Every once in a while, the same themed content tends to flood WeChat Moments. On the evening of May 27, what went viral overnight was "Beautiful Homes Vacation Wishes."
"I want to stay in these beautiful homes. Friends, please cheer me on~ There are also prizes like an Apple Watch to be won~" This was the prompt on the shared WeChat link, but what truly captured attention were the beautiful homes in users’ vacation wishlists—diverse home styles displayed like special edition stamps on the mobile H5 page.
Beijing Tujia Sweetome Resort Hotel Yonghegong Hongyun Pavilion Branch
Mr. Zhang from Beijing also shared his vacation wish—he chose the Beautiful Villa in Baiyangdian, just a two-kilometer drive from Beijing. His WeChat Moments post was simple—"I’ve been there with friends once, this time I want to bring my wife, kids, and parents. One villa is just enough for all of us. That’s how carefree an 80s uncle can be."
In contrast, the wishlist of a post-90s university student was much more artistic. Xiaoxue, who studies in Shanghai, had several vacation wishes: a courtyard house in Beijing’s Yonghegong, a campervan site in Xiamen, as well as wooden cabins and seaside rooms. She shared on WeChat Moments, "I want to go to all these places. As for who to go with, let me think about that, haha."
The diversity of Tujia’s beautiful homes is truly commendable, bringing together aunties, uncles, and college students alike.
Cheering for Wishes and Trying Your Luck
The sharing of beautiful homes alone wasn’t enough to make many people flood their WeChat Moments, nor did it explain why so many shared it across various WeChat groups.
When entering Tujia’s event page, reporters found that users could see activity links shared by friends in WeChat Moments or group chats, and "cheer" for their shared vacation wishes. The more cheers received, the more lottery chances they’d get. Prizes were abundant, ranging from high-end rewards like Apple Watches and thousand-yuan travel funds, to essential travel gadgets like instant cameras and selfie sticks.
In short, the more you share, the more "cheers" you get, and the greater your chances of "trying your luck" to win.
"With summer vacation approaching, everyone is planning trips, and these beautiful homes match the needs of many users. While meeting those needs, we also wanted to give everyone a little surprise—that’s one of the goals of our Summer Carnival, to give back to both new and old users. Sharing vacation wishes is our first campaign, and there will be more to come, such as grabbing millions in WeChat red packets and flash sales for apartments at just 1 yuan. I believe the next two rounds will also explode across WeChat Moments and group chats because people love to share, and we encourage users to do so," explained Chen Yuying, Vice President of Tujia and Chief Operating Officer of the platform.
However, according to observations by reporters, beyond the above two reasons, the most important factor is the changing way consumers travel—rejecting uniform standard accommodations. Staying in apartments, villas, or guesthouses—opting for non-standard lodging—has become a growing trend. Moreover, compared to star-rated hotels or budget chains, these non-standard options aren’t expensive and offer clear value for money. This is precisely the new travel experience proposed by Tujia—Tujia, your home on the journey.