证 券 研 究 报 告 春节旅游跟踪报告 超长假期+政策助力催生全面景气，酒店涨价 推荐（维持） 幅度超预期 ❑ 风险提示：宏观经济波动；高频数据更新不及时；政策落地不及预期。 重点公司盈利预测、估值及投资评级 | | | | | EPS（元） | | | PE（倍） | | PB（倍） | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 简称 | 代码 | 股价（元） | 2025E | 2026E | 2027E | 2025E | 2026E | 2027E | 2025E | 评级 | | 锦江酒店 | 600754.SH | 28.28 | 0.85 | 1.09 | 1.21 | 33.14 | 25.97 | 23.34 | 1.98 | 推荐 | | 首旅酒店 | 600258.SH | 17.46 | 0.80 | 0.88 | 0.96 | 21.93 | 19.89 | 18.19 | 1.67 | 推荐 | | 古茗 | 01364.HK | 28.48 | 1.05 | 1.10 | 1. ...

另外，以海南为代表的购物游，哈尔滨、长白山（603099）、阿勒泰、张家口等为代表的冰雪旅游，以意大利、西班牙、澳大利亚、丹麦等为代表的长线 出境游等同样火热。 同程旅行数据显示，春节假期，汕头等热门广东目的地的酒店预订热度同比增幅均超过了80%，增幅位居全国前列；海南全岛春节旅游热度创新高，酒店 预订热度同比增长超70%；米兰、威尼斯等意大利热门目的地酒店预订热度同比增长超200%。 出游热度较高的县域目的地也迎来流量，比如黄山黟县、桂林阳朔县、晋中平遥县、福州平潭县、玉溪澄江市、上饶婺源县等。春节期间，这些区域的酒 店及民宿预订热度同比增长均超400%。 来自酒店企业的数据更为直观。据华住集团数据，在区域分布上，在出租率TOP100热门目的地中，三线及以下城市(及地区)的间夜出租率同比增幅高于 一二线城市(及地区)，体现出县域经济在文旅行业的蓬勃潜能。 今年春节期间，旅游市场持续火爆，一房难求、一票难求的现象屡见不鲜。随着各大平台机票、酒店等消费数据陆续发布，春节旅游的盛况也得到了进一 步印证。 近日，文化和旅游部公布2026年春节假期文化和旅游市场情况。 数据显示，春节假日9天，全国国内出游5.96亿人 ...

Core Insights - The tourism market during the 2026 Spring Festival is expected to maintain high prosperity, characterized by simultaneous increases in volume and price, along with structural optimization [2][8] - AI technology is increasingly integrated into the entire tourism process, enhancing consumer convenience and experience [3][8] - The cross-border travel market is experiencing significant growth in both outbound and inbound tourism, with a diversified destination structure [5][6] Group 1: Travel Market Trends - The total inter-regional movement of people during the 2026 Spring Festival is anticipated to reach a new high, with growth in passenger flow across civil aviation, railways, and water transport [2] - The hotel market is witnessing both volume and price increases, with hotel night bookings on the Fliggy platform rising by 75% year-on-year during the Spring Festival [2] - Popular tourist cities are seeing significant price increases for hotel accommodations, driven by a segmented travel pattern of "first reunion, then vacation" [2] Group 2: Domestic Tourism - The domestic tourism market is thriving, with Fliggy reporting record-high order volumes and a 10% year-on-year increase in average booking amounts [3] - Traditional and niche destinations are both gaining popularity, reflecting a trend towards diversified experiences in domestic travel [3] - Key scenic spots, such as Zhangjiajie and Qi Yun Mountain, have reported substantial revenue growth during the holiday period, with some locations achieving record highs [3] Group 3: Cross-Border Tourism - The cross-border travel market is experiencing robust growth, with Southeast Asia as a core destination and significant increases in long-haul travel [5] - Outbound travel is dominated by family groups, with popular destinations including Bangkok and Hong Kong, while inbound tourism benefits from visa-free policies and cultural appeal [5][6] - Inbound tourism is showing strong consumer spending, with cities like Beijing and Shanghai leading in visitor numbers and economic contributions [6] Group 4: Investment Opportunities - The tourism sector is expected to benefit from extended holidays, visa-free policies, and rising consumer sentiment, with a favorable outlook for service-oriented consumption [8] - Recommended investment targets include hotel chains such as Jin Jiang Hotels and ShouLai Hotels, as well as online travel agencies like Trip.com and Tongcheng Travel [8]

