Fliggy, Alibaba’s online travel platform, has released its 2024 Summer Travel Report, highlighting a substantial surge in premium travel bookings and consumer spending. This upward trend mirrors the increasing demand for immersive experiences seen during the Labor Day and Dragon Boat Festival holidays.
Domestic Travel: A Shift Toward Quality
Domestically, travelers are increasingly opting for higher-end experiences. Bookings for four- and five-star hotels, package tours, and car rentals have witnessed significant year-on-year growth. Domestic package tour bookings have seen double-digit growth, while directly-operated brand hotel bookings have surged by around 30% following last summer’s rebound.
Self-driving tours are becoming a top choice, with domestic car rental bookings experiencing a 60% year-on-year rise. Families are particularly drawn to exploring remote destinations like Altay in Xinjiang, the Lesser Khingan Mountains, and the Qinghai-Gansu Grand Loop. Northern and Western China, especially destinations such as Heihe, Alar, and Bijie, have seen a staggering 200% increase in car rental bookings compared to last year.
The release of the popular Chinese video game Black Myth: Wukong has inspired tourism to its featured locations, such as the Yungang Grottoes and Hanging Temple in Shanxi province. Fliggy’s data shows ticket bookings for scenic spots in Shanxi have risen by more than 60% year-on-year, with car rental bookings in the area increasing by over 130%.
Outbound Travel: Independent Adventures Take the Lead
Independent travel dominates the outbound market this summer, accounting for more than 80% of total bookings. Travelers are seeking immersive experiences, including visiting historic landmarks and dining at Michelin-starred restaurants. International cruise and car rental transactions have skyrocketed, with year-on-year increases of over 20 times and 5 times, respectively.
Long-Distance Travel Gains Popularity
The summer holiday season being the longest of the year has led to a notable rise in long-distance travel. Fliggy reports that bookings for destinations like France, Russia, Turkey, Egypt, and Serbia have doubled year-on-year. Activities that highlight local culture, such as Seine River cruises in Paris, ballet performances in St. Petersburg, and dune bashing in the Red Sea, are highly popular.
Fliggy’s Enhanced Protection Measures Benefit Millions
On July 1, Fliggy launched six key protection measures to address frequent consumer concerns, including flight cancellations, hotel price fluctuations, flight and hotel itinerary coordination, and risks associated with high-adventure activities. These measures aim to offer peace of mind and minimize financial losses. To date, nearly one million consumers have taken advantage of Fliggy’s Summer Protection services, which provide free cancellation options for eligible bookings, price protection subsidies for hotel rate drops, and coverage worth RMB1 million (approximately USD 137,000) for personal accident injuries and rescue services related to specific water sports activities.
Zhang Chen, Vice President of Fliggy, stated, “Our latest report shows the trend of travelers opting for higher-quality activities and personalized travel products is becoming a reality and the new norm. At Fliggy, we remain attuned to market trends and committed to delivering enriching experiences for all our customers. Fliggy will continue to enhance our offerings, expand the travel product portfolio, and reinforce service protection measures to meet the evolving needs of travelers.”
