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The Rise of “New Silver-Hair” Travelers: A New Wave in Chinese Outbound Travel
China’s outbound travel market in 2025 is witnessing a powerful demographic shift — the rise of the “new silver-hair” travelers, aged 55 to 60. No longer defined by traditional retirement norms, this new generation of older travelers is healthy, affluent, and digitally savvy. They are embracing international travel not only as a leisure pursuit but also as a lifestyle statement, valuing experiences that are comfortable, well-planned, and personally meaningful.
According to Qunar’s October 2025 data, international flight bookings among travelers aged 55–70 have surged 19% YoY, reaching 1,452 overseas cities, an increase of 110 destinations compared to last year. Besides, the “new silver-hair” segment is the fastest-growing cohort, accounting for 45% of total bookings, double the growth rate of those aged 65–70.
“New Silver-Hair” Travelers Behaviors: The New Wave of Chinese Outbound Travelers
Smarter Spending and Earlier Planning
The “new silver-hair” travelers embrace the philosophy of “spend wisely, enjoy fully.” Preferring quality and comfort, they opt for direct flights, which now make up 44% of their outbound bookings, as well as plan trips an average of 26 days in advance, earlier than any other age group.
Experience-Driven Choices for Destinations
Their favorite destinations reflect a mix of cultural exploration and relaxation, with Japan, Thailand, Malaysia, Hong Kong, and South Korea topping the list. Many are also venturing further, exploring Australia, Vietnam, Singapore, and Macau, showing that curiosity and adventure have no age limit.
First-Ever Outbound Travel
Interestingly, a growing number are buying their “first-ever international flight tickets” via Qunar, rising 21% YoY, exceeding the platform’s overall growth average. This signals not just increased travel intent but also growing confidence in digital tools among mature travelers.
AI-Powered Personalization for Mature Travelers
To meet the needs of these discerning explorers, Qunar has launched its “AI Travel Toolbox”, featuring an all-in-one trip planner and multiple AI travel assistants. Using vast travel data and user-generated notes, the tool recommends tailor-made itineraries around themes like “Citywalk” or “Slow Travel.”
With over 70,000 users already adopting the feature, AI personalization is helping silver-hair travelers discover new experiences more confidently and convert intent into bookings with greater precision.
The trend highlights the broader need for technology that caters to this mature yet digitally engaged segment.
Unlock the Silver-Hair Travel Opportunity with iClick
As the silver-hair segment becomes a new growth engine for China outbound travel, brands and destinations have a unique opportunity to engage this high-value audience.
At iClick Interactive, we help travel and lifestyle brands capture emerging traveler groups through data-driven insights, precise audience targeting, and full-funnel marketing strategies across leading OTAs and media ecosystems.
Source:
https://mp.weixin.qq.com/s/14OhISy4Wy6aqkfMxch72w
https://mp.weixin.qq.com/s/PuS8aYvwLHB9vX86PxzGFQ
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