Women Travel Statistics – 80% of all travel decisions made by women

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?

At a crossroads at the Kathmandu Guesthouse. Where next?

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.

Regardless of:

• who they travel with,
• who pays for the trip,
• or where they go,

Let’s face it: a woman is the decision maker.

In order to substantiate this statistic (from an article in the LA Times), I interviewed numerous owners of large travel agencies and tour operators.  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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