It may be the end of the biggest Chinese travel period of the year, but that doesn’t mean everyone is done planning trips. While most of China has returned to the daily grind of work this week, some are still looking for a short getaway, or an extension of the weeklong Lunar New Year holiday. And Valentine’s Day, which luckily falls on a Thursday this year, is the perfect excuse for a romantic four-day weekend.

While Valentine’s Day isn’t as popular in China as it is in the U.S., many Chinese men have taken the hint that it’s a special day to be recognized. Given this, the proportion of hotel bookings for the Valentine’s Day by men has risen to 70 percent from 50 percent last year, according to data from International. Overall, hotel bookings on Ctrip have increased 30 percent year-on-year for the special night of February 14th.

Ctrip also notes that many of the hotel bookings are local — a quick getaway near popular shopping areas to treat a loved one. A momentary boon for luxury brands, to be sure. And high-end hotels are also reaping the benefits of the holiday, with about 54 percent of reservations on Ctrip being for four- and five-star hotels. The online travel agency notes, however, that because it’s a workday so close to a major holiday, many hotel prices are lower than last year, when Valentine’s Day was during the Lunar New Year holiday.

Additional data shows that those born in the 1970s and 1980s account for 35 percent of all Valentine’s Day hotel reservations — and one would assume a great deal of candy, flowers, and Givenchy lipstick as well — while the post-1990s generations only account for 13 percent.