Ctrip: 2022 "Her Travel" Consumption Report

The report shows that in 2021, the per capita expenditure paid by women for travel was 33% higher than that of men, and women accounted for 62% of live broadcast orders. Spending more, buying more, and saving more are the three major characteristics of contemporary women's travel consumption. With the rise of new first-tier cities, the per capita tourism consumption of their female users has increased more than that of first-tier cities. At the same time, under the background of the new fertility policy, multi-child travel orders increased by 22%. Interestingly, the number of outdoor women traveling alone has also increased by 50%.

1. The triple identities of female tourists under the “she economy”: hot moms, cool women, and coquettish women

1. Hot moms: Study tours are very popular after the double reduction; "multi-child travel" orders increased by 22%

In recent years, study tours have become popular among hot moms, especially after the implementation of the "double reduction" policy, hot moms have devoted their energy to their children's quality education and interest cultivation. According to Ctrip's "Her Journey" consumption report, the number of orders for study tours registered through Ctrip in 2021 achieved double-digit growth, and women are the main booking group for study tours. Hot moms pay more attention to the cultivation of their children's interests and the expansion of their horizons. In 2021, parent-child outdoor activities, independent camps (summer camps, winter camps, etc.), scientific exploration, RV experience and other study products are most popular among hot moms.

With the full liberalization of the "three-child policy", families with multiple children have gradually joined the tourism travel army. The report shows that in 2021, the number of travel orders for two or more children increased by 22% year-on-year, and the proportion of orders for multiple children was as high as 60% by women. Families with multiple children like to play in theme parks and visit historical sites. The favorite scenic spots are: Shanghai Disney Resort, Chengdu Research Base of Giant Panda Breeding, Shanghai Haichang Ocean Park, Beijing Universal Studios, Badaling Great Wall, etc.

2. Cool girls: Camping and hiking are dominated by female users; outdoor travel among “sisters” increased by 76%

The refined life and free soul of contemporary women have shaped a more free and easy travel. The report shows that outdoor tourism, which was previously dominated by men, has gradually been taken over by women. In 2021, nearly 50% of Ctrip camping users were women, and 45% of hiking tourists were women, which has great potential to surpass men. Women who participate in outdoor travel often choose to travel with couples and girlfriends, and many girls set off alone. Ctrip theme tour data shows that in 2021, the number of women who bind their girlfriends to participate in outdoor travel increased by 76% year-on-year; the number of girls who sign up for outdoor travel alone increased by 50%.

3. Old and beautiful: "Silver-haired travel" female users love independent travel; the oldest female user of Ctrip is 91 years old

After the normalization of epidemic prevention and control, the elderly represented by aunts and mothers gradually shifted to a free travel mode. The report shows that the number of air tickets booked by female users born in the 1950s and 1960s in 2021 has achieved double-digit growth compared with 2020, and the Internet-savvy aunts are flying around the country. It is worth mentioning that the oldest female user who ordered travel products on Ctrip last year was 91 years old. Throughout the year, the footprints of 70+ grandmothers spread across 31 provinces (autonomous regions, municipalities) and the Xinjiang Production and Construction Corps in China, covering more than a thousand destinations.

(II) The “Four Highs” phenomenon of “Her Travel” consumption: high voice, high consumption, high quality, and high cost performance

1. High voice: How to enjoy a vacation? 60% of families have the "queen" to make the final decision

Ctrip's "Her Travel" consumption report shows that women have more and more say in travel. More than 60% of family travel vacations are led by women, and women play a key leading role in destinations, budgets and itineraries. Women's decision-making position in travel events has gradually become more prominent, as reflected in the increasing number of women placing travel orders. In 2021, the average travel orders per female user of Ctrip increased by 11% compared with 2020.

2. High consumption: The average travel consumption of women exceeds that of men by 33%; the highest single purchase consumption of female users of Ctrip Global Shopping is nearly 10 million yuan

With the rise of women's consumption awareness brought about by the improvement of education and income level, women are more concerned about the quality and taste of life. The report shows that women are more willing to spend money on travel. In 2021, the per capita expenditure paid by women for travel was 33% higher than that of men; more than 40% of women chose to stay in 4-star hotels or above.

