China’s Gen Z consumers drive rise in homestay bookings to ring in the new year
Gen Z travellers made up more than 50 per cent of total homestay bookings for the 2026 New Year’s holiday period
That has prompted B&B operators to step up efforts in creating distinct ritualistic experiences – such as group countdown events, fireworks displays and complimentary bottles of wine – to attract more guests while standing out in a crowded market.
“On regular days, the key for homestays to attract more travellers lies in creating something compelling that transforms a homestay from a mere accommodation into a lifestyle and experience.”
Among B&B offerings, renting entire villas for New Year’s celebrations has emerged as a top choice for young Chinese.
Data from Tujia showed that bookings for stand-alone villas during the 2026 New Year’s holiday period surged 140 per cent year on year – the fastest growth rate across all homestay types.