As an important contributor to consumption upgrading, women have a stronger willingness to consume online and a higher spending power. On the occasion of International Women's Day, Ctrip released the "2024 Women's Travel Consumption Insights Report" (hereinafter referred to as the report) to gain insight into the consumption habits and preferences of female travel users. The report data shows that women's per capita travel consumption expenditure is higher than that of men throughout the year, and the power of "she consumption" in cultural tourism is unstoppable, and this past winter, Harbin's female tourist orders increased by 173% year-on-year, and female orders accounted for 56% of tourist orders.
Led the way in terms of travel spending.
Seniors "are focused on integrating into the life of the destination.
The report surveyed users who have travel experience (excluding business travel) in the past year, among them, middle-aged women represented by the post-70s and post-80s accounted for 622%, becoming the "absolute main force" of travel consumers, and the consumption power is far ahead; The proportion of young women represented by the post-90s and post-00s is 285% followed, and the consumption potential is emerging; The post-50s and post-60s "silver-haired" groups accounted for 93%, the "quality" of consumption has been upgraded, and the amount of travel consumption is leading, not losing to young people.
The report shows that since 2023, the travel consumption of the "silver-haired" female group is quietly released, and they are either driving, cruises, or living in a variety of ways. More and more elderly people are more willing to integrate into the life of the destination and understand the local history and culture, and many young elderly people are also willing to participate in light sports such as hiking, cycling, and camping in the destination. Some of the "grandmothers" also live all year round to experience "living elsewhere". Aunt Cao, a citizen, went all the way south to Sanya, Hainan after the Spring Festival, and she took advantage of the big "diving" of the air ticket from Harbin to Sanya after the holiday, and decisively staggered the peak travel, planning to start a warm and comfortable sojourn life for two months.
Harbin female tourists realize the "princess dream" during the Spring Festival
Women who travel are more decision-making.
Middle-aged women" also have a "girlish heart". According to the report, while they are enjoying well-known attractions at home and abroad, they are also keen to become "Disney princesses" or "magical girls". According to the "Spring Festival Tourism Consumption Data" released by Ctrip, during the Spring Festival, the top 5 tourist destinations for Harbin users are Beijing, Shenyang, Shanghai, Changchun and Sanya, and Universal Beijing Resort and Shanghai Disney Resort have become popular destinations for female tourists in Harbin to realize their "princess dream".
The report also shows that women like to "hold on to the steering wheel and wander on the road", and women who are "owned" prefer to enjoy the freedom of crossing mountains and seas by self-driving, with women's car rental bookings increasing by 133% year-on-year since 2023. Women are more decision-making when it comes to booking travel products, and they are tireless in their pursuit of travel experience and value for money. Women over the age of 35 are more decision-making when it comes to booking travel products, with seven women leading the way for family tours, and nearly eight out of ten women booking products for their companions. 67% of holiday group trips are made by women traveling with their parents6%, much higher than the 32 for men4%, traveling with a baby and parents is also a reflection of many middle-aged women's sense of accomplishment and satisfaction in life.
The "B-side" of self-image
Women love to take pictures when they travel, and the number of orders for travel photography in Ice City**.
Play a fugitive princess in Sophia Church, wear a horse-faced skirt in the streets of the ancient city to "travel through history", and try an old-fashioned pantou to take a "mother photo" ...... on the streets of TianjinSwitch between different scenery on the journey and open up the B side that distinguishes you from the workplace. Nowadays, taking a set of characteristic photos in a tourist destination is an experience that many women are keen on.
Ctrip data shows that from February 2023 to February 2024, the number of travel photography orders increased by 63% year-on-year. Since the beginning of winter, Harbin's travel photography industry has become popular, and the favorite "spots" of female tourists to Harbin are Harbin Ice and Snow World, Sophia Cathedral, Volga Manor, Songhua River, and Harbin ** Park. The staff of the travel photography company in the Manhattan Fashion Life Creative Design Industrial Park in Daoli District are so busy that they don't have time to eat, "The number of orders in a month can reach about 1,500 orders, which is completely unimaginable for companies that have just settled in." "The shooting schedule of some corporate shooting teams in the industrial park has been scheduled for April. In 2023, he traveled to various popular cities and scenic spots, such as Harbin and Lijiang, and photographed a total of thousands of girls, "This number is nearly double that of 2022." Compared with the past when they simply took pictures and checked in, 'I've been here', now girls are more interested in the atmosphere and integration into the local cultural environment, and are more inclined to immersive travel. ”
In 2023, she will go to a time-honored barber shop in Hangzhou to find her aunt to do a hairstyle and wear a cheongsam, go to Tianjin to find her aunt Pantou, and go to Harbin St. Sophia Church to experience cos Russian makeup, leaving a beautiful figure everywhere she goes. For example, the bath and kang in the Northeast are things that make her feel "beautiful", "I went to Harbin to try the first bath in my life, which was eye-opening, you can use red wine, vinegar, and milk to rub, and after rubbing, I ate and drank there and stayed there, which was beautiful; There is also a thing called kang in the northeast, as soon as you sit down, your butt and your legs are very hot, like overelectricity, it is too comfortable", Xingyue said with a smile.
*: Harbin News Network.
Reporter: Photo by Li Jiaqi.
Editor: Liu Yixuan.