飞猪：元旦出游意愿提升人均购买件数增长20%

作者：龚作仁文章来源：Laborer

2026-01-04 11:31

作者：龚作仁文章来源：Laborer

2026-01-04 11:31

邦小白快读

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元旦旅游市场表现强劲，消费者出游意愿和消费力提升。

1. 人均购买件数同比增长超20%，人均消费金额同比增长超30%，元旦当天国内酒店预订量同比劲增280%，目的地玩乐商品预订量同比增长超270%。

2. “请3休8”拼假攻略驱动市场火热，提供灵活出行窗口期。

目的地选择多样，头部城市和小众目的地各有特色。

1. 上海、北京、广州、杭州等一线及新一线城市凭借交通枢纽和丰富文旅供给保持顶流热度。

2. 广东清远、辽宁抚顺、江西景德镇等小众目的地靠独特玩法如冰雪体验、陶艺制作突围，交通便利距大城市1至2小时车程。

玩法趋势以自由舒适为主，满足不同需求。

1. 自驾游热度高涨，元旦租车预订量同比增长超120%，解锁周边游便利和高密度景观体验。

2. 亲子人群出行人次增长超80%，偏好高星级酒店和全服务型度假村；Z世代预订量增长超60%，追求有趣深度体验如追极光、逛乐园。

出境游自由度提升，长线和小众目的地受欢迎。

1. 包车游预订量同比增长超10倍，租车预订量增长超210%，提供舒适掌控感。

2. 长线目的地如澳大利亚、美国进入热门前十；小众目的地阿根廷、阿曼等增速最快，资深玩家挖掘新鲜体验。

消费趋势显示旅游市场分层，品牌可针对性研发和营销。

1. 人均消费金额同比增长超30%，用户行为分层：亲子家庭增长超80%，偏好“花钱买省心”的高星级服务；Z世代增长超60%，愿为有趣深度体验买单如城市演出或追极光。

