市场层面，国内与入境市场双双走高。国内市场受 "请 3 休 8" 拼假模式刺激，错峰游需求激增，节前两天境内酒店搜索热度同比增长超 100%，国内机票搜 索热度同比提升 50% 以上。入境市场受益于免签红利持续释放，酒店及机票搜索热度同步大涨，入境酒店搜索热度同比增幅超 150%，上海、广州、北京、 三亚、深圳稳居热门目的地 TOP5，烟台、南宁、汕头等 "宝藏小城" 凭借独特魅力跻身热度上升榜前列。 2026 年元旦假期，旅游市场呈现全面升温态势，错峰游需求爆发、机酒双线增长、入境市场强劲复苏，异地长时旅居成为主流，主题旅游带动细分酒店品 类爆发，酒店行业需精准把握机遇优化运营。 用户行为呈现显著变化，游玩半径与连住时长大幅拉长。2026 年元旦跨省酒店住宿占比预计超半数，连住 2 天及以上的住宿需求进一步提升，异市出行占 比超 90%。客源地主要集中在上海、北京、广州、深圳、杭州等核心城市，出行偏好呈现南北分化特征：北方游客南下前往三亚、广州等城市过冬，南方 游客则青睐冰雪旅游；同时开封、景德镇等新兴目的地凭借丰富的跨年活动，成为游客新选择，热门酒店目的地 TOP10 涵盖上海、南京、哈尔滨、重庆等 南北 ...

例如，1月7日，长沙飞西安经济舱最低票价为180元（不含税），折扣约为1.4折；1月11日，长沙飞揭 阳经济舱最低票价198元（不含税），折扣约1.8折。此外，长沙飞兰州、厦门、泉州、宁波等地，经济 舱最低票价也多在200元出头（不含税）。 湖南航空相关负责人表示，节后商务与探亲客流明显减少，航空公司会通过灵活调价来刺激需求，这一 阶段往往是"全年性价比最高"的出行窗口。不过，随着1月中下旬大学生陆续放寒假，机票价格预计将 再次出现波动。 "有假期、有时间的旅客，不妨趁着淡季'捡漏'出游，不仅机票便宜，景区和酒店体验感也更好。"去哪 儿旅行大数据研究院研究员蔡木子表示。 燃油附加费下调 元旦假期过后，铁路、民航客流逐步回落，机票价格随之进入调整期。1月5日，记者注意到，长沙出发 的多条航线机票价格已跌破200元，同时国内航线燃油附加费也自5日起下调，为节后出行再添利好。 ■文/视频 三湘都市报全媒体记者 曾冠霖 节后机票"跳水" 长沙多航线低至"1"字头 随着元旦假期结束，国内航空市场迅速转入淡季。记者查询多家第三方售票平台发现，近期从长沙出 发，部分热门旅游城市机票价格已降至"白菜价"。 连线 春节期间长沙 ...

Investment Rating - The report indicates a positive investment outlook for the hotel industry, highlighting significant growth opportunities driven by changing consumer behavior and market dynamics [4]. Core Insights - The hotel industry is experiencing a surge in demand, particularly during the New Year holiday, with hotel search interest doubling year-on-year [3][7]. - There is a notable increase in off-peak travel demand, with both hotel and flight bookings seeing substantial growth, particularly in the inbound market [5][8]. - Emerging travel patterns include longer travel distances and extended stays, with a significant portion of bookings expected to be for two nights or more [12][18]. Market Forecast - Domestic - The "3 days off, 8 days on" holiday arrangement has stimulated off-peak travel demand, resulting in nearly a 50% increase in domestic hotel search interest and a 30% increase in flight searches compared to the previous year [6]. Market Forecast - Inbound - The inbound tourism market is showing strong growth, with hotel and flight search interest both increasing significantly; cities like Yantai and Nanning are gaining popularity [8]. User Behavior - Compared to last year, travelers are expected to have longer travel distances and stay durations, with over half of hotel bookings anticipated to be for cross-province stays [12]. - Northern tourists are heading south for winter, boosting interest in cities like Sanya and Guangzhou, while new destinations like Kaifeng and Jingdezhen are emerging [18]. Hotel Performance Insights - Keywords related to hot springs, private baths, and skiing have become the top search terms, leading to a 600% increase in hot spring hotel bookings and a 200% increase in ski hotel bookings [29][31]. - Events such as New Year concerts have significantly increased hotel search interest, with some events seeing an 800% increase in related hotel searches [33]. Hotel Management Recommendations - Hotels should prepare for a booking peak around December 31 by enabling automatic order acceptance and ensuring accurate online pricing and availability [34]. - Marketing strategies should include comprehensive promotional activities and social media engagement to enhance hotel visibility and drive sales [34]. - Hotels are encouraged to offer special packages that combine accommodation with local attractions and dining options to meet diverse customer needs [37].

