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“史上最长”春节引发出行热潮,酒店预订量激增七成
Xuan Gu Bao· 2026-01-29 23:13
Group 1 - The travel trend during the Spring Festival is significantly increasing, with hotel bookings during the holiday period rising by 71% year-on-year [1] - Major hotel groups have shown robust pre-sale data for the Spring Festival, with average daily room rates (ADR) for Atour and Huazhu increasing by 46% and 32% respectively on a week-on-week basis [1] - The longer holiday period this year (9 days compared to 8 days last year) is expected to drive higher hotel demand, with anticipated government support measures for the industry [1] Group 2 - The hotel sector is currently at a historical cycle bottom, with leading companies shifting their strategy from prioritizing occupancy rates (OCC) to optimizing revenue per available room (RevPAR) [1] - Huazhu has already seen a positive turn in ADR in Q3, indicating a strengthening of pricing power among leading hotel chains [1] - Jin Jiang Hotels is identified as the largest hotel chain in China, while ShouLai Hotels is focusing on the development of standard management and mid-to-high-end hotels, with the proportion of mid-to-high-end hotel rooms increasing to 42.5% by Q3 2025 [1]