What rich female Chinese travellers want

A new study on affluent Chinese female travellers revealed at ILTM Asia 2024 shows a shift towards unique experiences and niche destinations. The research, conducted by FINN Partners in association with ILTM Asia Pacific, surveyed 800 affluent Chinese female travellers across 12 major Chinese cities.

The trend of women as primary travel decision-makers is set to intensify. The research found that 82% of respondents consider their own opinions as the most influential in travel planning, with partners (60%) and friends (41%) playing secondary roles.

Affluent Chinese female travellers, bolstered by financial independence and an increasing appetite for solo adventures, are poised to make even more individualised and self-expressive travel choices. This shift reflects their growing influence in shaping travel plans and experiences.

The study surveyed 800 affluent Chinese female travellers aged 25 and above, with 74% reporting an annual personal income of over US$96,000 and 71% having personal assets exceeding US$700,000. All respondents stay in five-star hotels and fly first- or business-class at least half the time when travelling.

FINN Partners' Jenny Lo speaking at ILTM Asia 2024 opening ceremony. Photo Credit: Cheryl Teo

Rise of solo travel

Solo travel is gaining popularity, with 72% of respondents stating they will maintain or increase solo travel in the future. However, family travel remains important, with over 60% expecting to increase or maintain the number of family trips.

Independent decision making

The research shows that 82% of these travellers consider their own opinions as the most influential in travel planning. Partners (60%) and friends (41%) play secondary roles in decision-making.

Expanding travel horizons

Affluent Chinese female travellers are increasingly interested in venturing further from home. Regions like Australia and New Zealand (+35%), Korea and Japan (+22%), Europe (+30%), and North America (+14%) are seeing increased interest compared to the previous year.

Desire for authentic experiences

The study reveals a strong desire for authentic local experiences, with 51% of respondents seeking experiences that go beyond tourist hotspots. Additionally, 48% prefer semi-structured trips with flexible, customisable itineraries.

Appeal of niche destinations

Niche destinations are gaining appeal, with 89% of respondents attracted by their natural beauty and 66% by unique local experiences. However, popular destinations still attract due to safety and security (77%) and ease of access (67%).

Evolving hotel preferences

These travellers are looking beyond star ratings for hotels. Top preferences include collaborations with fashion, design, or lifestyle brands for themed accommodations (45%), enhanced room amenities (44%), and integration of local or cultural features in the property (43%).

Role of travel agents

Travel agents are valued for providing assurance and resolving uncertainties. The top expectations from travel advisors include better support for changes or flexibility in itinerary (50%) and confidence in getting the most value out of the trip (33%).

“This research provides valuable insights into the evolving preferences of affluent Chinese female travellers,” said Jenny Lo, managing partner, China, FINN Partners. “The shift towards unique experiences and niche destinations presents both opportunities and challenges for the luxury travel industry."