This Is How Wealthy Chinese Female Travelers Think of Travel

12.07.2024 - 15:29 / skift.com / Louis Vuitton / Peden Doma Bhutia

Women made 80% of travel decisions and accounted for 6 out of 10 Chinese tourists last year.

Chinese women are embracing a new era of travel characterized by greater boldness and exploration, and the shift is prominent among luxury travelers, shared a recent report by Finn Partners.

Sharing insights with Skift, Jenny Lo, managing partner, China at Finn Partners, said the study aimed to understand how broader social changes influence Chinese women’s perceptions of travel, particularly in terms of motivations, habits and influences.

“The traditional image of affluent Chinese female travelers shopping at Louis Vuitton in Paris or dining with their multi-generational families has evolved,” the research indicated.

The concept of luxury has transformed from acquiring material possessions to achieving self-contentment. Travel now fits into this new luxury narrative as a rewarding experience that offers personal fulfillment, “me time,” joy, and recognition of achievement.

Approximately two-thirds of respondents said they view luxury as total privacy and “me time,” while more than half consider it as experiences that bring joy. Also, almost half of them perceive luxury as a recognition of their hard work.

Previously seen as an escape from daily routines or family obligations, female travelers in China preceive travel as an opportunity for personal enrichment, learning new skills, and broadening horizons. To them, travel is a means of self-discovery and personal fulfillment.

An overwhelming 98% of women agree that travel is a way to treat themselves, and over 99% believe it is essential for expanding their horizons. Joshua Wang, associate vice president of research and insights at Finn Partners, said Covid-19 acted as a catalyst, magnifying these desires as Chinese women reconsidered their priorities, focusing on self-care, mental well-being, and meaningful experiences over material possessions.

One of the most significant trends highlighted in the report is the rise in solo travel among Chinese women. Driven by a desire for independence and self-empowerment, the growing financial independence of Chinese women allows them to make autonomous travel decisions, the report said.

Lo emphasized that safety and security are still crucial when choosing popular destinations perceived as safe. However, the research suggests that Chinese women travelers are increasingly confident in navigating solo trips, thanks to improved travel resources and support from travel advisors who provide insider knowledge and assurance.

“Previously, the assurance of safety and security came from peer testimony or group travel, but today, the abundance of information available to solo travelers, combined with a strong desire for independence