“The holiday market’s recovery is suppressed due to the massive COVID resurgence in the first half-year of 2022. However, we see positive trends in consumers’ willingness and budgets for travel, especially among households with pets, children and high-income women aged 30-39. Consumers are motivated by themed short-haul or local travel holidays that allow them to release stress and be close to nature. BNB and camping merchants should upgrade or adapt their products and services accordingly, while at the same time advertising on Xiaohongshu to effectively reach these target consumers. OTAs need to adjust their strategy and business models to fulfil emerging consumer needs during short-haul and local leisure trips.”
– Shannon Liu, Senior Research Analyst
This report discusses the following key topics:
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