Travelers tap into a state of nostalgia

When Xiaoyang stepped into the hotel she had booked for a one-night stay at Huangshan Mountain in eastern Anhui province, she said it "felt like walking onto the set of a 1980s television drama".

The timeworn wood and marble decor, low-slung maroon furniture, bright red banners and wallpaper bearing motifs distinctive of the past century were a departure from her usual choice of accommodation — domestic chain hotels that promise simple, modern designs and standardized services.

"The nostalgic ambience was also accentuated by the people I met there. Restaurant servers chatted with me about my experiences like friends, and middle-aged travelers at the hotel invited me to join their outdoor karaoke and dancing as if they were my aunties and uncles," said the 31-year-old from Foshan, Guangdong province.

The property's name was unusual in itself — The Workers' Sanatorium in Huangshan. Managed by the Anhui Federation of Trade Unions, it primarily organizes recuperation and vacation programs for model workers and employees, while also welcoming members of the general public.

On China's social media platforms, hotels like the sanatorium have come to embody a new travel trend among young people. They call it the "bureau and civil servant style hotel" — referring to State-run accommodation reminiscent of the hotels used by government workers on business trips.

Their interior designs are often restrained but dignified, conveying a sense of gravitas; the services are efficient and reliable, and the food offerings showcase authentic local specialties.

Zhang Jinshan, a researcher at the tourism planning and development research institute of Beijing Union University, said such hotels — including State guesthouses, official reception hostels and workers' sanatoriums — were originally established by government or public institutions and were mostly reserved for government trips and activities.

Since the reform and opening-up policy of 1978, most have undergone restructuring and renovation, he said. They remain State-owned, but are run as corporate entities and accept bookings from the general public.

"Millennials and Generation Z — those born in the 1990s and 2000s — are increasingly putting authentic experiences and emotional value at the center of their travel plans," Zhang said.

"Nowadays, such renovated State-run hotels still capture the spirit of times gone by. Combined with their history as venues for important leaders and major meetings and events, as well as their convenient locations, affordable prices and authentic cuisine, they cater to young people's appetite for experiences that feel novel, yet reliably comfortable," he said.

The appeal of State-run hotels first drew media attention ahead of the 2024 National Day holiday. According to Meituan, a delivery and lifestyle platform, bookings for "China-chic" hotels — properties that mix traditional Chinese elements with modern design — climbed more than 30 percent in the first eight months of 2024 from the same period the previous year.

Meanwhile, in the first week of September that year, searches for "State guesthouses" on the platform increased by nearly 10 percent year-on-year, while the number of reviews jumped by 29 percent.

Nearly 20 percent of users who booked such hotels during the holiday were born in the 2000s, and their top destinations were cities in Zhejiang, Jiangsu and Shanxi provinces, as well as Beijing and Tianjin, China Youth Daily reported.

Two years later, the trend shows no sign of abating. Young travelers continue to post about their stays at State-run hotels, sharing photos and stories that draw others to follow in their footsteps.

Xiaoyang said she came across a review of The Workers' Sanatorium in Huangshan, felt intrigued and checked its rates — about 350 yuan ($52.3) per night in November of last year — before quickly making a booking.

"When I arrived at the hotel around 7 pm, I was surprised to find that several restaurant staff members were waiting specifically for me. The dishes I ordered — the local specialty, stinky mandarin fish, and my dessert of glutinous rice balls in fermented rice wine soup — were all delicious," she said.

During an early morning stroll the next day, Xiaoyang said the setting was serene, with no other tourists in sight.

"As far as the eye could see, the layered forests were dyed in autumn colors — red, yellow and green in perfect harmony. The mountain air was so fresh that I felt completely purified," she said.

Her only complaints, she said, were some light traffic noise in the evening and the fact that getting there by public transport required a bit of advance planning.

Still, as she wrote on her personal account on Xiaohongshu, also known as RedNote: "It is a stunning hotel — it might be hard to book, but it is totally worth it."

