This report looks at the following areas:
- Travel motivations of younger consumers
- Motivational differences between the 18-24 and 25-29 age segments
- Interest-driven travel experience preferences
- Sources of travel inspiration and recommendation channels
- Style and content preferences in travel marketing
The travel motivations of Chinese youth are polarising: they want to both restore their energy and explore opportunities for personal growth. Those aged 18-24 place more emphasis on emotional recovery and meeting people through hobbies during travel, while those aged 25-29 seek personal growth through cultural exploration and developing interests. Interest-driven travel, the wild charm of nature and the small family market consisting of the child-free 25-29 year old married couples are the three new opportunities in younger people's travel demands.
Tina Cheng, Research Analyst
Market Definitions
The consumer research for this Report focuses on consumers aged 18-29. It covers travel inspiration channels, preferences for marketing content and style, intentions to travel in the next 12 months, destinations of interest, travel motivations and travel activities for specific needs. By exploring consumer demands in depth, we help brands gain clearer insights into the changing travel motivations of young consumers, the driving forces behind their choice of travel activities and their expectations for marketing content, thereby achieving more precise and efficient marketing.
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- Market overview
- Consumer insights and opportunities
- Let consumers with similar interests meet up and make younger people the protagonists of their travel stories
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Market overview
- Frequent travel among 25-29-year olds fuels surge in domestic tourism
- Graph 1: number of domestic trips taken, 2024
- Graph 2: number of domestic trips taken and year-on-year growth, 2023-25
- Weak momentum in per capita spending on domestic travel: trade-up potential yet to be seen
- Graph 3: expenditure by domestic tourists and year-on-year growth, 2023-25
- Graph 4: the highest spending per capita on domestic travel (excluding shopping) over the past 12 months, by age, 2024
- Young people have a strong desire to travel, and consumers aged 18-24 are more proactive
- Graph 5: travel plans in the next 12 months, by age, 2025
- Domestic tourism is the main theme for the future, but short-distance overseas destinations still appeal to younger people with high budgets
- Graph 6: travel destinations in the next 12 months, by age, 2025
- Graph 7: travel destinations in the next 12 months for those aged 25-29, by travel budget, 2025
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Consumer insights
- Motivations diverge: to restore energy while also looking to level up oneself
- From ‘hardcore’ to ‘for cowards’: some wish to release tension, others seek easy enjoyment
- Young people’s travel motivations: to restore energy and explore opportunities for personal growth
- Graph 8: leisure travel motivations, by age, 2025
- Demand for energy restoration is on the rise among consumers aged 18-24, while social needs fluctuate
- Graph 9: leisure travel motivations for ages 18-24, 2024-25
- Graph 10: attitudes of consumers aged 18-24 towards ideal social interactions, 2024
- Put down the camera: young people need to recharge
- The 25-29 age group wants personal growth during travel and seeks immersive experiences
- Graph 11: leisure travel motivations of consumers aged 25-29, 2024-25
- Graph 12: the ideal luxury holiday experience for consumers aged 25-29, 2024
- High-budget individuals aged 25-29 are more inclined to seek self-improvement and enhance relationships through travel
- Graph 13: leisure travel budget of consumers aged 18-29, by age and occupation, 2025
- Graph 14: motivations for leisure travel among consumers aged 25-29, by travel budget, 2025
- Interest-driven holiday trends: new reasons for younger people to set off
- Interests take centre stage, as destinations take a backseat
- Graph 15: emotion-driven consumption, by age, 2025
- Travellers motivated by interests are mostly those who are just starting in life
- Graph 16: motivations for leisure travel, by demographics, 2025
- Graph 17: travel activities that meet the needs for the development of interests and hobbies, by target group, 2025
- Focus on the small family market: married individuals aged 25-29 without children are enthusiastic about sharing interest-based experiences with their partners
- Graph 18: interest in travel activities, by lifestage, 2025
- Brands can create shareable, sophisticated travel experiences for couples aged 25-29
- Graph 19: motivations for Valentine’s Day/Qixi/520 spending, by family structure, 2025
- Graph 20: motivations for leisure travel, by demographics, 2025
- The outdoors has become the ideal setting for hobby enthusiasts
- Graph 21: interest in travel activities, by age, 2025
- Outdoor activities meet young travellers’ multi-faced needs such as socialising, growth and emotional healing
- Graph 22: consumer perceptions of needs satisfied by outdoor activities, by demographics, 2025
- Step into the outdoors and reboot the self in the non-routine
- From being in a photo frame to being part of it: young people embrace the wilderness
- Graph 23: interest in outdoor nature activities, by age, 2025
- In-person events for hobby communities dial up the fun with a focus on the here and now
- Travel inspiration marketing: use multiple touchpoints; daily life triggers and fun and healing elements are crucial
- Young people’s travel inspiration channels are decentralised; content integration in daily life matters more
- Graph 24: travel inspiration sources for 18-39 year olds, 2025
- Traditional advertising is less effective in reaching the 18-24 age group, with interest community touchpoints being an untapped opportunity
- Graph 25: sources of travel inspiration, by age, 2025
- Emerging information channels can precisely reach hobby and interest enjoyers
- Graph 26: travel inspiration sources for 18-29 year olds, by gender, 2025
- Young people trust ordinary users or niche creators with similar interests to share authentic and genuine content
- Young people prefer travel marketing styles that are down-to-earth, therapeutic and humorous
- Graph 27: travel marketing content preference, by age, 2025
- Fun is priority: young people in Tier 1 cities prefer humour, crossovers and childlike fun
- Graph 28: travel marketing content preference of 18-29 year olds, by city tier, 2025
- Women aged 18-24 prefer heartwarming travel experiences, while those aged 25-29 seek cultural tastes
- Graph 29: travel marketing content preference of 18-29 year olds, by age and gender, 2025
- Cultural and tourism brand marketing content needs to incorporate elements of warmth and intellect to attract young women
- Play with memes and crossovers: tourism marketing targeting young men should prioritise fun
- Graph 30: travel marketing content preference of 18-29 year olds, by age and gender, 2025
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What we think
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Appendix – methodology and abbreviations
- Travel activities that satisfy specific motivations
- Graph 31: travel activities that meet specific motivations, 2025
- Methodology
- Abbreviations
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