市场规模扩大的同时，旅游消费呈现品质化升级态势，游客对出行品质的要求提高，推动旅游产品同步 调整。元旦期间高品质酒店、精品民宿、定制小团等产品预订热度显著提升，"请3休8"拼假模式催热的 长线游拉动客单价提升。木鸟民宿数据显示，家庭与亲子游需求增长明显，两室及以上家庭型民宿占比 提升13%，带有"亲子"标签的民宿订单同比增长227%。一些民宿房东提供的个性化服务，也为游客带 来满满情绪价值。据悉，途家平台上的云致民宿距离迪士尼园区10分钟车程，房东承诺"免费接送往返 乐园"，同档期房价仅为官方主题酒店的十分之一。对于带孩子出行或结伴同行的游客而言，住在周边 民宿既节省了住宿成本，也减少了乐园散场后的交通压力。在房型选择上，私汤民宿呈现出明显的"多 人同行"特征。2026年元旦假期，途家私汤民宿订单中，独栋别墅的订单量同比增长1.9倍，在所有房型 中位居第二；3居3床、4居4床等多居室民宿的订单量，同比增长均超过2倍。途家高级副总裁胡阳表 示，越来越多游客已经不再执着于在假期"密集打卡"，而是更希望通过私密、安静的空间，让身体和情 绪同时放松下来。私汤民宿兼顾了私密性、舒适度与家庭友好属性，精准地为其受众提供了 ...

Core Insights - The New Year's holiday travel market experienced a strong start in 2026, with both volume and prices rising, particularly in ice and snow tourism and duty-free shopping in Hainan [1][8] Group 1: Travel Trends - Consumer willingness to travel and spending power increased significantly during the New Year holiday, with per capita spending rising over 30% year-on-year [2] - Domestic hotel bookings on January 1 saw a staggering increase of 280% year-on-year, while bookings for domestic leisure activities surged over 270% [2] - Major scenic spots experienced a fourfold increase in ticket bookings, indicating a robust recovery in the travel sector [2] Group 2: Demographics and Preferences - Young travelers dominated the travel demographic, with "post-00s" making up 39% of travelers and "post-90s" accounting for 33% [3] - The trend of "self-care travel" emerged, with younger generations seeking meaningful experiences, leading to a 125% increase in searches related to New Year's travel [3] - Family travel saw an 80% increase in participation, with parents preferring high-star hotels and full-service resorts for comfort [3] Group 3: Popular Destinations - Mountain scenic spots saw a 150% increase in ticket bookings, with Huangshan orders up 544% and Lushan up 390% [6] - Ice and snow tourism remained a top choice, with Harbin's Ice and Snow World being a leading attraction [10] - Hainan's duty-free shopping was significantly boosted by the island's closure, with a 76% increase in flight bookings to its three major airports [10][11] Group 4: Unique Experiences - Events and performances drove tourism growth, with cities like Zhujiajian seeing a 2544% increase in travel orders due to concerts [7] - The trend of "micro-vacations" at bathing centers gained popularity, with search volumes for related services increasing significantly [14][17] - Private hot spring accommodations saw a 1.8 times increase in bookings, reflecting a preference for privacy and safety among travelers [12]