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China’s women are the big spenders on Western holidays

China’s women are the big spenders on Western holidays

Everyone in the tourism sector is new aware of the potential of the Chinese tourist market, but it’s the women who are calling the shots.

A new report from China entitled the ‘2010 Trend Report of Women’s Travel’, reveals the average amount spent on holidays by ‘well-paid and well-educated’ single Chinese females last year was 468 euros, up 20 per cent on 2009. Not a lot, it would seem, but it helps to remember the estimated 65 million Chinese due to travel abroad in 2011. The numbers projected for 2020 are staggering – 100 million.

The report by a huge Chinese language travel search engine, Qunar.com, also points out Chinese women have the final say in 65 per cent of overseas travel decisions. Unsurprisingly, the female contingent is also responsible for most online comments and opinions about travel experiences. The domestic tourism authority has already got behind the trend and is working to satisfy the specific needs of female travellers.

In addition to holidays themed around healthcare and shopping, upscale hotel chains such as Le Meridien are personalising whole floors in their hotels to make them more suitable for single female travellers and groups of women. Increased sound insulation, yoga mats, fresh fruit, hangers for silk clothes and face masks are all found in Le Meridien’s Xiamen hotel, with others following suit. All in all, a welcome innovation which badly needs to be copied in most Western hotels.

The report also suggests women travellers’ destination decisions are influenced by places seen in romantic movies and TV dramas. More will be revealed, no doubt, at the ‘world’s leading travel trade show’, the description by its organisers of UTB Berlin, opening tomorrow and running until 13 March.

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