Traditionally one of the biggest annual travel periods for Asia Pacific travelers, this Lunar New Year Agoda reveals changing travel patterns emerging post-COVID. This year travelers are discovering off the beaten track destinations as well as revisiting traditional tourist hotspots. Family or group travel is the most popular traveler type and some travelers are pampering themselves and indulging in more high-end stays. There is also an upward trend in the search and bookings for Agoda Homes – non-hotel accommodation that offer more ‘home comfort’ facilities including kitchens, separate living and sleeping spaces.
With most international borders closed, this Lunar New Year domestic destinations are set to enjoy the spotlight with and places like Xi’an (China), Medan (Indonesia) and Langkawi (Malaysia) making a debut in their markets’ top eight Lunar New Year destinations waiting to be explored.
Across the region, families or group travelers are the number one traveler type, as many people plan to celebrate the Lunar New Year with loved ones. Thai and Indonesian travelers in particular are focusing more on traveling with kin and friends this year, as families or group take over couples as top traveler type this year, compared to last year’s festivities. However, couples took over group or families as the most popular Lunar New Year traveler type in China this year and continued to dominate the top spot for Japan and the Philippines. In Japan, solo travelers remained the second most popular traveler type.
Travelers treat themselves to upgrades.
Malaysian, Indonesian, and Vietnamese travelers are taking advantage of great value deals to upgrade to 4-5-star accommodation to celebrate this year, while Chinese travelers maintain their desire for luxury stays.
While hotels continue to rank higher than non-hotel accommodation which includes service apartments, unique homes, villas and resorts, non-hotel accommodation options have become more popular for travelers from Indonesia, Malaysia, Taiwan and Vietnam travelers.
“Just like the mythical Ox of the Chinese zodiac, the Asian traveler is proving their resilience and strength this Lunar New Year through their determination to get away and make the most of domestic travel opportunities. In a change from non-COVID times, our data shows us that beach and countryside spots are more popular than capital city breaks and high energy destinations. People want to reward their hard work and resilience with upgraded stays in top class areas, be it beach destinations, such as Phu Quoc (Vietnam) or Boracay Island (the Philippines), scenic mountains like Khao Yai (Thailand) and Chiayi (Taiwan), or historic cultural destinations like Xi’an (China),” said Timothy Hughes, Vice President Corporate Development.
Travelers in Cambodia, Indonesia, Malaysia, Philippines, South Korea, Taiwan, Thailand, and Vietnam can enjoy Agoda’s upcoming Lunar New Year Sale and enjoy savings up to 80% across a wide range of accommodation. Booking period starts on 28 January to 16 February 2021 for stays during 28 January – 30 April 2021.
Market Specific Data
China
- Shanghai is the most popular city among Chinese travelers for Lunar New Year.
- This year’s list welcomes three new entries with cultural and historical cities Xi’an, Hangzhou and Suzhou making a debut at #3, #6, and #8 respectively knocking Zhuhai, Foshan, and Chengdu out of the top 8 list.
- This year, Chinese couples replaced group travelers and families as top traveler type.
- 4-5-star accommodations are the top choice as trend for luxurious accommodation over the Lunar New Year continues in China.
Indonesia
- People are escaping the city this year as Jakarta falls to #4 and heading to relaxing destinations like Puncak (#7) and Bandung (#1). Cultural city Medan, which also offers beautiful natural scenery makes its way to #5, moving Malang off this year’s list.
- Group and family travelers supersede couples to take top spot for traveler types for a change of scenery for the festivities this year.
- This Lunar New Year, more Indonesians are upgrading their accommodation from 1-3.5 stars to 4-5 stars. There is also more demand than last year for alternative accommodations, especially among solo travelers.
Japan
- While metropolis, including Tokyo (#1), Osaka (#3), Yokohama (#4), still dominate the list, Okinawa with its warmer climate and whale watching, leaps five spots to take the 2nd place.
- 2021 top traveler types run as couples, solo travelers, groups and families.
- Japanese travelers favor budget accommodations (1-3.5 stars).
Philippines
- The Filipinos are exploring their backyard. Cebu tops the list. Newcomers are Tagaytay (#2), Boracay Island (#4), Batangas (#7), and Bohol (#8), pushing Palawan, Davao city, Iloilo, and Angeles/Clark off the list.
- Travelers prefer 1-3.5 star-hotels.
- Top traveler types are couples, families and groups, and solo travelers.
South Korea
- Jeju Island takes the crown this Lunar New Year nudging Seoul to second place. Pyeongchang gun, which hosted Winter Olympic Games in 2018, entered the list at #6, moving Jeongseon out of the top 8.
- Korean groups and families lead the list of top traveler type during the Lunar New Year.
- Travelers prefer 1-3.5-star accommodations.
Malaysia
- Penang jumped from #3 in 2020 to the top Lunar New Year spot for 2021. This year’s newcomers are Langkawi and Kuching (#7). Beach destinations have gained popularity: Langkawi debuts at #4, while Port Dickinson rises three spots to #5.
- Top traveler types are groups and families, couples, and solo travelers respectively.
- Malaysians this year have been upgrading their stays to 4-5-star hotels. Alternative accommodations are also in vogue, especially among solo travelers and group travelers.
Taiwan
- Cities of Taipei and Taichung and Kaohsiung continue to take the top spots. Chiayi, (#8) which boasts three national scenic areas, nudges Nantou out of this year’s Lunar New Year top 8.
- Top traveler types during the Lunar New Year are groups and families, couples, and solo travelers. Travelers prefer 1-3.5-star accommodations.
Thailand
- Khao Yai rises from #7 to #3 in 2021. Culture/scenic Chiang Rai and Beach destination Krabi found their way into top 8, nudging out Khon Kaen and Chonburi. While the capital of Bangkok tops the list, the rest of the list shows Thais’ preference for escaping to explore mountain and beach destinations.
- This year, groups and families are the top traveler types, pushing couples to the second place.
- Thais are staying at 1-3.5-star accommodations, similar to 2020.
Vietnam
- Phu Quoc Island jumps from #8 to top spot. Coastal destinations dominate 7 of the top spots for TET/Lunar New Year, with Nha Trang (#3), Vung Tau (#4), and Da Nang (#7) on the list.This year, Vietnamese are upgrading their stay to 4-5 star-hotels.
- Groups and families are the top type of travelers.
Editor’s Note
Data is based on Agoda’s data, collected on 10 January 2021, with comparable check-in dates as first day of LNY for each respective year – 25 January 2020 and 12 February 2021.
