by Donald Wood
Last updated: 8:55 AM ET, Sat March 7, 2026
A new study from host travel agency Nexion Travel Group
found that women are shaping the travel industry, from leading travel agencies
to making the majority of travel purchasing decisions.
Conducted to honor International Women's Day, the survey
revealed that women are playing a leading role in the travel advisor profession
and are driving much of the industry's consumer demand.
Data showed that 70 percent of respondents said their travel
agencies are at least 76 percent women—including employees and independent
contractors—highlighting how women are building businesses and creating
economic opportunities for other women within their agencies.
“It is not surprising to see so many of our top producers
are women or that their agencies are powered by women,” Nexion Travel Group President
Jackie Friedman said.
“What's especially exciting is how these advisors are
building successful businesses while cultivating strong female client bases and
creating agencies where women can thrive professionally and economically,” Friedman
continued. “As we celebrate International Women's Day, it's clear that travel
continues to be powered by women.”
The Nexion study also found that 64 percent of respondents’ clients
are women making travel decisions on behalf of others, underscoring the purchasing
power women hold in the travel marketplace.
In addition, 15 percent of bookings come from female group
travel, while 11 percent are solo female travelers. Nexion said the data shows
that women are among the travel industry's most powerful economic forces, both
as entrepreneurs selling travel and as decision-makers purchasing it.
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