China's young travelers are revolutionizing holiday experiences, turning traditional New Year celebrations into personalized adventures through innovative homestay choices.

According to recent data from Tujia, Gen Z consumers have dramatically reshaped the holiday travel landscape, comprising over 50% of total homestay bookings for the 2026 New Year's period. The surge reflects a profound shift in how younger generations approach holiday travel – seeking more than just accommodations, but immersive lifestyle experiences.

Entire villa rentals have emerged as the most sought-after option, with bookings skyrocketing 140% year-over-year. This unprecedented growth signals a clear consumer preference for spacious, exclusive settings that enable unique group celebrations.

B&B operators are rapidly adapting, designing distinctive experiences that transform homestays from mere lodging into memorable events. Strategic offerings now include group countdown events, spectacular fireworks displays, and complimentary wine – tactics specifically engineered to attract and delight young travelers.

One industry expert noted, '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.' This philosophy is clearly resonating with Gen Z's desire for meaningful, shareable moments.

As travel trends continue evolving, one thing remains certain: China's young consumers are rewriting the rules of holiday celebrations, prioritizing personalization, experience, and connection over traditional travel models.