2. 案例：广州刘先生哈尔滨之旅，结合经典地标打卡与深度Citywalk，体现体验需求。

品牌渠道建设需关注目的地热度和玩法。

1. 头部目的地如上海、北京凭借文旅供给持续顶流，品牌可借势定位。

2. 小众目的地如清远泡汤、景德镇捏陶靠差异化玩法突围，品牌可研发相关产品吸引流量。

用户行为观察揭示价格竞争和产品创新机会。

1. 自驾游租车预订量增长超120%，表明自由舒适需求，品牌可优化租车服务定价。

2. 出境游包车游增长超10倍，长线目的地澳大利亚受欢迎，品牌可拓展国际渠道。

政策“请3休8”驱动市场增长，卖家可抓住机会优化策略。

1. 元旦预订量大幅增长：国内酒店劲增280%，玩乐商品增270%，人均消费增30%，提供增长市场。

2. 政策解读：拼假攻略创造灵活窗口期，长线出境游热度显著提升。

消费需求变化带来新机会和可学习点。

1. 亲子人群增长超80%，需求高星级酒店和度假村，卖家可提供省心套餐；Z世代增长超60%，需求有趣体验如乐园或演出，卖家可设计深度产品。

2. 小众目的地如广东清远、陕西铜川增速靠前，靠冰雪、雾凇等玩法突围，卖家可学习差异化模式。

风险提示和机会并存，需关注趋势。

1. 正面影响：自驾游租车预订增超120%，包车游增超10倍，表明自由行需求旺盛。

2. 机会提示：长线出境目的地如美国、澳大利亚，及小众如阿根廷、阿曼增速快，卖家可拓展合作；头部效应显著，竞争激烈需规避同质化。

产品生产需求聚焦旅游商品和体验装备，商业机会显著。

1. 人均购买件数同比增长超20%，目的地玩乐商品预订量增超270%，工厂可生产相关文旅产品如陶艺工具或冰雪装备。

2. 案例：游客在抚顺体验冰雪世界、景德镇捏陶，需求具体产品支持。

推进数字化和电商的启示来自平台数据。

1. 飞猪平台数据显示预订量增长，工厂可借电商渠道销售，如租车服务需求增超120%。

2. 差异化玩法是流量密码，工厂可设计针对自驾游、泡汤等体验的装备，满足小众目的地需求。

商业机会在分层消费趋势。

1. 亲子人群偏好高星级服务，工厂可生产高端酒店用品；Z世代追求体验，工厂可创新有趣产品。

2. 出境游自由度高，包车游增超10倍，工厂可提供相关交通工具或配件。

行业发展趋势向自由舒适玩法倾斜，客户痛点明确。

1. 自驾游租车预订量同比增长超120%，包车游增超10倍，痛点：游客追求便利性和掌控感，厌弃赶路。

2. 解决方案：提供租车或包车服务，解锁周边游和高密度景观。

新技术虽未提及，但趋势揭示服务需求。

1. 不同人群分层：亲子增长超80%需省心服务，服务商可提供全包度假方案；Z世代增长超60%需深度体验，服务商可设计Citywalk或演出活动。

2. 案例：刘先生哈尔滨之旅结合滑冰和美食，体现综合服务需求。

客户痛点在出境游自由化。

1. 长线目的地如澳大利亚、美国热度增，痛点：游客需灵活行程；服务商可优化包车游方案。

2. 小众目的地阿根廷、阿曼增速快，服务商可开发定制化体验解决新鲜感需求。

平台最新做法以数据驱动运营，表现强劲。

1. 飞猪发布报告显示元旦预订量：国内酒店增280%，玩乐商品增270%，平台通过数据监控趋势。

2. 平台招商重点在目的地热度：一线城市如上海、北京持续顶流；小众如清远、抚顺增速靠前，可吸引商家入驻。

商业对平台的需求聚焦自由和分层体验。

1. 需求：自驾游租车增超120%，包车游增超10倍，平台需提供便利服务；不同人群如亲子偏好高星级，平台可优化酒店合作。

2. 运营管理：识别玩法趋势如差异化体验是流量密码，平台可扶持相关商品。

风向规避和机会在出境市场。

1. 长线出境游如澳大利亚、美国受欢迎，平台可加强招商；小众目的地阿根廷、阿曼增速快，平台需规避同质化风险。

2. 政策“请3休8”驱动窗口期，平台可借机提升用户粘性和商家合作。

产业新动向显示旅游市场分层和小众目的地崛起。

1. 数据：人均消费金额同比增长超30%，预订量显著增长；新问题：头部效应显著，一线城市主导但竞争激烈。

2. 案例：清远、铜川等靠交通便利和独特玩法突围，体现差异化趋势。

政策法规建议基于“请3休8”效果。

1. 政策启示：拼假攻略有效提升出游意愿，可推广类似措施刺激消费。

2. 商业模式：飞猪平台整合数据提供洞察，代表企业模式成功。

新问题涉及消费分层和出境自由化。

1. 亲子人群增长超80%与Z世代增长超60%分层明显，研究者可分析社会行为变化。

2. 出境游包车游增超10倍，长线目的地如澳大利亚进入前十，小众如阿曼增速快，研究者可探讨全球化趋势。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

New Year's Day tourism market showed strong performance, with rising consumer travel willingness and spending power.

1. Average items purchased per person increased over 20% YoY, average spending per person grew over 30% YoY, domestic hotel bookings on New Year's Day surged 280% YoY, and destination activity bookings rose over 270% YoY.

2. The "3-day leave for 8-day holiday" strategy drove market heat, providing flexible travel windows.

Destination choices diversified, with top-tier cities and niche spots each having distinct appeal.

1. First-tier and new first-tier cities like Shanghai, Beijing, Guangzhou, and Hangzhou maintained top popularity due to transport hubs and rich cultural offerings.

2. Niche destinations like Qingyuan (Guangdong), Fushun (Liaoning), and Jingdezhen (Jiangxi) gained traction through unique experiences like snow activities and pottery making, with convenient 1-2 hour access from major cities.

Travel trends favored freedom and comfort, catering to diverse needs.

1. Self-drive tours surged, with car rental bookings up over 120% YoY, unlocking convenience for nearby trips and dense scenic experiences.

2. Family trips increased over 80%, preferring high-star hotels and full-service resorts; Gen Z bookings grew over 60%, seeking fun, deep experiences like aurora chasing and theme parks.

Outbound travel freedom increased, with long-haul and niche destinations gaining popularity.

1. Chartered car bookings rose over 10x YoY, while car rentals grew over 210% YoY, offering comfort and control.

2. Long-haul destinations like Australia and the U.S. entered the top 10; niche spots like Argentina and Oman saw the fastest growth, attracting seasoned travelers seeking fresh experiences.

Consumption trends reveal a stratified tourism market, allowing brands to target product development and marketing.

1. Average spending per person grew over 30% YoY, with user behavior segmentation: family trips increased over 80%, preferring high-star services for convenience; Gen Z rose over 60%, willing to pay for engaging deep experiences like city performances or aurora chasing.

2. Case study: A Guangzhou traveler’s Harbin trip combined landmark visits with city walks, reflecting experience-driven demand.

Brand channel strategies should align with destination heat and activity trends.

1. Top destinations like Shanghai and Beijing remain popular due to cultural offerings, allowing brands to leverage positioning.

2. Niche spots like Qingyuan’s hot springs and Jingdezhen’s pottery differentiate through unique activities, offering brands opportunities to develop related products for traffic attraction.

