Over 70% of affluent Chinese female travellers believe travel is a way to express their independence and most of them are seeking more meaningful travel experiences focused on enrichment, learning, and personal fulfillment, rather than just escape, report finds.
Conducted by FINN Partners in association with ILTM Asia Pacific, the “China’s women in charge” report is generated from a survey of 800 high-value Chinese female travellers conducted from 26 April to 15 May 2024.
Aged 25 and above, 74% of the respondents earn an annual income of over US$96k, and 71% had at least US$700k in personal assets. Respondents are from 12 cities with the highest GDPs in China in 2023, including tier-one cities, new tier-one cities, and tier-two cities. The report focuses on understanding female travellers’ motivations, sustainability priorities, and hotel expectations.
The report finds that the definition of luxury has shifted away from external validation to self-fulfillment. 63% of respondents define luxury as enjoying total privacy or “me time”, while 50% interpret luxury as things or experiences that evoke joy. Additionally, 44% see luxury as a recognition of their hard work and achievement, making luxury a symbol of personal success and ambition.
In terms of the meaning of travelling, the survey reveals that affluent Chinese female travellers are seeking more meaningful travel experiences for themselves. 98% of respondents agree that travel is a way to treat themselves. An overwhelming 99% believe that travel brings profound joy, and over 99% see it as essential for expanding their horizons.
Travel has also emerged as a conduit for self-determination and personal evolution among the respondents. 98% believe in defining happiness and satisfaction for themselves, rather than letting society dictate it, and 71% believe that travel is a way to express their independence.
When it comes to the motivations for travel in the next one to three years, more participants are embarking on journeys to commemorate personal accomplishments (+7.4%), rejuvenate themselves (+6.5%) and seek out new experiences (+2.5%). These motivations are complemented by traditional reasons such as spending time with family (+5.9%). Conversely, motivations such as seeing specific landmarks (-6%), escaping daily obligations (-5.5%) and shopping (-4.9%) are decreasing.
Interestingly, while multi-generation travel remains a mainstay of Chinese outbound tourism, there is a growing trend for solo travel, particularly among female travellers. Regardless of their marital status, over 80% of respondents said that they are equally comfortable travelling on their own as with a spouse or partner. 73% of married respondents even said they are likely to increase their solo travel in the coming years. For those with children, 46% plan to travel without or travel less with their children.
In response to the growing number of solo tourists, 31% of female travellers prefer accommodation designed specifically for women.
In terms of the source of influence for non-solo travel, the report finds that the older affluent travellers are more likely to use travel advisors, seeing them as trusted sources for personalised guidance. Specifically, of those who use travel advisors, only 16% are aged 25 to 34.
On the other hand, the younger segment is much more influenced by travel bloggers and social media celebrities, though travel bloggers have more widespread age appeal. Among those who are influenced by celebrities or influencers, 46% are aged 25 to 34, decreasing as age increases. Additionally, only 15% of those who use travel bloggers are 55 or older.
Categorising China’s female travellers
In response to the survey results, the report has categorised China’s female travellers into five distinct archetypes that reflect the current market forces.
“Daring dragon” is used to describe women who are confident, independent, and ambitious. They prefer solo travel and are likely to be among the first to visit niche destinations or try new experiences. They value the freedom they have and are willing to splurge on meaningful luxury travel.
Meanwhile, the report has used “Curious deer” to describe women who are eager to explore the world, but lack the adventurous spirit of the “Daring dragon”. They are heavily influenced by marketing, social media, and mainstream culture, and are quick to identify and follow emerging trends.
The report has coined “Magnificent phoenix” to describe a segment of older female travelers in China. They are defying expectations and seizing travel opportunities that were not available to them earlier in life. Rather than travel with family members, they choose to explore the world with friends.
“Mama tiger” refers to a segment of women who are committed to fostering their children’s success, viewing travel as an active learning experience. However, unlike the traditional, self-sacrificing tiger mums, they prioritise self-care, using family travel opportunities to explore and unwind.
Last but not least, “Spirited Dolphin” can be used to describe female travellers in China who are open-minded, well-educated millennial women and seek hedonistic yet enriching travel experiences. For them, travel is a social activity. Though they may not prioritise luxury travel, they will focus on wellness-oriented experiences.
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Jenny Lo, managing partner for China, FINN Partners, said: “This in-depth study offers revealing insights into the changing priorities, spending habits and motivations of China’s upwardly mobile female travellers. As this growing demographic continues to reshape the luxury travel industry, we hope this report will help destinations, hospitality groups, travel brands and companies anticipate the evolving needs of this sought-after market segment.”
Joshua Wang, associate vice president of brand and market intelligence, FINN Partners, said: “Debunking the stereotypical image of affluent Chinese females shopping at designer boutiques or dining out with their multi-generational family when travelling, our study reveals affluent Chinese women have a newfound sense of empowerment. Where travel was once a form of conspicuous consumption, it is now a sign of independence.”
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