Fliggy Reports Surge in Travel Bookings Among College Students During 2025 National Day Holiday

Fliggy, an online travel services platform under Alibaba Group, has highlighted notable travel trends during the recent National Day and Mid-Autumn Festival holidays. The company reported a 14.6% year-on-year (YoY) increase in the average order value for holiday activities, driven primarily by Gen Z travelers.

Travel Trends and Data Insights

This year’s holiday period witnessed a significant shift towards multi-destination travel. Fliggy’s data shows a 5% YoY increase in per capita bookings for transportation services, including flights and car rentals. Additionally, there was a 4.6% YoY rise in bookings for hotels, packaged tours, and tickets. Travelers explored over 180 countries and regions, indicating a strong recovery in international travel demand compared to last year.

Fliggy’s AI travel assistant, AskMe, launched in April and has become increasingly popular. During the holiday period, its average daily user count increased over fivefold from its summer peak. The AI audio guide feature, which provides narratives based on user photos of exhibits and landmarks, achieved its highest usage on October 3rd.

Gen Z and College Students Lead the Way

The demographic of travelers born between 1995 and 1999, known as Gen Z, accounted for nearly a quarter of all bookings. The post-05s, or those born after 2005, also showed significant growth, with independent travel bookings surging 61% YoY. College students are moving away from budget-focused travel and are now opting for destinations that offer richer experiences. Flight bookings among college students increased by 63% YoY, with international travel seeing a 110% spike. This shift contributed to a 31% increase in the average booking value compared to the previous year.

Emerging Travel Hotspots

Top domestic destinations included major cities like Shanghai, Beijing, and Hangzhou. There was also notable growth in bookings for third- and lower-tier cities in China. Jingdezhen in Jiangxi saw a 60% YoY increase in booking volume, while Luzhou in Sichuan experienced a 45% rise due to events like music festivals. Long-distance travel destinations such as Zhaosu, Tunchang, and Yichun also saw booking volumes more than double YoY.

For outbound travel, popular destinations included Japan, Hong Kong, Thailand, and South Korea. Bookings in smaller cities across East Asia, Southeast Asia, Australia, New Zealand, and Europe doubled, reflecting a shift from traditional tourist spots to niche locations.

The Rise of Experiential Travel

Travel habits are evolving, with more people opting for self-driving vacations, aided by China’s policy exempting small passenger cars from highway tolls. Fliggy reported a 60% YoY increase in rental car orders during the holiday season. Vacationers are increasingly renting cars upon arrival, making airport and train station rental outlets popular.

There is also a growing interest in leisure activities. Domestic experience bookings, including show tickets and specialty dining, increased by 78% YoY. For outbound destinations, bookings for adventurous activities like diving and skiing grew by nearly 30% YoY.