On May 1st, Meituan Travel released data showing that on the first day of the “May Day” holiday, cultural and tourism consumption surged, with many scenic spots entering a “crowded” mode. The transaction amount of scenic spot tickets contributed by visitors from other places increased by about 15% year-over-year.
The top ten most popular scenic spots included Shanghai Disney Resort, Beijing Universal Resort, Wanshui Mountain Wuxia City, Mount Tai Scenic Area, Laojun Mountain Scenic Area, Xi’an Museum, Xi’an City Wall·Beilin Historical and Cultural Scenic Area, the Palace Museum, Red Mountain Forest Zoo, and Luoyi Ancient City.
The “take 4 days off for an 11-day holiday” trend sparked a wave of holiday-making, with concerts and music festivals booming across various locations. A mix of county tourism, culinary tourism, and long-haul travel interwove, with the “May Day” travel heat expected to reach a three-year high. Meituan Travel data showed that as of May 1st, the booking volume of five-star hotels in counties during the “May Day” period increased by 40% year-over-year, outpacing the national average.
Prior to “May Day,” Meituan Travel, in collaboration with Meituan members, distributed large-value discount vouchers for flights, hotels, and tickets, driving growth in various travel services and beginning to show the effect of completing a “one-stop” travel experience on Meituan Travel.
The ultra-long 11-day “holiday patch” allowed tourists to delve deeper into their travels, with in-depth tourism becoming a major trend. Young post-00s tourists tended to book hotels in advance, stay for several days, and choose accommodations within 3 kilometers of popular scenic spots, historical sites, and music festival venues to fully explore the local culture.
Meituan Travel data revealed that as of the first day of the “May Day” holiday, Changzhi, Kashgar Region, Enshi Prefecture, Qiqihar, Liangshan Prefecture, Shanwei, Tianshui, Wuhai, Tongling, and Shizuishan emerged as dark horse destinations for advance hotel bookings. Exploring ancient temples and murals, experiencing border cultural charm, savoring the unique cuisine of ethnic minority regions, heading north to visit the Northeast, and discovering the northwest small towns where desert and water meet all became meaningful travel experiences for young people.
Meituan Travel data showed that the search heat for “May Day travel” increased by 160% year-over-year, with another peak in travel expected on May 2nd and 3rd. A Meituan Travel spokesperson suggested that for tourists who have not yet traveled, there are still many cost-effective flight routes available on Meituan, such as the flights from Chongqing to Changsha and Shanghai to Beijing on May 2nd. Additionally, May 2nd and 3rd will see a peak in short-haul travel, with rural tourism and culinary tourism becoming new choices to avoid the crowds.
The food and beverage market was also booming. On the first day of the “May Day” holiday, popular commercial district restaurants in Beijing, Shanghai, and Guangzhou had hundreds of online reservations, and tea drink shops had waiting times for over ten cups.
By around 1 p.m., the online order volume for dine-in meals on the Meituan platform reached a peak for the day, up 73% year-over-year, with the highest demand for snacks, fast food, and beverages. Prior to “May Day,” Meituan launched a “free eat and drink” weekly exemption benefit for black diamond and black gold members, effectively boosting holiday travel consumption. So far, it has attracted over 130,000 participants, driving popular items such as Ba Wang Cha Ji Qingqing Nuomi, Nai Xue’s 6-in-1 fruit tea, and Luckin’s 6-in-1 coffee. Some beverage and fast-food outlets also support Meituan’s “instant pick-up” service, allowing customers to order in advance to avoid queues.
