Generation Z women lead use of digital platforms for travel planning in China

16-04-24

Chinese travelers are increasingly turning to digital tools such as travel apps and social media to plan their trips, according to a new report from China Trading Desk. The survey, which collects data from 15,000 Chinese on a quarterly basis, reveals that 40% of travelers use platforms such as CTrip, Qunar, Xiaohongshu (the Chinese Instagram) and Douyin (the Chinese TikTok) to plan their trips abroad.

The trend is especially pronounced among younger travelers aged 18-29, and Xiaohongshu is the favorite platform for this demographic. CTrip remains the preferred booking tool across all age groups. Subramania Bhatt, CEO of China Trading Desk, highlighted the extensive role these digital platforms play, not only in travel planning, but also in arranging shopping excursions in destinations.

This shift is part of a broader trend of digital integration in China's travel industry, especially following the advent of COVID. The report highlights a significant uptick in travel, with a young and predominantly female cohort leading the way. These young travelers, many of whom are educated and traveling alone, are seeking culturally enriching experiences and prefer to book their trips spontaneously, often less than a month in advance.

The resurgence in international travel from China comes after a three-year hiatus due to strict COVID-19 policies, and the sector is not expected to reach pre-pandemic levels until this year. Gary Bowerman, research analyst at Phocuswright, noted that while the concept of "revenge travel" was initially popular on Chinese social networks, the phrase has lost relevance as the travel sector becomes integrated back into the modern lifestyle of urban Chinese.

Strong growth is also expected in domestic travel in China, driven by the country's extensive high-speed rail network and improved marketing strategies. However, international destinations remain attractive, with Southeast Asia being particularly popular due to visa-free access policies. Issues such as visa backlogs and geopolitical tensions continue to affect travel to the United States and Europe, although these are expected to gradually decline.

According to China Trading Desk's first quarter survey, Singapore, Thailand and South Korea are the top destinations for Chinese travelers, while the United States and Europe lag behind due to logistical problems.