GuShiio.com Wen| Space Detective, author| Wu Shuang
During the Spring Festival this year, the tourism accommodation market has undergone some new changes compared with the past. Space Secret Exploration selected the top five hot searches during the Spring Festival holiday to analyze and predict the overall trend of the tourism and accommodation industry in 2025.
As the temperature continues to rise, foreigners live in towns and villages in China
With the successful application for the Spring Festival heritage and the continuous optimization and relaxation of China’s visa-free policy, more and more foreigners are coming to China to experience the New Year’s customs immersively and feel the steaming flavor of China. During the Spring Festival, celebrating the New Year in B & Bs has become a new travel choice for more and more foreign tourists. Tujia B & B data shows that as of February 4, the number of B & B bookings with China passports during the Spring Festival on the platform increased by 3.7 times year-on-year, and 51 towns received orders from foreigners for the first time.
Chaoshan is crowded, and hotel prices are rising almost to Hainan
Three days before the Spring Festival, tourists from all over the world crowded the Shantou Small Park in Chaoshan, a 724,300-square-meter area, and Nan’ao Island was surrounded. Even the price increase of hotels near Chaoshan was comparable to that of Hainan, and the price of a 155-yuan chain hotel room soared to 688 yuan.
“Express hotel, marked with a five-star price.& rdquo; Thousands of cheap hotel chains beat 99.99% of netizens in Hong Kong, Beijing, Henan, Chongqing and other places across the country. They successively posted complaints that they wanted to go to Chaoshan to celebrate the New Year, but were discouraged by soaring hotels. Even Hong Kong netizens with high prices were unwilling to be reaped by more than eight times the price difference and had no choice but to cancel their trip.
Returning home + county tour, 300 yuan to stay in a luxury hotel
Same-trip travel data shows that during the 2025 Spring Festival holiday, the popularity of mid-to-high-end hotel bookings in some counties has increased by more than 40% compared with weekdays. Among them, hotel orders in Gongliu County in Xinjiang and Fengjie County in Chongqing have increased by as much as five times. Orders for Spring Festival hotels in She County in Anhui and Songpan in Sichuan have increased by three times and 2.2 times respectively year-on-year. Reservations for Spring Festival hotels in Xiuning in Anhui, Nandan in Guangxi, Yizhang in Hunan, Minhou in Fujian, Luding in Sichuan and Jiuzhaigou have increased by more than doubled year-on-year; The data of high-star hotels in the county is even more eye-catching, with bookings doubling year-on-year, and the proportion of bookings exceeding chain and low-star hotels.
Among them, cost-effective luxury hotels worth more than 300 yuan are the most popular. In terms of tourists, tourists aged 25-35 account for more than 40% of hotel bookings in the county. Parent-child rooms, landscape rooms, hourly rooms, B & Bs and apartments and e-sports hotels are popular hotel booking themes during the Spring Festival holiday. Many young people invite friends to go to e-sports hotels to relax during the Spring Festival holiday, driving the popularity of e-sports hotel bookings to increase by 45% year-on-year. In addition, the price of high-star hotels during the Spring Festival this year is about 10% cheaper than in previous years, and the higher cost performance has also driven consumption upgrades.
Maritime cruise hotels have become the new favorite of silver-haired people during the New Year
From January 28 to February 4, Shanghai Wusongkou International Cruise Port launched a total of 5 international cruise ships and 9 voyages, attracting more than 60,000 tourists to travel on international cruise ships, a significant increase of 275% year-on-year, setting a new record for Shanghai Wusongkou International Cruise Port with the largest number of cruise ships and the largest passenger flow during the Spring Festival holiday.
Among them, cruise tours that focus on comfort, lying flat and worrying have become a favorite for silver-haired people over the age of 50. On the Ctrip platform, cruise orders for this year’s Spring Festival increased by 357% compared with last year, and orders for people over the age of 50 have increased nearly twice.
The whole family goes out and owns a small courtyard to celebrate the intangible cultural heritage year
Data from Ctrip platform shows that family travel is a major feature of the Spring Festival tourism market. Nearly 80% of users have chosen family travel. Among them, the phenomenon of three generations of old, middle and young traveling together and parent-child traveling is particularly prominent, with the proportion of tourists accounting for 33% and 26% respectively. In addition, 20% of young users choose to travel with their parents or elders during the Spring Festival. This year is the first Intangible Cultural Heritage Spring Festival. Intangible Cultural Heritage activities such as English songs and dances, wandering gods, dragon dances, lantern festivals, etc. are favored by family tourists. Qunar data shows that bookings for small cities with a popular New Year show that the fastest growth in hotel bookings. Among them, hotel bookings during the Spring Festival in Huangshan increased by more than 100% year-on-year; the Chaoshan area of Guangdong, which has a strong New Year flavor and has unique folk activities, has considerable passenger flow, and hotel bookings in Shantou and Chaozhou both increased by 80% year-on-year; Fuzhou, Quanzhou and other places in Fujian The booking volume increased by 60%.
