Women are such an integral part of the travel industry: the majority of travel advisors are women, the majority of people working in jobs in the travel industry are women and the majority of traveler decisions are also decided by women.
To celebrate International Women’s Day 2024, we’re taking a deep dive into howwomen travel.
Using the day’s theme of “Inspiring Inclusion,” we’ll take a look at how women travel solo, how they travel with friends and how they’re inspiring new trends that break barriers and offer new ways to experience the world around us.
We’ll also hear some great advice from expert travel advisors on how women can gain confidence traveling—alone, to a new destination or just in general—and foster some great connections with people along the way.
Young female traveler enjoying a summer vacation on a tropical beach in Krabi, Thailand. (Photo Credit: Adobe Stock/Kittiphan)
The Research on Women Travelers
We have known for years that women make 80 percent of all travel decisions, regardless of travel method or type, giving them no small measure of influence in the industry. Yet did you know that on average, 57 percent of all adventure travelers are women—and the average age of a female adventure traveler is 47 years old?
The Adventure Travel Trade Association’s (ATTA) “The Influence & Impact of Women in Adventure Travel” study, conducted in 2022, also reports that women aged 20-70 comprise 75 percent of the travelers that engage in adventure, culture and nature-themed travel experiences.
ATTA’s 2024 Industry Outlook identifies a key trend in adventure travel this year: women over 50 traveling solo, leading to more opportunities for women-only tours where travelers can meet new people, engage in personal growth by testing their limits, and remain comfortable and safe in a planned, guided environment.
“Older female travelers lean towards adventurous activities, seeking to challenge themselves and experience different cultures deeply,” said Tammy Levent, President of Elite Travel. “In contrast, younger clients, especially millennials, look for relaxation, spa days, and lively nightlife, preferring destinations that blend leisure with cultural excitement.”
A young woman rides on a gondola on a Contiki trip. (Photo Credit: Contiki)
Yet it isn’t just older women, who have more time or income to spend, that are leading a new adventure travel trend among women: Contiki, the tour operator for young adults aged 18-35, found that 62 percent of solo trips booked in 2023 were booked by women.
TTC Tour Brands, the portfolio of brands that includes Contiki, saw a 15 percent increase in solo traveler bookings across its tour brands in 2023. Eighty-one percent of those bookings were made by women.
Women Traveling Solo
Solo travel is an increasingly popular travel style across the board. For one, it expands a traveler’s confidence and ensures maximum interest: they don’t need to cater to anyone else, guaranteeing a solo traveler will be able to experience exactly what they want to experience, and nothing else.
It’s also a great method for personal growth, reflection and yes, even relaxation.
Solo travel doesn’t necessarily mean that you’ll be traveling completely on your own, though. It could also mean that while you’re the only person in your travel party, you could join a tour group or go on a cruise (though many charge pricey single supplement fees, though that is changing with new solo stateroom options).
“Now more than ever, Remote Lands has found that many women are interested in solo travel. We have seen a 20 percent increase in solo trips year over year,” said Catherine Heald, Asia travel expert and Co-Founder and CEO of Remote Lands.
“Typically, the solo female travelers are tired of waiting to travel, and are set on going regardless of whether or not they have a travel companion,” Heald continued. “They have the time and the resources at their hands, seeking out trips curated with their needs in mind and to farther-flung corners of the world.”
Flash Pack, the tour operator for travelers in their thirties and forties, found that 70 percent of solo travelers taking its trips are women.
Flashpackers enjoy a meal in the Douro Valley in Portugal on a trip. (Photo Credit: Sam Walker / Flash Pack)
“Traditional solo travel can be an incredibly empowering and life-enhancing thing to do,” said Radha Vyas, CEO and Co-Founder of Flash Pack. “I’ve done a lot of it myself, and many of the women who join Flash Pack trips are also seasoned solo travelers. I see small group travel as a complement to the trend…”
“The biggest draw of all when it comes to group solo travel, however, is the ability for women (and everyone!) to forge strong friendships with fellow solo travelers,” Vyas continued. “Time and again, Flashpackers tell us that the highlight of their trip was the people they traveled with, and 80 percent of our customers stay in touch after a trip has ended.”
Becky Lukovic, Owner of Bella Travel Planning, has experience planning trips for solo women travelers and knows a thing or two about what they want, and their biggest concerns.
“Our solo travelers have wander lists and even festivals or events they want to attend and are committed to whether or not they have a companion to travel with,” said Lukovic. “These women are married, widowed, and single—all across the board. Most are in their 40s, 50s and 60s (and even beyond).”
“Solo women take into account safety, who to call if the trip goes south (like if they miss their train), and dining alone,” continued Lukovic. “Dining alone is actually a huge one as it’s easy to feel awkward dining by oneself.”
Women-Only Tours are Beginning a New Trend
With a rise in women traveling solo, but not necessarily wanting to plan or travel completely alone, creates opportunities within the travel industry to offer something new: women-only tours.
They’ve existed for a while, but they’re becoming more popular. Take Adventures in Good Company, a woman-owned and operated tour operator with 25 years of experience offering women-only tours. Eighty percent of AGC travelers are aged 51-75 and 60 percent are also solo travelers.
Kelly Kimple, CEO & Owner of AGC, explains what makes the tour operator so special: “Firstly, these tours foster an environment conducive to social connection and support among women. Within the intimate setting of a small group trip, participants quickly form bonds through shared stories and experiences, facilitating open communication and relatability.”
An Adventures in Good Company group poses together in scenic Greenland. (Photo Credit: Adventures in Good Company)
Women & Adventure Travel Is a Perfect Pairing
Recent data shows how much women are looking for more adventurous travel opportunities, creating a growing market for adventure travel experiences across the globe, and operators both big and small have noticed.
