Today, women are a powerful consumer base estimated to make 70% – 80% of all travel decisions according to statistics from Female Factor and The Gutsy Traveler. As key influencers, due in part to the traditional female caretaking roles with children, parents and grandparents, women can sway or veto travel decisions – even if they are not paying for the trip.
According to a 2016 report from the George Washington School of Business: https://www.bostonglobe.com/lifestyle/travel/2016, women represent nearly two-thirds of all travelers. These numbers are expected to rise with more women entering the work place, “Baby-Boomers” who are traveling in droves and millennials who is upping for “travel experiences” and are willing to postpone starting a family or forego home ownership.
In addition, women account for 47% of business travelers, coming close to sharing the stage equally with men. Business travel has helped women gain a sense of independence and self- reliance. However, women don’t necessarily “share” the same travel habits as men as CNBC cited in a 2012 article titled “Road Warrior – How Men and Women Travel Differently.”
Based on their survey results, the article concluded:
When planning business trips:
Men are more calm and confident.
Women are more stressed and nervous.*
*These higher stress factors center around women’s childcare and household responsibilities.
With these sustained commitments:
Women tend to be more organized. They will plan and book their business trips earlier due in part to the family logistics and caretaking roles.*
Men, while there’s advance preparation for any type of business trip, tend to book closer to the departure date of the trip. *
*There was one exception found – millennials had the smallest difference in advance booking time between men and women.
For many women, the business trip was the first introduction to solo travel. Mastering the art of business travel has assisted women to be more self-assured and confident. Women, who are used to traveling for business, possess a sense of freedom and comfort and are not as hesitate to book solo leisure trips, women only tours and girlfriend getaways as well.
Who are these solo travelers and adventurous women? They represent all generations, from college students, single mothers, empty-nesters to senior citizens. However, the largest grouping is the 45-65 age group encompassing single, divorced and widowed women according to SoloTravel.com. And Gutsytraveler.com, noted in 2015, that 47 was the average age of the solo female traveler.
Why are more women traveling alone today?
Women are remaining single longer and postponing or ignoring marriage;
Women, in general, have a longer lifespan than men AND outnumber men;
Women are more independent as many have never been married;
Women have the financial means to travel;
Women have become accustomed to travel for business and thus the thought of a leisure trip or vacation does not meet with major trepidation;
Women view travel as a means to explore and experience new things and destinations – much more so than men. In general, women are more health conscious than their counterparts. This translates to an appeal for adventure travel, exotic destinations and cultural immersion trips.
Women who want to travel but have spouses or boyfriends who do not like travel have plenty of options to book with travel suppliers and organizations geared to women travelling alone.
When purchasing travel, both genders use a variety of booking methods such as online e-commerce sites, direct bookings with travel suppliers and travel agents. However, women normally take the lead in researching destinations and designing the trip. A significant amount of research is done online viewing airlines, hotels, cruise lines, tour operators and car rental websites as well as the large e-commerce travel websites. Statista reported that the websites most visited are: Google Maps, Trip Advisor, Southwest Airlines and Expedia.
Women now represent the majority, at 54%, of coveted affluent travelers with income levels of $250,000 and above according to MMGY Global in 2013. The luxury travel market has taken notice with custom designed or bespoke travel and unique offerings for this affluent customer base.
With travel spending for women estimated to be over 120 billion dollars, the “Female Consumer” is changing the landscape of the travel industry. Cruise Lines and Tour Operators have started to lower the “single supplement” charge for accommodations when one person occupies a room alone. Cruise Lines now have solo tables in the dining rooms if the passenger elects to sit alone rather than be seated with another couple or group of people. Hotels and chain brands have started to have female only floors. Properties have advanced security measures with better corridor and hall lighting, cameras in elevators and increased lighting in parking lots and garages. Tighter safety measures have been adopted for hotel check-in and key-card issuance. The female perspective is considered in building and renovating full-service hotels specifically with color schemes, room decors, and larger bathrooms with good lighting, ample vanity space with make-up mirrors, high-end brand toiletries and multiple sets of plush towels. Cruise Lines have on-board menu offerings with vegetarian, Gluten-Free and sugarless desserts. Passengers can also pre-order diabetic, low-sodium, kosher and other special meals prior to the cruise departure.
Women have discovered the pleasure of travel and are pursuing their dreams.
Women are charting their courses through careful planning and bookings and are either accompanied by their husbands/boyfriends and family members . . . or are setting out solo to explore, grow and renew. Women are changing the face of travel.