作者 | 第一财经 乐琰 2月15日是"最长春节假期"首日、马年"小除夕"。在这一天，很多人正在从工作的城市赶往家的方向， 而一批"60后""70后"旅客已抵达北上广深，与儿女团聚。 去哪儿旅行数据显示，2月15日是60岁以上旅客的酒店入住高峰，入住量环比前一日大涨60%，与2025 年春节假期首日相比也增长了54%。让爸妈到大城市来"反向过年"，省下的机票钱请他们住酒店、逛景 区、自驾游。这一波"反向过年"游客，也让北上广深等大都市的春节不再冷清，旅游消费市场较往年更 加火红。 不少到大城市"反向过年"的游客，假期第一天就涌入景区。去哪儿旅行数据显示，2月15日，来自三线 及以下城市的游客，预订景区门票量同比增长三成。60岁以上游客预订景区门票增长10%。最受60岁以 上游客欢迎的景区中，排名第一的是北京环球度假区。环球影城度假区及周边，也是当日北京酒店预订 量TOP5商圈。 从上海的数据来看，据上海旅游大数据监测，春节假日第一天共接待游客256.12万人次，同比增长 38.97%。春节期间，上海市推出节庆活动、演出项目、博物馆展览、美术馆展览、非遗活动、公共文 化活动、儿童友好阅读新空间活动七大板块，共计 ...

2026.02. 15 本文字数：1581，阅读时长大约3分钟 途牛方面表示，春节假期首日，旅游浪潮火热开启。截至目前最新预订数据显示，自2月10日以来，春 节出游热度持续攀升；至2月15日春节假期首日，旅游度假叠加返乡探亲，春节假期迎来首轮客流高 峰。从酒店预订来看，北京、广州、厦门、上海、三亚、成都、昆明、杭州、南京、武汉等目的地预订 热度位居前列。融合本地文化元素的主题酒店、亲子友好型度假酒店以及特色精品民宿等成为游客的优 选，预订热度领跑。除传统热门目的地外，潮州、汕头、延边等一批"小而美"的目的地出游热度增长显 著，相关目的地的酒店上演了"量价齐飞""一房难求"的火爆景象。 不少到大城市"反向过年"的游客，假期第一天就涌入景区。去哪儿旅行数据显示，2月15日，来自三线 及以下城市的游客，预订景区门票量同比增长三成。60岁以上游客预订景区门票增长10%。最受60岁 以上游客欢迎的景区中，排名第一的是北京环球度假区。环球影城度假区及周边，也是当日北京酒店预 订量TOP5商圈。 从上海的数据来看，据上海旅游大数据监测，春节假日第一天共接待游客256.12万人次，同比增长 38.97%。春节期间，上海市推出 ...

Core Insights - The report indicates that the OTA (Online Travel Agency) sector experienced over 202,000 complaints in 2025, marking a 16.09% increase from 2024, with a notable correlation between complaint volume and holiday travel demand [2][14] Complaint Trends - The increase in complaints is significantly linked to holiday periods, particularly around Labor Day and National Day, with additional spikes during Spring Festival and summer vacations [2][14] - Common complaints include unreasonable refund and change policies for flight bookings, misleading hotel descriptions, and issues with fast-track services at tourist attractions [3][15] Complaint Amount Distribution - Over half of the complaints (56%) were for amounts under 500 yuan, indicating strong consumer awareness regarding their rights even for smaller transactions [4][16] Complaint Distribution by Platforms - A total of 50 OTA platforms received complaints, with 41 platforms having fewer than 1,000 complaints, accounting for only 0.95% of the total. In contrast, 6 platforms received over 10,000 complaints, representing 91.30% of the total complaints [5][18] Complaint Handling Performance - The overall complaint handling performance was positive, with a response rate of 97.56%. Major platforms like Fliggy, Tongcheng, Ctrip, Zhixing, and Qunar had an average response rate of 98.70% for complaints exceeding 10,000 [6][19] Regional Complaint Distribution - Guangdong province had the highest complaint volume, accounting for over 14%, followed by Jiangsu with over 6%. Other provinces like Zhejiang, Shandong, and Sichuan also had complaint rates exceeding 5% [7][20] Gender Distribution of Complaints - The gender distribution of complaints was relatively balanced, with males slightly higher at 50.89% compared to females at 49.11%, showing a minimal difference of 1.78 percentage points [8][21]

