China’s longest holiday of the year – the eight-day Golden Week holiday – is driving holiday bookings.
Starting on 1 October, the holiday combines the Mid-Autumn Festival and the National Day holiday.
Outbound travel for this period has experienced a significant surge in growth, as bookings have increased nearly 20 times year-on-year. Popular countries for outbound travel include Thailand, South Korea, Malaysia, Singapore, Australia, and the UK.
More unique destinations are on the rise for this holiday too. Uzbekistan, Azerbaijan, Georgia, Sri Lanka, Kenya and other countries are experiencing the highest increase in group tour orders compared with the same period before the pandemic.
The quality of travel has increasingly changed too, with travellers more willing to pay for in-depth experiences and high-quality services.
Globally, the volume of five-star bookings for the Golden Week period has surged compared with the same period last year: in Southeast Asia by 562 per cent; in the Middle East by 559 per cent; and Europe by 379 per cent.
In Europe, the volume of first-class and business-class flight seats have increased by 300 per cent for this year’s Golden Week period compared with last year.
Jane Sun, CEO of Trip.com Group, said: “It’s exciting to witness this surge in travel bookings as we approach the Golden Week holiday. This year’s holiday season reflects a strong desire among travellers for unique and immersive experiences. We’ve observed a significant shift towards high-quality services and in-depth travel encounters. Travellers are not just exploring popular destinations but also seeking authentic and off-the-beaten-path experiences.”