Core Insights - The 2026 Spring Festival holiday will last for 9 days, leading to increased travel planning among the public [1] Group 1: Travel Market Trends - The outbound travel market for the 2026 Spring Festival is experiencing strong growth, with overall booking volume for long-haul destinations like France, Switzerland, Italy, the UK, Spain, and Portugal increasing by approximately 60% compared to the same period in 2025 [8] - Short-haul outbound travel has seen even more significant growth, with a year-on-year increase of 160%, particularly for destinations such as Thailand, Singapore, Vietnam, and the Maldives [8] - Domestic travel bookings have surged by 300% compared to 2025, with popular options including cultural tours, ice and snow activities, and winter escapes [9] Group 2: Changes in Travel Preferences - The 2026 Spring Festival travel market is not only expanding in scale but also undergoing structural changes, with a notable trend towards "cultural flavor" and "small group" travel, where groups of 20 or fewer now account for 50% of overall bookings [13] - Travelers are increasingly seeking emotional and cultural experiences, such as participating in traditional activities like making glutinous rice cakes or enjoying customized New Year's Eve dinners abroad, reflecting a desire to "travel with the flavor of the New Year" [13] Group 3: Hotel Booking Trends - Destinations with intangible cultural heritage experiences are seeing significant increases in hotel bookings, with Anhui Huangshan experiencing a 170% year-on-year increase, and both Jiangxi Jingdezhen and Fujian Quanzhou seeing their hotel bookings double [15]