Core Insights - The travel preferences of young people in China are shifting significantly towards independent travel, with 52.3% favoring free travel over traditional group tours, which only attract 26.8% of this demographic [3][6]. Group 1: Changing Travel Preferences - Young travelers are increasingly opting for personalized travel experiences, often planning their own itineraries and seeking unique destinations [5][8]. - The trend of "拼假" (combining vacation days) is prevalent among young people, allowing them to extend their holidays and explore popular destinations like Beijing, Shanghai, and Chengdu [3][6]. - A significant 55.3% of young people prefer immersive travel experiences, while 41.9% are interested in off-the-beaten-path locations [6]. Group 2: Industry Response - The tourism industry is adapting to these changes by designing more flexible travel products that cater to the desires of younger travelers, moving away from rigid itineraries [7][8]. - Companies are focusing on creating personalized travel experiences, including options for self-guided tours and unique accommodations, to meet the evolving preferences of their customers [9]. - Marketing strategies are shifting towards social media platforms popular with younger audiences, such as Xiaohongshu and Douyin, to better engage this demographic [9].

Group 1 - The travel preferences of young people in China are shifting towards independent travel, with only 26.8% opting for group tours and 52.3% favoring free travel, indicating a trend away from traditional group travel [1] - Data from Qunar shows a 10% year-on-year increase in domestic flight bookings and double-digit growth in hotel bookings during the Qingming holiday in 2025, driven by young people's tendency to extend holidays through "leave + Qingming" strategies [1] - Young travelers are increasingly seeking personalized experiences, with 55.3% preferring immersive "wandering" and 41.9% interested in unique attractions, moving away from superficial sightseeing [4] Group 2 - The tourism industry is adapting to these market trends by redesigning travel products, moving away from traditional "rush" itineraries to more flexible arrangements that allow for personal exploration [5] - Companies are focusing on creating personalized travel routes and products that cater to the preferences of various customer segments, especially young travelers [6] - The industry is also enhancing marketing efforts on social media platforms popular with young people, such as Xiaohongshu and Douyin, to better reach this demographic [6]