As the National Day holiday comes to an end, middle-aged and senior citizens are leading the trend of off-peak travel. With the Double Ninth Festival approaching, Trip.com has released its "Senior Travelers Online Tourism Insights" (hereinafter referred to as "Insights"), shedding light on the travel habits and trends of senior citizens with both time and money to spare.

According to "Insights," senior travelers have been increasingly active in online travel bookings this year, with higher average spending per trip. They are particularly drawn to off-peak and in-depth travel experiences. In the week following the holiday (October 8th-14th), travel bookings by those aged 50 and above surged nearly 20% compared to 2023.

In recent years, policies promoting senior tourism and the broader senior economy, along with the widespread adoption of smartphones, have prompted hotels, travel agencies, and online travel agencies (OTAs) to adapt their services to the aging population. As a result, senior tourism has grown rapidly, with increasing digitalization.

In terms of origin, most senior travelers hail from first-tier cities like Beijing, Shanghai, Guangzhou, and Shenzhen, as well as emerging first-tier cities such as Chengdu, Hangzhou, Chongqing, Xi'an, Nanjing, and Tianjin. These two groups account for 27% and 26%, respectively, totaling over half of the senior traveler base.

Seniors prefer flexible and personalized travel options. Trip.com data shows that, compared to 2023, the proportion of customized tours among senior travelers has come closer to that of group tours, narrowing the gap from nine percentage points to seven percentage points. This shift has made themed customs tours such as winter retreats and wellness journey sparticularly popular among senior travelers.

Notably, over half of senior travelers' online travel expenditures go toward flights, a significantly higher proportion than that of other age groups. Additionally, seniors tend to prefer staying in higher-end hotels, favoring four- and five-star accommodations with twin rooms, family suites, and other spacious room types.

The "Insights" report indicates that the average spending per senior traveler is about 30% higher than the overall average. Charter tours, offering greater flexibility and comfort, are also a hit among seniors. From January to September this year, senior travelers accounted for nearly 20% of all charter tour bookings on Trip.com.

When it comes to vacation destinations, senior travelers favor scenic landmarks. Popular spots include Jiuzhaigou, Fanjing Mountain, Wudang Mountain, Sanqing Mountain, Lingshan Giant Buddha, Detian Waterfall, and Zhijin Cave. Cruise travel has also gained significant traction among this group.

Data shows that from January to September this year, cruise bookings by senior travelers increased by 280%, far outpacing the overall market growth. Additionally, the self-driving travel trend, once dominated by younger generations, is now gaining popularity among seniors. During the same period, senior travelers made up 9% of all car rental bookings, with total orders rising by 26% year-on-year.

高星酒店、定制游……这届银发族有多会玩？

十一假期结束，中老年人领衔开启错峰出游模式。重阳节来临之际，携程发布“银发人群在线旅游洞察”（以下简称“洞察”），对有钱有闲的银发人群的出游习惯及变化展开剖析。

“洞察”显示，今年以来，银发人群在线旅游消费增长较快，人均旅游消费金额较高，且热衷错峰出游及深度游。节后一周（10月8日-14日），50岁及以上银发人群旅行订单预订量较2023年同比增长近两成。

据悉，近年随着促进银发旅游、银发经济发展的政策相继出台以及智能手机的普及，酒店、旅行社、OTA等文旅企业持续开展适老化改造、创新，银发旅游发展迅猛，且线上化率不断提升。

从客源地看，银发出游人群主要来源于北上广深等一线城市，以及成都、杭州、重庆、西安、南京、天津等新一线城市，两者分别占比27%、26%，累计占比超过半数。

银发人群钟爱灵活机动的定制旅行。携程数据显示，与2023年相比，银发人群在线旅游消费中，定制游订单占比进一步逼近跟团游，两者差距从9个百分点缩小至7个百分点，基于这一变化推出的避寒养老游、山水疗养漫游等主题的定制旅游线路受到银发人群欢迎。

值得注意的是，银发人群在线旅游消费支出中，超一半费用用于购买机票，这一比例明显高于其他年龄段人群。同时，银发人群更偏好高星级酒店，如四五星酒店的双床房及其他房型（家庭房、套房等）。

根据洞察，银发人群在线旅游人均消费金额高于大盘约三成。行程更自由、更舒适的包车游也受到银发人群喜欢。携程数据显示，今年1-9月，银发人群占包车游整体订单的比例近两成。

从旅游度假产品看，银发人群更青睐名山大川。携程数据显示，九寨沟、梵净山、武当山、三清山、灵山大佛、德天跨国瀑布、织金洞等景区受到银发人群欢迎，银发人群对于邮轮产品也更为钟情。

数据显示，银发人群今年1-9月邮轮订单同比增长达280%，显著高于大盘增速。此外，年轻人热衷的自驾出游风也吹向银发人群。今年1-9月，银发人群租车订单占整体份额达9%，订单总量同比增长26%。

文丨记者 刘星彤 通讯员 李栋
图丨平台提供
翻译丨赵凡
英文审校丨林佳岱