Fliggy‘s 2024 Summer Travel Report shows a surge in premium bookings, with rising demand for luxury hotels, car rentals, and immersive experiences both domestically and abroad.

Fliggy, a prominent online travel platform and a wholly-owned subsidiary of Alibaba Group, has unveiled its 2024 Summer Travel Report, highlighting substantial year-over-year increases in both average booking volume and consumer spending. As the travel industry continues to expand, this data mirrors the upward trends seen during the Labor Day and Dragon Boat Festival holidays, underscoring travelers’ increasing interest in immersive experiences. Additionally, Fliggy reported that its Summer Protection services safeguarded nearly one million travelers this season.

Zhang Chen, Vice President of Fliggy, said, “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.”

Domestic Travel: A Shift Toward Quality

Fliggy’s latest data reveals a surge in demand for premium travel services. Consumers are increasingly opting for higher-end experiences, with year-on-year growth in bookings for four- and five-star hotels, package tours, and car rentals within the domestic market. Notably, 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 for travelers, with domestic car rental bookings experiencing a 60% year-on-year rise. Families, in particular, are renting cars to explore remote destinations like Altay in Xinjiang, the Lesser Khingan Mountains, and the Qinghai-Gansu Grand Loop. In Northern and Western China, destinations such as Heihe, Alar, and Bijie have witnessed a staggering 200% increase in car rental bookings compared to last year.

Additionally, 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. According to Fliggy’s data, 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 is dominating the outbound market this summer, accounting for more than 80% of total bookings. Travelers are increasingly seeking immersive experiences, such as 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

As the summer holiday season is the longest of the year, there has been 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, with high transaction volumes recorded.

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 are designed 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.

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