Nowadays, the battle for market share among budget hotel chains has been fought and won in most cities, shifting the main arena of competition to personalized services.
This Spring Festival, stimulated by the national policy of free highway tolls for small vehicles, independent travel is set to experience another wave of rapid growth. Self-guided tours, represented by family trips and parent-child travel, will become the main force of Spring Festival travel. Budget hotel chains are favored by independent travelers for their affordability and cleanliness, and their booking rates have risen rapidly during the holiday season.
Backpackers favor family outings during Spring Festival
In traditional thinking, the Spring Festival is a time for family reunions and enjoying togetherness. Generally speaking, the long Spring Festival holiday is usually spent staying at home together in harmony or visiting relatives to strengthen bonds. In recent years, however, more and more people have started traveling during the holiday, and the Spring Festival has gradually become a peak travel season. Reporters learned from major travel agencies that starting from mid-December, group tours for the Spring Festival began to gain popularity, peaking in January. Domestic routes such as northern snow sightseeing tours and southern warm winter trips have seen prices rise by about 30% compared to regular days.
Reporters learned from multiple travel agencies that in the past, most citizens traveled in tour groups, but now nearly 30% of those traveling during the Spring Festival opt for independent travel. These travelers choose both short-haul and long-haul destinations, with long-distance trips often involving flight and attraction ticket bookings through travel agencies. The free highway tolls for small vehicles during the holidays have further boosted independent travel. Independent travel eliminates the stress and rush of group tours, allowing travelers to control their own itineraries. Advantages such as booking accommodations online or by phone, planning the trip together as a family, and staying together to enjoy a reunion in a different place have made self-guided family travel quietly gain popularity during the Spring Festival.
Independent Travelers Prefer Budget Hotels
It is understood that travelers choosing independent travel prefer to book budget hotels. Factors such as high-quality facilities, convenience, and affordability make budget hotels a better value for money. Budget hotels were first embraced by trendy young people, and as independent travel became more common, an increasing number of family and parent-child travelers also began choosing budget hotels.
During the Spring Festival, group travel involving families—especially those with both elderly members and children—is not as carefree as a young backpacker simply slinging on a backpack and heading out. Every aspect of daily life, including food, clothing, accommodation, and transportation, needs to be taken care of. Elderly people hope for simple and comfortable lodging, homemakers often look for affordability, while younger travelers demand better internet access to share photos and post on social media anytime, anywhere… Ultimately, it all comes down to cost-performance. After weighing all factors, budget hotel chains have become the accommodation choice for family trips during the Spring Festival. The manager of the 7 Days Inn Jinan Daming Lake Branch reported that as the festival approaches, the hotel’s booking rate has already exceeded 85%, showing a very clear upward trend. Many travelers are coming to visit with their families, especially from southern regions. It is understood that booking rates at other budget hotels are also rising.
Budget Hotel Competition Relies on Personalized Services
Budget hotels are highly popular among travelers, especially during holidays. Reporters found that whether during short breaks or golden weeks, budget hotels in Jinan experience extremely high booking volumes, with some periods even seeing “no rooms available.” Budget hotel brands are competing to open more branches; currently, just the “7 Days” brand alone has 114 outlets in Shandong, including 29 in Jinan. Statistics show that all well-known domestic budget hotel brands have established a presence in Jinan.
With the market saturated, the main battlefield of competition among budget hotels has shifted to improving service, using service quality to attract guests and cultivate loyal members. It is understood that budget hotels are ahead of the curve, having launched their own mobile apps for room bookings anytime, anywhere. Ms. Chen, who came to Jinan from Guangzhou for the first time, said: “When traveling up north, I pay extra attention to hot water and bed comfort. 7 Days Inn really thought of everything—10-second fast-heating showers let you quickly enjoy a hot bath. Yalan mattresses and buckwheat pillows ensure good sleep quality, while sealed clean towels and hygienic conditions give peace of mind. Free WiFi coverage allows you to surf the web and share your experience of Jinan’s winter anytime.”