China’s Senior Travelers: A Key Growth Area for Trip.com

China’s rapidly aging population is presenting a significant opportunity for the travel industry, with senior travelers emerging as a key growth area for major players like Trip.com Group.

As China’s population over 60 is projected to reach 28% by 2040, Trip.com is actively catering to this demographic’s evolving preferences and spending power. To cater to this trend, Trip.com launched the “Old Friends Club” targeting those aged 50 and above, which has already seen seniors spend over RMB 1.6 billion ($224.6 million) on the platform in the past two quarters

Shifting Preferences of Senior Chinese Travelers:
Trip.com’s CEO Jane Sun noted that the preferences of senior travelers in China are shifting. While group tours were popular in 2023, 2024 has seen a move towards customized tours, with seniors seeking higher-quality and more unique experiences.

Leveraging Technology to Assist Older Travelers:
To help older travelers plan and book trips, Trip.com introduced a “family cloud” feature that allows younger, tech-savvy family members to assist their elders using their phones. This innovative approach helps bridge the digital divide and enables seniors to access the convenience of online booking platforms.

Increased Spending on Mid to High-End Travel:
As China’s economy grows, senior travelers are allocating more of their resources towards travel, with a preference for mid to high-end experiences.

Trip.com’s CEO emphasized that this group is no longer focused on budget travel but is seeking quality, unique experiences. The company sees great potential in catering to this demographic’s changing needs and increased spending power.

Planned Targeting of Elderly Demographics:
Trip.com has made concerted efforts to expand its user base among elderly demographics in China. In Q4 2023, the number of users over 50 years old increased by more than 90% compared to 2019. The company attributes this growth to the deep integration of product offerings, content generation, and targeted marketing efforts aimed at the retired community.

Huge Potential for Growth:
With China’s aging population and seniors’ growing interest in travel, Trip.com sees significant potential for future business with this demographic.

The company is committed to meeting the changing needs of senior travelers and capitalizing on the vast opportunities presented by this key growth area, setting an example for other travel companies.