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.