2026 年 2 月 24 日 行业研究 春节假期旅游需求旺盛，呈量价齐升、结构优化特点 ——春节假期旅游市场点评 要点 春节假期旅游市场延续高景气度，呈现 "量价齐升、结构优化"特征：2026 年春节假期，全社会跨区域人员流动量有望创新高，民航、铁路、水运等交通方 式客流均实现同比增长，其中水运受游轮观光、海南封关等因素拉动表现尤为亮 眼。酒店市场量价双增，从酒店交易规模来看，飞猪平台春节假期酒店间夜量同 比增长 75%，且高星级酒店人均预订间夜量接近 3 晚，呈现一定的消费升级趋 势，部分热门旅游城市酒店价格涨幅显著；受"先团圆、后度假"的分段式出行 影响，一定程度上推动春运机票价格同比上涨，热门航线供需格局较紧张。 国内游传统与小众目的地热度均上升，AI 推动消费场景串联：1）2026 年春节 国内游市场持续火爆，飞猪平台国内游订单量创历史新高，人均预订金额同比提 升约 10%。2）游客既追求传统旅游目的地的经典体验，亦青睐小众目的地的特 色玩法，国内游呈体验多元化趋势。传统景区方面，祥源文旅旗下核心景区表现 亮眼，春节假期前四天累计接待游客 26.45 万人，同比增长 20%，其中湖南张 家界黄龙洞、 ...

"今年我们一家人准备去广东和香港过春节。潮汕很火，我们特意在潮州预订了年夜饭，还准备在汕头 看英歌舞，再带老人去深圳的中英街、香港的太平山顶看看，找寻时代记忆。" 在北京工作的桂先生策 划了一家十口人的春节旅行，他提前一个月就规划好从北京、重庆、武汉等地出发，在广州会合的行 程。 今年春节假期共9天，是"最长春节假期"。像桂先生一家人一样，选择走得更远、玩得更久的人不在少 数。 不少消费者提前规划家庭出游行程。美团旅行数据显示，马年春节"酒店提前订"订单同比增长 63%，"跨城连住2天以上"订单同比增长65%，"全家出游订酒店"订单占比超六成。飞猪数据显示，春节 假期出行机票预订量同比增长55%，租车预订量同比增长97%，包车游预订量同比增长111%。 注重"在地体验" 春节出境游同样火热，飞行距离适中、春节氛围浓郁、免签便利的东南亚地区仍然是国人海外过年首选 地。同程旅行数据显示，春节出境游热门目的地前十名包括曼谷、吉隆坡、胡志明市等。 此外，中国游客出境游的飞行半径显著拉长，主打差异化体验的出境游玩法受热捧。飞猪数据显示，出 境游服务预订量同比增长近40%，春节出境游预订量前二十位的国家中，位于"八小时飞 ...

转自：成都日报锦观 来蓉尝"年味儿"带火假日旅游 成都位列热门旅游目的地第一方阵 本报讯 （成都日报锦观新闻记者 余力） 去哪儿旅行最新数据显示，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增长了54%。 让父母到大城市反向过年，省下的机票钱请他们住酒店、逛景区、自驾游，"反向过年"让成都等地的春节较往年热闹了许多。 数据显示，2月15日酒店入住量最高的城市中，广州、北京、深圳、上海排名前四，其中广州增长30%。此外，昆明、重庆、成都、西安、大 理、福州酒店预订量挺进全国TOP10，昆明、福州同比去年均增长六成以上，大理增长53%。 去哪儿旅行数据显示，2月15日，受50岁以上旅客欢迎的飞行目的地均为一线大城市，位列前5的城市分别是北京、上海、成都、广州、深圳。 一些从中小机场飞往大都市的"反向团圆"航线热度增长更加显著。 去哪儿旅行数据显示，2月15日，平台上的中国游客飞往了全球475个城市。最热门的出发城市分别是：上海、北京、广州、成都、深圳。最热 门的目的地城市为：米兰、罗马、威尼斯、佛罗伦萨、那不勒斯。 在中国最具有特色的节日里，体验"年味儿"成 ...