Car rental and customized travel are popular choices for family travel, accounting for 54% and 37% respectively. Home-to-group products with high flexibility and freedom have become popular among tourists. B & B products that can be used for extra beds and cooking New Year’s Eve dinner are favored by family tourists. During the Spring Festival this year, single-family B & Bs in Chongming, Shanghai are more popular. Some B & Bs are full of rooms from New Year’s Eve to the sixth day of the New Year; in B & Bs with mainly rural characteristics, there are family groups that buy small courtyards to celebrate the New Year. Many B & B landlords said that after the National Day holiday, B & Bs have received many consultation calls, mainly forming family groups, intending to rent the entire yard and reserve all guest rooms.
Whether it is a family outing or a silver-haired Chinese New Year at sea, judging from the above hot search news of the 2025 Spring Festival accommodation industry, the space secret detective found:
1. Under differentiated and diverse consumer demands, hotel brands try to accurately embrace consumers. Based on different consumption and experience demands, consumers are also divided into different groups and have unique group attributes. For example, rejuvenation means trend, fashion, and fun; leisure means relaxation, freedom, and vacation. Different consumer groups mean different consumption power, purchasing power value, appeal, and influence. The essence is to face the bottleneck of existing markets. The competition for customer groups is a last resort.
However, it is not difficult to find that the current guest base is becoming blurred. From more than 70 grandmothers living in hotels to studying in children’s hotels, multiple attributes of hotels such as business, leisure, parent-child, and health care appear on the same object. This is also why business hotels provide more innovative and attractive parent-child services, seize the dividends of parent-child consumption, and also provide leisure facilities.
“Who is the target audience?& rdquo; What are their demands?” rdquo; It is still an issue that the accommodation industry urgently needs to clarify. Therefore, at a time when consumer needs are diversified and personalized, brands still need to re-understand consumers, understand their underlying demands, and only by doing what they like can customers come.
2. The silver-haired population has become an incremental market, and some hotels will gradually adapt to aging. For the wine travel industry, the silver-haired people have become a group that cannot be ignored in the tourism industry. As the retirement wave approaches, the silver-haired people with money and leisure have become a large increase in the tourism consumer market. According to estimates, the scale of my country’s silver hair economy has reached a trillion-level market, covering a wide range of areas and diverse business formats. The consumption potential and market value of the silver-haired people have become increasingly prominent. At present, the domestic market for elderly care and health care hotels is still immature. The new market demand and the supply of hotels are still misaligned, and they have not yet formed an effective resonance. It is more just that hotels have cracked the off-season or Diversified efforts.
Hilton, Intercontinental, Marriott, Hyatt, First Travel, Greenland and other domestic and foreign hotel groups have made arrangements in the health care business in recent years, but they are still in their infancy. It should be noted that the consumption pattern of the silver-haired people is quietly changing, evolving from basic survival needs to health management, psychological satisfaction and intelligent services. However, blind layout has higher risks. This requires hotels, B & Bs, apartments and other accommodation products to work hard in many aspects such as booking methods, attention to facilities/services, and age-friendly needs to create hotel products that the silver-haired group needs and likes, so as to achieve demand-driven investment and supply-side structural reform.
3. Hotels must learn to pamper tourists, and premiums will be generated from services. From the demand side, the accommodation industry in popular tourist cities during the Spring Festival holiday is a scarce resource, and it is normal for prices to fluctuate. Many hotel prices may increase by 30% to 50% compared with usual, or even double. Also facing rising prices, whoever can do better in terms of the richness of activities and projects, the service temperature of employees, and the orderly management will win the hearts of guests. The fancy pet tourists from all over the world mentioned above are aware of this. Good services bring good reputation, good reputation brings new traffic, and new traffic creates a steady stream of benefits, which is also applicable to the accommodation industry.
