More young travelers opt for chills over thrills

JiangLu creates immersive experiences where the guests become part of the local culture, truly experiencing the traditions and values of the region.

One of the standout locations, JiangLu Cunxiao near Huangguoshu Waterfall, Anshun, Guizhou, is a perfect embodiment of this ethos. The property blends the traditional architectural style of the local Bouyei people with modern aesthetics, creating a space that feels both timeless and contemporary.

"It's about honoring the past while embracing the future. Our aim is to preserve the cultural essence of these places and share them with our guests in a way that is both meaningful and respectful," said Zhang.

The hotel group wants to create "slow travel" experiences that allow guests to escape the chaos of daily life, and immerse themselves in a slower, more mindful rhythm, he said.

Guests can participate in workshops on ancient techniques like Bouyei wax dyeing or join elders to learn traditional songs and dances.

The hotel group also aims to be a model of sustainability, both environmentally and culturally. "By supporting local artisans and using sustainable materials, we're not just preserving culture; we're helping these villages thrive," said Zhang.

With over nine operational locations and six more under construction, the company is quickly becoming a beacon of cultural tourism in China. Zhang has plans to expand JiangLu's reach both in China and internationally.

All in the family

Many young families are also now adopting lying-flat travel to relax and unwind on their vacations.

Cheng Yi, a 36-year-old company employee from Ningbo, Zhejiang, has significantly changed her approach to vacations since her 4-year-old daughter was born.

"Before we had our daughter, we were travel enthusiasts, always on the move, seeing the sights and checking off cities and countries. But once she arrived, everything changed," said Cheng.

In the past, the couple prioritized sightseeing and adventurous excursions. But now their vacations focus more on spending quality time together in hotels that offer comprehensive services and family-friendly amenities.

"I used to think of staycation-style vacations as a waste of time, but now they feel like a natural fit for our family lifestyle," said Cheng.

Now, Cheng and her family gravitate toward resorts or hotels designed with children in mind, where everything they need is on hand. She said the biggest appeal is the opportunity to truly relax and spend meaningful time with her daughter.

"We prefer a resort where everything is taken care of — activities, food, and relaxation. It's a one-stop-shop that makes life easier. We can just unwind without the pressure to go out and see everything. It's about being together, being present," said Cheng.

Looking ahead, Cheng hopes to see the hotel industry adapt further to the lying-flat trend. She would love to see more interactive and engaging experiences for families that go beyond just providing a place to sleep.

One of her favorite hotels, the Changqiao Pelican Resort in Zhoushan, Zhejiang, is a good example of this, she said.

"It has a marine park, a rain forest, and a variety of attractions all in one place, making it perfect for kids and allowing our family to make the most of our stay," she said.

Cheng said while the family will continue to choose hotel staycations, they are also open to other travel ideas.

"Travel isn't about seeing how many places you can visit anymore. It's about experiencing the place you're in and soaking up the local life. It's not just about where we go, it's about the memories we make together," she said.