(Yicai Global) Jan. 19 -- People who are traveling in China during the ongoing Chinese New Year peak period need to pay 40 percent more for their flight tickets than last year, according to booking site data.

Airline tickets cost CNY800 (USD126) on average during the Spring Festival travel rush this year because many travelers have booked their flights early and some direct flights are canceled, Chinese broadcaster CCTV reported yesterday, citing Trip.Com data.

Some 780,000 passengers were taking flights on Jan. 17, the first day of the annual 40-day Spring Festival peak period. The high season is expected to end almost three weeks after the seven-day Chinese New Year holiday that begins on Jan. 31. This is the third Spring Festival that is overshadowed by the Covid-19 pandemic.

People are keen to travel. Just before the "rush" began, air ticket bookings jumped over 70 percent in the week ended Jan. 16 from the same period of last month.

The upcoming Beijing Winter Olympics has driven a trend of icy holiday preferences. Northern Chinese cities such as Harbin, Shenyang, and Changchun have gained in popularity as flight reservations show.

As many flights have been canceled, the remaining direct flights have become more expensive. Still, there seems to be no apparent single travel peak. Passengers are predicted to try to avoid the lines so many choose to fly a few days before the holiday begins while hunting for cheaper tickets.

Editor: Emmi Laine, Xiao Yi