China Trading Desk Analysis: Two Engines, One Aisle. How First-Time and Silver Chinese Travellers Will Power the Next Wave of Travel Retail

China Trading Desk
3 days ago
5 min read

AS APPEARED ON APTRA SPOTLIGHT

By APTRA

Published on December, 15, 2025

China’s outbound market is no longer in “revenge travel” mode. It’s normalising but around a very different traveller mix. China Trading Desk's latest surveys demonstrate that travel budgets are solidly back, with new segments among Chinese travellers reshaping how they discover, approach and experience airport and downtown duty-free.

Significant Spending

Most Chinese outbound travellers plan to spend between RMB 10k–50k per trip (excluding flights and hotels), and around a quarter expect to spend more than RMB 50k.

High Shopping Intent

Six in ten travellers say they are likely to shop at the airport; another 28% are undecided and can be influenced in-terminal.

Two Growth Engines Emerge

Inside that recovery, two distinct segments are emerging as the real growth engines for travel retail:

First-Time Outbound Travellers: Younger, more price-sensitive and heavily guided by social platforms.
Silver Travellers: Older, wealthier, service-oriented and increasingly global in outlook.

“For the next decade, the success of airport shopping will be decided by how well we serve the most nervous and the most experienced Chinese travellers – first-timers and silver travellers.” Subramania Bhatt, Founder & CEO, China Trading Desk

Understanding the New Traveller Segments

These two segments have very different starting points and expectations:

First-Time Travellers: New Passports, New Expectations

Almost four in ten Chinese outbound travellers are venturing overseas for the first time. They typically skew:

Younger: Over-represented in the 18–24 bracket.
From Lower-Tier Cities: Tier-3 origins are more common than among frequent travellers.
More Guided: More likely to choose group or semi-guided trips.

These travellers are hyper-aware of price and authenticity, but often lack familiarity with airport norms. The opportunity for travel retail is to inspire confidence, not just drop prices.

Silver Travellers: Experience, Time, and Money

At the other end of the age curve is China’s Silver Economy, with over 300 million citizens aged 60+. These travellers are encouraged to consume and travel more, typically choosing:

High-Quality Stays: Most opt for 4★ and 5★ hotels and trips of 5–10 days.
Substantial Budgets: Nearly two-thirds plan to spend at least RMB 25k per trip, with around one in five budgeting over RMB 50k.
Structured Travel: They lean towards group and semiguided formats, valuing assistance.

For Silver travellers, travel retail is less about impulse and more about meaning, trust and care. Gifting is central and destination linkage adds emotional weight eg a Singapore branded confectionery gift pack.

Shopping Behavior in Travel Retail

The airport store is no longer the first point of discovery for any traveller type. Smartphones set expectations on price and assortment long before travellers see a shelf.

64% of Chinese outbound travellers say social media promotions on platforms like Xiaohongshu and Douyin make them more likely to shop duty-free.

However, First-time and Silver travellers approach the retail environment differently:

First-Timers: "Help Me Trust This Purchase"

Group Travel: Over-index on group travel and fixed time windows in-terminal.
Price Sensitivity: More likely to feel prices are too high or can't find desired brands.
Uncertainty: A higher share are "not sure if I will shop" compared to frequent travellers.

Their obstacle is anxiety around process, price and time. Travel retail wins when it acts as a clear, friendly guide.

Silver Travellers: "Make It Easy – And Meaningful"

Category Preferences: Concentrate around souvenirs, beauty and fashion/watches (items with emotional or gifting value).
Online Comparison: Over 95% check prices online sometimes or always.
Service Focused: More likely to be put off by unhelpful staff or confusing processes than by a lack of digital tools.

This segment judges retail less on novelty and more on comfort, clarity and the feeling of being looked after.

Strategic Imperatives for Travel Retail

First-time and Silver Chinese travellers represent a litmus test for the industry's ability to deliver relevance. Here are three key plays:

A. Design Two Confidence Journeys In-Terminal

Tailor experiences to meet the specific needs of each segment. First-Timer Pathway – “Fast, Clear, Good Value”:

High-visibility Chinese language signage explaining duty-free rules (allowances, process, payment) in under 30 seconds.
Price boards benchmarking key SKUs against domestic prices, especially for entry-level beauty, spirits and confectionery.
Group-friendly offers like curated “tour leader packs” that can be pre-ordered and collected easily in a single stop.

Silver Pathway – “Guided, Comfortable, Personal”:

Clearly branded service counters with Mandarin-speaking staff to help with payment, gift packing and tax refund questions.
Seating and slower-paced browsing zones, with sampling brought directly to the traveller.
Simple staff prompts: Always offer help with e-receipts, loyalty enrolment and digital warranties.

B. Bring Travel Retail Into the Planning Phase

Engage travellers when they research shopping after booking flights but before travel. Use online travel agents and social platforms.

Integrate duty-free checklists into Ctrip, Fliggy, and airline apps, with segmented versions for “First-Time Traveller” and “Silver Traveller.”
Create co-branded content on Xiaohongshu and Douyin, e.g., “My first international trip – 8 smart duty-free buys” vs “Travelling with parents – gifts they actually love.”
Add simple QR codes in digital content that open airport maps showing where to find featured products.

C. Curate Offers That Match Life Stage, Not Just Category

Align product offerings with the unique motivations of each segment. For First-timers:

Focus on entry-level luxury and travel sets that feel like a safe “first investment” in global
brands.
Bundle practical travel items (adapters, eye masks, skincare minis) with small local treats at clear price points.

For Silver Travellers:

Elevate gifting and keepsakes: Destination-branded items with real stories (heritage, local ingredients, artisanship).
Build light wellness zones: Sleep, comfort, and recovery products curated with simple, trustworthy explanations.

China Trading Desk '5 Economies' Framework

China’s travel rebound is driven by 5 overlapping forces; Value, Emotion, Confidence, Silver and She economies with First-time travellers at the heart of the Confidence Economy and Silver travellers representing the Silver Economy.

35,000 New Passport Holders Daily: The next 60 million Chinese passengers discovering outbound travel for the first time.
11,000 Chinese 50th Birthdays Daily: A wave of travellers with time, savings and a growing appetite for international experiences.

For APTRA members, the question is how intentionally to design for these travellers.

Key Takeaways: What This Means for Travel Retail

Two Engines, Not One

The market is being reshaped by first-time and silver travellers, each with distinct needs and spending patterns.

Confidence is Key

For first-timers, providing clear guidance and value builds trust. For silver travellers, it's about comfort, clarity and personalized service.

Integrated Strategy

Engage travellers early in their planning journey via digital platforms and tailor product offerings to life stage, not just category.

“If a first-time traveller feels reassured and a Silver traveller feels respected in your store, you’ve probably built a future-proof travel retail experience – not just for China, but for everyone.” Subramania Bhatt, China Trading Desk

China Trading Desk's view is simple: get First Time Outbound Travellers & Silver Travellers right, and you don’t just grow spend – you secure loyalty at the exact moment when new Chinese travel habits are being formed.