The power of women travelers: How to attract and support this growing market
With solo adventures and women-only tours on the rise, it’s clear that female travelers aren’t just booking trips — they’re reshaping the industry.
Who runs the world? When it comes to travel, it’s women! With solo adventures and women-only tours on the rise, it’s clear that female travelers aren’t just booking trips — they’re reshaping the industry.
This trend is a valuable opportunity for tour and activity operators to tailor their offerings to attract and support this growing market.
According to Skift, women are projected to control 75% of discretionary spending by 2028, making them a dominant force in travel decisions. From seeking adventure to prioritizing safety and community, women travelers have unique preferences that operators can address to drive bookings and build brand loyalty.
Attracting and supporting women travelers includes designing inclusive experiences and establishing safety measures that build confidence. By recognizing their needs and expectations, tour operators can establish themselves as trusted providers in this growing market.
Who they are & what they want
Women are shaping the future of travel. As key decision-makers, they influence the vast majority of travel bookings, with 82% of travel decisions made by women, according to Skift. Their preferences, motivations, and expectations are driving major shifts in the industry, particularly in solo travel and adventure tourism.
The increase of solo female travelers
Solo travel is gaining momentum among women across different age groups. According to NBC News, 40% of female travelers express interest in solo travel, with a significant surge among those aged 55 and older. This growing trend highlights a demand for experiences that balance independence with safety and community.
Women-only tours: a growing market
Women are also seeking curated experiences tailored to their interests. Research by Travel Weekly shows that 65% of Intrepid Travel’s customers are female, and the company sees strong demand for its women-only expeditions. Similarly, a survey by Road Scholar found that 30% of its tour participants are solo travelers, and of those, 85% are women.
Women are driving adventure tourism growth
Women aren’t just booking flights and hoping for the best — they’re looking for epic, tailored experiences that speak to their interests.
The global adventure tourism industry is projected to be worth $2 trillion by 2032, as reported by the Washington Post, and women are booking more adventure travel than ever. Nothing screams ‘I got this’ like zip-lining through a jungle or standing on top of a volcano, sweaty but victorious.
Solo, but not alone
A common misconception is that solo female travelers prefer to travel alone. While many women enjoy solo adventures, they also seek group activities and social connections along the way.Many women, including those who are married, opt for solo travel but still value opportunities for social interaction. This highlights the need for flexible, community-driven experiences.
Strategies for attracting and supporting women travelers
With the rise of women travelers, tour operators have a unique opportunity to create experiences that cater to their preferences. Safety is key. Community matters. And the right itinerary makes all the difference.
Curate women-centric experiences
Women-only tours: Designing itineraries exclusively for women fosters a sense of community and shared experience. These tours provide a welcoming environment where female travelers can connect with like-minded individuals while exploring new destinations.
Interest-based activities: Many women seek travel experiences centered around wellness, adventure, or cultural immersion. Offering specialized tours — such as yoga retreats, hiking expeditions, or culinary workshops — ensures alignment with their interests and enhances appeal.
Enhance safety measures
Comprehensive safety protocols: Safety is a top priority for women travelers. Clearly communicating security measures — such as 24/7 emergency support, vetted guides, and secure transportation — builds confidence and trust.
Female guides and staff: Having female guides isn’t just a nice touch — it’s a game-changer for women who want to feel more at ease while exploring.
Effective marketing strategies
Authentic storytelling: Sharing testimonials and stories from past female clients helps build credibility and relatability. Showcasing real experiences through blog posts, videos, and social media can inspire trust and encourage bookings.
Engage with female travel communities: Partnering with women-focused travel groups and influencers expands reach and visibility. Collaborating with female travel bloggers, online communities, and advocacy groups helps tour operators connect with their target audience.
Flexible booking options
Solo traveler packages: Many women travel alone but still seek opportunities for social interaction. Creating flexible solo traveler packages can enhance their experience.
Transparent pricing: Clearly outlining costs and optional add-ons eliminates uncertainty and fosters trust. Providing upfront details on pricing structures ensures that female travelers can make informed decisions.
Support local women entrepreneurs
Collaborate with women-owned businesses: Partnering with female artisans, restaurateurs, and hoteliers enriches the travel experience while supporting local communities. These collaborations can add depth and authenticity to tour offerings.
Highlight social impact: Promoting these partnerships in marketing materials appeals to socially conscious travelers. Showcasing the positive impact of supporting women-owned businesses can enhance brand reputation and attract value-driven customers.
Embracing the rise of women travelers
If travel had a VIP section, women would be in it. They book the trips, choose the itineraries, and shape the future of travel.
By offering women-centric tours, prioritizing safety, tapping into female travel communities, and supporting local women-owned businesses, you can build connections that turn first-time travelers into loyal customers.
The bottom line? Women travelers are shaping the future of tourism. Make sure your tours reflect their needs — because if you do, they’ll keep coming back. Create trips that are fun, safe, and unforgettable, and watch your bookings (and customer loyalty) soar.
