Core Viewpoint - The article discusses the evolving ways in which Chinese people celebrate the Spring Festival, highlighting a trend towards a segmented approach that combines traditional family visits with travel experiences [3][5]. Group 1: Changes in Celebration Patterns - More individuals are adopting a "return home, then travel" approach during the Spring Festival, reflecting a shift in consumer behavior and lifestyle choices [5][8]. - The trend of "reverse Spring Festival," where parents visit their children's homes, is becoming increasingly common [5][8]. - The integration of travel into the Spring Festival celebrations indicates a blend of traditional values with modern consumer experiences [6][9]. Group 2: Economic and Demographic Insights - The number of rural residents participating in domestic travel and their spending has seen rapid growth, with rural travel expenditures increasing by 21.4% year-on-year in 2025 [6]. - In 2025, domestic travel expenditures reached 6.30 trillion yuan, with rural residents contributing 1.00 trillion yuan, showcasing a significant increase in their travel spending [6]. - The changing consumption mindset among older rural residents, many of whom are financially stable, is driving this growth in travel during the Spring Festival [6][7]. Group 3: Transportation and Market Implications - The improvement of transportation infrastructure and services has facilitated the trend of returning home before traveling, particularly with the rise of car ownership [7]. - Car rental services are expected to experience dual peak demand during the Spring Festival, with significant rental activity anticipated on both the last working day and the second day of the new year [7]. - The trend towards segmented travel during the holiday period is expected to unlock substantial consumer spending potential in the travel and rental markets [7].

Core Viewpoint - The upcoming Spring Festival holiday is expected to see significant changes in travel patterns, with more people opting for a segmented approach to celebrating the holiday, combining family visits with travel experiences [1][2]. Group 1: Changing Travel Patterns - Many individuals are returning to their rural hometowns for a few days to visit relatives before traveling to nearby cities for leisure, reflecting a shift in consumption and travel habits influenced by economic development [2][3]. - The trend of "reverse Spring Festival travel," where parents visit their children's cities for the holiday, is becoming more common, indicating a diversification in how families celebrate [1][3]. Group 2: Growth in Domestic Tourism - The number of domestic trips taken by rural residents is rapidly increasing, with 2025 projections showing rural domestic travel reaching 1.526 billion trips, a 22.6% year-on-year growth [3]. - Domestic travel expenditure is also on the rise, with rural residents expected to spend 1 trillion yuan on travel in 2025, marking a 21.4% increase compared to the previous year [3]. Group 3: Impact on Rental Market - The car rental market is anticipated to experience dual peaks during the Spring Festival, with significant demand for rentals as families engage in segmented travel plans [4]. - The trend of combining family reunions with travel is expected to unlock substantial consumer spending potential during the holiday [4]. Group 4: Diverse Celebratory Approaches - The ways in which people celebrate the Spring Festival are becoming increasingly varied, with options including traveling directly without returning home, alternating visits between families, and incorporating leisure activities into the holiday [5]. - There is a growing emphasis on balancing traditional customs with modern, enjoyable experiences, reflecting a shift in consumer preferences towards self-fulfillment and relaxation during the holiday season [5].

Core Insights - The upcoming 9-day Spring Festival holiday is expected to ignite a surge in travel demand, with various travel products already entering a "booking frenzy" [1] - The proportion of travelers during the 2026 Spring Festival is anticipated to increase, gradually catching up with the "returning home" crowd, highlighting a trend towards "segmented New Year" and "composite Spring Festival" experiences [1] Group 1: Travel Trends - "Non-cross-province" travel is gaining popularity, with many travelers preferring local trips to avoid delays in visiting family and friends [2] - Approximately 20% of the top 100 cities for hotel bookings during the Spring Festival are located in provinces with a high number of migrant workers, such as Henan, Anhui, Sichuan, and Jiangxi [2] - The "reverse New Year trend" is notable, with young people in major cities bringing their parents from rural areas to celebrate together [2] Group 2: Regional Highlights - Regions like Guangdong, Fujian, and Sichuan are launching campaigns to attract tourists, with Guangdong's hotel bookings increasing by 169% compared to last year [3] - Fuzhou has entered the top five for hotel bookings during the Spring Festival, with an increase of over 80% year-on-year [3] - Sichuan's New Year activities, including the famous lantern festival, are making it a sought-after destination, with hotel prices rising significantly [3] Group 3: Emerging Travel Patterns - A report indicates a clear trend towards segmented travel, with nearly 35% of users opting for early bird trips before the holiday peak [5] - The highest travel peak is expected on February 18, following family reunions and traditional New Year celebrations [6] - There is a growing interest in "niche" travel destinations and experiences, with social media playing a significant role in promoting lesser-known locations [6]