The report also shows that women love to travel and shop. According to Ctrip Global Shopping data, female users account for 64% of shopping in duty-free shops, outlets, and first-tier brand stores, with an average shopping expenditure of 30,000 yuan per person; women pay attention to exquisiteness from the inside out, and their favorite shopping items in stores are jewelry accessories, bags, watches, and clothing. The record for the highest single purchase in 2021 was set by a woman, with a consumption amount of nearly 10 million yuan.

3. High quality: The average travel expenditure of high-level female members is 21% higher than that of male members of the same level

Another factor that influences women’s travel decisions is service quality. Ctrip membership data shows that the growth rate of female high-level (diamond, gold diamond, black diamond) members is higher than that of male members, and the average travel expenditure of high-level female members is 21% higher than that of male members.

4. High cost-effectiveness: 62% of Ctrip live streaming orders were placed by female users; female users who are keen on “hoarding travel” increased by 20%

Women are not only willing to spend money when traveling, but also seek to get value for money. Women love to watch live broadcasts and buy travel products. Ctrip live broadcast data shows that in 2021, women accounted for 62% of Ctrip BOSS live broadcast orders, much higher than men, and more girls will pocket the live broadcast products at a discount of less than 30%. In addition, women also like to participate in travel promotions. In 2021, women accounted for 61% of Ctrip's seasonal marketing activities, and they liked group purchases, tickets and food products the most. Female users who stock up on travel products increased by 20% year-on-year.

(III) “She Travels” Two “driving forces” of regional consumption: Hubei, Ningxia, and Shaanxi, and new first-tier cities

Ctrip’s “Her Travel” consumption report also analyzes the characteristics of women’s travel consumption in different regions in 2021.

1. Hubei, Ningxia and Shaanxi are making efforts: the growth rate of per capita consumption of female tourists ranks among the top three

In addition to the fact that women in Beijing, Shanghai and Guangzhou are still the undisputed top tourism consumers, judging from the growth rate of spending, women in the three provinces of Hubei, Ningxia and Shaanxi have huge potential for tourism consumption: the report shows that the source regions with the highest year-on-year growth in per capita consumption of female tourists in 2021 are: Hubei, Ningxia, Shaanxi, Inner Mongolia and Hainan.

The top ten provinces and cities with the highest total tourism consumption by women are: Shanghai, Guangdong, Beijing, Jiangsu, Zhejiang, Sichuan, Shandong, Hubei and Liaoning.

The ten provinces and cities with the highest per capita consumption of female tourists are: Shanghai, Beijing, Guangdong, Zhejiang, Tianjin, Jiangsu, Liaoning, Fujian, Hainan and Sichuan.

2. New first-tier cities: the growth rate of per capita consumption of female tourists exceeds that of first-tier cities

The level of female tourism consumption is directly proportional to the city's commercial development and residents' consumption level. The report shows that in 2021, the tourism consumption of female users in new first-tier cities grew rapidly, with total consumption increasing by 30% year-on-year, reaching 65% of first-tier cities, and the growth rate of per capita tourism consumption ranked first, and it is expected to gradually catch up with first-tier cities in the future; in addition, although the proportion of female consumption in fifth-tier cities is relatively small, judging from the growth rate of per capita consumption, the potential for female tourism consumption in the sinking market is huge.

The ranking of the growth rate of per capita consumption of female tourists is: new first-tier cities, fifth-tier cities, fourth-tier cities, third-tier cities, second-tier cities, and first-tier cities.

"More and more women are finding and discovering themselves during their travels. Whether they are moms with two or three children, or independent women who are always 'on the road', women's position in the tourism market is becoming increasingly prominent. As a one-stop travel service company, Ctrip will conduct more analysis and research on women's travel in the future, launch more women-friendly travel products and services, and provide more considerate service guarantees for women's travel." said Jane Sun, CEO of Ctrip Group.