Girls with Grit was created out of this new trend. The owner and head coach and guide, Shannon Mahre, is also a professional photographer and adventure writer at Mahre Media. She started Girls with Grit to encourage more women to push the boundaries of what they think they can do when it comes to outdoor experiences like mountain biking, skiing, fly fishing and more. Girls with Grit offers adventure travel opportunities throughout the Pacific Northwest.
“There is something indescribably powerful and life-changing about being surrounded by and coached by a group of women that are focused on learning, cheering each other on and helping each other up when they fall,” said Mahre. “It’s celebrating being a beginner, messing up, growing, and overcoming fears. There is no room for competition amongst each other, but instead, the goal of doing our best and focusing on being better, stronger and wiser than the woman we were yesterday.”
A Girls with Grit stand-up paddleboard experience. (Photo Credit: Mahre Media)
Thunderstruck Adventures, a local snowmobile expedition operator in Steamboat Springs, Colorado, has seen a large increase in women, especially ones aged 40 and up, joining expeditions. The interest has grown so much that it hosted its first-ever Women’s Only snowmobile clinic this year and expects to continue catering to women with more female guides, women-only clinics and women-specific gear.
Clay Hockel, the owner of Thunderstruck Adventures, explains the newfound popularity of snowmobile adventures among women: “A lot of them are tired of doing the ‘same old thing’ they have always done. They are adventurous and deeply want to experience something new and thrilling…”
“They also want to try something different than the standard vacation or weekend activity they may have been involved in the past,” continued Hockel. “Snowmobiling is growing huge amongst women and it’s starting to show with the customers we have coming through the door at Thunderstruck Adventures.”
There are no truly “gendered” adventure travel activities, and that’s becoming a visible reality as more and more women search for thrilling adventure experiences that are completely new for them. Interest in new experiences is likely the greatest motivator for this new adventure travel trend among women.
Even destinations are taking note: Switzerland launched the 100% Women Peak Challenge back in 2021, encouraging all-female groups to climb all 48 of Switzerland’s beautiful mountain peaks to amplify equality in adventure travel. The challenge began in March and ended in 2022, with over 700 women from twenty countries participating to break world records.
Girls’ Trips Are Still Fan Favorites
While solo travel and adventure travel is growing in popularity among women, girls’ trips are still tried-and-true favorites.
Ann and Cathy Scott are sisters who love this travel style. They began cruising together on Holland America Line back in 1981, and haven’t stopped since. Together, they’ve cruised on over 110 cruises and visited all seven continents—an incredible achievement!
“Traveling is one of the most exciting experiences in life,” they commented. “Cruising has given us the opportunity to experience other cultures, meet new people and see the world from an entirely different perspective…Being single women, we have never been faced with any barriers and feel that cruising is a safe way to explore the world. We are both independent and cruising offers comradeship and many options for single women.”
Sisters Ann and Cathy Scott have visited all seven continents onboard Holland America Line together. (Photo Credit: Ann and Cathy Scott)
Many travel advisors often plan girls’ trips for bachelorette parties, milestone birthdays, retirement parties and other momentous occasions, and that spans different travel styles like cruising, traditional trips, tours and more. They’re seeing more wellness-inspired trips and yoga retreats in recent years.
Tammy Levent, President of Elite Travel, said, “While we do have a few solo travelers, the majority of our women clients prefer traveling in groups. This trend underscores the importance of shared experiences and the comfort and security that comes with group travel, especially when marking important life milestones or engaging in wellness activities.”
“Younger women prefer tropical and vibrant spots like the Caribbean, Mexico, and the emerging favorite, Colombia,” continued Levent. “In contrast, our mid to older clients are drawn to the cultural depth and scenic beauty of European countries such as Italy, France, Spain, Greece, and England. Across different age groups, Dubai stands out for luxury shopping excursions. These preferences reflect a blend of cultural exploration, relaxation, and luxury experiences among our female travelers.”
Expert Advice on Traveling as a Woman
Perhaps you’re looking to go outside of your comfort zone and test your physical limits with an adventure travel experience, or you just want to try solo travel for the first time. Either way, our travel experts shared their tips to help inspire you to embrace your next travel experience.
Becky Lukovic, Owner of Bella Travel Planning: “My advice would be to embrace the adventure, be fearless, cultivate your curiosity, step out of your usual MO. Don’t settle for always having room service instead of going to dinner (unless room service is your ultimate luxury). Allow yourself to wander and discover. Learn a few words of the local language. And when traveling in groups, give everyone buckets and buckets of grace. Traveling with a group of women can be challenging at times—so suspend judgment, go with the flow, and enjoy the moment even if someone is on your 352nd nerve.”
Brittany Placek, Travel Advisor with Those Who Wander Travel: “My advice to every woman traveler is to never let anything or anyone hinder you from experiencing the wonders of the world. The world is filled with beauty and adventure waiting to be explored, and we are here to embrace and discover them. If you are eager to embark on your next journey, I encourage you to connect with a travel advisor, such as myself, to begin planning and turning your travel dreams into reality. Embrace the spirit of exploration, seize the opportunities for new experiences, and venture boldly into the unknown. The world is yours to discover, and I am here to support you every step of the way.”
Tammy Levent, President of Elite Travel: “I recommend that every woman travels with her female friends at least once a year. These trips are great for bonding, laughter, and reflection, offering a break from daily life to reconnect and create lasting memories together.”
Tara Kennedy, Owner of Travel District, an affiliate of Jetset World Travel: “Just go. Especially to all the moms with small kids, you can do it! You will figure it out and it’s completely worth it. Often as women, we put ourselves second to handle fires at work or to take care of a family so I’m a huge fan of solo trips, especially to a wellness resort. Allowing yourself time to yourself can give you the much-needed balance you need. It’s like hitting a reset button.”
