Women Travel Statistics show that 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?
Women Travel Statistics
WHO & WHY
- 80% of all travel decisions are made by women
Regardless of : who they travel with who pays for the trip• or where they go
A woman is the decision maker.
- 75% of those who take cultural,
adventure or nature trips are women. - 230%, increase in number of women-only travel companies in past six years.
Women– young, old, single, married, and widowed are fueling an explosive growth in the travel industry.
Cruise lines, tour operators agree, “Yes, your statistics are right on. 75-80% of the decision makers we deal with are women.”
I interviewed numerous owners of large travel agencies and tour operators; from Virtuoso to AAA Travel, Windstar Cruises, Amawaterways, and Road Scholar. I was told over and over:
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.
Group Tours
Our travel statistics speak to the Baby Boomer Generation. Baby Boomer women are more educated and financially independent, states Maeve Hartney, Chief Program Officer at Road Scholar, a non-profit, educational travel company. Last year (2023) more than 100,000 people traveled with us and 70% of them were women. 30% were solo travelers and most of them were women. Among the solo travelers, 60% are married and travel solo without their partners, who they say they don’t want to travel.
Cruise Line Statistics
“Windstar’s biggest segment for solo travelers mimics its largest demographic: Baby Boomers, and they are overwhelmingly female – at 66 percent of Windstar’s 2024 solo travelers”.Windstar’s Chief Commercial Officer Janet Bava, who is a frequent solo female cruiser herself explains: “2024 data from the Cruise Line Industry Association show that 10-13 percent of cruise travelers departing from North America ports are traveling solo, and Millenials/GenZ are the most likely to travel solo than other generations. Windstar notes, however, that its biggest segment for solo travelers mimics its largest demographic: Baby Boomers, and they are overwhelmingly female – at 66 percent of Windstar’s 2024 solo travelers. But while someone may be traveling solo, they might not necessarily be alone.”
“A grandmother could be accompanying her extended family on the cruise but staying in her own suite, or a 30-year-old single may be taking an adventure totally on their own,” says Bava. “No two guests are alike on Windstar, especially our solo traveler segment, but we’re ready to meet their needs with our highly personalized approach – and that’s what solo travelers want most: the chance to explore the world in a way that feels right for them.”
SOLO TRAVEL
Cruises are popular.
Windstar Cruises’ executives have noticed a huge rise in solo travelers since Covid. They’ve seen an 81 percent increase in solo travelers since 2019, and halfway through 2024, the line is on track to have its most solo travelers sail in its 40 year history.
Why are small ship cruises appealing to women?
Some solo cruisers enjoy joining intimate shore excursion groups and meeting new friends for dinner. Others opt to explore on their own, knowing an attentive/friendly crew is looking after them and making sure they return each day from port. Since Covid, Windstar has even enacted solo traveler “meet ups” at the beginning of every cruise, giving this segment a chance to connect (or not), according to Windstar’s Chief Commercial Officer Janet Bava, who is a frequent solo cruiser herself.
What about the “Single Supplement?”
Most cruise lines charge for cruises per person, but based on double occupancy. When a single traveler books, there’s usually a “single supplement” to keep the line from losing too much revenue from being down an additional passenger. Windstar, along with several other lines, see themselves as competing with land-based resorts for this growing solo traveler segment and have shifted to either reduce or sometimes even eliminate the single supplement charge to be more attractive to this growing demographic.
One travel company weighed in on the trend. Windstar Cruises‘ executives have noticed a huge rise in solo travelers since Covid. They’ve seen an 81 percent increase in solo travelers since 2019, and halfway through 2024, the line is on track to have its most solo travelers sail in its 40 year history. Windstar expects the trend to continue and deepen in 2025.
Some solo cruisers enjoy joining intimate shore excursion groups and meeting new friends for dinner. Others opt to explore on their own, knowing an attentive/friendly crew is looking after them and making sure they return each day from port. Since Covid, Windstar has even enacted solo traveler “meet ups” at the beginning of every cruise, giving this segment a chance to connect (or not).
“There’s a lot of freedom of choice paired with the safety and security of cruising when it comes to solo travel,” explains Windstar’s Chief Commercial Officer Janet Bava, who is a frequent solo cruiser herself. To respond to the rising demand, Windstar has enacted some of the lowest supplements in the industry and monthly solo traveler specials to further entice this growing segment.
Who’s Traveling?
Women– young, old, single, married, widowed and gutsy are fueling an explosive growth in travel industry•
– Many older women are also experiencing this rite of passage.
– An increasing portion of solo female travelers are Baby Boomers and single mothers.
The travel industry is just waking up to the economic power of women.
It is still very hard to find reliable statistics from the trade organizations. I researched these outlets and they had “nothing” about women travel.
Sources where you might find this information, but there is none:
World Tourism Organization (UNWTO): Offers global travel statistics and trends.
Statista: Offers various statistics and reports on travel demographics.
U.S. Travel Association: Provides data and insights on travel trends in the United States.
Booking.com: Occasionally publishes travel trends and statistics related to their user base.
Euromonitor International: Provides comprehensive market research, including travel trends.
One travel company weighed in on the trend. Windstar Cruises‘ executives have noticed a huge rise in solo travelers since Covid. They’ve seen an 81 percent increase in solo travelers since 2019, and halfway through 2024, the line is on track to have its most solo travelers sail in its 40 year history. Windstar expects the trend to continue and deepen in 2025.
Why? Windstar’s six pampering small ships, with 148 to 342 guests, are appealing to solo cruisers because guests aren’t lost in the crowd, but they have a chance to connect with like-minded travelers if desired.
Some solo cruisers enjoy joining intimate shore excursion groups and meeting new friends for dinner. Others opt to explore on their own, knowing an attentive/friendly crew is looking after them and making sure they return each day from port. Since Covid, Windstar has even enacted solo traveler “meet ups” at the beginning of every cruise, giving this segment a chance to connect (or not).
“There’s a lot of freedom of choice paired with the safety and security of cruising when it comes to solo travel,” explains Windstar’s Chief Commercial Officer Janet Bava, who is a frequent solo cruiser herself. To respond to the rising demand, Windstar has enacted some of the lowest supplements in the industry and monthly solo traveler specials to further entice this growing segment.
