The 8-day "Super Golden Week" combining National Day and Mid-Autumn Festival in 2025 has officially concluded, bringing the long-awaited performance surge to the hotel industry. Latest data from H World Group and Jin Jiang Hotels (China) shows that the two giants collectively received over 23.5 million guests during the holiday period, with H World Group receiving 10.55 million guests, representing a 36% year-over-year increase, and Jin Jiang receiving over 13 million guests, marking a 30% year-over-year growth. These results not only demonstrate the robust recovery of the domestic tourism market but also reflect new trends in cultural tourism consumption.
On October 11, Lu Jian, General Manager of Beijing Park Hyatt Hotel, stated: "For five-star hotels, the October Golden Week has always been a traditional peak season and a standout profit point for the hotel industry throughout the year. During the Golden Week, Park Hyatt Hotel achieved an average occupancy rate of 75%, indicating that through collective efforts, the market is gradually stabilizing, which is gratifying but not surprising."
**Nationwide Market Heat Rising, Beijing Performance Outstanding**
During this extended holiday, hotels nationwide presented a prosperous scene of strong supply and demand. H World Group's hotels achieved an overall occupancy rate exceeding 80%, peaking at 98% on October 3, with over 8,100 stores fully booked. Jin Jiang Hotels similarly experienced peak occupancy from October 2-4, achieving city-wide full occupancy across 128 cities nationwide on October 2.
Notably, Beijing, as the capital and major tourist destination, performed exceptionally well during this Golden Week. According to incomplete statistics, core area hotels in Beijing maintained occupancy rates consistently above 90%, with hotels in popular commercial districts such as Qianmen, Wangfujing, and Shichahai experiencing complete sellouts.
On October 9, Li Boxuan, Operations Manager of Huaxin Orient (Beijing) International Travel Service, stated: "During this year's National Day period, hotels in Beijing's popular areas achieved 100% occupancy rates, with average room rates increasing 15% compared to the same period last year. Particularly, scenic rooms offering Mid-Autumn moon viewing were fully booked two weeks in advance."
The strong market growth has led to more hotel openings, providing consumers with additional choices. On September 29, Floral Hotel Beijing Tiananmen·Yudao, a high-end cultural resort brand under H World Group, officially opened. Located on the southern section of Beijing's central axis, a core area that brings together century-old brands and international names, the hotel not only carries the cultural fabric of the ancient capital but also serves as a must-pass destination for Beijing's tourism and business clientele.
Floral Hotel's choice to establish here represents not only territorial expansion but also a vivid interpretation of the brand's philosophy "One Flower, One World, A Peach Blossom Paradise on Earth" - making accommodation a lifestyle for experiencing urban culture. The "Yudao Wenxiang" immersive exhibition launched on opening day injects stronger cultural energy into this location.
"Floral Hotel's unique aesthetics and product design not only provide guests with a welcoming experience but also showcase the cultural depth of China's high-end resort brands to the world," emphasized Liang Shangbing, CEO of H World Group's Yongle Huazhu Division. He added that Floral Hotel will continue exploring commercial pathways for cultural tourism integration, promoting the "cultural experience + high-end accommodation" model to broader markets through quality hotel projects.
**Deep Integration of Cultural Tourism, Rich and Colorful Holiday Experiences**
Investigation reveals that during the Golden Week, hotels nationwide incorporated traditional cultural elements into their services, launching series of characteristic activities to create immersive holiday experiences for guests.
In Beijing, multiple hotels introduced innovative cultural projects: hotels in the Qianmen Street area organized guest participation in traditional toy rabbit-making experiences; hotels around Shichahai provided traditional costume rental services, allowing tourists to explore hutongs in traditional attire; suburban resort hotels held Mid-Autumn poetry gatherings and moon photography competitions.
"We not only provide accommodation but hope to create unique cultural memories for guests," introduced a manager from a Beijing boutique hotel on October 2. They specially designed "Mid-Autumn Cultural Gathering" activities, including lantern making, mooncake DIY, and traditional tea ceremony performances, which received enthusiastic welcome from guests.
This model of deeply integrating accommodation with cultural experiences became a major characteristic of this year's hotel industry.
Beyond hotels' own cultural activities, Beijing's rich cultural tourism resources also attracted numerous visitors. The Palace Museum's "Mid-Autumn Moon Viewing" special opening, Temple of Heaven Park's moon worship ceremony displays, and Summer Palace night tours all boosted reservation enthusiasm for surrounding hotels. Data shows that during the Golden Week, hotels located near major cultural attractions generally had higher occupancy rates than other areas, demonstrating significant cultural tourism spillover effects.