User behavior insights reveal pricing competition and product innovation potential.

1. Self-drive car rentals grew over 120%, indicating demand for freedom and comfort; brands can optimize rental service pricing.

2. Outbound chartered cars surged over 10x, with long-haul destinations like Australia popular; brands can expand international channels.

The "3-day leave for 8-day holiday" policy drove market growth, offering sellers opportunities to optimize strategies.

1. New Year’s bookings surged: domestic hotels up 280%, activities up 270%, and average spending up 30%, presenting a growing market.

2. Policy impact: The holiday strategy created flexible travel windows, boosting long-haul outbound demand.

Changing consumption needs create new opportunities and learnings.

1. Family trips rose over 80%, demanding high-star hotels and resorts; sellers can offer hassle-free packages. Gen Z grew over 60%, seeking fun experiences like parks or shows; sellers can design depth-oriented products.

2. Niche destinations like Qingyuan (Guangdong) and Tongchuan (Shaanxi) grew rapidly via snow and ice activities; sellers can learn from differentiation models.

Risks and opportunities coexist, requiring trend awareness.

1. Positive trends: Self-drive rentals up over 120%, chartered cars up over 10x, reflecting strong independent travel demand.

2. Opportunities: Long-haul destinations like the U.S. and Australia, and niche spots like Argentina and Oman grew fast; sellers can expand partnerships while avoiding homogenization amid intense competition.

Production demand focuses on travel goods and experience equipment, with significant commercial potential.

1. Average items purchased per person rose over 20% YoY, destination activity bookings up over 270%; factories can produce related cultural products like pottery tools or snow gear.

2. Case study: Tourists experiencing snow worlds in Fushun or pottery in Jingdezhen require specific product support.

Digital and e-commerce insights stem from platform data.

1. Fliggy data shows booking growth; factories can use e-commerce channels for sales, e.g., car rental demand up over 120%.

2. Differentiation is key: factories can design equipment for self-drive tours or hot springs, meeting niche destination needs.

Commercial opportunities lie in stratified consumption trends.

1. Families prefer high-star services; factories can produce upscale hotel supplies. Gen Z seeks experiences; factories can innovate fun products.

2. Outbound travel freedom rises, with chartered cars up over 10x; factories can provide related vehicles or accessories.

Industry trends shift toward free, comfortable travel, with clear customer pain points.

1. Self-drive rentals up over 120% YoY, chartered cars up over 10x; pain point: travelers seek convenience and control, avoiding rushed itineraries.

2. Solution: Offer rental or chartered services to unlock nearby trips and dense scenic experiences.

Though tech isn’t mentioned, trends reveal service demands.

1. User segmentation: Families up over 80% need hassle-free services; providers can offer all-inclusive packages. Gen Z up over 60% seeks deep experiences; providers can design city walks or event activities.

2. Case study: A Harbin trip combining skating and food reflects integrated service needs.

Customer pain points relate to outbound travel liberalization.

1. Long-haul destinations like Australia and the U.S. gain heat; pain point: flexible itineraries; providers can optimize chartered tours.

2. Niche spots like Argentina and Oman grow fast; providers can develop customized experiences for novelty seekers.

Platforms employ data-driven operations with strong results.

1. Fliggy’s report shows New Year’s bookings: domestic hotels up 280%, activities up 270%; platforms monitor trends via data.

2. Merchant recruitment focuses on destination heat: top cities like Shanghai and Beijing remain popular; niche spots like Qingyuan and Fushun grow fast, attracting sellers.

Commercial demands center on freedom and layered experiences.

1. Demand: Self-drive rentals up over 120%, chartered cars up over 10x; platforms must provide convenient services. Segmented users like families prefer high-star hotels; platforms can optimize hotel partnerships.

2. Operations: Identify trends like differentiation as traffic drivers; platforms can support related products.

Risks and opportunities in outbound markets.

1. Long-haul trips like Australia and the U.S. are popular; platforms can boost merchant recruitment. Niche destinations like Argentina and Oman grow rapidly; platforms must avoid homogenization risks.

2. The "3-day leave" policy drives travel windows; platforms can enhance user loyalty and seller collaboration.

Industry trends show tourism market stratification and niche destination emergence.

1. Data: Average spending per person up over 30% YoY, bookings grew significantly; new issue: top-tier dominance with intense competition.

2. Case study: Qingyuan and Tongchuan succeeded via accessibility and unique activities, reflecting differentiation.

Policy recommendations based on "3-day leave" effects.

1. Insight: Holiday strategies effectively boost travel intent; similar measures can stimulate consumption.

2. Business model: Fliggy’s data integration provides insights, representing successful corporate practices.

New issues involve consumption stratification and outbound liberalization.

