Tongcheng Travel: 2022 Women's Travel Report

"Her power" and "her economy" are hot words that have continued to gain popularity in recent years, and the emergence of "her travel" confirms the importance of female consumers to the tourism industry. On March 7, Tongcheng Travel released the "2022 Women's Travel Report" (hereinafter referred to as the "Report"), analyzing the travel consumption of domestic women.

According to the big data of Tongcheng Travel Platform, nearly 70% of travel consumption decisions are made by women. In terms of travel preferences, theme parks and museums are no longer the common choices of women. Pet hotels, ski resorts, e-sports hotels, etc. are also popular among women. The report shows that 52.7% of female travelers prefer to travel alone. Among them, female travelers born in the 1990s and 2000s have become the main force of "traveling alone". At the same time, compared with men, female travelers have both money saving and quality of life, and receiving coupons before consumption has become a necessary action. However, in the comparison of consumption among women of all ages, the "rich and free" post-70s are more prominent. They have become the leaders of female hotel consumption with the highest average hotel room night expenditure.

Cute, romantic and adventurous, her "her power" continues to grow

According to the big data of Tongcheng Travel Platform, the most popular cities (destinations) loved by women, in addition to Beijing, Shanghai, Guangzhou and Shenzhen, are Chongqing, Chengdu, Kunming, Sanya, Suzhou, Hangzhou, Xi'an, Changsha, Zhengzhou, Xiamen, etc., especially Chongqing, Chengdu, Xi'an and other popular check-in spots, which are increasingly favored by women. From the perspective of the main travel departure points of women, they are basically mainly new first-tier and second-tier cities and regional central cities, with a high degree of overlap with the main destinations.

Tongcheng Travel data shows that among the female users of the platform, those born before 1970 account for 13%, those born after 1980 account for 24%, those born after 1990 account for 45%, and those born after 2000 account for 18%. The report surveys and analyzes that the largest proportion of female travelers are office workers, and those born after 1980 and 1990 account for 69%, indicating that this group of people also have a strong desire to travel in addition to work and life. Faced with various pressures in society, natural scenery that allows people to enjoy a pleasant mood has become the most popular scenic spot theme favored by women. Categories such as zoos and botanical gardens, theme parks, cultural relics, and leisure and entertainment are also popular among women.

Female travelers believe that there are more ways to relax than just appreciating natural scenery. It is also a good choice to release stress through experiences such as ice and snow sports. The "2021 China Ice and Snow Industry Development Research Report" shows that the number of female users has increased by 10% in the past four years, among which those born in the 1990s and 1980s have become the main groups of ice and snow sports. The data from Tongcheng Travel Platform also reflects this point. Among those who are keen on ice and snow sports, female bookings account for 58%.

This is also reflected in the type of hotel booking. The report shows that compared with ordinary star-rated hotels, different types of theme hotels such as e-sports hotels and pet hotels are popular among female users. After EDG won the championship in 2021, data from Tongcheng Travel Platform showed that within a week, women's searches for related keywords such as "e-sports room" and "e-sports hotel" increased by 58% month-on-month. Taking the Ai E-sports Hotel, which ranks first in brand influence, as an example, the number of female users among the existing e-sports users is increasing, and the proportion of female members has increased from the initial 14% to the current 22%.

Being able to spend lavishly and be thrifty at the same time, the “she economy” is developing in many aspects

Although women particularly like shopping, they have their own clear standards when it comes to spending choices, and the "she economy" is emerging in the tourism industry.

In terms of travel choices, in addition to conventional travel tools such as airplanes, trains, and high-speed trains, women use cars more frequently. Tongcheng Travel data shows that female consumers have significantly increased their preference for car products on the Tongcheng Travel platform, with consumer users increasing by nearly 30% year-on-year. Female consumers have demonstrated impressive spending power in products such as cars. Data shows that in terms of car use, in the past year, female users on the platform placed orders more than 400 times, with a total consumption of nearly 20,000 yuan in a year, and an average daily consumption of 49 yuan. The most expensive car order by a female user was as high as 3,000 yuan.

Interestingly, the report found that women are more likely to be "planted" by short videos and other content. They are happy to participate in various live broadcast activities and are more likely to place orders and shop in the live broadcast room. They are also good at economics and like to participate in various activities on the platform, so that saving money and improving the quality of life can coexist. The big data of Tongcheng Travel Platform shows that female users under the age of 30 are very good at using coupons, membership rights and other rights, and the proportion of those born after 1990 who receive coupons on the platform is the highest. At present, in addition to the daily taxi discount coupons for car products, various travel discount red envelopes in the 3.8 yuan Jimei Spring Tour Card activity have attracted the attention of many female users.

"Solo travel" pays more attention to safety, and "her needs" become the focus of travel

As the main force of travel consumption, women's diversified and personalized needs have also become an important focus of travel. According to the big data of Tongcheng Travel Platform, 52.7% of women travel alone, while 47.3% travel with multiple people. In terms of travel preferences, the peak periods for female travelers to fly are March to May, July, and September to October, accounting for nearly 50%. The peak travel season is mainly concentrated in May Day, summer vacation and around National Day. In terms of specific itinerary arrangements, female travelers prefer to choose daytime flights, and the overall proportion of choosing to depart between 6 am and 6 pm is 76.4%.

For female travelers, the issue of "safety" is of vital importance. According to the big data of Tongcheng Travel Platform, the top five keywords that women search for hotels are safety, convenient travel, quiet, good food, and comfortable bedding. Among them, safety firmly occupies the top spot on the list. It is worth mentioning that female travelers born in the 1970s pay particular attention to safety and service, so they are more likely to pay for these preferences in their consumption decisions. Taking hotel consumption as an example, they rank first in the average hotel room night expenditure, so they have become an age group that prefers high-priced resort hotels.