Fliggy Reveals Key Travel Trends in China During National Day and Mid-Autumn Festival Holidays, Highlighting Growth in Gen Z and College Student Travel

With noticeable trends toward richer travel experiences and a growing desire for exploration among college students, the recent National Day and Mid-Autumn Festival holidays have once again highlighted China’s expanding travel market. Major online travel agency Fliggy, a division of Alibaba Group, released data on travel trends during this busy holiday season that showed notable expansion in a number of important areas.

Growth in Holiday Activity Orders

Data from Fliggy revealed that the average order value for holiday activities saw a notable increase of 14.6% year-on-year (YoY). This growth signals a heightened demand for premium travel experiences, with more travellers opting for diverse, multi-destination trips. The data also highlighted a 5% YoY rise in per capita bookings for transportation services, such as flights and car rentals, with a 4.6% increase in hotel, packaged tour, and ticket bookings. This upward trend reflects a shift towards more expansive travel habits, as Chinese travellers explore more distant destinations, both domestically and internationally.

Gen Z Leads the Charge in Travel Bookings

A standout feature of the holiday data was the emergence of Gen Z travellers (those born between 1995 and 1999) as the dominant demographic. These travellers accounted for nearly 25% of all bookings, showcasing their growing influence in the travel sector. Fliggy also identified a surge in bookings from the post-05s (those born after 2005), whose bookings rose by 61% YoY, marking the fastest growth among all age groups. This younger demographic is increasingly venturing beyond traditional travel experiences, seeking more adventurous and immersive vacations.

Shifting Travel Preferences Among College Students

Another significant finding from Fliggy’s data was the shift in travel preferences among college students. Historically, many students favoured budget-friendly, quick getaways to nearby cities. However, this year, an increasing number of students have set their sights on farther destinations that promise richer and more fulfilling travel experiences. Fliggy reported a 63% YoY increase in flight bookings among college students, with international trips rising by an impressive 110%. This shift reflects a growing desire among younger travellers to broaden their horizons and explore international cultures and landscapes.

Domestic Travel: Popular and Emerging Destinations

The domestic travel landscape also experienced a surge in bookings. Fliggy’s data revealed that cities like Shanghai, Beijing, Hangzhou, and Chengdu remained top destinations for domestic travellers, but there were notable shifts towards smaller and less traditional locations. For example, third- and lower-tier cities in China saw a remarkable increase in interest, with travellers seeking unique and varied experiences. Jingdezhen in Jiangxi Province experienced a 60% YoY increase in bookings, while Luzhou in Sichuan Province saw a 45% rise, thanks in part to a popular music festival.

Long-distance travel to regions known for their scenic beauty also saw impressive growth. Locations such as Zhaosu in Xinjiang, Tunchang in Hainan, and Bortala in Xinjiang all experienced significant jumps in booking volumes, as travellers sought tranquillity and breathtaking natural landscapes far from crowded tourist hubs.

International Travel: New Hotspots and Shifting Preferences

For outbound travellers, popular destinations continued to include countries such as Japan, Thailand, France, and South Korea. However, Fliggy’s data indicated a shift in preferences toward smaller, more niche destinations. Bookings to mid-sized cities in regions like Southeast Asia, East Asia, and Europe saw considerable increases, as travellers sought more off-the-beaten-path experiences. The trend reflects an ongoing transformation in the way people approach travel, with many preferring more personalised and authentic experiences over traditional tourist destinations.

The Rise of Experiential Travel

A notable trend highlighted by Fliggy’s data is the rise of experiential travel, which is characterised by a shift from passive sightseeing to more active and immersive activities. This year, the number of self-driving travellers increased significantly, with Fliggy reporting a 60% YoY increase in rental car orders. This surge can be attributed to China’s policy of exempting small passenger cars from highway tolls, which has made road trips more affordable and accessible.

Many travellers are also combining their flights or train journeys with car rentals, opting to explore their destinations in more depth and on their terms. Car rental outlets near airports and train stations have become increasingly popular as the primary pick-up and drop-off points for these self-driven vacations.

A Growing Market for Leisure Activities

Alongside transportation, bookings for leisure activities also soared during the holiday period. Fliggy’s data revealed a 78% YoY increase in domestic bookings for activities such as guided tours, cultural experiences, speciality dining, and travel photography. These activities align with the growing demand for deeper, more meaningful travel experiences that go beyond sightseeing.

For outbound travel, adventurous activities like diving, skydiving, skiing, and sea fishing saw a 30% YoY rise in bookings. This shift signals a growing desire among travellers to engage in more thrilling and hands-on experiences while vacationing abroad.

The Rise of Fliggy’s AI Travel Assistant

Fliggy’s AI-powered travel assistant, AskMe, launched in April, has quickly gained popularity among users. During the holiday period, the app’s usage surged, with daily user counts increasing more than fivefold compared to the summer peak. AskMe’s AI audio guide feature, which offers professional, on-the-go narratives via user photos of exhibits and scenic spots, achieved its highest usage on October 3rd. This feature highlights the growing importance of technology in enhancing the travel experience, as more travellers rely on AI-driven solutions to streamline their journeys.

A Look Ahead to Travel’s Future

Younger generations are driving the shift towards more immersive, multi-destination, and experiential travel, according to Fliggy’s insights into holiday travel trends. Platforms like Fliggy are in a good position to meet these changing demands by utilising innovation and technology as the demand for more luxurious travel experiences keeps rising. With growing interest in both domestic and foreign travel, it appears that the desire for more meaningful experiences, personal development, and life-changing encounters will shape travel in the future.

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