Core Insights - The introduction of autumn breaks in various cities across China has significantly boosted the tourism market, with a notable increase in travel product bookings and searches [1][3][4] Group 1: Market Performance - From November 12 to 16, 2023, the search popularity for travel products on the platform increased by over 50% year-on-year, particularly in Sichuan and Guangdong [1] - Major cities such as Beijing, Xi'an, Chengdu, Chongqing, Shanghai, Hangzhou, Nanjing, Suzhou, Guangzhou, and Xishuangbanna emerged as popular destinations during the autumn break [3] Group 2: Consumer Behavior - The majority of travelers during the autumn break are families, with over 53% of the consumer base focusing on family-oriented and quality-driven travel experiences [3][4] - Popular activities include outdoor autumn viewing, visits to key museums, and theme parks, with a significant number of students traveling to scenic spots like Jiuzhaigou and Huangshan [3] Group 3: Product Offerings - The company has launched two main themed travel routes, "Autumn Viewing" and "Warm Autumn," focusing on short-distance and local travel to meet diverse consumer needs [4] - Specific offerings include autumn-themed routes in Zhejiang and self-driving tours in Guangdong, highlighting the increased demand for regional travel options [4] Group 4: Market Trends - The implementation of autumn breaks is seen as a positive development for the tourism market, effectively creating a new short holiday that stimulates mid-range travel demand [4] - The autumn break has contributed to a small peak in travel activity in November, alleviating the traditional concentration of travel during major holidays [4]

Core Insights - November is traditionally a low tourism season, but due to significant price reductions in flights and hotels, as well as discounts on train tickets, there is a surge in off-peak travel enthusiasm, making Nanjing a popular destination for family autumn vacations [1][2][4] Price Reductions - Flight prices have dropped significantly, with reductions exceeding 50% on various routes since mid-October. For example, flights from Nanjing to Chengdu can be as low as 420 yuan, and to Dalian as low as 330 yuan [2] - Hotels are also offering substantial discounts, such as a 3-day, 2-night package in Sanya reduced from 688 yuan to 398 yuan, and a similar package in Dali reduced from 1980 yuan to 899 yuan [2] - Train ticket prices have seen widespread discounts, with some high-speed rail routes offering fares as low as 40% of the original price [2] Increased Travel Activity - There is a notable increase in off-peak travel, with Tuniu reporting a 13% rise in user travel numbers compared to the same period last year. This trend is reflected across various travel products, including flights, hotels, and packaged tours [3] - Nanjing residents are particularly enthusiastic about nearby travel, with a 50% increase in local travel bookings on Tuniu compared to last year. Popular destinations include Shanghai, Huangshan, Suzhou, and Hangzhou [3] Nanjing as a Family Travel Destination - Nanjing has become a favored destination for family autumn vacations, with many scenic spots reaching their peak viewing period. New attractions, such as the water culture theme park at Xuanwu Lake, are drawing visitors [4] - A significant portion of visitors to Nanjing in November comes from nearby regions, including Jiangsu, Shanghai, Anhui, and Zhejiang, coinciding with the introduction of autumn breaks in various educational institutions [4]

Core Insights - After the National Day and Mid-Autumn Festival holidays, prices for flights and hotels to travel destinations have decreased, creating an optimal window for off-peak travel [1] - There is a noticeable increase in inquiries at travel agencies, particularly from the elderly demographic [3] Travel Trends - Popular off-peak travel destinations include Xinjiang, Beijing, Sichuan, Guizhou, and Yunnan, with significant price reductions for trips booked after the holidays [4] - For example, a ten-day trip to Xinjiang that costs around 12,000 yuan during the holiday can drop to over 5,000 yuan in November, representing a decline of over 50% [4] Pricing Analysis - Average ticket prices for flights from now until October 31 have decreased by 36% compared to the National Day period, while hotel prices have dropped by nearly 30% [6] - International flight and hotel prices have also seen a reduction of approximately 20% compared to the holiday period [6] Tourist Demographics - The current off-peak travel period is attracting a mix of tourists, including both the elderly and working professionals taking time off [6] - Zhangjiajie National Forest Park has reported receiving 272,700 visitors from October 9 to October 20, with 52,600 being international tourists, marking a year-on-year increase of 15.35% [11] Cross-Border Travel - From September 29, 2025, to June 30, 2026, South Korea will implement a temporary visa exemption policy for group tourists from China, boosting cross-border tourism [12] - The Lianyungang to Incheon route has seen significant growth in passenger flow, with over 50,000 travelers recorded in the first three quarters of 2025, 70% of whom are elderly [14] Travel Experience - The Lianyungang to Incheon route is favored for its comfortable travel experience and unique five-day deep tour offerings, particularly appealing to the elderly demographic [18]

