As the 2025 Chinese New Year approaches, travel trends are poised for significant shifts during the festive season. Based on insights from the travel booking platform “Qunar,” the 2025 Year of the Snake Travel Trends Forecast outlines the dynamics of holiday travel, from ticket purchasing to destination choices and accommodation preferences. The report sheds light on how family reunions, domestic tourism, and international travel will shape the travel landscape during the Spring Festival, emphasising trends like high-speed rail journeys, international getaways, and the growing demand for premium accommodations.
The Ticket Rush and Peak Travel Periods
The first phase of the Chinese New Year travel rush begins with the release of train tickets for the Spring Festival on December 31, 2024. For many, securing a ticket to return home is a top priority, which triggers the first wave of the travel boom. Tickets for the eve of Chinese New Year, set to be released on January 14, 2025, are expected to be in high demand, with the return ticket sales starting on January 18.
As usual, Spring Festival travel sees two distinct peaks. The first is driven by the rush to get home for family reunions. In contrast, the second arises from both holiday makers embarking on leisure trips and travellers returning from their New Year celebrations. January 28, 2025, the day of Chinese New Year’s Eve, marks the focal point of this holiday travel frenzy, with millions on the move across the country.
The Rise of Family Tours: #ExploreTogether
In 2025, family trips during the Chinese New Year holiday are expected to become an even more significant trend. Theme park and scenic area tickets are forecasted to reach peak sales during the Spring Festival, especially between Chinese New Year's Eve and the Lantern Festival. This shift reflects a growing tradition of families bonding over travel during the holiday. From the second day of the new year (January 29, 2025) to the fifth day (February 1, 2025), ticket orders for popular destinations are expected to rise steadily.
Travel on the Go: #OnTheMove by Train, Air, and Self-Drive
Train Travel
High-speed rail remains the backbone of Chinese New Year travel, particularly among the younger generation. The demand for train tickets is expected to skyrocket during the holiday, with three distinct spikes in ticket sales: the initial rush for outbound tickets, the scramble for last-minute or standby tickets, and a final surge during mid-holiday travel and return journeys.
The diversity of high-speed rail travel has contributed to its popularity, offering convenience, comfort, and accessibility to various demographics. As family reunions and leisure trips converge, trains will continue to be a crucial mode of transport for millions of Chinese travellers.
Air Travel
Outbound travel during Chinese New Year is also on the rise, with young travellers emerging as the key drivers of outbound tourism. In 2024, the demand for international air travel surged by 14 times compared to the previous year, with premium cabins accounting for a 13.5% increase in bookings. For 2025, this trend is set to continue, with Chinese tourists flocking to visa-free destinations like Bangkok, Hong Kong, and Kuala Lumpur.
Post-pandemic, younger generations, particularly Millennials and Generation Z, are redefining holiday traditions. Rather than spending the festival at home, they are opting for overseas adventures. The 80s and 90s-born individuals now account for 46.7% of outbound travellers, while Generation Z’s presence in international tourism has surged 2.7 times compared to previous years. This group is drawn to exploring exotic destinations, and spending Chinese New Year abroad has become an increasingly popular choice.
Self-Drive Travel
With the rise of car rental services, 80s and 90s-born consumers are leading this trend, seeking flexibility and the thrill of self-paced travel.
The data shows a remarkable growth in domestic car rentals during the 2024 Spring Festival, with orders increasing by over 400% compared to 2019. In addition, the average car rental expenditure rose by more than 20% year-on-year. Notably, overseas car rentals have also seen a spike, with orders jumping over 20 times, driven by the desire for unique travel experiences.
A Luxurious Stay: #StayInStyle with Premium Hotels
Domestic Hotels
With the rise of China’s middle class, domestic hotel bookings during the Chinese New Year period are evolving towards a preference for high-end stays. The 2025 Spring Festival is expected to see a peak in hotel reservations on the fourth day of the Chinese New Year (February 1, 2025), with many users opting for same-day bookings.
According to the data, 56.6% of travellers will likely make hotel reservations on the day of their stay, with high-end hotels leading the trend. Around 90% of popular hotel bookings during the Spring Festival will be for luxury and premium hotels, reflecting the broader shift towards an upgraded holiday experience.
Overseas Hotels
For those celebrating Chinese New Year abroad, the focus is on high-quality accommodations. Following the trend from 2024, overseas hotel bookings are being made further in advance, with 50% of users reserving their stays at least 10 days before their trip. Travellers are more meticulous with their plans, and luxury hotels are seeing a significant uptick in demand.
Orders for four- and five-star hotels have skyrocketed, with an increase of over 80% in bookings. This trend highlights the desire for indulgent, stress-free holidays, with travellers prioritizing comfort and luxury as part of their overall travel experience.
Conclusion
The 2025 Year of the Snake travel trends reflect a blend of tradition and modernity, with Chinese consumers seeking both family reunions and new holiday experiences. From high-speed rail to self-drive tours and international getaways, travel habits are evolving. With a strong demand for premium services, brands and travel operators have a unique opportunity to meet the growing expectations for high-quality, family-oriented experiences during Chinese New Year.
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