The travel industry is undergoing a significant shift in focus, with a new emphasis on the influential and growing market of women 50+. JourneyWoman, in partnership with Collette Travel, has launched a major global study to bring awareness to this demographic and showcase their impact on transforming communities through travel.
The three-part research study includes interviews with travel CEOs and leaders, as well as a global online survey of the travel industry and women over 50 travelers in 2024. This study aims to examine the preferences of women 50+ in terms of travel spending, destinations, technology, mobility and accessibility, safety, and preferred women-friendly companies.
Carolyn Ray, CEO of JourneyWoman, emphasizes the importance of recognizing women over 50 as the true wealth and influence in travel. With decades of experience in female solo travel, JourneyWoman aims to shift outdated stereotypes about age and ability, portraying older women as adventurous and empowered travelers who support women-owned businesses.
Collette Travel, a woman-led business, is a key partner in this research initiative. CEO Jaclyn Liebl-Cote highlights the significance of women over 50 as the ideal traveler – culturally curious, focused on building connections, and representing a large portion of their clientele. By gaining new insights into this demographic, Collette Travel aims to better serve women over 50 with tailored products and services.
The previous global study conducted by JourneyWoman in 2022, titled “The Influence and Affluence of the Solo Female Traveler Over 50,” revealed that 70 percent of women in this age group felt ignored and undervalued by the travel industry. Concerns were raised about age-appropriate representation, terminology, mobility, and accessibility. The study also highlighted the single supplement as a significant barrier to travel for solo women.
Vickie Everhart of Krouse Travel shares her positive experiences traveling with Collette and expresses excitement about the new research collaboration between JourneyWoman and Collette. She believes that this study will provide valuable insights for travel advisors and suppliers to better understand and cater to the needs of female travelers aged 50 and above.
Women over 50 hold significant purchasing power, with over $15 trillion in the US alone. They are the fastest-growing demographic over the next decade and control a large portion of household purchasing decisions and luxury travel purchases. Despite this, studies show that less than five percent of travel spending in the US and UK is targeted towards the over 50 demographic.
As the travel industry continues to evolve, it is crucial to recognize the importance of women over 50 as a key market segment. By conducting in-depth research and collaborating with industry partners like Collette Travel, JourneyWoman is paving the way for a more inclusive and empowering travel experience for women in this age group. Subscribe to the daily TravelPulse newsletter for the latest travel news, updates, and deals.