Chinese market regulators have issued new holiday pricing rules for hotels ahead of the 2026 Spring Festival travel season, as part of wider efforts to prevent excessive room rate increases during China’s peak travel period.
The notice was released by the Market Supervision Bureau of the Wuhan Economic and Technological Development Zone on 9 February 2026. It sets out compliance requirements for hotels and other service providers to ensure transparent pricing and protect consumer rights during the Lunar New Year holiday.
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Spring Festival, also known as Lunar New Year, is the largest annual travel period in China. Hotel demand typically rises sharply, especially in tourist cities and transport hubs. Authorities say the measures are designed to maintain market price stability and prevent unfair pricing practices.
Clear room rate disclosure required
Hotels are instructed to display room rates clearly and accurately, both at reception desks and on online booking platforms. Prices must reflect actual charges paid by customers. Misleading promotions, false discounts or unclear service fees are prohibited.
Operators must ensure that advertised discounts are genuine. The original price and the discounted price must be shown transparently. Hidden charges, such as mandatory add-ons not included in the listed room rate, are not permitted.
Regulators state that room pricing should be based on reasonable costs and market conditions. Sudden or excessive price increases without justification may trigger enforcement action.
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By GlobalDataFocus on preventing excessive price hikes
The notice warns against exploiting the surge in Spring Festival travel demand. Coordinated price increases or behaviour that restricts competition are not allowed under China’s pricing and anti-unfair competition laws.
Hotels are expected to strengthen internal pricing controls during the holiday period. Management teams should review rate-setting processes and correct any irregular practices before inspections take place.
The guidance forms part of broader national efforts to manage price stability during major holidays. In recent years, Chinese authorities have stepped up oversight of hotel room rates and short-term rental pricing during peak travel seasons.
Enforcement and consumer complaints
Regulators have confirmed that inspections will focus on sectors with high consumer demand, including hotels, catering, tourism and transport services.
Consumers who experience overcharging are encouraged to keep booking confirmations and payment records. Complaints can be filed through official reporting channels, including China’s national consumer hotline.
Authorities state that confirmed violations may lead to administrative penalties, public disclosure of offences and other legal consequences.
For international hotel operators active in China, the notice highlights the importance of transparent pricing, compliance monitoring and clear communication with guests during high-demand holiday periods.
