China’s hotel room rates disappoint during ‘golden week’ despite tourism boom
Por Daniel Ren — South China Morning Post – News feed
Advertisement China consumption Business China Business China’s hotel room rates disappoint during ‘golden week’ despite tourism boom
Hotel bookings climbed during the National Day holiday, but stronger supply and cautious spending kept rates in check
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Daniel Ren in Shanghai Published: 6:00pm, 9 Oct 2026 Hotel room rates across mainland China fell short of expectations during the National Day “ golden week ” holiday despite a tourism boom, as company officials and analysts called for stronger asset and revenue management to ease pricing pressure.
Hotel tariffs remained largely unchanged from the previous month between October 1 and 7, even as bookings jumped, according to executives at hotel operators and travel agencies.
“The days when hotels and resorts could expect a windfall during the week-long holiday are history,” said Li Wenjie, CEO of Shanghai Yaheng International Travel. “Middle-income tourists are no longer willing to spend freely on accommodation.”
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