New research by global travel practice Finn Partners investigates the shifting travel habits of affluent Chinese female travellers and how wellness is influencing their travel choices.

The report, called China’s Women in Charge: Latest Trends among the World’s Largest Travel Spenders and Decision Makers, draws insights from a survey of 800 high-value Chinese women* and was conducted in collaboration with ILTM Asia Pacific.

According to the UNWTO, China reclaimed its position as the world’s top spender on international tourism in 2023, with female travellers accounting for almost 60 per cent of the country's outbound tourists.

The new report states that 54 per cent of high-valued Chinese females intend to increase their leisure travel over the next three years, while over 60 per cent plan to spend more on travel, including hotels and accommodation.

Given their significant spending power and economic status, these high-net-worth Chinese women are poised to powerfully influence the future of luxury travel and wellness.

Shifting mindsets

Findings revealed a major shift where Chinese women are harnessing their expanding economic and social influence and using travel as a means of self-discovery, cultural immersion and personal growth.

The report identifies eight crucial factors shaping the travel motivations and expectations of high-value Chinese female travellers.

1. Pursuit of wellnessWhile wellness has traditionally been associated with pampering, it now reflects a holistic approach that prioritises both physical and mental wellbeing. There is also a rising interest in adventurous activities as part of this trend. Wellness remains a major travel motivation, especially among older women, who are twice as likely as other age groups to invest in health-related luxury travel experiences.

Only 22 per cent of respondents said ‘wellness travel for emotional and/or physical health’ was a priority. However, Finn Partners says this suggests that wellness is being redefined as a broader concept that not only encompasses physical health but is also tied to mental and emotional wellbeing.

Wellness elements are also increasingly expected to be integrated into travel, rather than it being the primary focus of any journey.

2. Evolving definition of luxury

Luxury is shifting from material possessions to experiences that bring personal fulfilment. For today’s travellers, luxury means enriching, rewarding experiences that offer joy, “me time” and a sense of accomplishment.

3. Travel as enrichmentTravel is no longer just an escape from daily routines or obligations. Instead, it represents empowerment and transformation, particularly for a generation of Chinese women who are ready to embrace these changes.

4. A Preference for niche destinations

Nearly 90 per cent of high-value Chinese female travellers are drawn to niche destinations known for their natural beauty and landscapes. These women seek out lesser-known locales before they become mainstream tourist spots.

5. Solo travel on the riseThough family travel remains popular, there is a growing trend of solo travel among affluent Chinese women, regardless of marital or parental status. Solo travel is seen as a path to independence and self-empowerment.

6. Independent decision-making

With growing financial independence, Chinese women are making their own travel decisions. Their preferences hold significant sway, even in family vacation planning, where their opinions outweigh those of their husbands or children.

7. Beyond star ratingsAffluent Chinese women are willing to invest in premium accommodations, but they seek more than just five-star ratings. They value hotels that offer unique, memorable experiences.

Collaborations with fashion, design or lifestyle brands for themed accommodations (45 per cent), enhanced room amenities such as spa baths and sleep rituals (44 per cent), and more integration of local or cultural features in the property (43 per cent) are the most preferred differentiators.

Notably, guest services such as personal shopping concierges (18 per cent), healthy dining options (25 per cent) and wellness programmes designed by experts (8.6 per cent) are comparatively lower-ranked. While these aspects are still important, they may now be seen as an expected component of their luxury hotel stays rather than a USP.

8. Technology as ultimate luxury

In a digitally-savvy country like China, convenience is paramount for high-value travellers. They seek seamless integration of technology to streamline travel planning, address logistical challenges and enhance their overall experience.

Additional findingsThrough the analysis, researchers have carved out five distinctive archetypes of affluent female Chinese travellers that capture this segment’s differing values, attitudes and behaviours, including how each of them approaches wellness.

To read the whole report, head to this link.

* Survey methodology

The findings of China’s Women in Charge report were generated from a 20-minute survey of 800 high-value Chinese female travellers conducted from April 26 to May 15, 2024.

Aged 25 and above, 74 per cent of the respondents earned more than US$96,000 (€87,000, £74,075) annually, while 71 per cent had at least US$700,000 (€634,312, £540,130) in personal assets.

To ensure a broad overview of opinions, respondents are from 12 cities with the highest GDPs in China in 2023, including the tier-one cities Shanghai, Beijing, Guangzhou and Shenzhen.