Core Insights - The winter travel demand in China's civil aviation sector is experiencing a significant increase, particularly due to the "snow holidays" announced in various regions, leading to a surge in flight bookings [1] Group 1: Flight Booking Trends - Flight bookings from Urumqi and Altay have seen substantial growth during the "snow holiday" period, with Urumqi's bookings increasing by 45% compared to the previous period and Altay's by 48% [1] - Popular destinations from Urumqi during the "snow holiday" include Sanya, Guangzhou, and Beijing, with ticket bookings to these locations more than doubling year-on-year [1] Group 2: Tourism and Attractions - The total ticket bookings for scenic spots in Xinjiang have increased by 16% during the "snow holiday," with top attractions including Sayram Lake, Hemu Scenic Area, and Kanas Scenic Area [1] - Policies such as free ski tickets for university students in Jilin and various discounts in Inner Mongolia and Xinjiang are driving tourism growth in these regions [1] Group 3: Hotel Booking Trends - Hotel bookings in popular ice and snow tourism destinations are also booming, with hotel reservations in Bortala, Xinjiang, increasing by over 80% year-on-year from November to January [3] - Other regions such as Dandong in Liaoning, Liao Yuan in Jilin, and Yichun in Heilongjiang have also seen significant hotel booking increases, with growth rates reaching 30% [3]

Group 1 - The travel demand in the civil aviation sector is significantly increasing this winter, particularly due to the "snow holidays" announced in various regions, leading to a surge in ticket bookings [2][4] - From November 29 to December 7, ticket bookings from Urumqi and Altay increased by 45% and 48% respectively compared to the previous period, with southern warm cities being particularly popular destinations [2][4] - Popular destinations from Urumqi during the "snow holidays" include Sanya, Guangzhou, and Beijing, with ticket bookings to these locations more than doubling year-on-year [4] Group 2 - During the "snow holidays," ticket bookings for scenic spots in Xinjiang increased by 16%, with top attractions including Sayram Lake, Hemu Scenic Area, and Kanas Scenic Area [6] - Policies such as free ski tickets for university students in Jilin and various discounts in Inner Mongolia and Xinjiang are driving tourism growth in these regions, making winter tourism destinations more diverse [6] - In addition to ski resorts, glacier and snow mountain attractions are also gaining popularity, with ticket bookings for sites like Yala Snow Mountain and Karola Glacier doubling year-on-year [8] Group 3 - Hotel bookings in popular ice and snow tourism destinations are experiencing a significant rise, with hotel reservations in Bortala, Xinjiang increasing by over 80% from November to January, and other regions like Dandong, Liao Yuan, and Yichun seeing a 30% increase [10]

Group 1 - The core viewpoint of the article highlights that Beijing is the top destination for travel during the summer vacation, particularly appealing to family and youth demographics [1] - Among the flight bookings to Beijing during the summer, nearly 30% are from individuals aged 22 and below [1] - There is a significant increase in ticket bookings for attractions in Beijing, with visitors aged 13 to 18 experiencing a fivefold year-on-year growth [1] Group 2 - The highest growth in one-day tour product bookings is seen for attractions such as the Tsinghua University Art Museum and Beijing Oceanarium [1] - Popular shopping districts include Zhongguancun and Wudaokou, indicating a trend in consumer behavior towards these areas [1]

Group 1 - The core viewpoint indicates a significant increase in travel activity during the "May Day" holiday, with a 30% year-on-year rise in travelers opting for "annual leave + May Day" combinations [1] - The total number of first-time flight ticket purchases has also seen a 30% increase compared to last year [1] - The demographic with the highest growth in travel includes families with one elder and one child, as well as residents from smaller cities [1] Group 2 - There has been over a 40% year-on-year increase in scenic spot ticket bookings [1] - More than 23 music festivals across the country have contributed to a more than threefold increase in hotel bookings in popular cities [1]

Core Insights - The domestic cultural and tourism market in China is experiencing a strong recovery during the "May Day" holiday, showcasing a "blossoming" trend across multiple regions [1] Group 1: Travel Trends - Long-distance travel destinations are performing exceptionally well, with ticket sales for scenic spots in Qinghai, Xinjiang, and Ningxia increasing by 100% to 200% year-on-year [1] - Cruise bookings on Ctrip have surged by 120% compared to the previous year [1] - "Reverse tourism" is boosting rural travel, with bookings for homestays in Xinjiang seeing a significant increase two months ahead of peak season [1] Group 2: Inbound Tourism - Inbound travel orders have skyrocketed by 130% year-on-year, indicating a strong revival in international tourism [1] - Agricultural experience and "China Shopping" have become popular new activities for foreign tourists [1]