Fliggy, a online travel platform and wholly-owned subsidiary of Alibaba Group, has released its 2024 Mid-Autumn Festival Travel Report, which highlights unprecedented travel bookings that have outstripped those of traditional peak periods like the New Year, Qingming, and the Dragon Boat Festival. This year, the Mid-Autumn Festival has emerged as the most popular three-day holiday for travel enthusiasts.
Zhang Chen, Vice President of Fliggy, said, "This surge in bookings reflects a shift toward personalized and meaningful travel experiences. As we look ahead to the National Day Holiday, our commitment remains to provide exceptional journeys that resonate with families and individuals alike, creating opportunities for unforgettable moments that capture the diverse interests of today's travelers."
Surge in domestic and short-distance travel
Inbound travel bookings per customer increased by 5% compared to the Dragon Boat Festival, while outbound travel remained stable. There is a growing trend in short-distance trips, particularly via high-speed rail and self-driving tours across provincial borders, reflecting a sustained demand for flexible itineraries and personalized travel experiences. Domestic car rentals surged by 31% compared to the Dragon Boat Festival. Hotel bookings also significantly surpassed 2019 levels, with four- and five-star hotels, along with boutique homestays, accounting for 60% of total reservations.
Focus on family gatherings and cultural experiences
Family reunions and cultural tourism emerged as prominent themes for this year's Mid-Autumn Festival. Fliggy's data indicates that nearly half of all trips involved family outings or young adults returning home, reflecting a strong interest in traditional activities. Popular attractions included theme parks in first- and second-tier cities, as well as ancient towns in third- and fourth-tier cities. Searches for moon and lantern viewing increased dramatically – by 61% and an impressive 267%, respectively, compared to the previous year. Noteworthy events like the Beijing Color Lantern Festival, Chengdu Wuhou Shrine Moon Viewing Ritual, and Wuhan Riverside Fireworks Show drew considerable attention.
Shifting demographics among travelers
Travelers in their 20s and 30s represent the largest demographic, while the fastest growth is seen among seniors. Fliggy's data reveals that over 50% of travelers were born in or after the 1990s, with Generation Z accounting for around 30% of the total. This is compared to the proportion of urban seniors and white-collar workers, which increased by 1.5% and 1.4%, respectively, compared to last year.