Core Insights - The report by Tongcheng Travel highlights a significant increase in travel activity during the 2026 Spring Festival, driven by the longest holiday period in history and a trend of combining leave days for extended vacations [1] - The report indicates that the proportion of travelers during the Spring Festival is expected to rise, approaching the numbers of those returning home, with diverse travel needs leading to a "composite Spring Festival" experience [1] Group 1: Travel Trends - The report shows a surge in hotel bookings in Guangdong, with a 169% increase compared to the same period last year, driven by unique regional customs and events [1] - Qingyuan City in Guangdong has seen a remarkable 342% increase in hotel bookings, ranking sixth nationally [2] - The top destinations for experiencing local customs include Guangdong, Fujian, and Sichuan, with Guangdong leading due to its distinctive Lingnan traditions [3][4] Group 2: Popular Destinations - Sichuan's tourism is boosted by events like the Zigong Lantern Festival, with hotel bookings in Chengdu ranking fourth among popular destinations [4] - Hainan has experienced a 191% increase in hotel bookings, with Haikou and Sanya showing significant growth, indicating a trend towards higher quality and longer stays [6] - Yunnan is emerging as a "dark horse" destination, with hotel bookings in cities like Kunming and Dali seeing one to two times the increase compared to last year [7] Group 3: Domestic Travel Preferences - There is a growing trend of travelers opting for local hotels instead of staying with family during the Spring Festival, with cities like Ganzhou and Xinyang seeing booking increases of 252% and 169% respectively [9] - The report notes a rise in "reverse Spring Festival" travel, where young people bring their parents to urban centers for the holiday, leading to increased flight bookings from smaller airports to major cities [10] Group 4: International Travel Trends - The demand for outbound travel is increasing, with Southeast Asia remaining a top choice for Chinese travelers during the Spring Festival, including destinations like Bangkok and Singapore [11] - Midwestern cities are showing heightened enthusiasm for international travel, with cities like Chengdu and Wuhan making the top 15 source cities for outbound tourism [12]

Group 1 - The core viewpoint of the report indicates that the combination of the longest Spring Festival holiday and the "5 days off, 15 days on" leave trend is significantly boosting the travel market for the upcoming Spring Festival in 2026, with increasing booking trends for flights, hotels, and group tours [1] - The report predicts that the proportion of travelers during the Spring Festival will continue to rise, approaching the numbers of those returning home, driven by diverse travel needs such as leisure, family visits, and reunions [1] - The report highlights that there will be multiple travel peaks during the holiday, particularly from the second to the third day of the New Year, as users switch modes and embark on new journeys [1] Group 2 - Various regions are launching campaigns to attract tourists, with Guangdong Province leading with a 169% increase in hotel bookings compared to the previous year, and cities like Qingyuan and Chaozhou showing significant growth [2] - The report lists the top destinations for cultural experiences during the Spring Festival, with Guangdong, Fujian, and Sichuan being prominent for their unique local customs and events [3][4] - The report notes that the demand for cultural and intangible heritage tourism is rising, with cities like Fuzhou and Quanzhou gaining popularity among travelers [7] Group 3 - The report indicates that Hainan Province is experiencing a surge in travel interest, with hotel bookings increasing by 191% compared to the previous year, driven by longer stays and higher spending [8] - Yunnan Province is emerging as a "dark horse" destination, with significant increases in hotel bookings for cities like Kunming and Dali, reflecting a growing interest in less traditional tourist spots [9][12] - The report highlights a trend of travelers opting for local hotels instead of staying with family during the Spring Festival, with cities in provinces like Henan and Anhui seeing substantial increases in hotel bookings [13] Group 4 - The report notes a significant rise in "reverse reunion" travel, where young people bring their parents to major cities for the holiday, leading to increased flight bookings from smaller airports to cities like Beijing and Shanghai [14] - The demand for outbound travel is also increasing, with Southeast Asia remaining a top choice for Chinese travelers during the Spring Festival, and new destinations like Russia and Turkey seeing substantial growth in bookings [15][18] - The report emphasizes that non-first-tier cities are increasingly participating in outbound travel, with cities like Chengdu and Chongqing making up a significant portion of the outbound tourist demographic [18]

Core Insights - The report by Tongcheng Travel indicates that the combination of the "longest Spring Festival holiday in history" and the "5-day leave for 15-day vacation" trend is significantly boosting the activity in the cultural and tourism market for the upcoming Spring Festival in 2026 [1][4] - There is an increasing trend in travel bookings for flights, hotels, and group tours on the Tongcheng platform, continuing the upward trend observed during the New Year [1][4] Travel Trends - The Spring Festival is not only a time for family reunions but also represents another "super long golden week" after National Day, with a growing proportion of travelers expected to participate in leisure travel, family visits, and reunions [5] - The characteristics of "segmented New Year" and "composite Spring Festival" are becoming more pronounced, with multiple travel peaks expected during the holiday, particularly from the second to the third day of the New Year [5] Popular Destinations - According to Tongcheng data, the top five popular destinations for the Spring Festival are Guangdong, Fujian, Sichuan, Chongqing, and Jiangxi [2][5] - The report highlights that Southeast Asia remains the preferred overseas destination for Chinese travelers during the Spring Festival, with major cities like Bangkok, Singapore, Kuala Lumpur, Ho Chi Minh City, and Bali being the most sought-after [7][8]