Women—young, old, single, married, and widowed—are fueling an explosive growth in the travel industry. More women are traveling, for business and for pleasure, and they’re calling the shots. Just look around in a restaurant, how many tables are occupied by groups of women?
Of those who currently take nature, adventure or cultural trips, 75% are women.
Ten years ago, there were no such statistics. Now we know that the average adventure traveler is not a 28-year old male, but a 47-year-old female. And she wears a size 12 dress.
Last year women travelers spent over $95 billion in Outdoor Equipment, from hiking boots to specialized bike seats designed for the female anatomy.
The number of women-only tour operators has increased 230% in the past six years.
80% of all travel decisions are made by women.
- who they travel with,
- who pays for the trip,
- or where they go,
Let’s face it: a woman is the decision maker.
I interviewed numerous owners of large travel agencies and tour operators; from Virtuoso to . I was told over and over:
“Yes, your statistics are right on. 75-80% of the decision makers we deal with are women.”
Travel decisions are made by women. For example:
- Mom researches and then books the summer vacation for the entire family;
- Grandma surfs the Internet, collects brochures, books tickets and accommodations for a multi-generational family reunion at a resort;
- A middle-aged empty-nester books a five-day hiking trip with friends while her husband is golfing.
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