Dahe Daily Yu ** reporter Wang Yonglu
March is a bright spring, everything is revived, and there is nature, beauty and poetry in the distance. More and more female travelers are also setting off to play more and more off-road and pursue beauty. Among them, there are silver-haired grandmothers who ride bicycles and drive off-road vehicles all over the world and all over the country; There are middle-aged mothers who have traveled to more than 60 countries around the world with their babies; There are foreign young travelers from foreign countries who prefer to check in China's beautiful culture.
On the eve of Women's Day on March 8, Ctrip released the "2024 Women's Travel Consumption Insights Report" (hereinafter referred to as the report), which provides comprehensive insight into the consumption habits and preferences of tens of millions of female travel users after the epidemic. See how three generations of female travelers, young and old, explore the world, discover and find themselves on the journey.
The three generations of old, middle-aged and young women have their own beauty, and the sinking market "she travels" consumption rises.
As an important contributor to consumption upgrading, women have a stronger willingness to consume online and a higher spending power. According to the report, from February 20, 2023 to February 20, 2024, women's annual per capita travel consumption expenditure is nearly 8% higher than that of men.
No matter what stage of life a woman is in, travel is a constant theme. 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.
According to the report, women are more decision-making power in travel product booking, and they are tireless in the pursuit of travel experience and cost-effectiveness, and Ctrip's various channels have left a "beautiful picture" of female users' consumption and experience, and they are particularly good at careful budgeting and the pursuit of high cost performance, such as Ctrip's live broadcast female users account for more than 65%, and they save 7800 million travel expenses. Since 2024, the average daily number of female users on Ctrip's word-of-mouth list, hot spot list and other products has increased by 42%, and the detailed, reliable, agile and accurate content provides full support for women's rational decision-making.
Self-driving, sojourn, cruise around the world, silver-haired grandma has more fun than you.
The report shows that since 2023, the travel consumption of elderly women is quietly released, and the fastest growth rate of travel orders for elderly women over 50 years old is as high as 2056%。More and more silver-haired "nomads are on the road"; They either drive, cruise, or live, and travel in a variety of ways. Aunt Li Muzi, a post-60s Ctrip traveler from Tianjin, is currently driving to Yushu, Qinghai with her wife, she said in the interview that most of the urban retired workers of their generation have money and leisure, and can drive "just go", which happens to be in the "** era" of travel, "on the road all year round, but also to have the meticulousness of the elderly, the body of the youth, and the childlike state of mind".
Li Muzi believes that many people think that the travel habits of the elderly are to check in with the group of popular tourist attractions in the country, "get on the car to sleep, get off the car to take pictures", which belongs to the stereotype, many elderly people actually do not like to go to the "crowded" place crowded people, "we prefer to explore the domestic niche, the original ecological place, many times to Xinjiang, Qinghai, Yunnan and other provinces of ethnic minority gathering areas and villages, enjoy the quiet scenery and local history, humanistic characteristics." ”
Li Muzi said that the elderly are a group that cannot be defined, "like we are old-hearted, there has always been a restless blood in our bodies, and travel has given us a moving, huge world, so that we are always 'dopamine' burst, and experience the happiness that only when we were young." ”
Post-60s Ctrip user Li Muzi and his wife are on the way to self-driving.
Through the tropical rainforest, experiencing mountaineering and skiing, and driving to dozens of cities across the country, more and more elderly people are more willing to integrate into the destination life, understand the local history and culture, and many young elderly people are also willing to participate in the destination's hiking, cycling, camping and other light sports projects, and play off-road. Some of the silver-haired grandmothers also live all year round to experience "living elsewhere". Cao Xiaoqing, a post-50s from Shanghai, traveled all the way from Guangdong and Guangxi to Sanya, Hainan, and took advantage of the "air ticket diving" from Shanghai to Sanya after the Spring Festival, and decisively staggered the peak travel, and only used a few hundred yuan to book an itinerary on the Ctrip app, opening a warm and comfortable living life for several months, "just perfectly avoiding this wave of cold snap in Shanghai." Cao Xiaoqing said.
In the past year, among the female bookers of the Ctrip app, there is even a 92-year-old silver-haired grandmother who has placed an order for a cruise**, and went on a sea vacation with her 97-year-old girlfriend. The prosperity of the motherland has also allowed more elderly people to enjoy their old age and taste the beauty of life while traveling.
Preferring off-peak travel and richer gameplay, the "silver-haired people" are leveraging the tourism market with high travel frequency, high travel quality and high consumption amount. According to the China Tourism Academy**, by the end of the "14th Five-Year Plan" in 2025, there will be more than 100 million young and healthy elderly people with a high travel rate and more tourism consumption in China, and the tourism income of the elderly is expected to exceed one trillion yuan. The silver-haired people who have money and leisure and continue to expand their scale have injected new vitality into the tourism market and have also become a "battleground" for tourism soldiers.
35+ women have more decision-making power Nearly 80% of women will book products for their peers.
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. Since 2023, women's car rental bookings have increased by 133% year-on-year; The youngest is 18 years old and the oldest is 92 years old.
