The Woman Traveler – Key Data and Insights: Skift Research

Women travelers are a dominant force in the travel industry, and their influence is far-reaching: 82% of all travel decisions are made by women, whether it’s choosing the destination, booking accommodations, or deciding on tours and activities.

Skift Research explored the implications of their role in our latest report on “The Woman Traveler.“

Women are projected to control 75% of discretionary spending by 2028, and this growing economic power signals a crucial shift for companies, which must prioritize understanding and catering to women’s evolving preferences to remain competitive. 

Women are traveling more frequently: The percentage taking two trips in the first quarter surged to 35%, from 18% in the first quarter of 2020.

The report examines solo travel trends among women, showing a noticeable increase with age, particularly for those 55 and older. While younger groups, particularly those aged 18-24, prefer traveling with family or a spouse/partner, solo travel becomes significantly more common among older travelers, increasing from 4% in the 18-24 age group to 25% among those aged 65 and older. 

Booking patterns between male and female travelers show a distinct divide, as revealed in this chart. Male travelers are more inclined to book closer to their departure, with 30% making reservations 4 to 7 days in advance. In contrast, female travelers tend to plan further ahead, with 27% booking 8 to 30 days prior and 21% securing their trips 30 to 60 days before departure.

The report also explores the distinctive preferences of female travelers, from their increasing interest in wellness retreats to luxury getaways and sustainable tourism. It highlights how marketers can strategically align their offerings to resonate with these trends and better engage the female travel audience. 

Download the full report to discover valuable insights and stay ahead of trends that meet your needs.

What You’ll Learn From This Report

• The Growing Influence of Female Travelers
• Key Insights and Trends Among Female Travelers
• Insights on How Women Approach Pre-Trip Planning and Research
• Booking Preferences and Patterns
• Preferred Experiences and Activities During Travel
• Women’s Approach to Sustainability in Travel

The Woman Traveler: Key Data and Insights

Women are reshaping travel as key decision-makers, prioritizing meaningful, independent experiences.

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About These Reports

This is the latest in a series of reports and data products that Skift Research puts out to help you analyze the biggest trends in the travel industry. Tap into the opinions and insights of our seasoned network of staffers and contributors. More than 200 hours of desk research, data collection, and/or analysis goes into each report.

By subscribing to Skift Research, you will gain access to our entire vault of reports conducted on topics ranging from technology to marketing strategy to deep dives on key travel brands. You will also be able to access our proprietary Skift Travel Health Index and Skift Travel 200 stock index, and data from our regular traveler surveys.

Skift’s in-depth reporting on climate issues is made possible through the financial support of Intrepid Travel. This backing allows Skift to bring you high-quality journalism on one of the most important topics facing our planet today. Intrepid is not involved in any decisions made by Skift’s editorial team.