Courtesy of Explorer Chick.
Women are influencing all facets of the travel industry as they acquire more spending power.
Not only are women earning and spending more in 2019, but they’re traveling differently — from the activities pursued, to the destinations visited, to the companions chosen. And they’re making an impact. Women currently make 70 percent of all travel decisions, according to Bridget Brennan’s “Why She Buys.”
“It’s a really interesting time for women globally — more and more women are getting an education, having careers, managing their own finances and disposable income. As a result, these women are beginning to seek travel experiences that are purely for themselves,” says Lauren Bates, founder
of Wild Terrains — a women-only group travel company that supports female-owned businesses.
Although it’s not the case for all women, more female travelers are breaking away from “stereotypical” female-catered trips. Instead of yoga retreats, spa weekends and relaxing getaways, women are pursuing high-intensity travel experiences, driving the rise of Adventure Travel — travel that typically involves physically challenging outdoor activities.
Seventy-five percent of travelers pursuing nature, adventure, or cultural trips are women between the ages of 20 and 70, according to the Travel Industry Association of America.
“Women have always been a force in the travel industry, but social media has really brought that to light,” says Nicki Bruckmann, founder of Explorer Chick, an adventure travel company for women. “It’s moving from a dream to a reality for many women. Women who may have daydreamed about world travel are seeing that yes, they too can travel the world and have incredible experiences.”
Whether it’s supporting women who want to explore the Grand Canyon, cruise along the Nile River or float in the Dead Sea, the travel industry is shifting as it begins to focus on women, and their increasing desire for exploration. A growing number of female-catered travel companies are popping up, curating female-focused group travel experiences.
“A generation ago, women-only travel was an oddity,” says Debra Asberry of Women Traveling Together, a female-
catered travel tour company. “That is no longer true, but it is not widely known that women-only travel exists. Only when a woman starts searching for a travel solution for herself does she discover the myriad of choices out there.”
The growing desire for female-catered travel is closely tied to the type of trips women are pursuing.
“I could only find women’s group trips that were activity-specific, focusing on things like yoga and trekking,” says Bates, of her experience prior to launching her business. “That frustrated me on a personal level, because I’m a more dynamic traveler…. It also frustrated me on a broader level, because I believe globally we tend to market to women in a very one- or two-dimensional way that misses the mark on what women are really craving in terms of experiences.”
West Virginia
Courtesy of Explorer Chick.
Old Havana, Cuba
Courtesy of Damesly.
Dominican Republic
Courtesy of Explorer Chick.