间最受50岁以上旅客欢迎的飞行目的地均为大 城市，热度排在前五位的分别是北京、上海、成都、广州、深圳。 一些从中小机场飞往大都市的"反向过年"小众航线热度，机票预订量同比增长更显著，热度较高的航线 包括揭阳—北京、兰州—北京等。目的地为上海的航线中，热门出发地包括：白山、延吉、琼海、东营 等， ...

Core Insights - The article discusses the evolving nature of Chinese New Year celebrations, particularly how younger generations are reshaping traditions with a focus on personal expression and emotional value rather than just practicality [2][3][4]. Group 1: Changing Consumer Behavior - Young consumers prioritize emotional value in their purchases, opting for personalized gifts and experiences over traditional bulk buying for family gatherings [3][4]. - Data from Tmall indicates that by 2026, users born after 2000 will account for over 30% of the New Year consumption growth, with a 47% year-on-year increase in spending [3]. - The rise of "social currency" items like game cartridges and pet products reflects a shift towards individualistic and experiential consumption among younger generations [4]. Group 2: New Traditions and Practices - The concept of "reverse New Year" is gaining popularity, with more parents traveling to their children's cities for celebrations, leading to an 84% increase in ticket bookings for this trend [8]. - Young people are redefining family gatherings, focusing on quality time rather than traditional social obligations, as evidenced by a growing preference for relaxed celebrations [10][9]. Group 3: Evolving Culinary Practices - The traditional New Year feast is shifting from elaborate home-cooked meals to more convenient options, with a significant increase in the popularity of pre-prepared dishes [14][15]. - Data shows a 92% year-on-year increase in sales of New Year-related products, indicating a preference for easy-to-prepare meals that allow for more time spent with family [15]. Group 4: Digital Integration in Celebrations - The integration of technology into New Year traditions is evident, with younger generations utilizing AI and digital platforms for creating personalized greetings and virtual celebrations [18][19]. - The rise of digital interactions, such as custom red envelopes and online gatherings, highlights a shift towards a more interactive and engaging celebration style [19]. Group 5: Cultural Significance and Global Reach - The article emphasizes that while the forms of celebration are changing, the core values of family reunion and new beginnings remain intact, showcasing the resilience of cultural traditions [20][21]. - Young people are not only preserving but also innovating traditional customs, allowing Chinese New Year to resonate globally, as seen in the increasing popularity of cultural products and performances abroad [21].

Core Viewpoint - The trend of "reverse New Year" and "traveling during the New Year" is gaining popularity, with various high-cost performance train routes and special tourist trains being highlighted as attractive options for travelers during the Spring Festival [1] Group 1: Reverse New Year and Travel Trends - The "reverse New Year" phenomenon is popular as many children work in different cities, prompting parents to travel to celebrate the holiday with them [2] - Traveling while celebrating the Spring Festival is also favored, with the railway sector making extensive preparations for this trend [2] Group 2: Train Routes and Tourist Attractions - Notable train routes for travel during the Spring Festival include the Guangshen-Hong Kong high-speed rail and international trains to Russia, Mongolia, Laos, and Vietnam, as well as routes that offer a more local experience [2] - The "公益慢火车" from Tonghua to Changbai Mountain is highlighted for its affordability, with a ticket price of just over 30 yuan for a 285-kilometer journey, featuring multiple scenic spots such as hot springs and ice waterfalls [5] - Several tourist trains, such as the "Shen Tie Holiday Train," "Jin Lv Time Train," and "Panda Train," are designed to be attractions themselves, decorated with festive themes and unique features [8]