1. Families up over 80% and Gen Z up over 60% show clear segmentation; researchers can analyze social behavior shifts.

2. Outbound chartered cars up over 10x, long-haul destinations like Australia in top 10, niche spots like Oman growing fast; researchers can explore globalization trends.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

受“请3休8”拼假攻略的强力驱动，2026年元旦旅游市场火热开局。1月3日，飞猪发布的《2026元旦假期出游快报》显示，消费者出游意愿与消费力双双提升：人均购买件数同比增长超20%、人均消费金额同比去年增长超30%。1月1日元旦当天，飞猪国内酒店预订量同比去年劲增280%，国内目的地玩乐商品预订量同比增长超270%。

从目的地热度分布来看，头部效应依然显著。上海、北京、广州、杭州、深圳、成都、南京、重庆、西安、武汉等传统一线及新一线城市，凭借交通枢纽优势和丰富的文旅供给，依旧是国内游的顶流。

与此同时，极具辨识度的玩法体验、距特大城市1至2小时车程的交通便利性，成为小众目的地在元旦假期突围的“流量密码”。飞猪数据显示，广东清远、陕西铜川、辽宁抚顺、江西景德镇、四川阿坝等城市增速排名靠前。这个元旦，无论是奔赴抚顺体验冰雪世界、在铜川偶遇雾凇雪景，还是深入大西南欣赏九寨沟的冬季之美，或是沉浸在景德镇捏陶、清远泡汤的慢时光里，游客们正通过这些差异化的玩法，完成从身体到精神的假日充电。

玩法层面，自驾游热度持续高涨。飞猪数据显示，元旦当日，国内租车商品预订量同比去年增长超120%，湖南郴州、江西上饶、新疆博尔塔拉、广东湛江、云南普洱等地租车人次增幅显著。对游客而言，租车自驾不仅满足了周边游的便利性，更解锁了辽阔草原公路与折叠山地的高密度景观。人们不再执着于赶路，而是享受“走走停停”的掌控感，车窗外流动的风景，本身就是最好的目的地。

不同人群的消费需求在今年元旦呈现出鲜明的分层趋势。亲子人群出行人次增长超80%，亲子家庭在酒店预订中的占比大幅攀升，带娃出游的消费者更倾向于选择高星级酒店和全服务型度假村，以“花钱买省心”确保旅途的舒适度。Z世代旅游商品预订量增长超60%，无论是北上追极光，还是在城市中逛乐园、看演出，年轻人更愿意为有趣、有深度的体验买单。

来自广州的刘先生是“拼假大军”的典型代表，元旦飞抵哈尔滨后，除了打卡冰雪大世界、冰灯游园会等经典地标，他还在中央大街和老道外深度Citywalk，更首次挑战了高难度的室外滑冰，品尝地道的特色美食。

出境游方面，兼具自由度与舒适性的玩法热度高涨。飞猪数据显示，元旦当日，包车游预订量同比去年增长超10倍，租车预订量同比增长超210%。

得益于元旦假期“请3休8”带来的灵活出行窗口期，长线出境游热度显著增长。例如，长线游目的地澳大利亚、美国进入热门出境游目的地前十位。在“4小时飞行圈”内的中国港澳、东亚、东南亚等目的地依然最受欢迎，追求独特体验的小众目的地也正在强势突围，阿根廷、阿曼、波兰、乌兹别克斯坦、哈萨克斯坦等目的地的旅游商品预订量增速最快，资深玩家正在不断挖掘更远或更具新鲜感的地方。

注：文/龚作仁，文章来源：Laborer，本文为作者独立观点，不代表亿邦动力立场。

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FAQ回顾

2026年元旦旅游市场有哪些主要趋势？

2026年元旦旅游市场受“请3休8”拼假攻略驱动，人均消费金额同比增长超30%，国内酒店预订量增长280%。主要趋势包括自驾游预订量增长120%、亲子游人次增长80%、Z世代预订量增长60%，小众目的地如清远、铜川增速显著。

元旦假期热门旅游目的地有哪些？

热门目的地包括上海、北京、广州等一线城市，以及清远、铜川、景德镇等小众目的地。出境游方面，澳大利亚、美国进入前十，阿根廷、阿曼等小众目的地预订量增速最快。

元旦期间不同人群的旅游消费特点是什么？

亲子家庭倾向选择高星级酒店和度假村，出行人次增长80%；Z世代更关注深度体验，预订量增长60%；自驾游群体通过租车解锁周边景观，预订量增长超120%。

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自12月底启动以来，淘宝闪购围绕团聚、出行、礼赠、装扮玩乐四大场景，整合天猫超市、盒马鲜生、大润发、沃尔玛优质供给，持续上新多款新年节日爆款及冬季时令大单品，并支持30分钟送到家。

阿里本地生活阿里巴巴平台外卖

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