As Asia Pacific becomes an increasingly important source market for Saudi Arabia, ILTM APAC, now under way at Marina Bay Sands in Singapore, is a point of concentration for the Saudi Tourism Authority and a number of organisations exhibiting under its “umbrella”.
And with Chinese travellers today a key target of the Saudi Tourism Authority, it is timely that “The Future of Travel in the Hands of China’s Female Travellers”, the latest research from ILTM and Finn Partners – was presented at the ILTM Asia Pacific Opening Forum on Monday, July 1, 2024, at the Ritz-Carlton, Millenia Singapore.
As a famous Chinese saying goes “women hold up half the sky.” Clearly, in travel as well, women are in charge, as they make 80% of travel decisions and accounted for 6 out of 10 Chinese tourists last year. With China reclaiming its position as the top spender on international travel in 2023, not only has Chinese outbound travel bounced back, it is roaring forward.
Changing perceptions and motivations
Affluent Chinese women now view travel as a means of personal enrichment and self-fulfilment rather than just an escape from daily life. A significant 98% see travel as a way to treat themselves, and over 99% believe it brings profound joy and is essential for expanding their horizons. This shift underscores a broader sense of personal empowerment among these travellers.
Chinese women are increasingly motivated by the desire to recharge and do something out of the ordinary. This new set of motivations is gaining traction alongside traditional reasons such as family obligations. There is a notable trend towards travelling to fulfil personal desires, reflecting a significant change in the travel landscape.
Affluent Chinese female travellers highly value the role of travel advisors, primarily for providing assurance and resolving uncertainties. They seek travel advisors who are reliable, experienced, and capable of ensuring flexibility and value in travel planning. Unique, exclusive experiences and a strong network of trusted local guides are particularly appealing to this demographic
There is a marked rise in solo travel among Chinese women, driven by a sense of independence and empowerment. Financial autonomy plays a crucial role, with women making travel decisions based on their preferences, even within the context of family vacations. This independence is reshaping traditional travel norms and expectations.
When choosing hotels, affluent Chinese women look beyond star ratings. They prefer hotels that offer unique, themed accommodations, collaborations with luxury brands, and experiences that incorporate local cultural elements. These preferences highlight a demand for personalised and memorable travel experiences that align with their style and values.
Wellness remains a significant travel motivation, particularly among older generations who seek holistic approaches to physical and mental well-being. Additionally, the integration of technology to enhance convenience and efficiency in travel planning is considered the ultimate luxury, reflecting the time-poor nature of high-value travellers.
While there is still a strong desire to travel with family, there is also a growing interest in solo travel and travelling with friends. This balance allows women to cater to their personal interests and need for independence while maintaining family commitments. Additionally, affluent Chinese women are planning to spend more on travel experiences than on material goods, valuing memories and personal fulfilment over tangible souvenirs.
Key takeaways:
- The Meaning of Luxury Has Changed: Luxury for affluent Chinese female travellers is no longer about material possessions. Instead, it focuses on self-contentment, personal fulfilment, and rewarding experiences that bring joy and a sense of achievement.
- Travel to Enrich, Not Escape: Travel is viewed as an opportunity for inspiration, empowerment, and transformation. Chinese women now see travel as a means to broaden their horizons, challenge themselves, learn new skills, and become more well-rounded individuals.
- A Need for Niche: There is a growing interest in niche destinations known for their natural beauty and unique local experiences. Nearly 90% of luxury female travellers are attracted to these less mainstream destinations, valuing the exclusivity and authenticity they offer.
- The Best Travel Companion Is Myself: There is a significant rise in solo travel among Chinese women, reflecting a desire for independence and self-empowerment. While family travel remains important, many women prefer travelling alone or with friends to foster their independence.
- Decisions Are Influenced by Myself, Too: Financial independence empowers Chinese women to make their own travel decisions. Their preferences take precedence, even in family vacation planning, with personal opinions carrying more weight than those of their partners or children.
- Hotels Are Measured Beyond Their Star Ratings: Affluent Chinese female travellers are willing to invest in hotels but seek more than just a five-star rating. They look for partnerships with luxury brands, bespoke experiences, and local cultural elements that enhance their stay and create memorable experiences.
- Pursue Wellness Experiences to Rejuvenate Wellbeing: Wellness travel is evolving to include holistic approaches that balance physical and mental well-being. There is a growing interest in adventurous experiences as part of this trend, especially among older travellers who invest more in health-inspired aspects of luxury travel.
- Convenience Powered by Technology Is Ultimate Luxury: For time-poor, high-value travellers, convenience is the ultimate luxury. Enhanced integration of technology is essential for efficient travel planning, addressing logistical challenges, and elevating the overall travel experience.
Biggest ILTM Asia Pacific to date
From July 1st to 4th, 2024, Marina Bay Sands is this year hosting its largest gathering yet, with around 650 international buyers attending – a notable 28% increase from 2023. 36% hail from Australia and New Zealand, while over 100 luxury buyers from China are gracing the event – double the previous year’s count. Interestingly also for KSA, 9% of attendees are from India, underscoring the region’s growing significance for ILTM.
Present from the Kingdom of Saudi Arabia are the Saudi Tourism Authority, Diriyah, Boutique Group, and Red Sea Global with their first three world-class resorts – Six Senses Southern Dunes, The Red Sea; The St. Regis Red Sea Resort; and Nujuma, a Ritz-Carlton Reserve – already welcoming guests. The destination’s dedicated airport, Red Sea International Airport (RSI), is now accommodating direct flights from Riyadh, Jeddah, and Dubai. An additional 13 resorts are set to open throughout 2024 and 2025. Also, just opened on the Jeddah seafront, the EDITION Jeddah.
The event coincides with the official launch of Saudi Arabia’s Approved Destination Status (ADS) for China, which is ushering in a new era of tourism and economic partnership. Officially kicking-in on July 1st, 2024, this pivotal milestone follows the signing ceremony held on September 26, 2023, in Beijing, where His Excellency Abdulrahman Ahmad Al-Harbi, Ambassador of Saudi Arabia to China, Fahd Hamidaddin, Chief Executive Officer of the Saudi Tourism Authority, and Du Jiang, Vice Minister of Culture and Tourism, P.R. of China, formalised the agreement.
The ADS designation unlocks new avenues for collaboration, building on existing partnerships in Saudi Arabia, such as the alliance with UnionPay, which is accepted by half a million merchants across the Kingdom. Chinese visitors now benefit from seamless payment routes and enhanced travel experiences, supported by initiatives like the VisitSaudi.cn portal in Mandarin, Mandarin signage at Riyadh airport, and joint marketing campaigns with leading travel trade partners.
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Read also: Cathay Pacific launches direct flights from Hong Kong to Riyadh
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Photo – top of page – Guo Xin Goh
