A new global study conducted by solo women's travel publication JourneyWoman shows that women over 50 feel ignored and undervalued by the travel industry despite their "off-the-charts spending power."
In the study, 70% of respondents said they felt that the travel industry doesn't understand the needs of mature women over 50. 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 requirements.
"It's time to relinquish the stereotypes and attitudes of the past and embrace the wisdom that mature solo women bring to travel," says JourneyWoman CEO Carolyn Ray.
"Women over 50 are adventurous, curious and empowered to make their own financial decisions. Yet despite their spending power, most women feel the travel industry doesn't understand their needs. As some of the world's most experienced solo travellers, these women have both the responsibility and opportunity to use the power of their voice and their wallet to create sustainable change."
In "The Influence and Affluence of the Solo Female Traveller Over 50," JourneyWoman's study shows that women over 50 are approaching post-pandemic travel with intention and purpose.
Over 1,000 experienced female travellers, 87% over age 55, participated in the global study, conducted in October. Of these, 96% make the travel decisions in their household.
You can find more information on the 'Women Over 50' market here.
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