New research has revealed China’s women have become the world’s largest travel spenders and decision makers.
The industry report by FINN Partners in collaboration with luxury travel expo ILTM Asia Pacific, shows China's women are making 70-80 per cent of travel decisions and account for nearly six out of 10 Chinese leisure travellers, following China reclaiming its position as the top spender on international travel.
According to the “China’s Women in Charge” report, 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.
Regardless of age or other demographics, these women are primarily guided by their own preferences when making travel choices. Their personal opinions carry significantly more weight, even in the context of family holiday planning, neither husband nor children wield as much influence.
There was a very strong desire for solo travel, with 72 per cent of respondents stating that they will maintain or increase solo travel in the future. Additionally, 69 per cent of respondents express a preference for travelling with friends over travelling with family. For some, solo travel is a means to foster independence; while for others, it is a path to self-empowerment.
High-value Chinese females are shifting their focus from domestic travel to exploring further afield, with Australia and New Zealand attracting the highest growth in interest, up 35 per cent.
Nearly 90 per cent of these luxury female travellers are attracted to niche destinations renowned for their natural beauty and landscapes. There is a keen interest in exploring destinations before they gain mainstream popularity. These travellers are also willing to invest in unique local journeys and once-in-a-lifetime experiences.
Accommodation expectations have also changed - these travellers prefer hotels that offer more than just high star ratings and are looking out for how hotels differentiate themselves from others.
Collaborations with fashion, design, or lifestyle brands for themed accommodations (45 per cent), enhanced room amenities such as spa baths, sleep rituals, etc. (44 per cent), and more integration of local or cultural features in the property (43 per cent) are the most preferred differentiators.
Read the report here.
No comments:
Post a Comment