Tuniu: 2023 Spring Travel Trend Forecast

During the 2023 Spring Festival holiday, scenic spots and theme parks were crowded with people, night markets and business districts were bustling with people, and the lively scene of cultural and tourism consumption is gradually returning. According to data from Tuniu Travel Network, the number of domestic hotel single resource bookings during this year's Spring Festival has increased by more than 2 times compared with the same period of the Spring Festival in 2022; among the bookings of packaged travel products, the number of domestic group tours has increased by more than 4 times compared with the Spring Festival in 2022. On February 16, Tuniu's "Member Day" single-day GMV exceeded 13 million, of which the GMV of vacation products exceeded 10 million, an increase of 625% year-on-year from the "2.16 Member Day" in 2022, and an increase of 82% compared with the "1.16 Member Day" during the peak travel season of this year's Spring Festival. The tourism consumption market ushered in a "good start" after the Spring Festival.

As the temperature continues to rise, users' enthusiasm for travel has increased. Tuniu users' orders for travel from late February to mid-March continued to grow, among which domestic long-distance travel orders accounted for 57%, local travel orders accounted for 35%, and outbound travel orders accounted for 8%. Excluding the travel demand for booking air tickets and hotels separately, only the booking of packaged travel products was counted. Group tours remained highly popular, accounting for 47% of the orders, followed by free travel and self-driving tours, accounting for 31% and 14% of the orders respectively.

Flowering season is approaching, demand for "hiking" to enjoy the spring is strong, theme parks lead the consumption of surrounding tours

In terms of domestic travel, users' demand for spring outings has been significantly released, and the number of searches and bookings for related products has continued to grow. Tuniu Travel's search data for the past week shows that destinations such as Lijiang, Sanya, Dali, Beijing, and Xishuangbanna have attracted more users' attention. In terms of scenic spots, Lugu Lake, Wuzhizhou Island, Jiuzhaigou, Gulangyu Island, and Lijiang River are ranked high in search popularity.

Judging from recent booking data, Sanya, Dali, Lijiang, Xi'an, Xishuangbanna, Xiamen, Chongqing, Beihai, Harbin, and Guangzhou are popular choices for domestic long-distance tourists. Since the resumption of inter-provincial travel, Yunnan has maintained a high popularity of travel. During the New Year's Day, Spring Festival, and Lantern Festival holidays this year, Lijiang, Dali, Kunming, Xishuangbanna, Shangri-La and other Yunnan destinations are among the most popular. The climate in Yunnan's popular tourist cities is mild, and the rape flowers in Luoping and the peach blossoms in southeastern Yunnan are gradually entering their flowering period. It is expected that with the arrival of the off-peak travel and outing season, Yunnan will once again set off a wave of travel. In addition, the popularity of travel to destinations such as Xi'an, Xiamen, and Chongqing is also gradually increasing.

In terms of surrounding tours, local tours and surrounding tours in cities such as Beijing, Shanghai, Guangzhou, Zhuhai, Nanjing, Hangzhou, Zhangjiakou, Zhoushan, Wuxi, and Changzhou are in great demand, and theme parks, night market business districts, zoos, cultural and museum exhibitions and other travel theme bookings rank high. Among them, single resource products such as tickets and hotels related to theme parks such as Beijing Universal Studios, Shanghai Disneyland, Guangzhou Chimelong Safari Park, Zhuhai Chimelong Ocean Kingdom, and Changzhou China Dinosaur Park, as well as packaged travel products such as "wine + scenery" packages, self-driving tours, and free travel are hotly booked.

Thailand tops the list of outbound travel bookings, while New Zealand's popularity surges

After the pilot of outbound group tour business was resumed, the demand for outbound travel by users was significantly released. According to the recent outbound travel data of Tuniu Travel Network, the orders for travel from late February to mid-March continued to grow. In addition to Macau and Hong Kong, Phuket, Maldives, Bangkok, Pattaya, Bali, Chiang Mai, New Zealand, Koh Samui, Singapore, Phnom Penh and other destinations are also popular choices for users. On Tuniu's "2.16 Membership Day", the single-day GMV of New Zealand destinations exceeded 1.2 million, and many New Zealand destination products such as "New Zealand - North and South Island Glacier 14-Day Tour" ranked among the top 10 outbound travel product orders on "2.16 Membership Day".

In the booking of outbound package travel products, "air ticket + hotel" and "hotel + scenic spot" are favored by more users, accounting for 54% of the bookings. Among them, tropical islands such as Phuket, Maldives, Bali, and Koh Samui are popular choices for independent travelers. In terms of outbound group tours, Hong Kong and Macao connection products are more popular. In addition, short-term outbound trips of 5-6 days such as Bangkok-Pattaya, Chiang Mai-Chiang Rai, Phnom Penh-Siem Reap are also popular choices for users.