Affluent Chinese female travellers now measure ‘luxury’ by experiences. — Pixabay
For the past decade or so, Chinese tourists have been the biggest spenders when they travel overseas. Their spending was only momentarily halted during the pandemic due to lockdowns and travel restrictions. Once they were able to fully venture abroad again, they return to claim the top spot.
Based on reports, in 2023 Chinese tourists spent over US$195bil (RM917bil) on international travel. The figure is 23% higher than the spending by American tourists, who placed second on the global list, according to the UN World Tourism Organisation (UNWTO).
Interestingly, according to data, six out of 10 Chinese tourists last year were women. Based on this finding, global marketing agency FINN Partners, together with the International Luxury Travel Market (ILTM) Asia Pacific, presented an industry report entitled China’s Women In Charge recently.
“Debunking the stereotypical image of affluent Chinese females shopping at designer boutiques or dining out with their multi-generational family when travelling, our study reveals affluent Chinese women have a newfound sense of empowerment,” Joshua Wang, associate vice president of Brand & Market Intelligence of FINN Partners, said in a press statement.
“Where travel was once a form of conspicuous consumption, it is now a sign of independence.”
The report, which highlighted how Chinese women’s perspective on travel is changing and how they are redefining luxury travel, was presented at the ILTM Asia Pacific opening forum as part of the ILTM Asia Pacific 2024 travel expo that ran earlier this month in Singapore.
Its findings were generated from a 20-minute online questionnaire answered by 800 high-value Chinese female travellers.
Conducted from April 26 to May 15, the survey’s respondents – hailing from 12 cities with the highest GDPs in China last year – were aged 25 and above, with 74% earning an annual income over US$96,000 (RM451,000) and 71% owning at least US$700,000 (RM3.2mil) in personal assets.
Pivoted perspective
There are five key takeaways from the report, the first being how Chinese female travellers are redefining luxury. They no longer relate luxury to material goods. Instead, 63% of the respondents define it as enjoying “me time”, while 50% see it as things or experiences that bring them joy.
Second, they travel for enrichment rather than as a form of escapism, taking it as an opportunity to learn new skills. A high of 98% use travel to treat themselves, 99% believe travel brings profound joy and over 99% deem it an important component in expanding their horizons.
Third, they want to visit more niche destinations. Nearly 90% are charmed by the natural beauty and landscape, while 66% prefer them for unique local experiences, and 58% are drawn to them because of cultural or historical significance. However, 45% don’t mind visiting either niche or mainstream destinations, as opposed to 22% who strictly prefer niche ones.
(This need for niche tours or experiences is also part of the luxury female travellers’ wish list identified in the report, which includes wanting a unique, personalised experience; hotels that offer more than just high star ratings; and having travel advisors that provide them both inspiration and assurance.)
Fourth, Chinese female travellers want to travel solo more often, as it illustrates their independence while also cultivates their sense of self-empowerment. Over 80% said they were equally comfortable travelling by themselves as with their spouse or partner. Meanwhile, 73% of married respondents expressed hope to increase their solo travelling, and 46% of respondents with children plan to travel more without their children.
There is a growing trend of solo travelling among China’s female travellers. — Unsplash
The growing trend of solo travel also sees 31% female travellers opting for accommodation designed to cater to women.
Fifth, there is a rise in self-influence, meaning that their own opinions on travel matter more now. As many as 82% agree that they are their own decision influencer for future travel and 60% are influenced by partners.
Word-of-mouth is still important because 41% listen to friends or peers, 36% to their children and 35% to their parents. Only 22% turn to travel bloggers for ideas, and 10% to celebrities or social media influencers.
The latter influences Gen Zs and younger Millennials more (46%, aged 25 to 34).
Different archetypes
A traveller’s background, age and personality affect the way she views travel, leading to a diverse pool. According to the report, China’s current female travellers can be categorised into five distinct archetypes.
The first is “Daring Dragon”, 35- to 54-year-olds who prefer travelling solo or with their partner and seek mostly nice destinations. Then there is the “Curious Deer”, 25- to 44-year-olds who love travelling with friends, family or their partner and seek popular, Instagram-able destinations.
“Mama Tiger” meanwhile refers to 35- to 44-year-old mothers who travel with their family and seek educational activities for the children while they wind down with a self-care experience.
The “Magnificent Phoenix” defines ladies above 55 years of age who enjoy travelling with friends and seize the opportunity to live life to the fullest.
Last but not least is the “Spirited Dolphin”, 25- to 34-year-olds who travel solo or with friends and prefer personalised services or flexible itineraries.
Most of China’s female travellers like visiting both niche and popular destinations. — Unsplash
Exciting developments
Other than the report, highlights of the recent ILTM also include Malaysia welcoming Park Hyatt Kuala Lumpur at Merdeka 118 (world’s second tallest building) later this year, and Indonesia welcoming Regent Bali (also later this year) which will have the first Regent Spa in the world.
Meanwhile, South-East Asia will have its first Dior spa aboard Belmond’s Eastern & Oriental Express train this month, adorned with the maison’s iconic Toile De Jouy print – featuring tigers, a nod to Malaysia’s revered national animal.
Also happening in the region is the launch of Minor Hotels’ Boheme by Mekong Kingdoms, a three-storey, 12-cabin vessel that will sail on the Mekong River from Luang Prabang, Laos.
With all these emerging attractions and destinations, it is safe to say that China’s female travellers will have plenty of places to visit – whether in groups or solo.
