Core Insights - The 2026 Spring Festival holiday will last for 9 days, marking the longest holiday in history, significantly increasing travel demand compared to 2025 [2] - Smaller cities like Shantou and Jieyang are experiencing hotel price surges, with some prices increasing by over 20 times, while prices in major cities are decreasing [4][5] Group 1: Hotel Price Trends - In Shantou, hotel prices have surged dramatically during the Spring Festival, with some hotels increasing prices from around 94-119 yuan per night to over 1400 yuan, representing a rise of over 20 times [4] - Other cities such as Jieyang and Chaozhou also saw significant price increases, with hotels charging up to 5 times their regular rates during the holiday [5] - Conversely, hotels in major cities like Shanghai are seeing price reductions, with some hotels decreasing rates by over 50% during the same period [6] Group 2: Popularity of Smaller Cities - Smaller cities are gaining popularity due to their unique local customs and festive atmosphere, attracting tourists seeking authentic experiences [8] - The rise in interest for smaller cities is attributed to social media exposure, with local cultural activities like the intangible cultural heritage dance gaining traction online [9] - Data shows that hotel bookings in smaller cities like Shantou have increased by over 70% year-on-year during the Spring Festival, indicating a shift in tourist preferences [10] Group 3: Travel Patterns - There is a notable trend of travelers from larger cities returning to their hometowns, contributing to increased hotel demand in smaller cities [11] - The travel market is benefiting from both the influx of tourists to smaller cities and the "reverse reunion" trend where older travelers are visiting major cities, thus enhancing overall tourism revenue [11]

Core Viewpoint - Hotel prices in smaller cities like Shantou and Jieyang have surged significantly during the Spring Festival, with some hotels increasing prices by over 20 times compared to regular rates, while prices in first-tier cities have decreased [1] Group 1: Price Changes - In Shantou, hotel prices have increased from 4 times to over 20 times their usual rates during the Spring Festival [1] - For example, the Tevina Hotel in Shantou, which typically charges between 94 to 119 yuan per night, has raised its price to over 1400 yuan during the holiday, peaking at 2450 yuan on February 19, representing a more than 20-fold increase [1] Group 2: Market Trends - Smaller cities are becoming popular travel destinations due to local customs, festive atmosphere, and promotion through social media platforms [1] - In contrast, hotels in first-tier cities like Shanghai have seen price reductions during the same period, with some hotels experiencing price drops exceeding 50% [1]

Core Viewpoint - The article highlights the significant increase in travel demand during the 2026 Spring Festival, particularly towards smaller cities, leading to dramatic price hikes in hotel accommodations in these areas, while prices in major cities have decreased [3][10]. Group 1: Travel Trends - The 2026 Spring Festival holiday spans 9 days, the longest in history, which, combined with favorable weather and the timing of the holiday, has led to a surge in travel interest compared to 2025 [3]. - Smaller cities like Shantou and Jieyang have seen hotel prices increase dramatically, with some hotels experiencing price hikes of 4 to over 20 times their regular rates [6][7]. - In contrast, hotel prices in major cities like Shanghai have decreased, with some hotels seeing price drops of over 50% during the same period [8][14]. Group 2: Factors Influencing Travel Choices - The rise in popularity of smaller cities is attributed to their unique local customs and cultural experiences, which have been effectively promoted through social media [10][12]. - Data shows that hotel bookings in smaller cities like Shantou have increased by over 70% year-on-year, with specific cultural activities driving this growth [12][13]. - The trend of "reverse reunion" travel has emerged, where older travelers are opting to visit major cities, contributing to a decrease in hotel prices in those areas [14]. Group 3: Market Insights - The article notes that the top ten "dark horse" destinations for the Spring Festival are all located in southern China, with Shantou leading with a 186% increase in bookings [13]. - The demand for unique cultural experiences in smaller cities has led to a doubling of bookings in places like Jieyang and Pu'er, indicating a shift in traveler preferences towards local and authentic experiences [13][14]. - The overall increase in travel during the Spring Festival is expected to boost the tourism market, benefiting both small towns and major cities [14].