春节消费高景气，关注性价比、情绪价值和体验 [Table_Industry] 社会服务业 2026 年春节消费调研观察 春节线下零售和服务消费高景气，下沉市场客流更旺盛、线下消费更火热。 投资要点： [Table_Report] 相关报告 社会服务业《史上最长春节假期，文旅板块景气 度高》2026.02.23 社会服务业《千问加码外卖补贴，行业价格战趋 缓》2026.02.09 社会服务业《乐购新春方案出台，关注春节消费 表现》2026.02.08 社会服务业《政策推动、供求双旺，景区板块迎 黄金投资期》2026.02.07 社会服务业《政策支持服务消费发展，关注春节 数据》2026.02.01 票 研 究 | [姓名table_Authors] | 电话 | 邮箱 | 登记编号 | | --- | --- | --- | --- | | 刘越男(分析师) | 021-38677706 | liuyuenan@gtht.com | S0880516030003 | | 宋小寒(分析师) | 010-83939087 | songxiaohan@gtht.com | S0880524080011 | 本报告导读 ...

近日，多家酒店、民宿及度假区相继披露2026春节假期的住宿报告，在全国出游热潮的带动下，住宿行 业接待人次及入住率也显著增长，创下新高；主题乐园的配套酒店、度假村连日满房。据锦江酒店（中 国区）经营数据显示，假期的前8天，旗下酒店累计接待住客人次同比增长超43%，其中外国游客接待 人次同比增长超53%；整体客房入住率（OCC）同比增长14%，创近三年新高，超5000家酒店于游客出 行入住高峰期（正月初三、初四）实现连续满房。如家酒店的经营数据显示，2026年春节假期期间，如 家酒店集团的RevPAR（平均可出租客房收入）、出租率和平均房价三大核心经营指标均实现稳步增 长。其中，集团整体RevPAR较去年同期显著提升，展现出强劲的复苏与增长动力。在客流高峰的农历 初三当天，集团旗下酒店满房率突破41%，创下假期入住率峰值。（澎湃） ...

Investment Rating - The report rates the cultural tourism infrastructure and operations industry as stable for 2025 and 2026, indicating a positive outlook for growth and development in the sector [1]. Core Insights - Since 2025, the domestic tourism market has transitioned from recovery to a healthy development phase, with high consumer willingness to travel, primarily focusing on local and nearby tourism, leading to increasingly rigid consumption demands [1][15]. - The international tourism market is entering a high-quality growth phase driven by policy releases and payment facilitation, with expectations for inbound tourism to become a new growth point for the industry [5][18]. - The industry is experiencing a transformation towards quality and immersive experiences, particularly in traditional scenic areas, which are facing capacity constraints and intensified competition [1][42]. - The hotel industry is undergoing a deep adjustment phase, with ongoing brand and chain development, but still facing pressure from soft growth in room prices and rising operational costs [1][2]. Summary by Sections Industry Overview - The cultural tourism infrastructure and operations industry aims to meet public cultural and tourism demands, encompassing the development and provision of related material facilities and services [7]. - The industry is characterized by a deep integration of cultural and tourism resources, focusing on comprehensive services for tourists, including travel, accommodation, dining, and entertainment [7][8]. Market Dynamics - The report highlights that the tourism industry is a strategic pillar of the national economy, contributing over 10% to the national economic growth during the "14th Five-Year Plan" period [10]. - The domestic tourism market is expected to continue supporting economic and social development, with a projected increase in domestic travel demand due to favorable policies and extended holiday periods [5][15]. Financial Performance - Revenue growth in the industry has slowed since 2025, but the operational resilience is expected to persist due to policy support and fundamental supply-demand dynamics [2][4]. - The financial structure of the industry shows a high reliance on debt financing, with a notable increase in overall debt levels and a rising proportion of rigid debt [4][36]. Future Outlook - For 2026, the report anticipates that policy dividends and new holiday regulations will further stimulate tourism consumption demand, with a steady development trend expected in the industry [5][16]. - The integration of AI and data processing technologies is expected to enhance tourism services, leading to a more refined transformation in the sector [5][30]. Sub-industry Analysis - The leisure facilities and cultural tourism infrastructure sector is characterized by high capital barriers and varying profitability across sub-sectors, with leisure facilities maintaining strong profitability due to resource scarcity [9][36]. - The report notes that the competitive landscape is dominated by state-owned enterprises, particularly in economically developed eastern regions, which exhibit significant scale advantages [2][4].

