Why specialized peer tour groups are taking off with China’s youth

People in China have long associated domestic tour groups with labels like "elderly groups," "budget groups," "forced shopping groups," "sleeping on the bus, taking photos off the bus," and "uniform, soulless itinerary designs." In the current era of transparent information and convenient transportation for independent travellers, group tours had faced market neglect, seemingly left to the middle-aged and elderly. But in recent times, the emerging new generation of travel groups is breaking this stereotype.

During this month’s May Day holiday, "peer travel groups" targeting young people have become the new trend in the tourism industry, leaping into the hearts of youth, particularly those born in the 1990s and 2000s.

The so-called peer travel group refers to a group of people of similar age and similar interests forming a travel team. Such groups do not involve forced shopping or boring itinerary arrangements, and don't require getting up early. The activities are tailored to the preferences of young people, and they may even include services such as professional filming or aerial photography throughout the journey. Travellers can choose routes based on their interests or even customize exclusive travel plans, making each trip full of freshness and anticipation.

Peer group tour. Image: RED/Xiaohongshu.

This new type of travel has been called an open a "friendship blind box," where many become friends with fellow travellers during the journey, playing games together, going out for meals, and continuing to hang out in the future. In addition to the relaxed and enjoyable atmosphere, and increased social possibilities, peer travel groups also offer high value-for-money services and a comfortable experience - a big reason peer travel groups have quickly gained popularity.

Compared to traditional tour groups, "peer travel groups" mostly offer services such as route planning, airport pick up, all local transportation during the journey, entrance tickets to attractions, accommodation, and even special photographer follow-up services. Consumers generally take care of certain meals and transportation to and from the destination, which provides both a fulfilling travel experience and degree of freedom. For example, some photography-focused travel groups select and arrange the best locations and times for photography, offer suitable outfit suggestions, with no additional expenses or shopping stops along the way. Such a pure experience allows people to immerse themselves more deeply in the joy of travel.

Professional photography and unique activity design. Image: RED/Xiaohongshu.

Travel restrictions in previous years and pent-up travel desires, coupled with a psychological shift towards the mindset of "life is short," have unleashed significant demand, keeping the tourism market hot in 2024. This generation of young travellers is more willing to pay for experiences, seeking niche and authentic experiences. The surge in popularity of lesser-known cities like Harbin, Tianshui and Zibo reflects this trend. The resurgence of interest in group tours among young people is largely due to the adaptation of supply to changing demand, characterized by iterative model updates. When compared to traditional tour groups, peer travel groups are characterized by three main points:

1. Social Interaction and Peer Friendship

Peer travel groups provide opportunities for communication and friendship-building among individuals from similar age groups. Members typically share common interests and activity preferences, making the travel experience more enjoyable and fulfilling.

2. Flexibility and Customization

Compared to traditional tour groups, peer travel groups often offer more flexibility, allowing itinerary adjustments based on the preferences of group members. They can also customize travel plans according to the specific needs and interests of the group members.

3. High Value-for-Money and Tailored Services

Choosing preferred attractions and activities, without forced shopping or monotonous group meals, elevates the quality of the entire journey. Peer travel groups that provide professional travel photography and aerial photography services leave behind exquisite and unforgettable memories of the trip.

In today's diverse tourism consumption landscape, affordability, hassle-free itineraries, and the opportunity to gather with peers have become fundamental needs. "Peer tour groups" align with the contemporary demand for both cost-effectiveness and experiential travel.