As a famous Chinese saying goes “women hold up half the sky.” Clearly, in travel as well, women are in charge they make 80% of travel decisions and account 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. Suffice to say, Chinese women play a pivotal role in shaping the future of travel.
Like the changes observed in travel behaviour and attitudes globally, Chinese travellers, especially women, have undergone notable transformations in recent years. The typical image of affluent Chinese female travellers shopping at Louis Vuitton in Paris, or having a buffet with her multi-generation family has shifted. While many still hold on to traditional values and strive to harmonise travel with family responsibilities, most Chinese women are harnessing their expanding economic and social influence, using travel as a means of self-discovery, cultural immersion and personal growth. This shift signifies that affluent Chinese female travellers are embracing a new era of travel, marked by greater boldness and exploration.
Despite the growing significance of Chinese female travellers, there remains a dearth of studies specifically dedicated to understanding the outbound travel behaviour of this demographic. Hence, the objective of this research is to dive into the prevailing and emerging trends that resonate with this dynamic and discerning market. Through our analysis, we also present archetypes that capture the values, attitudes and behaviours of this increasingly diverse segment.
We hope that these findings will be a valuable resource for you and your teams in 2024 and beyond.