Trip.com Group sees longer stays and unique destinations for the Lunar New Year

Trip.com Group released its Lunar New Year travel trends report which revolves around the themes of wisdom, intuition, and transformation reflecting the constantly evolving landscape. 

With travel back in full swing, Trip.com Group’s report shows how travellers are prioritising longer stays, meaningful experiences and unconventional destinations this year.

Most notably, data reveals strong year-on-year growth for cross-border travel, with travellers combining public holidays and annual leave to increase their length of stay.

How long will the holiday be for travellers in different countries?

In the Chinese mainland, a source market for LNY travel, New Year’s Eve is officially recognised as a holiday in 2025, allowing travellers to take just two days of leave for an eleven-day holiday. 

Korean travellers need to take one day for a nine-day break, while Singaporeans can create a five-day holiday with a single day off. 

As such, extended stays are a hallmark of this year’s LNY. 

On average, Asia-Pacific travellers will stay up to 10 percent longer this festive period.

Where are people going

Popular destinations frequented by travellers who celebrate LNY include Japan, Hong Kong, Singapore and the Chinese mainland.

Data shows a strong pick-up in travellers exploring destinations outside the Asia-Pacific region, with medium and long-haul flights surging, especially among the Malaysia market and South Korean market.

Travellers are also seeking new experiences, with a noticeable buzz around off-the-beaten-path destinations this festive season. 

Lesser-travelled gems such as Giza (Egypt), famous for the Great Pyramids and the Sphinx; San Luis Obispo (USA), known for its wineries and scenic coastline; and Charenton-le-Pont (France), located southeast of central Paris, are catching the eyes of travellers seeking unique experiences beyond the usual tourist trail. 

This trend extends to popular Asian destinations, with more seeking out lesser-known cities, such as Funabashi, Ibaraki and Okinawa (Japan) and Seremban (Malaysia).

Short-haul flights remained a popular option among travellers with shorter national holidays. Malaysia and Thailand topped the charts for this in terms of booking volume growth.

Travelling with family takes centre stage

Family gatherings are central to Lunar New Year traditions, and this year, families are heading out together for festive fun on the seas and on theme park rides.

Cruises are becoming an increasingly popular choice among Chinese mainland and Singaporean consumers, with data highlighting a triple-digit growth compared to last year. 

Among these, family-friendly rooms have risen by 400 percent, with the most popular ports including Shanghai, Singapore and Dubai, and attractive port destinations being Fukuoka (Japan), Jeju (South Korea) and Phuket (Thailand). 

Trip.com Group research reveals luxurious amenities and all-inclusive packages are emerging as the biggest motivators for APAC cruise travellers.

In a similar trend, child tickets for attractions have also risen by 42 percent in overall bookings this year, with family-oriented attractions like Universal Studios Japan, Hong Kong Disneyland and Tokyo Disneyland seeing notable increases. 

These theme park attractions, alongside aquariums and museums, are top choices for families seeking memorable experiences.

Millennials are increasingly seeking Instagram-worthy moments at attractions like Mount Fuji and Shibuya Sky, which offers panoramic Tokyo views. 

Meanwhile, the older generations are prioritising luxury and premium experiences, gravitating towards luxuries such as Studio City Macau casino resort and Niseko’s ski resorts.

Seeking luxury and value   

Travellers are adopting a mix of premium and value-driven approaches to maximise their holiday experiences.

There has been a strong pickup in bookings for 5- and 4-star hotels, with a rise in average bookings. 

Malaysian travellers lead this growth with close to a triple-digit surge in 5- and 4-star hotel bookings, followed by Singaporean and Thai travellers. 

Demand for alternative accommodations has grown significantly, especially in Japan, with traditional Japanese Ryokans, apartments, guesthouses and homestays topping the list for Chinese mainland, Thai and South Korean travellers.

Notably, the average traveller’s budget has seen double-digit growth, showcasing a willingness to invest in meaningful experiences during this festive season. 

Business class and first-class flights are trending this LNY, with strong double-digit growth across each segment. 

Singaporeans favour first-class air travel, with a 400 percent growth compared to last year, followed by South Korean and Chinese mainland travellers, also with strong triple-digit growth.

Triple-digit growth for inbound travel to Mainland China

Inbound travel bookings to the Chinese mainland have surged by over 200 percent year-on-year, with top bookings made by travellers from South Korea, Malaysia, Singapore, Japan, the United States, Australia, and the UK. 

Data shows that popular Chinese travel routes continue to find increased popularity, with searches hitting triple-digit growth. 

Travel is centred around key major cities, including Shanghai, Shenzhen, Guangzhou, and Beijing, with other lesser-travelled cities like Harbin, Chengdu, Xiamen, Zhuhai, Chongqing, and Hangzhou also making the list.

China’s increasingly traveller-friendly visa policies are fuelling this growth. 

Over 30 countries enjoy visa-free travel to the Chinese mainland, with 62 percent Y-o-Y growth in bookings from countries recently included in this policy. 

South Korea, Japan, Cyprus, Denmark and Croatia are benefiting from this recent policy.

Additionally, China’s expanded visa-free transit policy, now extending to stays up to 240 hours (10 days) for eligible international travellers, is injecting fresh vitality into its various sectors.