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Women become leading force in tourism consumption market

(People's Daily Online)    17:16, March 08, 2019

With an increase in income and purchasing power, women are gradually becoming the leading force in the tourism consumption market. According to reports released by several Chinese tourism companies, tourism consumption is popularizing and diversifying, while female tourism consumption is rapidly developing a new market segment, supporting the emergence of the "female economy".

Women make more than half of travel bookings

Data indicates that Chinese women are more passionate about traveling than men.

Airbnb said that more than half of current travel bookings are made by women, especially when it comes to outbound travel bookings.

The "2019 Female Travel Consumption Habits Report" released by travel booking portal lvmama.com showed that female users accounted for 61.3 percent of users who booked travel products on the platform in the past year, while the proportion of female users aged 25 to 40 accounted for 70 percent of that figure. Women in this age group are more economically independent and have a good level of education, are highly skilled, and already have experience traveling, which make them the country's leading force in regards to travel.

Short videos contribute to promoting destinations

Related survey results revealed that social media has a direct influence on female tourism consumption.

In the past year, short video content featuring short, fast, new and strange material has continued to be popular. Social media influencers on TikTok and travel Vloggers have become important factors influencing the choices of female consumers. According to the data from lvmama.com, from 2018 to 2019, Sanya, Xiamen, Shanghai, Chongqing, Chengdu, Xi'an, Lijiang, Dali, Beijing and Hangzhou were the most popular destinations among female travelers.

Female travelers care more about food and accommodation

According to the report "Analysis on Female Dining Behavior" released by Ctrip, women are far more concerned about where they eat than men.

The data shows that the average cost of a meal for female users on a trip is 235.3 Chinese yuan, nearly 30 yuan higher than the average of 205.8 yuan among male users. Women are more willing to make restaurant bookings earlier, on average four days in advance, 2.9 days earlier than their male counterparts.

Women ask for help in common problem areas

What problems are more likely to occur for women during travel?

According to data from Ctrip's "Global Travel SOS", there are five main problems that female tourists encounter and ask for help with while on holiday. These are the loss of items, reapplication of documents, medical treatment, bringing items back to China and baggage delays.

The director of Global Travel SOS believes that if many women are traveling alone in outbound tours, the possibility of danger may increase. Therefore, if women want to travel alone, he suggests it is better to make a plan in advance and purchase travel insurance, avoid high-risk countries, and choose safe destinations. 

(For the latest China news, Please follow People's Daily on Twitter and Facebook)(Web editor: Sheng Chuyi, Bianji)

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