The post has drawn about 5,700 likes and nearly 240 comments by the end of September, with many users asking for details about her stay and some sharing childhood memories of the hotel.

Room rates at State-run hotels can range from 300 yuan to several thousand yuan per night, depending on the season, location and room size.

Wang Duoduo, a 28-year-old Shanghai resident, discovered Zhejiang Xizi Hotel — on the south bank of the famed West Lake in Hangzhou, Zhejiang province — through social media and snapped up a discounted room for around 1,000 yuan per night in early September.

According to its official website, the hotel was built in 1927 as the villa of a tea merchant and began hosting major political and diplomatic events after the government funded a large-scale expansion in 1958. In 1979, it was renamed and opened to the public.

"My favorite part of the stay was the picturesque, peaceful lake views reserved for hotel guests. I had visited West Lake before, but it was so crowded. Inside the hotel grounds, there were far fewer tourists," she said.

"Knowing that the hotel, as a State guesthouse, had hosted many high-ranking officials — figures I've only read about in the news or history textbooks — also gave me a sense of connection to history and a unique, but fascinating feeling," she added.

Wang said that, on the whole, she felt the hotel was a good deal.

"Although the price is a bit high, considering the location and the scenery, I think it's still worth it. The hotel also offers a shuttle bus that takes guests to the entrance of lakeside attractions, which is free and convenient," she said.

A string of State-run hotels along West Lake have emerged as strong competitors to lakeside luxury chains such as Shangri-La and Four Seasons. Together, they form a vibrant hospitality ecosystem that caters to a variety of traveler demands, said a Shanghai-based tourism industry insider and blogger who goes by the name Zuber.

"Historically, the various guesthouses were independently owned and operated along the lakeshore. Because the grounds around the lake are spacious, each was able to command its own viewing area and maintain its own character without interfering with, or merging into, the others," said Zuber.

Each boutique-like hotel offers tiered options, with basic rooms starting at just over 900 yuan and waterfront villa-style rooms selling for 4,000 to 5,000 yuan per night, he said.

Zuber also noted that some State-owned hospitality companies have expanded rapidly in recent years, building diversified brand portfolios or establishing dominance in scenic regions.

One example is the Shanghai Donghu Group, which now owns some of the most famous official resorts, known for their beautiful, expansive gardens, such as the five-star Xijiao State Guest Hotel and Dongjiao State Guest Hotel in suburban Shanghai. The group also owns a number of villas in downtown areas that have witnessed key historical events and have since been converted into boutique hotels.

Another standout case is the Yangzhou State Guesthouse, which spreads across a number of buildings in some of the most scenic areas next to Slender West Lake in Yangzhou, Jiangsu province.

For tourists looking for a decent hotel close to popular landmarks and top-notch restaurants, the guesthouse is a good choice, said Zuber.

Such major State-owned hospitality brands have also adopted management strategies used by international hotel chains, such as turndown services, bespoke bathrobe packaging and laundry bag designs, as well as membership and loyalty programs, he added.

Since early 2024, Zuber has written and published four review roundups of State-owned hotels on his public WeChat account, covering about 40 properties. Each has drawn considerable online attention, as reflected in the number of reads, comments and shares, he said.

"The stereotype of State-owned hotels as dated and worn has been shaken. Young people have come to recognize their strengths in delivering high-quality food offerings and access to tranquil, superb scenery," he added.

Wei Changren, founder of btiii.com, a tourism-focused financial news website, said many State-run properties have leveraged their heritage to open stylish cafes, art spaces and mini museums.

One example is the Songyuan Hotel in Changchun, Jilin province, which dates to 1933. In September last year, the hotel converted one of its historic buildings into a vintage-style coffeehouse, preserving key aesthetic features, such as hardwood railings, opulent chandeliers and an intricate facade.

"State-run hotels are expected to tap into their historical roots to create novel, aesthetically and culturally rich experiences for guests," he added.

wangxiaoyu@chinadaily.com.cn