Group 1 - The core viewpoint of the articles highlights the significant increase in tourism and travel activities during the Valentine's Day and the upcoming Spring Festival, driven by the combination of romantic and festive economies [1][2][4] - Domestic air travel for February 14 saw over a 40% increase compared to the same week last year, with hotel bookings in popular small cities more than doubling year-on-year [2][4] - The trend of combining Valentine's Day with the Spring Festival to create an extended holiday is becoming popular, leading to a peak in travel activity on February 14, which is expected to stabilize and grow from February 15 to 21 [4][5] Group 2 - The search volume for "intangible cultural heritage experiences" has increased by 200% in the past week, indicating a rising interest in cultural tourism [5][6] - Spring tourism data shows a nearly 30% year-on-year increase in domestic travel and a 20% increase in outbound travel during the Spring Festival period [5] - Popular destinations for "reverse reunion" flights, where older travelers fly to major cities to reunite with their children, have seen ticket sales increase by over five times [7][8] Group 3 - The most favored destinations for travelers aged 60 and above during the Spring Festival include major cities like Beijing, Shanghai, and Guangzhou, with hotel bookings in these cities seeing significant year-on-year growth [8][9] - The trend of "reverse reunion" reflects a shift in family dynamics, where the definition of reunion is evolving from merely returning home to enjoying experiences together in different locations [10]

Group 1 - The combination of Valentine's Day and the upcoming Spring Festival has significantly boosted travel and hotel bookings, with domestic airline travel increasing over 40% compared to the previous week [1][2] - Popular domestic travel destinations for February 14 include Chengdu, Chongqing, Kunming, Guiyang, and Harbin, with notable growth in routes to non-first-tier cities, showing over 80% year-on-year increase for certain destinations [1][2] - The hotel market experienced a peak in bookings on February 14, particularly in first-tier cities, with high-quality hotels and unique room types seeing over 30% growth in bookings compared to the previous week [2][3] Group 2 - The trend of staying in hotels during the Spring Festival has shifted from a niche choice to a popular trend among returning travelers, with nearly 300 county-level destinations seeing over 100% year-on-year growth in hotel bookings [3] - Short-haul international travel remains popular, with countries like South Korea, Thailand, and Singapore being favored destinations, while long-haul travel to Russia and Egypt has seen significant increases, with Russia experiencing over 160% growth compared to last year [4][5] - To attract Chinese tourists, some countries are organizing events that celebrate Chinese cultural traditions, such as the "Moscow Chinese New Year" festival, enhancing the appeal of international travel during the Spring Festival [5]

Core Viewpoint - Booking Holdings (NASDAQ:BKNG) is a major player in the online travel industry, facing competition from companies like Expedia and TripAdvisor. The stock was downgraded by Citigroup from "Outperform" to "Market Perform" with a price of $4,644.64 at the time of the downgrade [1][5]. Stock Performance - BKNG's stock closed at $4,644.64, reflecting a significant decline of 9.32% from the previous day, which is more severe compared to the S&P 500, Dow, and Nasdaq, which saw losses of 0.84%, 0.34%, and 1.43% respectively [2]. - Over the past month, BKNG's stock has decreased by 4.57%, underperforming the Retail-Wholesale sector's gain of 6.19% and the S&P 500's increase of 1.8% [2]. Upcoming Earnings Report - Investors are anticipating BKNG's earnings report scheduled for February 18, 2026, with an expected earnings per share (EPS) of $47.53, representing a 14.39% increase from the same quarter last year [3]. - The Zacks Consensus Estimate projects net sales of $6.11 billion, indicating an 11.69% rise from the previous year, suggesting potential growth despite recent stock performance challenges [3]. Trading Range and Market Capitalization - BKNG's stock has traded between a low of $4,615.19 and a high of $5,115 in the current session, with a yearly high of $5,839.41 and a low of $4,096.23 [4]. - The company's market capitalization is approximately $149.7 billion, with a current trading volume of 625,999 shares on the NASDAQ exchange [4].