Core Viewpoint - The trend of "reverse New Year" and "traveling for New Year" is gaining popularity, with various high-cost performance train routes and special tourist trains worth experiencing [1] Group 1: Reverse New Year Trend - The "reverse New Year" phenomenon is popular as many children work in different cities, prompting parents to travel to celebrate the holiday with them [3] - The combination of travel and celebrating the Spring Festival is seen as a positive experience [3] Group 2: Travel Train Routes - During the Spring Festival, many train routes are available for travel, including the Guangzhou-Shenzhen-Hong Kong high-speed rail and international trains to Russia, Mongolia, Laos, and Vietnam [4] - There are also scenic routes that offer a high cost-performance ratio, allowing travelers to experience local culture and attractions [4] Group 3: Special Tourist Trains - Several tourist trains are designed as attractions themselves, such as the "Shen Tie Holiday Train," "Jin Lv Time Train," "Hao Ke Shandong · Qi Lu No. 1," and the "Panda Train," which are decorated with festive themes and unique features [10] - These trains provide an engaging experience for travelers looking to celebrate the New Year in a distinctive way [10] Group 4: Affordable Travel Options - The "公益慢火车" from Tonghua to Changbai Mountain offers a budget-friendly option, with a ticket price of just over 30 yuan for a 285-kilometer journey, stopping at five stations and eight passenger points, with various attractions along the way [7]

以下文章来源于DT商业观察 ，作者DT商业观察 DT商业观察 . 第一财经旗下年轻态财经商业媒体。关注消费、互联网、电商、文娱、科技、城市等领域，融合媒体和研究机构的禀赋，厘清趋势和商业间的关系，用年轻 化的视角认识商业世界。 文 ｜ 张晨阳 编辑 ｜ 郑晓慧 来源｜ DT商业观察（ID：DTcaijing） 封面来源 ｜ unsplash 曾经，"有钱没钱，回家过年"是刻在中国人骨子里的春节执念，被几代人奉为圭臬。 可如今，浩浩荡荡的春运大潮，价格暴涨的机票，以及"在家待3天就被爸妈念叨""逢年过节必被亲戚花式问候"的经历， 让"回家过年"，正从理所当然的必 选项，变成越来越多人反复权衡的选择题。 "DT商业观察"发现，现如今，一大批人开始放弃"回老家过年"，在异地他乡，开启新的过年方式。 避开人潮，"反向过年" 今年春节，很多年轻人调转了回家的方向，从"自己返乡过年"转变为"接父母来大城市过年"。 同程旅行《2026年春节旅行趋势报告》显示，春节前夕，一批由中小机场飞往北京、上海、广州、深圳的"反向"机票预订热度增长显著，热门航线主要包括 榆林-上海、衡阳-北京、宜宾-深圳、盐城-广州、长治-上海等。 美 ...

同程旅行《2026年春节旅行趋势报告》显示，春节前夕，一批由中小机场飞往北京、上海、广州、深圳 的"反向"机票预订热度增长显著，热门航线主要包括榆林-上海、衡阳-北京、宜宾-深圳、盐城-广州、 长治-上海等。 美团旅行数据有相似的洞察：2月初至2月中下旬，"反向过年"机票预订量同比去年增长84%。从机票的 预订情况看，"反向过年"Top10热门目的地为北京、上海、成都、重庆、广州、深圳、昆明、西安、杭 州、天津。 来源 | DT商业观察 作者 |张晨阳 编辑 |郑晓慧 设计 | 戚桐珲、郑舒雅 运营 | 苏洪锐 曾经，"有钱没钱，回家过年" 是刻在中国人骨子里的春节执念，被几代人奉为圭臬。 可如今，浩浩荡荡的春运大潮，价格暴涨的机票，以及"在家待3天就被爸妈念叨""逢年过节必被亲戚花 式问候"的经历，让"回家过年"，正从理所当然的必选项，变成越来越多人反复权衡的选择题。 《DT商业观察》发现，现如今，一大批人开始放弃"回老家过年"，在异地他乡，开启新的过年方式。 避开人潮，"反向过年" 今年春节，很多年轻人调转了回家的方向，从"自己返乡过年"转变为"接父母来大城市过年"。 "买票难"是很多人选择"反向过年"的 ...

