Story perspectives

Villa Bookings Surge 140% as Young Consumers Embrace B&Bs

1/1/2026

Summary

Story summary

More young Chinese consumers are choosing bed-and-breakfast stays at private villas for New Year’s celebrations, attracted by space and privacy.
The trend intensifies competition among hoteliers, with B&B operators offering group countdowns and fireworks.
Hu Yang, vice-president at Tujia, says these festive rituals boost homestay appeal.
Data from Tujia show stand-alone villa bookings rose 140% year-on-year for the 2026 New Year’s holiday, fastest among all homestay types.

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Story summary

More young Chinese consumers are choosing bed-and-breakfast stays at private villas for New Year’s celebrations, attracted by space and privacy.
The trend intensifies competition among hoteliers, with B&B operators offering group countdowns and fireworks.
Hu Yang, vice-president at Tujia, says these festive rituals boost homestay appeal.
Data from Tujia show stand-alone villa bookings rose 140% year-on-year for the 2026 New Year’s holiday, fastest among all homestay types.