By now, most travel marketers know that women are becoming an increasingly powerful segment of travelers. However, being able to speak to this group authentically is often harder than it looks. With nearly half of all women who go online using Pinterest, the platform is a powerful tool for brands looking to truly connect with this group.
Women today influence 85 percent of all travel purchasing decisions and account for 58 percent of all online sales, according to a Skift trends report. This has led to greater buying power behind the decisions made by female travelers than ever before. Women choosing to postpone marriage and start families later has also contributed to the fact that the amount of disposable income that women are allocating to travel is at an all time high.
The George Washington University School of Business reports that nearly two-thirds of travelers today are women. Even if they’re traveling with families, friends, or partners, women are the ones choosing where to go, stay, eat, shop, explore, and when and how to book. Women also account for 54 percent of affluent travelers with incomes of $250,000 or more, up from 42 percent in 2010, according to the travel and hospitality marketing firm MMGY Global.
The sheer size and potential spend of this group is one reason why Skift’s 2017 Travel Megatrends stated that this is the year of the modern female traveler. However, as the article explains, there is more to speaking authentically to female travelers than using a pink label or other female token. Instead, women are looking to brands to create meaningful relationships, tell compelling stories, and offer them relevant solutions.
Online planning platforms like Pinterest can help brands connect with these female travelers. According to comScore, seven out of ten moms1 and 77 percent of women aged 25 to 342 in the US are on the platform. Pinterest’s high net worth audience is a particularly relevant group to leverage as they collaborate on plans with friends and family, and research potential purchase decisions, often leading to actual bookings and purchases. A survey from Deep Focus Intelligence Group found that three out of five Pinterest users already use the platform specifically to help them plan their travels.
People commonly use Pinterest to discover, learn about, and actually do the things they love, so it makes sense that the visual discovery platform has become a valuable resource for travelers and the marketers looking to reach them. Brands that effectively engage Pinterest by providing authentic, useful content that’s visually appealing, mobile-friendly, and relevant to the individual have real opportunity to connect and engage with the growing number of female travelers.
To learn more about travel trends on Pinterest, visit the Pinterest for Business blog.
1 ComScore Nov 2016 – Jan 2017
2 ComScore Nov 2016 – Jan 2017
This content was created collaboratively by Pinterest and Skift’s branded content studio, SkiftX.