In the second part of our series outlining the important report tabled at ILTM this year on the motivations of Chinese female (high net worth) travellers, we are bringing to light more detail on the way they travel. The report by FINN Partners and ILTM Asia Pacific provide a comprehensive understanding of the evolving travel behaviours and preferences of affluent Chinese women, crucial for industry stakeholders aiming to cater to this influential demographic.
According top the report, solo travel is becoming increasingly popular among affluent Chinese female travellers, as they feel more empowered to make their own decisions. Looking ahead, these women plan to take more leisure trips, immersing themselves in local experiences and embarking on once-in-a-lifetime adventures. A significant 72% of respondents indicate they will maintain or increase solo travel in the future, while 69% prefer travelling with friends over family.
Even among those with children, nearly half (46%) intend to travel less, or not at all, with their children. However, this does not mean that extended family travel is disappearing. Over 60% still expect to increase or maintain the number of family trips, balancing family commitments with their personal interests and need for independence.
Women are widely recognised as the primary decision-makers for travel, a trend expected to grow. Empowered by financial autonomy and a rising desire for solo travel, affluent Chinese female travellers are anticipated to make more self-expressive travel choices. While 82% say their own opinions are the most influential in planning travel, partners (60%), friends (41%), and others still play secondary roles.
Word-of-mouth remains the most important, but different age groups rely on different external influences
Across all age groups, family and friends continue to be the primary source of influence for non-solo travel, with other sources of influence remaining comparatively low. However, notable differences exist among age groups. Older affluent travellers are more likely to use travel advisors, seeing them as trusted sources for personalised guidance. Specifically, 83% of those who use travel advisors are 35 or older, while only 16% are aged 25-34.
The younger segment is much more influenced by travel bloggers and social media celebrities, although travel bloggers have broader age appeal. Of those who selected travel bloggers, 85% are under 55 years old. Similarly, 46% of those influenced by celebrities or social media influencers are aged 25-34, with this influence decreasing as age increases.
Shifting travel preferences and destinations
Affluent Chinese female travellers are excited to start new adventures and travel further from home. They are shifting their focus from domestic travel to exploring regions like Australia and New Zealand (+35%), Korea and Japan (+22%), Europe (+30%), and North America (+14%). In 2023, destinations like mainland China, Hong Kong, Taiwan, Macau, and Southeast Asia were more accessible. Now, with travel restrictions lifted and confidence restored, they are rapidly pivoting to farther destinations. Already, 6% express interest in travelling to the Middle East.
Chinese women plan to spend more on experiences than material goods
When asked to choose, 71% of respondents prefer to spend more on travel and experiences compared to 29% who would likely spend more on material things. While 44% enjoy bringing home tangible reminders from their trips, 56% value the memories more. This indicates that the creation of lasting memories through travel is becoming a more significant factor in their travel decisions.
Over 60% of affluent Chinese female travellers intend to spend more on travel, including hotels and accommodation (61%), travel experiences (56%), and flights (53%). This surpasses the allocation for health and wellness experiences (50%) or fine dining (38%). Less than 30% anticipate increasing expenditure on material goods like fashion, jewellery, or art. Luxury is evolving beyond mere material possessions or the pursuit of social validation. Chinese female luxury travellers now view luxury travel expenditures as a means to achieve personal fulfilment.
Especially immersive, local, and once-in-a-lifetime experiences
When asked about the essential element they would be willing to splurge on to ensure a luxurious travel experience, the majority of affluent female travellers prefer investing in immersive local experiences. This is closely followed by once-in-a-lifetime experiences, and hotels and accommodations. Younger travellers (25-34 years old) are particularly inclined to spend on top-ranked restaurants (12%), compared to older travellers (6%). Shopping and retail spending is more significant among older travellers, with 9.3% of those aged 55 and older willing to spend extra, compared to 6.1% of younger travellers.
These insights overall emphasise a shift towards personal enrichment, unique experiences, and a balance between family and independent travel.
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Photo – top of page – Robert Bye / Unsplash
