Tuniu: 2022 Female Travel Consumption Report

On the eve of the 2023 "Goddess Day", Tuniu Travel Network released the "2022 Women's Travel Consumption Report" (hereinafter referred to as the "Report"), which comprehensively analyzes the customer characteristics and travel consumption trends of female users in the past year.

The post-80s and post-90s “urban beauties” are the trendsetter in tourism consumption

Among the users of this travel website in 2022, female users accounted for 51%, slightly higher than male users; according to booking data, orders booked by female users accounted for nearly 60%. The data shows that female users have higher travel willingness and decision-making power than male users.

Female users also have higher willingness and spending power than male users. The report shows that in 2022, the average number of days female users travel is 2.8 days, while the average number of days male users travel is 2.5 days. In terms of travel frequency, more than half of female users have traveled 2 or more times in 2022. In terms of spending power, the travel website's 2022 data shows that the average order amount of holiday travel products purchased by female users is 40% higher than that of male users.

From the perspective of popular tourist source cities, women in first-tier and new first-tier cities such as Shanghai, Beijing, Guangzhou, Nanjing, Hangzhou, Tianjin, Shenzhen, Wuhan, Hefei, and Chengdu have a stronger desire to travel. Among the female users traveling in 2022, women born in the 1980s and 1990s account for 73%. Most of them have higher economic income and economic autonomy, and are more willing or willing to invest in tourism and vacation.

In terms of travel product selection, packaged travel products such as group tours, free travel, and self-driving tours are favored by more female users. Among them, group tours are more popular, accounting for 29% of the number of tourists; free travel and self-driving tour products such as "air ticket + hotel" and "hotel + scenic spot" are more popular choices for people born in the 2000s and 1990s. In the booking of single resource products, tickets, high-speed rail/trains, air tickets and other products account for a large proportion.

In terms of travel destinations, the report shows that 58% of female users chose local or surrounding cities as travel destinations in 2022. Among them, Beijing, Guangzhou, Shanghai, Hangzhou, Zhuhai, Chengdu, Nanjing, Zhoushan, Wuxi, and Changzhou are ranked among the "Top 10 Local Travel and Surrounding Cities Most Popular with Female Users in 2022". In terms of domestic long-distance travel, Internet celebrity tourist cities with fashionable and literary atmosphere are more popular among them. Among them, Sanya, Dali, Lijiang, Qingdao, Shanghai, Xiamen, Harbin, Zhangjiajie, Guangzhou, Chengdu and other destinations are more popular.

"Independence" is not about traveling alone, it is for your own pleasure and for the people you love.

More and more women are pursuing success in their careers and dreams, and have more independence in terms of economy and spirit. They pursue a state of self-awareness and self-worth, which represents a more mature, elegant and happy attitude towards life. This attitude is also reflected in tourism consumption. They prefer to travel with their lovers, family members, and close friends, but they also have the courage and choice to travel alone.

For female users, traveling can be a way to please themselves, enhance relationships with family and friends, and enjoy a sweet journey of more family happiness. Especially for "moms", traveling with children has become their normal travel routine. The travel website's 2022 travel data shows that among female users, 28% travel with children, of which nearly 20% travel alone with their children. Among male users, these two groups of data are 13% and 2% respectively.

Different roles also lead to different results in the choice of travel themes for female users. When traveling with their lovers or friends, most female users will choose travel themes such as landscapes, cultural ancient cities, and literary towns. Among them, Qiandao Lake, Nianhua Bay, Huangshan, Zhouzhuang, Gulangyu Island, Wuzhen, Lijiang Ancient Town, Jinli, Confucius Temple, Dali Ancient Town and other scenic spots are their more popular choices. For "baby moms", the experience and gains of their children are the focus of their consideration. Therefore, theme parks and zoos such as Zhuhai Chimelong Ocean Kingdom, Beijing Universal Studios, Guangzhou Chimelong Safari Park, Changzhou China Dinosaur Park, Shanghai Haichang Ocean Park, Sanya Atlantis Water World, Shanghai Disneyland, Wuxi Sunac Cultural Tourism City, Anji Yunshang Grassland, Maoshan Oriental Salt Lake City and other theme parks can impress them more.

As this year's "Women's Day" approaches, the platform has also seen a sustained increase in bookings for trips on March 8. The steady recovery of outbound travel has further released the travel needs of female users, and outbound travel products to destinations such as Thailand, Singapore, and the Maldives are hot. In terms of domestic travel, group tours to Sanya, Xishuangbanna, Guilin, and theme park wine and scenery packages such as Shanghai Disneyland, Beijing Universal Studios, and Zhuhai Chimelong Ocean Kingdom have shown a significant growth trend in bookings.