July 17, 2013

Marketing travel to women: Eight new trends you need to know


Women are traveling more than they have ever before. Travel experts think that women represent the most important and fastest growing segment of the travel market, in terms of both leisure and business travel.

According to the Travel Industry Association, there is an estimated 32 million single American women who have traveled at least once in the past year, and some three in ten travel five or more times a year.

The average adventure traveler is not a male but a 47-year-old female. Fueling this travel desire is the growth in single women. One-third of all women are now single “indies” – a new term for those over 27, not married, not living with a partner and without children. Phyllis Stoller of The Women’s Travel Group says women are asking much different questions today than they were ten years ago. Here are some of her insights.

1. Women expect the same level of travel hotels and services that they have experienced in their business travel. Both today’s working women and women who are now retiring are seeking quality hotels and other upmarket services they had in their business travels and conferences. Women who have roles as executives, foreign service employees, and travel abroad students have had their standards in travel set by prior experiences. They are not willing to settle for less in their leisure travel. Between 2011 and 2012, Small Luxury Hotels saw a surge in lone female bookings with a 53 per cent increase in demand for rooms.

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