Report highlights changing tourism priorities of affluent Chinese women

August 24, 2024

A new report from Finn Partners in collaboration with ILTM Asia Pacific has highlighted the changing tourism priorities, spending habits and motivations of affluent Chinese women with a shift towards wellness and cultural enrichment.

Affluent female Chinese travellers were recently branded "the world’s largest travel spenders".

The findings of the report titled ‘China’s Women in Charge: Latest Trends among the World’s Largest Travel Spenders and Decision Makers’ were generated from a 20-minute survey of 800 high-value Chinese female travellers conducted from 26^th April to 15^th May 2024.

Aged 25 and above, 74% of the respondents earned more than US$96,000 annually, while 71% had at least US$700,000 in personal assets.

To ensure a broad overview of opinions, respondents were from 12 cities with the highest GDPs in China in 2023, including the tier-one cities Shanghai, Beijing, Guangzhou and Shenzhen.

The study identifies key trends driving this demographic, including a shift towards experiences over material luxury, niche destinations and independent decision-making

Technology, personalised experiences and holistic wellness elements are also increasingly important luxury travel must-haves.

According to the UNWTO, China reclaimed its position as the world’s top spender on international tourism in 2023, with female travellers accounting for almost 60% of the country's outbound tourists.

The new report states that 54% of high-valued Chinese females intend to increase their leisure travel over the next three years, while over 60% plan to spend more on travel, including hotels and accommodation.

The report identifies eight key factors shaping the travel motivations and expectations of high-value Chinese female travellers.

Pursuit of Wellness: Wellness is evolving from a pampering experience to a holistic approach that encompasses physical, mental, and emotional well-being. Older women, in particular, are leading this trend, with twice as many prioritising health-related luxury travel experiences compared to other age groups.
Evolving definition of luxury: Luxury is now associated with experiences that bring personal fulfillment rather than material possessions. For these travellers, luxury means enriching, rewarding experiences that offer joy, ‘me time’ and a sense of accomplishment.
Travel as Enrichment: Travel is no longer just an escape; it represents empowerment and transformation, especially for a generation of Chinese women embracing change and self-discovery.
Preference for Niche Destinations: Nearly 90% of high-value Chinese female travellers are drawn to niche destinations known for their natural beauty and unique landscapes, often seeking out lesser-known locales before they become mainstream.
Solo Travel on the Rise: Though family travel remains popular, there is a growing trend of solo travel among affluent Chinese women, seen as a path to independence and self-empowerment, regardless of marital or parental status.
Independent Decision-Making: With increasing financial independence, Chinese women are making their own travel decisions. Their preferences are influential, even in family vacation planning, where their opinions often outweigh those of their husbands or children.
Beyond Star Ratings: While premium accommodations are still valued, affluent Chinese women are looking for hotels that offer unique and memorable experiences, such as themed accommodations, enhanced room amenities, and cultural integration. Affluent Chinese women are willing to invest in premium accommodations, but they seek more than just five-star ratings. They value hotels that offer memorable experiences. Collaborations with fashion, design or lifestyle brands for themed accommodations (45%), enhanced room amenities such as spa baths and sleep rituals (44%), and more integration of local or cultural features in the property (43%) are the most preferred differentiators.
Technology as the Ultimate Luxury: In a digitally-savvy country like China, convenience is paramount for high-value travellers. They seek seamless integration of technology to streamline travel planning, address logistical challenges and enhance their overall experience.

Through the analysis, researchers have carved out five distinctive archetypes of affluent female Chinese travellers that capture this segment’s differing values, attitudes and behaviours, including how each of them approaches wellness.

Access the full report

Image top: Chinese woman relaxing in pool via pexels armin rimoldi; Image above. Cover of ‘China’s Women in Charge: Latest Trends among the World’s Largest Travel Spenders and Decision Makers’ Report

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