DT商业观察 . 第一财经旗下年轻态财经商业媒体。关注消费、互联网、电商、文娱、科技、城市等领域，融合媒体和 研究机构的禀赋，厘清趋势和商业间的关系，用年轻化的视角认识商业世界。 以下文章来源于DT商业观察 ，作者DT商业观察 本文来自微信公众号： DT商业观察 ，作者：DT商业观察 ， 题图来自：AI生成 曾经，"有钱没钱，回家过年"是刻在中国人骨子里的春节执念，被几代人奉为圭臬。 可如今，浩浩荡荡的春运大潮，价格暴涨的机票，以及"在家待3天就被爸妈念叨""逢年过节必被亲戚 花式问候"的经历，让"回家过年"，正从理所当然的必选项，变成越来越多人反复权衡的选择题。 《DT商业观察》发现，现如今，一大批人开始放弃"回老家过年"，在异地他乡，开启新的过年方 式。 避开人潮，"反向过年" 今年春节，很多年轻人调转了回家的方向，从"自己返乡过年"转变为"接父母来大城市过年"。 同程旅行《2026年春节旅行趋势报告》显示，春节前夕，一批由中小机场飞往北京、上海、广州、 深圳的"反向"机票预订热度增长显著，热门航线主要包括榆林-上海、衡阳-北京、宜宾-深圳、盐城- 广州、长治-上海等。 美团旅行数据有相似的洞察：2月初至 ...

避开人潮， " 反向过年 " 2026.02. 11 本文字数：3513，阅读时长大约7分钟 来源 | DT商业观察 作者 | 张晨阳 编辑 | 郑晓慧 设计 | 戚桐珲、郑舒雅 运营 | 苏洪锐 曾经， " 有钱没钱，回家过年 " 是刻在中国人骨子里的春节执念，被几代人奉为圭臬。 可如今，浩浩荡荡的春运大潮，价格暴涨的机票，以及 " 在家待 3 天就被爸妈念叨 "" 逢年过节必被 亲戚花式问候 " 的经历， 让 " 回家过年 " ，正从理所当然的必选项，变成越来越多人反复权衡的选择 题。 《 DT 商业观察》发现，现如今，一大批人开始放弃 " 回老家过年 " ，在异地他乡，开启新的过年方 式。 今年春节，很多年轻人调转了回家的方向，从 " 自己返乡过年 " 转变为 " 接父母来大城市过年 " 。 同程旅行《 2026 年春节旅行趋势报告》显示，春节前夕，一批由中小机场飞往北京、上海、广州、深 圳的 " 反向 " 机票预订热度增长显著，热门航线主要包括榆林 - 上海、衡阳 - 北京、宜宾 - 深圳、 盐城 - 广州、长治 - 上海等。 美团旅行数据有相似的洞察： 2 月初至 2 月中下旬， " 反向过年 " ...

曾经，"有钱没钱，回家过年" 是刻在中国人骨子里的春节执念，被几代人奉为圭臬。 "买票难"是很多人选择"反向过年"的原因之一。在北上广深这些大城市，每到春节，都有大量的学生、打工人群体集体返乡。 根据《央视新闻》，2026年春运将于2月2日启动，至3月13日结束，历时40天。据预测，今年春运期间全社会跨区域人员流动量将达到95亿人次，创历 史新高。 相比较回老家的"一票难求"，反向过年在买票的难易程度、机票价格上都要明显友好很多。 在上海工作、老家在徐州的 @章晚月，买2月12日的票回家，以为已经比较早了，没想到高铁票还是很难买。"徐州算是个高铁大站，车多人也多，回 家的票不好买，但我发现从徐州东到上海的票，12号、13号、14号，都还有一大把，可以随便选。" 在买票因素之外，想把家人接到大城市来看看，也是一些年轻人"反向过年"的原因。 在深圳工作的 @菜菜，今年就打算把家人（父母、祖父母）从四川接到深圳过年，票价的确是一方面的考量，但更重要的是，"我在深圳这个城市工 作稳定，加上买房了，算是定居下来了。而且我爷爷婆婆年纪越来越大，未来来这里的可能性会越来越小，所以就想把家人接过来看看，毕竟这里也 算是我的第 ...