Beijing Tiananmen·Yudao showcases this locational advantage, with the hotel adopting the concept of "hiding in the palace," drawing inspiration from the Qianlong Garden's winding paths and the Three Rarities Study's scholarly elegance to create immersive spaces suitable for both residence and exploration.
The hotel exterior incorporates elements from Beijing's ancient architecture such as copper studs, vermillion lacquer, flying eaves, and dougong brackets, using modern design language to reconstruct spatial ceremonial sense. Upon entering the lobby, the high-ceiling atrium and transparent glass extend vertical views, while ink paintings inspired by the Song Dynasty ci poem "Nian Nu Jiao" and folding screen designs create poetic intervals where virtual and real coexist, blending traditional charm with modern simplicity.
In functional spaces, the hotel continues the "one store, one characteristic" philosophy, providing experience scenarios that combine cultural taste with practical value for different customer groups. The multifunctional conference room "Taihe" draws from the Palace Museum's Hall of Supreme Harmony concept of "harmony between heaven and earth," creating efficient business spaces with neo-Chinese palatial style.
The children's playground "Tang Qu" incorporates Palace Museum patterns and solar term culture, creating immersive interactive experiences for children aged 3-12, where history comes alive through parent-child crafts, climbing frames, and puzzle walls. The 24-hour city living room "Yihe" combines Eastern garden aesthetics with urban social functions, surrounded by tea fragrance and art installations in an elegant atmosphere.
Hotel rooms balance historical heritage with contemporary comfort, creating residential experiences that combine aesthetics with functionality. Some rooms offer views of the Palace Museum's corner towers or hutong streetscapes, allowing guests to connect with Beijing's cultural heritage.
Simultaneously, the hotel's "Yudao Wenxiang" exhibition and brand partner tea experiences jointly inject multidimensional cultural imagination into urban vacations. Floral Hotel collaborated with Palace Museum cultural creative brand Hexi to create a palatial fragrance exhibition, with high-end perfume and fragrance brand DOCUMENTS using the rich aromas of agarwood, sandalwood, borneol, and musk to recreate the imperial road atmosphere, allowing visitors to "smell the fragrances once smelled by emperors" amid flowing light and shadow.
Century-old tea brand "Wang De Chuan" offers specially crafted cold-brewed teas, welcoming guests with sweet and elegant Eastern tea charm that echoes the autumn season. This immersive experience from scent to taste represents Floral Hotel's vivid practice of delicately integrating local culture into hospitality scenarios, multidimensionally constructing unique memories of Beijing vacations.
**Diversified Market Structure, Continuous Quality Demand Improvement**
This year's Golden Week hotel market presented a more diversified structure. On one hand, "reverse tourism" continued heating up, with hotels in third-tier and below cities like Guangyuan, Jingzhou, and Nanchong achieving average occupancy rates exceeding 91.7%. On the other hand, first-tier cities like Beijing and Shanghai maintained strong appeal, with mid-to-high-end hotels performing particularly well under the support of cultural tourism resources.
On October 6, Ms. Li, who works in finance, chose to stay at a boutique hotel in Beijing's Wangfujing area with her family. She told reporters: "We're willing to pay premiums for better cultural experiences and accommodation quality, as this makes our family's vacation more memorable."
This highly aligns with current trends of upgraded tourism consumption needs and deepening experience economy. As Generation Z and the new middle class become core clientele for high-end travel, vacation concepts are undergoing profound transformation. According to reports from the China Tourism Academy, new-era consumers prioritize "unique cultural experiences" and "emotional resonance" over simple accommodation comfort when selecting vacation products.
Facing these changes, Floral Hotel centers on users, keenly capturing different groups' experience needs and creating six major vacation product themes, systematically building an immersive experience matrix. From brand characteristic activities like "Floral Classroom" and "Floral Fragrance Affairs" to nine major service touchpoints including "Floral Daily Life" and "Play Maps," Floral Hotel naturally integrates dimensions such as cultural perception and physical-mental healing into hospitality journeys, creating warm and content-rich experiences.
Industry experts analyze that this year's Golden Week data shows the hotel industry is transforming from simple accommodation services toward comprehensive cultural tourism experiences. On October 11, Han Ze, researcher at China Cultural Tourism Industry Research Institute, pointed out: "Beijing market performance is particularly representative - guests not only want good accommodation but hope to gain deeper cultural experiences through their stays. This trend will drive further transformation and upgrading in the hotel industry."
As the "Super Golden Week" concludes, the hotel industry's report card proves encouraging. Data shows that cultural tourism integration is injecting new momentum into industry development, with quality-oriented, personalized, and experiential accommodation products increasingly favored by the market. For the industry's future, professionals generally believe that better excavating cultural connotations, improving service quality, and innovating experience models will be key to success in fierce market competition.