In partnership with Collette Travel, JourneyWoman
has launched a major global study of the women 50+ market.
JourneyWoman aims to bring greater awareness to this
influential and growing market within the travel industry and showcase the
impact of women 50+ on transforming communities – creating jobs, fostering
inclusion and strengthening local economies.
The three-part research study includes interviews with
travel CEOs and leaders, and a global online survey of the travel industry and
women over 50 travelers in 2024. The study will examine the preferences of
women 50+, travel’s most important and influential decision makers, including
travel spending, destinations, technology, mobility and accessibility, safety
and preferred women-friendly companies.
“For decades, the travel industry has been focused on
younger travelers as the most profitable and trendy market, but it is becoming
clear that women 50+ hold the true wealth and influence in travel,” says
Carolyn Ray, CEO, JourneyWoman. “With 30 years of experience in female solo
travel, we know how important women over 50 are to creating a sustainable
future. With this research, we intend to shift outdated stereotypes about age
and ability, representing older women as they truly are — adventurous and empowered,
while embracing more purposeful travel and intentionally supporting women and
women-owned businesses.”
She added, “We are thrilled to have Collette, a woman-led
business, partner with us on this research and show their commitment to
creating a safer and more inclusive travel industry by shedding light on this
undervalued and vital market.”
Jaclyn Liebl-Cote, CEO, Collette
Travel said, “Not only do women over 50 represent most of our travelers,
they are also the ideal traveler – citizens of the world, culturally curious
and focused on building connections.”
“With JourneyWoman’s in-depth study of women 50+, we seek to
gain new insights into the women over 50 market, with a view to better serving
this important and growing demographic with new products and services. We’re
proud to partner with JourneyWoman and support women with affordable
opportunities for self-discovery and empowerment, as we’ve done since
1918.”
JourneyWoman’s second global study in 2022 “The Influence
and Affluence of the Solo Female Traveler Over 50,” showed that 70 percent of
women over 50 felt ignored and undervalued by the travel industry. Women also
expressed concern about the lack of age-appropriate and diverse photography, a
desire to see more appropriate terminology to describe older women and more
emphasis on mobility and accessibility. Solo women said the single supplement
is the top barrier to travel, ahead of airline costs/fees.
"For 30 years, I’ve had the pleasure of traveling with
Collette, and it has been an unforgettable experience. Throughout Europe and
the United States, and on a trip-of-a-lifetime African Safari,” said Vickie
Everhart of Krouse Travel.
Everhart added, “From start to finish, I have felt
completely safe and welcomed. I am thrilled to learn of The Journeywoman
research, in collaboration with Collette. This important study will offer
valuable insights into the mindset of female travelers aged 50 and above. This
will help both travel advisors and suppliers better understand this audience
and identify the most suitable products and services for them.”
Women over 50 represent over $15 trillion in purchasing
power in the US alone, and are the fastest-growing demographic over the next 10
years, according to a recent US study by the Coca-Cola Group and Mass Mutual.
In the US, 50-plus women are the largest demographic with
incomes over $100,000 and control 95 percent of household purchasing decisions
and 80 percent of luxury travel purchases. (Source: U.S. Government Consumer
Expenditure Survey and Nielsen).
However, studies indicate that less than five per cent of travel
spending in the US and UK is aimed at the over 50.
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