Core Insights - The 2026 Spring Festival travel season has begun, with a notable increase in travel demand due to the late timing of the holiday and extended vacation periods, leading to a mix of returning home, student travel, and tourism [1] Group 1: Travel Trends - First-tier cities remain the most popular destinations, with "reverse New Year" and "North-South travel" emerging as new trends this year [1][2] - The top ten destinations before the Spring Festival include Beijing, Chengdu, Shanghai, Guangzhou, Shenzhen, Haikou, Kunming, Chongqing, Sanya, and Harbin, indicating strong appeal from major cities and key tourist locations [1][3] - On the first day of the Spring Festival travel, long-distance travel trends show a significant interest in western cities, with Chengdu and Chongqing leading hotel bookings among non-first-tier cities [1] Group 2: Flight and Hotel Data - The most popular flight routes during the Spring Festival include Guangzhou-Shanghai, Beijing-Shenzhen, and Beijing-Chengdu, primarily connecting first-tier cities [3] - Hotel search interest in first-tier cities surged over 70% on the first day of the Spring Festival travel, with many hotels near train stations and airports already sold out [3] - There is a notable increase in interest for less popular routes driven by the "reverse New Year" trend, with some routes seeing over a 300% increase in popularity compared to last year [4] Group 3: Travel Logistics - Many cities are enhancing transfer services between airports and high-speed rail stations to facilitate smoother travel experiences [5] - Predictions indicate multiple travel peaks during the Spring Festival, with February 7 expected to be the first major travel peak, leading to rising ticket prices [6] - Ticket prices for popular routes have already begun to increase, with a notable rise observed from February 6 to February 7 [6]

Group 1 - The core viewpoint of the articles highlights the strong demand for travel during the Spring Festival, with a notable increase in hotel bookings and diverse travel destinations as the Spring Festival travel season begins [1][2] - On February 2, the average price of domestic and international flight tickets showed a slight increase compared to the same week last year, but overall remained stable, with expectations of a significant rise starting February 7 [1] - The long-distance travel market on the first day of the Spring Festival is characterized by a trend towards western destinations, with the top five popular domestic flight destinations being Guiyang, Chengdu, Kunming, Chongqing, and Xi'an [1] Group 2 - Hotel booking heat in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen increased by over 70% compared to the same week last year, driven by business travelers and leisure vacationers [2] - Certain hotel products near train stations, airports, and popular commercial areas showed sold-out status on the first day of the Spring Festival, indicating high demand [2] - Popular room types for booking included hourly rooms, double rooms, and family rooms, reflecting the preferences of travelers during this peak season [2]

临近春节，商旅人士的密集外出拜访，以及出行旅客的临时休憩，也拉升了春运首日的酒店预订热度。 同程旅行数据显示，截至2月2日13点，北京、上海、广州、深圳的酒店搜索热度，相比上周同期增长超 过70%。火车站、机场周边，以及热门商圈附近酒店在当天入住的部分产品已显示售罄状态。钟点房、 大床房、家庭房成为预订热度较高的热门房型。 2月2日，2026年全国春运正式拉开帷幕。返乡探亲、学生放假、旅游度假多重客流叠加，使得春运首日 呈现运力需求旺盛、出行目的地多元、酒店预订升温等特征。同程旅行数据显示，2月2日，国内和国际 机票均价相比上周同期略有提升，但总体保持平稳，预计将在2月7日开始呈现明显上扬。西部城市不仅 成为春运首日国内热门航线的目的地，成都和重庆的酒店预订热度仅次于北上广深，领跑国内非一线城 市。 春运首日，长线出行市场呈现"一路向西"的特征。同程旅行数据显示，截至2月2日13点，国内机票预订 热度最高的五大热门目的地为贵阳、成都、昆明、重庆、西安，且出发地多集中在上海、温州、杭州、 宁波、深圳等长三角和珠三角区域城市。值得注意的是，京津冀、长三角、珠三角也是春运首日，短途 出行热度最高的区域，客源结构以商 ...

Core Viewpoint - Brazil's President Lula announced the exemption of short-term visa requirements for certain categories of Chinese citizens, in a reciprocal response to Brazil's visa-free measures for its citizens traveling to China, leading to a surge in searches related to Brazilian tourism and travel [1] Group 1: Impact on Travel Industry - The announcement has resulted in a significant increase in searches for travel to Brazil, with cities like Rio de Janeiro, São Paulo, and Brasília seeing the highest search volumes, with at least a sixfold increase compared to the previous week [1] - As of January 24, the search volume for flights from China to Brasília surged by 84% within one hour, while searches for flights to Rio de Janeiro increased by 27% in the same timeframe [1] - Brazil ranks as the sixth fastest-growing country for flight bookings ahead of the upcoming 2026 Lunar New Year holiday, with a year-on-year growth of 170% [1]