China’s Gen Z consumers drive rise in homestay bookings to ring in the new year

More young Chinese consumers are opting for bed-and-breakfast stays at private villas to ring in the New Year, drawn to the larger space, set-up options and enhanced privacy offered by these properties, leading to a fresh round of competition for hoteliers.

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.

“The festive rituals can highlight homestays’ strengths in atmosphere and social scenarios, making them more appealing to young consumers,” said Hu Yang, a vice-president at Chinese short-term lodging rental platform Tujia.

“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.

South China Morning Post