Middle-aged women also have a "girl's heart", they are also keen to become a "Disney princess" or "magical girl" while enjoying well-known attractions at home and abroad. Hong Kong Disneyland, Hong Kong Ocean Park, etc. are among the top and are favored by female users. Ctrip Ticket also launched the March Pampering Month activity, uniting nearly 100 scenic spots to provide female travelers with better than 05% off preferential tickets.
The picture shows the post-80s mother tinco taking her baby around the world.
For women, travel can enhance their horizons, not only to pursue scenery and food, but also to meet their own needs and improve the happiness of their families. According to the report, women over the age of 35 are more decision-making when it comes to booking travel products, with seven women leading the way in family trips, and nearly eight out of ten women booking products for their companions. Tinco, a post-80s mother from Shanghai, is currently on a cruise with her baby around the world, passing by Disney in California and Hobbit Village in Auckland, New Zealand. "Because there are many uncertainties in global travel, through Ctrip booking, consultation, refund, and time change are more convenient than abroad, and the service is in place, saving a lot of trouble. ”
Tinco believes that female power is first and foremost to please yourself, to make yourself more experienced and empowered, and at the same time to take care of your family and friends. Round-the-world travel was a decision she and her daughter made during the epidemic, and this year she specially took a leave of absence for her 11-year-old daughter to embark on a cruise around the world, and their 275-day round-the-world cruise will pass through more than 60 countries and more than 150 ports, and Tinco and her mother and daughter will follow the cruise ship for at least more than 150 days. "She will learn how to walk freely in the world, how to deal with problems and deal with change, which are the skills she needs throughout her life. I can't remember when I was five or six years old, and I can't walk anymore because of the heavy academic pressure, but now I'm just 11 years old, and I think reading thousands of books and traveling thousands of miles, the unity of knowledge and action is the most important thing. Tinco said.
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.
What does it matter to travel when I go to work? Young women are chasing beauty, and the number of travel photos with fire has increased by 63%.
The collision of culture and tourism has become a new growth point for the development of tourist destinations. Young people's travel is becoming more and more cultured. The long history, the starry intangible cultural heritage, folk culture, national style and national tide have added many highlights to the innovation of young people's gameplay.
Taking a photo of a set of local costumes in a tourist destination is an experience that many girls are keen on. Whether it is wearing a horse-faced skirt to freeze the beautiful figure on the streets of the ancient city, or going to Quanzhou fishing village to experience hairpins, or trying to pantou on the streets of Tianjin, more women have planted destinations or travel products because of "beauty", pursued the feeling of beauty during the journey, and opened up the B side of their own difference from the workplace in the switching of different scenery.
Taking Ctrip as an example, from February 2023 to February 2024, the number of travel photography orders increased by 63% year-on-year, and the number of travel photography products and merchants at home and abroad increased by 30%+ compared with the same period in 23, and the rich travel photography products meet the personalized needs of users. In 2023, he traveled to various popular cities and scenic spots, such as Lijiang, Quanzhou, Harbin, etc., 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. ”
Xingyue, a post-90s California girl who has lived in China for a long time, is currently engaged in self-cultivation and is the vice president of the "Crooked Nut Research Association". 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 to pan her head, and go to Harbin St. Sophia Church to experience cos Russian makeup, leaving a beautiful figure everywhere she goes. "In the context of Chinese, the word beauty is very complicated," Xingyue believes, "beauty is not only beautiful, but also food, beauty, beauty, etc." Everywhere you go feels good, and traveling is the process of chasing beauty. ”
For example, the bath and kang in the Northeast are things that make her feel "beautiful", "I went to Harbin for the first time, and it was an eye-opener, you can use red wine, vinegar, and milk to rub, and after rubbing, I ate and drank there and stayed all the time, 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. I love this amazing invention and I want to weld it in my homes in Beijing and California. Xingyue said with a smile.
Xingyue said that after the resumption of inbound travel, her family often comes to China to travel with her, and her contacts on the Ctrip app are full of family information, travel booking air tickets, hotels, travel tickets, and a mobile phone can easily get it, saving time and convenience, saving a lot of back and forth communication costs, which is a very good travel experience.
The world is big, China is beautiful, and "the sassy and beautiful power of female travel is blooming to the fullest." Sun Jie, CEO of Trip.com Group, said that there are hundreds of millions of female travelers on the Ctrip platform, and travel allows them to unload their fatigue and pursue beauty, while also achieving self-worth and happiness. The three generations of "old, middle and young" women, from the moment they embark on the trip, have their own beauty, the beauty of the beauty, and the beauty together. "This is the most romantic thing we can do as travel service practitioners. ”
At the same time, Ctrip also pays attention to the consumption preferences and characteristics of different female users, and achieves one-stop full satisfaction through professional services. "For example, female users are better at 'carefully selecting', and Ctrip's travel live broadcasts and ** products all over the world help female users make rational consumption decisions and make 'She Travel' more cost-effective;In 2023, Ctrip received nearly 1,000 requests for help from women, including assistance in bringing back items, delayed luggage, guidance for document reissuance, assistance with injuries and illnesses during the trip, etc., SOS specialists responded quickly, with an incident resolution rate of 98%, recovering a total of 170 million yuan of losses for female users, allowing 'She to travel' further and more worry-free. Sun Jie said.
*: Dahe Daily Yu** Editor: Jie Minggang.