Core Insights - The 2026 Spring Festival holiday will last for 9 days, marking the longest in history, significantly increasing travel demand compared to 2025 [1] - Smaller cities like Shantou and Jieyang are experiencing hotel price surges, with some hotels seeing price increases of over 20 times, while prices in first-tier cities are decreasing [1][3] Hotel Price Trends - In Shantou, hotel prices have skyrocketed, with examples such as the Tevina Hotel's price rising from 94-119 yuan to over 1400 yuan during the holiday, a more than 20-fold increase [3] - Other hotels in Shantou, such as the Vienna International Hotel, have seen price increases of 4-6 times compared to regular rates [3][4] - In contrast, first-tier cities like Shanghai are seeing hotel prices drop, with some hotels reducing prices by over 50% during the same period [4][5] Popularity of Smaller Cities - Smaller cities are gaining popularity due to their unique local customs and festive atmosphere, attracting tourists from larger cities [7] - Activities such as traditional performances and local culinary experiences are driving interest in these destinations, leading to increased hotel prices [7][8] - Data shows significant growth in hotel bookings for smaller cities, with Shantou leading at a 186% increase in pre-orders compared to last year [9] Travel Behavior Changes - There is a notable trend of travelers from larger cities opting for "reverse reunion" trips, bringing their parents to urban areas for the holiday, which is contributing to the decline in hotel prices in those cities [10] - The demand for unique cultural experiences in smaller cities is prompting a shift in travel preferences, with more tourists seeking out local traditions and experiences [9][10]

Core Insights - The 2026 Spring Festival holiday will last for 9 days, the longest in history, significantly boosting travel demand, especially to smaller cities, compared to the 2025 Spring Festival [1] - Hotel prices in smaller cities like Shantou and Jieyang have surged dramatically, with some hotels experiencing price increases of over 20 times, while prices in major cities have decreased [3][4] Group 1: Travel Trends - Smaller cities are becoming increasingly popular travel destinations due to their unique local customs and cultural experiences, attracting tourists from larger cities [7] - The rise in popularity of smaller cities is supported by social media, which has helped promote local cultural activities, leading to increased tourist traffic [7][8] Group 2: Hotel Pricing Dynamics - In Shantou, hotel prices have increased significantly during the Spring Festival, with some hotels charging over 20 times their regular rates, such as the Tevina Hotel, which went from approximately 94-119 yuan to over 1400 yuan per night [3][4] - Conversely, hotels in major cities like Shanghai have seen price reductions during the same period, with some hotels offering discounts of over 50% [5][4] Group 3: Booking Trends - Data indicates that hotel bookings in smaller cities have surged, with Shantou leading with a 186% increase in pre-orders, followed by Jieyang and Chaozhou with increases of 162% and 135%, respectively [9] - The trend of travelers seeking unique cultural experiences in smaller cities is evident, with many opting for accommodations that offer local cultural activities, resulting in a doubling of bookings in places like Jieyang and Puer [9][10]

Core Viewpoint - The article highlights a shift in travel habits from "hasty check-ins" to "immersive experiences," with small cities emerging as potential tourism hotspots due to their unique charm and local culture [1][6]. Group 1: Event Overview - During the recent National Day holiday, Douyin's "Discover Treasure Small Cities - Outshine" campaign explored 20 small cities, creating themed travel routes and engaging local influencers to boost tourism [1][6]. - The campaign generated significant online engagement, with the hashtag DiscoverTreasureSmallCities reaching over 7.94 billion views, reflecting a vibrant travel trend [1][6]. Group 2: Thematic Routes and Experiences - The campaign categorized small cities into four distinct themed routes, such as "Spicy Season" and "Golden Autumn Season," catering to various traveler preferences [8][9]. - Influencers and celebrities participated in creating immersive content, showcasing local experiences and enhancing the appeal of these small cities [9][13]. Group 3: Social Media Impact - The campaign successfully generated buzz on social media, with 22 trending topics, including NationalDaySmallCities, achieving top rankings on local and national charts [19][39]. - The integration of real-life experiences with online engagement created a complete cycle of "viewing - interest - action," driving actual visits to small cities [19][39]. Group 4: Local Activities and Engagement - The campaign organized various local activities, such as markets and cultural events, to enhance visitor experiences and connect them with the local community [20][31]. - Collaborations with popular brands, like Wanglaoji, helped create a unique dining experience, reinforcing brand recognition and driving consumer engagement [34][36]. Group 5: Future Directions - Douyin's ongoing efforts aim to continue promoting small cities by highlighting their unique "color cards," fostering a comprehensive tourism experience that combines content creation, offline engagement, and commercial conversion [39].