China’s Post-90s Travel Trends: The Trendy Generation Is Willing to Spend More for Unique Experiences

By / MOOK Scenic Spots Editorial Team, compiled and reported
 
According to Hotels.com’s Chinese International Travel Monitor, China’s post-90s millennials continue to push the boundaries of overseas travel, setting new records in travel spending. Influenced by social media, this “trendy travel generation” prefers unique or high-tech accommodations, seeks out exotic cuisines, and even seeks out once-taboo experiences.

Chinese millennials have increased their overseas travel expenses by as much as 80% compared to last year, with travel costs now accounting for one-third of their total income. “Showcasing travel” and “posting selfies” became a major trend among Chinese millennials in 2017, with 63% enjoying sharing selfies to boost likes and build their social media persona.

But in fact, no generation can escape the flood of social media—52% of Chinese travelers say they’ve been influenced by social media updates. Moreover, one-third of older generations say their travel decisions and behaviors are affected by their children, who live in a digital media environment.

Movies and TV have also become a major source of travel inspiration for them. Whether it's food or outdoor activities, Chinese tourists value firsthand experiences and challenging limits—over one-third are fascinated by party destinations and are increasingly drawn to international festivals, while staying in unconventional yet locally distinctive accommodations is especially appealing.