春节假期酒店专家交流 20260223 摘要 2026 年春节期间，酒店业受益于天气、假期延长及旅游过年趋势，家 庭游、银发族和情侣成为主要客群，国内游替代部分出境游，入境游显 著增加，锦江酒店受益于低基数和收益管理优化，RPA 同比提升 31 个 点，其中价格贡献 21 个点。 展望全年，锦江酒店若能保持稳定，专注于业务提升和产品升级，业绩 增速有望维持良好水平，过去两年动荡使其基数较低，规模和选址具备 议价能力，全年业绩增速预期乐观。 2026 年酒店市场供给侧放缓，预计小幅增长 1-2 个百分点，但连锁化 率将提升，连锁酒店增速高于行业平均水平，单体酒店数据不佳，连锁 品牌强化下沉市场渗透率。 2026 年商务客源需求预计稳定增长 3-5 个百分点，尽管部分公司管控 高消费酒店，但整体出差预算和频次未大幅下降，部分公司甚至提高报 销标准。 旅游业前景持续向好，人们更多将资金投入旅游消费，游客更倾向于选 择连锁酒店，展会和文娱活动对酒店业需求有积极影响，入境游显著增 加，2026 年预计达 1 亿人次。 Q&A 截至 2026 年 2 月 21 日，同店销售同比提升约 15%，老店受新竞争对 手影响，价格 ...

2026 年 2 月 24 日 行业研究 春节假期旅游需求旺盛，呈量价齐升、结构优化特点 ——春节假期旅游市场点评 要点 春节假期旅游市场延续高景气度，呈现 "量价齐升、结构优化"特征：2026 年春节假期，全社会跨区域人员流动量有望创新高，民航、铁路、水运等交通方 式客流均实现同比增长，其中水运受游轮观光、海南封关等因素拉动表现尤为亮 眼。酒店市场量价双增，从酒店交易规模来看，飞猪平台春节假期酒店间夜量同 比增长 75%，且高星级酒店人均预订间夜量接近 3 晚，呈现一定的消费升级趋 势，部分热门旅游城市酒店价格涨幅显著；受"先团圆、后度假"的分段式出行 影响，一定程度上推动春运机票价格同比上涨，热门航线供需格局较紧张。 国内游传统与小众目的地热度均上升，AI 推动消费场景串联：1）2026 年春节 国内游市场持续火爆，飞猪平台国内游订单量创历史新高，人均预订金额同比提 升约 10%。2）游客既追求传统旅游目的地的经典体验，亦青睐小众目的地的特 色玩法，国内游呈体验多元化趋势。传统景区方面，祥源文旅旗下核心景区表现 亮眼，春节假期前四天累计接待游客 26.45 万人，同比增长 20%，其中湖南张 家界黄龙洞、 ...

作者 | 江江 统筹 | 黄嘉翔 视觉 | 思乐 如果你是一名酒店加盟商，你一定希望打造一间让旅人安眠、复购率高的酒店。 然而，当你开始着手筹建时，酒店供应链上的种种琐碎而致命"坑"， 足以让你那份精打细算的开店蓝 图，转眼化为泡影。 毕竟，作为产业链枢纽与成本核心，供应链约占总投资30%-40%，它的重要性已超越传统后勤支持功 能，上升为决定品牌竞争力与投资回报率的关键生产性基础设施。 但请想象另一种可能：如果有这样一个平台，它率先打破行规，承诺"不赚差价、全透明"，将成本表摊 在阳光下任你审视；用数字工具将复杂的筹建流程，变得像组装乐高一样清晰可控；甚至为你兜底，规 避潜在损失。 这听起来是否会让你安心不少？ 事实上，这并非想象。 作为背靠酒店规模全球第二大、亚洲第一的锦江国际集团的全球采购平台，锦江GPP在2026年2月9日发 布了《2025年度战略与成果全景报告》，让我们看到了一种革新性的实践。 这份报告揭示的，不仅是锦江GPP用实实在在的"减法哲学"与"共赢算法"，成为了行业标杆的"供应链解 决方案提供商"，更确切地说，是一份献给所有实干家的避坑指南与省钱宝典。 解决酒店投资之痛 锦江酒店旗下 西安 ...

Group 1 - Alibaba's Qianwen and Fliggy have partnered with over 40 global travel brands to provide exclusive subsidies and value-added benefits for AI users [1] - Initial partners include major airlines such as China Eastern Airlines, China Southern Airlines, and Emirates, as well as hotel brands like Wanda Hotels and Shanghai Disneyland [1] - The AI collaboration aims to enhance the travel experience by enabling users to easily identify their needs and match them with travel services through natural language interactions [1][2] Group 2 - The integration of AI is expected to transform consumer behavior in the travel industry, with 2026 being highlighted as a pivotal year for AI-driven consumption [3] - Airlines are encouraged to leverage platforms like Qianwen and Fliggy to optimize supply-side offerings and capture AI-driven traffic opportunities [3] - The rapid development of AI is anticipated to significantly impact the entire cultural and tourism industry, potentially serving as a critical turning point for hotel and travel enterprises [3]