Prominent online travel platform and subsidiary of Alibaba Group, Fliggy, has released its 2024 Summer Travel Report, revealing an uptick in demand for premium travel experiences among Chinese consumers.
The report outlines key trends in both domestic and international travel, indicating an overall increase in consumer spending and bookings for high-end services.
Fliggy’s report highlights year-on-year growth in bookings for four- and five-star hotels, package tours, and car rentals. Domestic package tour bookings have shown double-digit growth, while bookings for directly-operated brand hotels have increased by 30% following a strong rebound from the previous summer.
Self-driving tours have also gained popularity, with a 60% rise in domestic car rental bookings. Northern and Western China, particularly in destinations like Heihe, Alar, and Bijie, saw car rental bookings jump by over 200% compared to last year. Zhang Chen, Vice President of Fliggy, noted, “Travellers are increasingly opting for higher-quality activities and personalised travel products. This trend is becoming the new norm.”
Additionally, the release of the Chinese video game Black Myth: Wukong has driven tourism to its featured locations. Fliggy’s data shows a 60% increase in ticket bookings for scenic spots in Shanxi province and a 130% rise in car rental bookings to these destinations.
Independent travel remains the dominant choice for outbound travellers, accounting for over 80% of total bookings. Fliggy reports that international cruises and car rental transactions have surged by more than 20 times and 5 times, respectively, compared to last year.
Long-distance destinations such as France, Russia, Turkey, Egypt, and Serbia have all seen bookings double year-on-year. Immersive experiences, including Seine River cruises in Paris, ballet performances in St. Petersburg, and Red Sea dune bashing, have contributed significantly to transaction volumes.
Fliggy has also enhanced its consumer protection measures during the summer season. Nearly one million travelers have benefited from Fliggy’s Summer Protection services, which include free cancellation options, price protection subsidies for hotel rate reductions, and RMB 1 million (USD 137,000) in coverage for personal accident injuries and rescue services related to designated water sports activities.
Zhang emphasised the importance of these protections, stating, “At Fliggy, we remain committed to providing enriching experiences while ensuring our customers’ safety and peace of mind. Our expanded offerings and robust service protections reflect our dedication to meeting travellers’ evolving needs.”