Fliggy’s 2025 Labor Day travel insights showed an increase in travelers extending their standard five-day Labor Day holiday to eleven days, which indicated a shift in return travel patterns and a rise in the average trip duration. This trend contributed significantly to the year-on-year (YoY) increase in per capita travel expenditure.
Customized Experiences in High Demand
The data revealed a growing preference among consumers for comfort, customized itineraries, and tailored experiences. This trend was especially notable in established tourism destinations such as Beijing, Tibet, Shaanxi, Xinjiang, and Sichuan, where bookings related to these preferences surged over 300% YoY. Demand for small private group tours and bookings for four- to five-star and luxury hotels also saw a considerable increase.
Popularity of Road Trips and Nature Hotspots
Domestic car rentals increased 35% year over year, indicating a growing popularity of road trips. Bookings for nature hotspots and destinations within a one—to two-hour drive from major cities also rose. Megacities remained top choices, while off-the-beaten-path and long-haul destinations also gained traction.
Diverse and Engaging Experiences
Travelers preferred diverse and engaging experiences, favoring island getaways, rainforest trekking, desert camel rides, stargazing camps, and tea-mountain tours. This trend aligns with the increased demand for crowd-avoidance strategies, relaxation-focused vacations, and deep cultural immersion.
Outbound Travel Boosted by Visa-friendly Policies
Outbound travel has seen a sharp rise in per capita bookings, signaling a preference for longer, more immersive trips. This trend is driven by the expansion of holidays through additional days off and visa-friendly policies. Top outbound destinations include Japan, Hong Kong SAR, Thailand, South Korea, Malaysia, Vietnam, Singapore, Indonesia, the United States, and France.
