Chinese women decide on travel

06-07-24

Chinese women are embracing a new era of travel marked by bold exploration and self-expression. While shopping is an important activity, their travel experiences have become much richer and more diverse.

Women made 80% of travel decisions and accounted for 6 out of 10 Chinese tourists last year, according to a recent report by Finn Partners. This shift is especially noticeable among luxury travelers, notes Jenny Lo, managing partner for China at Finn Partners. The study sought to understand how social changes influence Chinese women's travel motivations, habits and influences.

Likewise, the concept of luxury has evolved from material possessions to personal fulfillment. For many, travel now represents "me-time," joy and recognition of achievement. About two-thirds of respondents see luxury as total privacy, while more than half see it as experiences that bring joy. Nearly half perceive luxury as recognition for their hard work.

Travel has evolved from an escape from routine to a means of personal enrichment, skill acquisition and broadening horizons. An overwhelming 98% of women agree that travel is a form of indulgence, and more than 99% believe it is essential to broadening their horizons. The Covid-19 pandemic acted as a catalyst, magnifying these desires as women focused on self-care and meaningful experiences over material possessions.

Similarly, solo travel by Chinese women is on the rise, driven by economic independence and a desire for autonomy. Improved resources and support from travel advisors have facilitated solo travel. Safety and security remain crucial, but the availability of abundant information encourages women to step out of their comfort zone and prioritize safety.

Demographic and psychographic trends are also influencing this increase. More and more young urban men are choosing to remain single, emphasizing individuality and independence. Single women, once stigmatized as "leftovers," are now seen as a source of inspiration, especially in the way they travel.

In relation to social media, it continues to influence travel decisions, shifting from a tool for bragging to one of self-expression. Platforms such as Xiaohongshu and Douyin are popular for documenting solo travel. Social media influencers significantly influence travel decisions, especially among younger travelers.

Surprisingly, many married women and mothers expressed less intention to travel with their partners or children, indicating a shift away from traditional multigenerational travel. In addition, the growth in solo travel was unexpected; preferences for solo travel increased to 72% this year.

Despite debates about slow travel, many women prefer fast travel, with as many sights and experiences as possible. This eagerness to travel reflects their strong desire for new experiences.

Today's Chinese luxury female travelers balance traditional family-centric motivations with newer, more autonomous desires, revealing a complex and nuanced approach to travel.