DidaTravel has unveiled key insights into Chinese traveller behaviour for the 2025 Chinese New Year period, running from 28 January to 4 February.
Surge in outbound travel
Outbound hotel bookings by Chinese travellers increased by 48% year-on-year, reflecting a significant rebound in international travel. Popular destinations include:
Short-haul favourites: Japan, Thailand, Malaysia, Singapore, UAE, and Hong Kong.
Long-haul hotspots: USA, Australia, Spain, and Italy.
New entrant: Norway joined the top 20 destinations for the first time.
Bookings to Japan tripled, while the USA saw more than double the number of bookings compared to 2024.
Earlier planning and booking
Chinese travellers are planning their trips earlier, with the advance booking window increasing from 45 days in 2024 to 54 days in 2025, indicating a trend towards early preparation for holidays.
Shift in hotel preferences
The average daily rate (ADR) for hotels globally during the Chinese New Year holiday rose by nearly 10% year-on-year, showcasing higher spending on accommodations. However, there has been a shift in hotel preferences:
Five-star hotel bookings decreased from 32.2% to 26.5%.
Bookings for three- to four-star hotels grew significantly, suggesting travellers are opting for more affordable stays.
The average length of stay remained steady at three days per booking.
China’s inbound travel boom
Inbound travel to China saw double-digit growth year-on-year, with the largest numbers of visitors coming from:
Asia: South Korea, Thailand, Indonesia, Malaysia, Singapore, and Japan.
Other regions: USA, Australia, Germany, and the UK.
Snow Xiao, Head of Hotel Direct Contracting at DidaTravel, commented: “We are thrilled to witness the emergence of new popular destinations for Chinese travellers and their growing willingness to venture to longer-haul destinations.”