Women travellers calling the shots during 2024

Women make 80% of travel decisions and comprise two-thirds of all travellers. To empower and support women, 90% of travel companies said they work closely with other women-owned businesses

The rising numbers of women travelling is not only indicative if the increase in popularity, but is also becoming the driving force for growth in the travel and tourism sector worldwide.

As more women join the phenomenon of seeing the entire world, the numbers of female clientele and solo travellers have risen to considerable levels.

Research also says that females make 80% of all travel-related decisions when planning and booking trips. And with over $15 trillion of spending power, women are known to spend more than men when they are travelling.

As 2024 unfolds, there continues to be a diverse array of complex challenges facing the world and the travel industry.

Women’s rights, racial justice, geo-political instability, and climate change all remain pressing top line issues the world over. And the travel industry, which accounts for 7.6 percent of the global GDP, must not only navigate these issues during day-to-day operations, but also do its part to think about the bigger picture and advance solutions.

Knowing that women over 50 are seeking less-travelled places, more than half (52%) are adding new destinations to itineraries.

According to the survey, in 2023, women’s tour operators were able to fulfill demand and are now looking for ways to grow their business.

In 2024, tour operators are anticipating the most growth in Asia Pacific, including India, Australia and New Zealand. North America, Europe and Scandinavia were tied in second place at 45%.

Approximately 20% of tour operators are expanding their offerings in Africa and 17% are looking to South America, with Mexico and the Caribbean at 13%. The growth is also expected in the Arctic and Antarctic at 4%.

To support growth, 20% are hiring new people. Only 28% said they were planning to increase prices in 2024. When it comes to growth in 2024, tour operators continue to rely on word of mouth recommendations, as well as their JourneyWoman newsletters, media coverage and social media channels. The most popular channel is Facebook (organic, not paid), followed by Instagram (organic, not paid). X, Pinterest and TikTok did not rank on the survey.

Most plan to use more strategic marketing efforts, such as newsletters, website and social media channels, to target women over 50 directly, versus mass media approaches.

According to the survey, tour operators report that women are booking more trips at the last minute, with 12% booking in under a month, and 20% booking in 2-3 months. However, there is a shift out, with 20% booking 10-12 months ahead, up from 3% in 2023. This marks a difference from last year’s study, in which over 60% of women were booking six months or sooner with half booking three months or sooner.

This indicates that travel companies need both a long and short-term approach to attract women travellers, offering last-minute discounts as well as longer planning cycles for longer, more expensive travel experiences.

Women make 80% of travel decisions and comprise two-thirds of all travellers. To empower and support women, 90% of travel companies said they work closely with other women-owned businesses.

They also hire women in their own companies and through local businesses, and hire female guides or porters where available. Most donate funds to causes that support women.

Women-led travel companies are taking steps to improve sustainability on their trips, with 90% reporting they choose locally owned hotels and work with small, local businesses.

Booking.com forecasts a notable surge in solo travel interest for 2024, with 54% of women expressing plans to travel alone next year. The online travel agency giant’s survey, involving 27,000 travelers across 33 countries, reflected a broader shift towards independent travel experiences for solo female travelers.

With the continued allure of solo travelling there are now also special hostels and all-women travel companies catering solely to the requirements of solo women travellers. Curated itineraries and a focus on safety are some of the essentials when travelling alone as a woman.

The surge in solo travel to destinations like Jammu and Kashmir, Manali and Shimla signifies a transformative shift in travel patterns. It reflects a growing desire among travellers to embark on personal odysseys unhindered by the expectations of others.

Solo travel allows individuals to embrace independence, discover hidden treasures and forge a deeper connection with themselves and the world around them.