For many years, millennials have been the target demographic that advertisers and companies in various sectors, including travel, have had their eyes on.
And rightly so. They make up
the biggest generation present in the workforce
, and by 2025, millennials are expected to spend an impressive $268 billion on travel.
Close behind, though frequently disregarded by travel firms and brands in various aspects, lies another highly profitable market segment: women aged 50 and above.
Tourists within this age bracket are indeed a significant power all on their own. Moreover, the financial figures backing up this fact are just as impressive.
As per a recent report entitled
Invisible No Longer: The Timeless Explorers
As highlighted by JourneyWoman, a website focused on female travelers, this market holds significant economic clout, representing a multibillion-dollar opportunity. The report specifically points out:
- In North America, 41 percent of female travelers are aged 55 and above, representing a $245 billion travel market.
- In the United States, 40 percent of female travelers are aged 55 and above, with their total spending reaching $214 billion.
- Expenditures on travel by women aged 50 and above are projected to exceed twice their current amount, reaching $519 billion by the year 2035.
While the tourism industry focuses heavily on reaching the hearts, minds (and wallets) of Millennials, says JourneyWoman’s report, it is simultaneously ignoring – or at the very least failing to fully acknowledge and reach – Baby Boomers and Gen X, particularly women travelers who are 50-plus.
Carolyn Ray, CEO of JourneyWoman, asks during an interview with , “Given the substantial size and economic strength of this market in North America, why isn’t there greater focus from travel firms on catering to older, active, individual travelers?”
Ray points out that numerous travel firms and tourism sites fail to include appropriate branding messages, do not feature visuals of older individual women, or offer navigation tailored for solo and mature female travelers. The core issue, he explains, is that the travel sector does not adequately comprehend this demographic.
Ray and others argue that failing to comprehend this demographic represents a significant error for the travel sector. It’s women aged over 50 who are spearheading numerous shifts reshaping and governing the current marketplace. These women are at the forefront of several key movements including deep cultural engagement, traveling during non-peak times, opting for extended trips, venturing into lesser-known destinations, and embracing slower-paced journeys.
Yet, JourneyWoman’s new research found that 45 percent of women who are 50-plus say the industry could do a better job at understanding older female travelers.
“It’s one thing to say that women 50-plus matter,” continues Ray. “But it’s quite another to show that through actions.”
Fully Recognizing The 50-Plus Female Traveler
There’s a tremendous growth opportunity for the travel industry in fully recognizing the needs of women who are 50-plus.
Compared to other markets with far more visibility, for instance, the spending power of the 50-plus female traveler exceeds all of them.
Black travelers in the U.S. spent about
$145 billion spent on travel in 2023,
while the global LGBTQ+ travel market is estimated to be worth over
$200 billion annually,
And the most recent statistics on U.S.-based Hispanic travelers indicate they will contribute approximately
$165 billion
for the U.S. economy in 2025.
Although these numbers are noteworthy individually, they fall short compared to the $214 billion spent by female travelers over 50 in the U.S., as well as the $245 billion this group accounts for within North America. Additionally, consider the anticipated expenditure of $519 billion from women aged 50 and above expected in 2035.
The main point is that women over 50 are forming a growing group of travelers at the peak of their spending power, keen on exploring. Furthermore, they view traveling as not just a luxury, but a necessity that forms a crucial part of how they live.
“Doni Belau, the founder of [the organization], emphasizes that the topmost crucial aspect to grasp regarding our current historical period is that fifty years ago, solo travel for women was discouraged. It typically required having a male companion, such as a husband or another man who could oversee them,” she states.
Girl’s Handbook to the World
a business that has been providing exclusive, female-only tours for small groups since 2019.
Currently, many women secure substantial earnings and enjoy both power and independence. This shift marks a pivotal moment that Belau has observed closely.
When she launched the Girls Guide to the World sixteen years ago, it wasn’t common for married women enthusiastic about joining her tours to mention, “Oh dear, I need to consult with my spouse.” However, Belau notes that this type of remark has not crossed her path in many consecutive years. Her enterprise is thriving, and solo female travel has grown increasingly accepted over time.
For the women who dedicate themselves to traveling alone, this lifestyle is something they are deeply enthusiastic about.
Belau states, “Following the pandemic, many of us came to understand that ‘yes, we are vulnerable and our time here is limited.’” He adds, “People are now scheduling two or even three vacations because they recognize that after turning 50, one must consider just how much time remains.”
Creating travel plans for women aged fifty and above
Even with the advancements women have achieved, especially those aged 50 and above, the travel sector still falls short.
Preconceptions regarding who embarks on journeys and how they do so persist. This is particularly evident in the realms of cruising and upscale rail travel, as mentioned by Belau. She points out the ongoing practice where solo travelers must pay an additional charge known as a single supplement when reserving a spot on a cruise or a luxurious train trip.
That’s quite a significant cost for a woman to incur when traveling solo. For example, certain cruise lines might add charges equivalent to another full fare.
50% to 100%
For a single occupancy rate. This indicates that if a cruise cost for one person is $5,000, then a lone female traveler would have to pay between an additional $2,500 up to $5,000.
While organizing trips for her women-focused travel business, Belau deliberately avoids imposing such fees. However, she recently encountered the single supplement surcharge issue when arranging an Antarctic cruise for Girls Guide to the World.
As part of that effort, Belau tried to find a cruise line that would not charge a single supplement for her group of women travelers, a goal that proved impossible. “We called four luxury lines to get a single room without a supplement, it was the hardest thing to get ever,” she recalls.
Land journeys also fall prey to old ways of thinking and stereotypes with regard to women traveling alone. “Depending on which country you are talking about, there still is this sense that women don’t and can’t travel alone,” adds Belau.
That’s a huge oversight. Among the 55-plus women’s travel segment, 23.1 million (61 percent) are solo travelers. Furthermore, traveling without a partner is their preferred way of exploring the world (up from 50 percent in 2020), according to the JourneyWoman study.
The single supplement is just an illustration of how the travel sector hasn’t genuinely grasped the preferences of women over 50 years old. According to Belau and Ray, this age group approaches global exploration uniquely and their perspective should be acknowledged and better incorporated into travel offerings.
Belau proceeds, “Women are curious about the lives of their counterparts in different nations. They aren’t traveling merely to tick off the top ten tourist spots. Instead, we aim to gain an understanding of these places along with their cultures and learn more about how local women live.”
In the end, Ray expresses her desire to see an increase in products tailored specifically for women, accompanied by more budget-friendly options for female travelers—whether for short trips or extended stays. Additionally, she anticipates seeing more locations targeting solo females as a key segment for expansion.
In this effort, JourneyWoman has started partnering with firms such as Aurora Expeditions to create exclusively female-oriented journeys that extend past just the location itself, considering every aspect of the trip from start to finish. Additionally, Ray and her organization are assisting various locations in figuring out ways to attract lengthier visits from individual women above fifty years old, beginning with an investigation into what these travelers require initially.
“Such transitions necessitate recognizing that forming a connection with senior females is distinct. Our aim is to establish a warm, enduring relationship rather than a business-like interaction,” clarifies Ray.
However, the reward will be immensely significant for businesses and locations that step up to meet the challenge.
She notes that women tend to be loyal and readily spread positive feedback verbally,” further stating, “For those over 50, they have potential to act as advocates and representatives for your business or location. Their loyalty and retention can boost future earnings; thus, if repeat clients are lacking, it might be wise to reassess the entire customer journey.
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