In 2014, China's tourism market grew rapidly, not only with substantial increases in all data points but also with the market evolving in new ways. The competition in China’s online leisure travel market grew fiercer that year, reflecting, to some degree, the robust demand. Reports noted that in 2014, several online travel companies saw business growth of over 50%, with leading enterprises recording annual transaction volumes exceeding 10 billion yuan. Behind this high growth lies a shift in tourist preferences. An increasing number of reports suggest that Chinese travelers are transitioning from sightseeing to leisure vacations at an accelerating pace, and new accommodation options such as vacation apartments have moved from being niche experiences a few years ago to rapidly becoming mainstream.
Keywords “leisure” and “self-guided,” marking the shift from travel to vacation.
According to the “Baidu 2014 Tourism Industry Annual Review Report” released by Baidu Big Data, travelers' demands in 2014 showed several noteworthy changes. First, immediate needs spurred the wirelessization of travel equipment; second, the gap between peak and off-peak travel seasons narrowed, with the traditional Golden Week rush-style “congested travel” growing more slowly, while travel during traditional off-peak periods increased more rapidly; third, travel experiences were upgraded, and based on users’ consumption capacities, travel experience needs were segmented. It was found that the higher the spending power, the farther the destinations visited and the better the accommodations chosen.
The first change indicates that an increasing proportion of Chinese tourists now prefer spontaneous travel, largely due to people traveling more frequently than before. At the same time, this immediate demand has led to fewer detailed travel plans and an emphasis on the leisurely and self-guided nature of trips. The second and third changes show that Chinese tourists are beginning to value the experience of travel more, seeing it more as a way to relax rather than primarily for sightseeing. It can be said that travelers' demands have accelerated their shift from sightseeing to leisure vacations, and the vacation mindset among Chinese tourists is taking shape.
Riding the trend, vacation apartments gain popularity
With the formation of the vacation mindset among Chinese tourists, inevitable changes are taking place in the tourism market. During the sightseeing era, tourists often endured long and tiring journeys to visit crowded attractions, which significantly compromised the quality of the trip. In the leisure vacation era, tourists have diverse needs such as family trips and themed travel, and the ease of sightseeing becomes equally important. Traditional hotels often struggle to meet these new demands, and even when they do, tourists face high prices. As a result, the rise in popularity of vacation apartments—which offer more space, better cost-performance, and facilities for laundry and cooking—has become inevitable. Moreover, most vacation apartments are located within or near scenic areas, offering convenient access for outings. They also come in various themes such as sea views, villas, and hot springs, meeting the personalized needs of tourists in depth.
According to information obtained from Tujia.com, China’s largest vacation apartment booking platform, the company experienced rapid growth in 2014, with the number of covered cities and listed properties increasing by over 50%, and orders doubling year-on-year. By February 2015, Tujia.com had 170 domestic destinations with over 130,000 properties listed, as well as 135 overseas destinations with more than 3,000 properties. A Tujia.com spokesperson stated: “Tujia’s growth aligns with the rise of the vacation mindset in China, and we are committed to further promoting it. Tujia will continue to expand its property inventory, diversify product offerings, and improve user satisfaction, enabling more Chinese tourists to enjoy the perfect vacation experience.”