As millions of Chinese travelers gear up for the upcoming Golden Week holiday in October, Trip.com Group’s latest data reveals a surge in travel activities, marking the last major travel period of 2024. Hotel bookings are already peaking for arrivals on October 1st, the start of the holiday, with the average stay extending beyond seven days. This trend is driven by the possibility of a 10-day break with just two days off work. The total growth in bookings year-on-year signifies a robust recovery in the travel sector.
Surge in Mid-Tier Stays and Affordable Travel Options
Chinese travelers are increasingly favoring high-quality, mid-tier accommodation, especially in popular destinations like Japan, Thailand, South Korea, Malaysia, and Vietnam. Interestingly, Europe has seen nearly triple the growth in 5-star hotel bookings compared to the Asia-Pacific region. The shift toward value-for-money stays reflects a broader trend in travel preferences, where tourists are balancing quality and cost.
Additionally, average air ticket prices to top outbound destinations have dropped significantly. This reduction has made international travel more accessible, encouraging more Chinese tourists to explore long-haul destinations such as Australia, the United States, and the United Kingdom.
Long-Haul Destinations and Multi-Destination Itineraries on the Rise
Long-haul destinations have seen a remarkable increase in interest among Chinese travelers. Australia, New Zealand, the United Kingdom, France, and Spain are among the most sought-after locations, with flight bookings exceeding pre-pandemic levels. In Europe, travelers are opting for longer stays, often between 10 to 14 days, and over 30% are choosing multi-destination itineraries to maximize their travel experiences.
This shift in preference is also evident in visa applications, which are being submitted an average of 68 days before the holiday—a significant increase from last year. Popular destinations for visa applications include Japan, South Korea, and Australia, showcasing a proactive approach to travel planning.
Off-the-Beaten-Path Destinations Gain Popularity
Overtourism in traditional hotspots has led to a growing interest in lesser-known destinations. In Japan, cities such as Yokohama, Takayama, and Ito have seen triple-digit growth in bookings, highlighting the appeal of exploring beyond the usual Tokyo-Osaka-Kyoto circuit. In Vietnam, the scenic Phu Quoc Islands are gaining popularity, while in Japan, the hot spring town of Higashiizu is attracting visitors seeking wellness experiences.
In Europe, Granada and Seville have experienced a significant uptick in bookings, with growth rates of 260% and 144%, respectively. This trend indicates a desire among travelers for deeper cultural and historical immersion beyond the main capitals.
Live Entertainment Boosts Travel Demand
Live entertainment events during the Golden Week holiday are drawing millennials to the Asia-Pacific region. Concerts by popular K-pop artists such as Taemin and Taeyang in Hong Kong, and international stars like John Legend and Ne-Yo, are expected to attract large audiences. In Singapore, hotels near concert venues have seen a 214% increase in unique views, indicating high demand for accommodations close to event locations.
Cross-Border Tourism Flourishes
The two-way nature of outbound and inbound tourism between China and key markets like Thailand and Singapore is also noteworthy. Both countries have mutual visa exemptions with China, contributing to a surge in cross-border travel. Additionally, Trip.com Group’s Shanghai Express initiative is enhancing the experience for international passengers with layovers in Shanghai, offering curated tours that explore the city’s cultural landmarks.