On March 6, Tongcheng Travel released the '2026 Female Travel Consumption Report,' using a series of figures to highlight new breakthroughs in travel boundaries among female users over the past year. During this period, they aspired to freedom and distant horizons, with an average annual consumption frequency 4.6 times higher than male users; unrestricted by age, female users from the post-60s and post-70s generations saw their order growth outpace others significantly, earning them the title of the true 'adventurous grandmothers'; they actively embraced the new wave of AI-driven travel, with female users accounting for 54.18% of inquiries submitted to DeepTrip; and they emphasized travel experiences and service quality, with per capita spending exceeding that of male users by over 20% in the past year.
Numbers are merely footnotes; the real story lies beneath. From the young women of Generation Z and Millennials, who practice "self-love," to the "family trip managers" from Generation X and older Millennials, to the silver-haired adventurers of the post-60s and post-70s generations, different cohorts and diverse travel styles paint a vivid and dynamic 'portrait of women.'
Generation Z & Millennials: Passion-driven, trendsetters in 'self-pleasure' consumption
For Generation Z and Millennials, travel is not a checklist of "places visited" but rather an emotional barometer of "what I experienced." Data from Tongcheng Travel shows that female Gen Z and Millennials favor spontaneous travel, with decision-making cycles as short as three to seven days. Whenever the platform releases mystery flight or hotel packages, participation rates among female Gen Z and Millennial users often exceed 30%, ready to embark on an unknown journey at any time.
In terms of consumption preferences, the top priority for these women during travel is "unique and offbeat" destinations, with about 45% of county-level tourism and distinctive small-town travel orders coming from female Gen Z and Millennials; the second priority is "Instagrammable fun," with popular spots such as Shanghai Disney, Beijing Universal Studios, and other theme parks being their go-to destinations; the third priority is "immersive experiences," where these women often show great enthusiasm for ancient-style photo shoots, intangible cultural heritage crafts, and live-action theater performances.
They are also a group driven by passion, willing to spend on "idol economics." Data from Tongcheng Travel indicates that, over the past year, female Gen Z and Millennials traveled to more than 100 cities across the country to attend concerts, with some traveling over 3,500 kilometers and flying for more than five hours to attend a single performance. Regarding hotel accommodations, these women prioritize convenience, with over 70% opting to stay near concert venues. Related hotel bookings increased by 38% year-on-year, with an average stay ranging from one to three days.
As "self-pleasure" travel becomes a growing trend, female Gen Z and Millennials have transformed self-indulgence into a lifestyle. On the Tongcheng Travel platform, these women form the core customer base for "weekend micro-vacations," embarking on a "de-stress" trip approximately every three weeks. As for their favorite domestic destinations, data from Tongcheng Travel reveals that the top ten cities by air ticket booking volume are Chengdu, Beijing, Kunming, Shanghai, Chongqing, Guangzhou, Shenzhen, Xi'an, Hangzhou, and Guiyang.
Generation X & Millennials: Power users of DeepTrip, "managers" of family travel
Among the three generational cohorts of female travelers, Generation X and Millennials represent a unique landscape. They lack the impulsiveness of Gen Z and Millennials to "travel on a whim" and the leisurely pace of the post-60s and post-70s generations, yet when it comes to execution and spending power, they stand as the backbone. On the Tongcheng Travel platform, female Generation X and Millennials account for 40% of total female users but contribute 60% of overall female spending, sharing a common identity as "managers" of family travel.
Over the past year, 73% of family-friendly travel orders and 59% of trips involving parents originated from female Generation X and Millennials. Facing complex multi-generational needs, these women excel at leveraging resources efficiently and have become seasoned users of Tongcheng Travel’s AI assistant, DeepTrip.
Data shows that the penetration and usage rates of DeepTrip among female users born in the 1980s and 1990s are significantly higher than those of other age groups. Their inquiry times are concentrated between 8:00 PM and midnight, with an average of four to six questions per consultation. The top three high-frequency demand terms are "suitable for children," "elder-friendly," and "comfortable itinerary."
Females born in the 1980s and 1990s also favor quality and are willing to pay a premium for "hassle-free" and "experiential" travel. Data from Tongcheng Travel indicates that 46% of bookings for boutique small group tours and customized travel products come from this demographic, which is 10 percentage points higher than their male counterparts of the same age group. Their average spending per person ranks among the highest across all user groups.
While loving their families, females born in the 1980s and 1990s have not lost their sense of self. A vibrant component of their travel landscape is girlfriend getaways. According to Tongcheng Travel, over the past year, bookings for "same-age female travel" products by this group increased by 27% year-on-year. Their favorite travel themes include azure seas and skies, classical gardens, and blooming flower fields, with itineraries typically lasting three to five days.
Born in the 1960s & 1970s: Adventurous and fun-loving, the "world-exploring grannies."
While younger generations deliberate over "budget travel" versus "luxury travel," women born in the 1960s and 1970s have already demonstrated through action that the second half of life is the golden era for exploring the world. Data from Tongcheng Travel reveals that travel orders from female users in this age group grew by 128% over the past year, leading all age groups by a wide margin, making them the quintessential "world-exploring grannies."
They prefer traveling in March, April, September, and November, perfectly avoiding school holidays and peak tourist seasons. The high cost-effectiveness of off-peak travel gives them the flexibility to embark on journeys with ease and explore at their own pace. Tongcheng Travel data shows that the proportion of business-class flight bookings by women born in the 1960s and 1970s is 16 percentage points higher than that of other female users, while their bookings for high-quality hotels exceed other female users by 13 percentage points. Their top 10 most favored international travel destinations are Seoul, Hong Kong, Bangkok, Kuala Lumpur, Singapore, Macao, Jeju Island, Ho Chi Minh City, Sydney, and Bali.
While some still associate cruises with "senior tours," women born in the 1960s and 1970s have elevated cruise travel to new heights. On the Tongcheng Travel platform, these women account for 47% of cruise product bookings. Dissatisfied with conventional routes, they boldly explore Arctic expedition routes, Mediterranean voyages, and Antarctic exploration cruises. They are also enthusiastic about "high-end tourism trains." Approximately 55% of orders for luxury tourism trains such as the "Silk Road Dream Express" and "Yangtze Delta Star" come from women born in the 1960s and 1970s.
Women born in the 1960s and 1970s also favor visiting iconic landmarks to ensure their travel memories are free of regrets. Data from Tongcheng Travel shows that popular group tour products booked by this demographic frequently include visits to the Palace Museum, the Oriental Pearl Tower on the Bund, Hongya Cave in Chongqing, Orange Isle in Changsha, and the Drum Tower in Xi’an, which are among their most frequently visited sites. Additionally, these women enjoy spring outings to admire flowers, such as viewing peonies in Luoyang, rapeseed flowers in Wuyuan, cherry blossoms in Wuhan, and tulips in Nanjing, making these activities their ideal springtime pastimes.