Group 1 - The tourism market is entering the off-peak season after the "Eleventh" holiday, leading to an increase in elderly tourists seeking autumn experiences, thus boosting the popularity of off-peak travel among the "silver-haired" demographic [1][3] - Travel agencies in Taiyuan report a rise in inquiries and bookings for off-peak travel, particularly among elderly travelers who prefer warm destinations [3][5] - Many travelers are choosing to travel during the off-peak season to enjoy fewer crowds and better experiences, along with lower prices compared to peak season [5][7] Group 2 - Popular long-distance destinations like Hainan, Yunnan, and Sichuan are seeing significant price reductions, attracting mainly elderly travelers, those on annual leave, and newlyweds [7] - In Xuzhou's Xinyi City, the autumn scenery is drawing local tourists, with vibrant colors and diverse vegetation enhancing the appeal of the area [9][11] - The forest coverage rate in the Malingshan scenic area has increased to over 95% due to large-scale afforestation and landscape improvement efforts, resulting in a more than 40% year-on-year increase in visitor numbers after the National Day and Mid-Autumn Festival [12]

Group 1 - The rise of internet celebrity food stalls, such as the cartoon pancake stall in Chengdu, has attracted significant attention, with customers reportedly waiting 5 hours and spending 65 yuan for a single pancake [1] - The "Chicken Chop Brother" in Jiangxi has also contributed to the popularity of Jingdezhen as a tourist destination during the recent holiday, with many visitors specifically going to his stall [1] - Various cities are creating unique "check-in" spots to enhance their cultural tourism appeal, including the "Xiao Zhan" themed check-in point in Chongqing and the "World's Highest Bridge" in Guizhou [1] Group 2 - A recent survey by Shanghai University of Finance and Economics indicates that the "check-in" behavior among Generation Z has evolved into a complex practice that combines social, psychological, and cultural demands, with over 60% of surveyed students visiting check-in spots more than 7 times a year [2] - The tourism market is entering an optimal "off-peak check-in" period following the Golden Week, with high-value travel opportunities available both domestically and internationally [2] - Top cities for hotel bookings during the off-peak period include Beijing, Shanghai, and Chengdu, while the most popular international destinations are Japan, South Korea, and Thailand [2]

Core Insights - The introduction of a "free admission for Shandong residents" policy at Yishan Scenic Area has significantly boosted visitor numbers, especially during the traditional off-peak season following the National Day holiday [1][3] - The policy has led to a 47% year-on-year increase in average daily visitors during the first week of implementation, with over 12,000 visitors recorded on the weekend of October 18-19, 85% of whom were from Shandong province [3][5] Group 1: Visitor Engagement - The policy's simplicity, requiring only a social media share and ID for entry, has garnered widespread praise from visitors, contributing to a social media buzz with over 20 million views on related topics [3] - The scenic area's marketing strategy effectively aligns with current consumer demand for high-value travel experiences, combining free admission with off-peak travel incentives [3][5] Group 2: Enhanced Visitor Experience - October is highlighted as the best time for mountain climbing at Yishan, with vibrant autumn colors and enhanced waterfall visibility due to increased rainfall [5] - The scenic area has introduced several popular photo spots and improved visitor services, including a dedicated "Shandong residents free admission lane" to reduce wait times and provide complimentary amenities [5][6] Group 3: New Attractions and Activities - New attractions, such as the first cliff swing in Shandong, have become major draws for visitors, enhancing the overall experience and encouraging social media sharing [6] - Upcoming events like the "Yishan Autumn Color Festival" and "Royal Temple Ginkgo Season" are planned to further stimulate autumn tourism, leveraging the free admission policy [8]

Group 1 - The post-holiday travel market is experiencing a significant increase, with travelers showing a preference for high-quality experiences rather than just low prices [1][2] - Data from Ctrip indicates that air ticket prices dropped significantly after the holiday, with business class prices decreasing by 12% and economy class prices dropping nearly 20% compared to peak holiday prices [1] - The average price of air tickets for travel from October 13 to October 31 is 36% lower than during the holiday period, while hotel prices have also decreased by nearly 30% [1] Group 2 - The demographic of travelers during the off-peak season is shifting, with a notable increase in younger travelers, particularly those from the '80s and '90s, who account for over half of the market share [2][3] - The "experience return rate" is becoming a core consideration for mature travelers, indicating a shift towards a new travel culture that values comfort and relaxation [2] - Popular travel themes during the off-peak season include leisure parks, cultural tours, and autumn sightseeing, with specific tour packages seeing high demand [3]