4. Under the background of rural revitalization, mass Internet celebrity mountain villages will become new competition spots.“” Among the rural areas, a number of New Year customs cultures with village characters, such as Village Evening Village BA Village Run and other New Year customs have repeatedly emerged, becoming a cultural feast full of regional characteristics.“”“”“”“” For example, East Wenquan Town, Banan District moved the village to the live broadcast room at night and invited netizens to vote for the program cloud. In an instant, more than 2000 netizens poured into the village’s vegetable market, triggering more than 20,000 likes and comments; many people also went to the village’s vegetable market to shop“”“”“”……
Behind these out-of-circle phenomena is, on the one hand, the local government’s strong investment in the construction of rural cultural tourism infrastructure, and on the other hand, consumers ‘pursuit of a true sense of the New Year. Gao Songyuan, head of the China region of the Asian Hospitality Big Data Research Institute, said that it is expected that the popularity of hotel bookings in the county will remain high in 2025. The demand for county hotels mainly comes from two major customer groups: one is Spring Festival tourism and holiday customers, mainly county-level cities with large scenic spots or popular tourist destinations, such as Yangshuo County, Changsha County, Fenghuang County, Wuyuan County, Pingyao County, etc.; the other major customer group is visiting relatives returning to their hometowns for the New Year and young people in neighboring towns who are undergoing leisure, entertainment and hospitality. County-level cities in the central and western regions have the most obvious performance.
5. Pay more attention to foreign tourists and make products suitable for both Chinese and foreign countries. Driven by China Travel and the first intangible cultural heritage craze, data from many hotels and online travel platforms show that a large number of foreign tourists came to China to experience the Year of China in depth during the Spring Festival this year. Ctrip’s “2025 Spring Festival Tourism Summary Report” shows that overall cross-border travel orders increased by 30% year-on-year, of which inbound travel ticket orders increased by 180% year-on-year, and inbound hotel orders increased by more than 60% year-on-year. Many netizens joked: China Travel upgrades Chinese New Year.
This will be a good opportunity for local hotel brands to go global. However, at present, many domestic hotels have various shortcomings when receiving foreign tourists due to their own insufficient conditions. China’s hotel industry is facing the problem of how to improve its foreign-related reception capabilities to better serve international tourists. If there is demand, there is a market. It remains to be seen who can eat the blue ocean of foreign tourists and get more cakes.
6. Boutique hotels have become the new favorite, and accommodation brands will transform into in-depth content that can be touched and experienced.& ldquo; The concept of staycation (finding a vacation experience in a hotel) is becoming increasingly popular. People tend to choose a scenic hotel on weekends or holidays and enjoy the food, swimming pools, gymnasiums and other facilities provided by the hotel to achieve a short escape without leaving the hotel.
Under the transformation of the competitive landscape, the traditional homogeneous hotel chain market is facing saturation, and differentiation strategies have become the core of enterprises to break through. Some niche brands that focus on meeting consumers ‘personalized needs and wishes have begun to emerge.
The development process of Sanya’s tourism market can also explain this phenomenon. In fact, before the incident of Xingxing’s disappearance in Thailand, it used to be difficult to find a room during the peak season, but now the price is still cut, which has become a true reflection of Sanya’s accommodation market. Southeast Asian countries such as Thailand, Malaysia, Singapore, and Japan have become Many tourists are the Spring Festival destination. Behind the transformation from making money to getting cool is the plight of Sanya’s tourism market. Although during the Spring Festival this year, Sanya Hotel received a sudden surge of wealth from tourism refunds from Thailand, there were also more tourism and hotel complaints than in previous years. This phenomenon is not only paradoxical, but also a reflection for wine tourism practitioners.
Judging from the current tourism market in Sanya, its tourism model only stays in the rich natural resources at the landscape level. Simply put, it’s just a look at the sea. There is no difference from the characteristics of the islands such as Meizhou Island, Qinhuangdao, and Australia Island that have risen in recent years. Tourists naturally can’t remember them. When it comes to the accommodation industry, local development investment brings strong real estate attributes, and these hotels are more about meeting the needs of accommodation.
With the large inflow of capital, the layout of high-end resort hotels, the number of high-end rooms has surged, and the subsequent insufficient demand will inevitably intensify competition, and price cuts will become inevitable. However, price reductions are not a long-term solution. How to attract more tourists to stay is not only a problem for Sanya, but also a problem that the accommodation industry in all tourist cities needs to consider. The essence is that the industry logic is undergoing fundamental changes, from a single-item single-scene single-transaction model to a multi-category full-scene long-term repurchase upgrade, that is, to build and operate a lifestyle portal that serves the spiritual and cultural life of tourists.
As 2025 comes as scheduled, hotel competition is the norm, and so is uncertainty. At present, the domestic accommodation industry market is in a stage where stock optimization and incremental innovation coexist. Whether it is local chain groups such as Jinjiang, Huazhu, and First Travel Home Inns that are steadily advancing in the first echelon, or international hotel groups such as Marriott, Hyatt, and Intercontinental. With localization taking root, the domestic accommodation industry is not only expanding in width, but also constantly exploring in depth Some people exit and others enter, hoping that wine tourism practitioners can see the trends and changes in the accommodation industry in 2025 from the Spring Festival hot searches and create a better future together!
