Solo women 50+ feel ignored & undervalued by the travel industry: study

A new global study conducted by JourneyWoman, a solo women’s travel publication, shows that women over 50, "who represent off-the-charts spending power," feel ignored and undervalued by the travel industry. 

In the JourneyWoman study, 70% of women 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,“ said Carolyn Ray, CEO, JourneyWoman. “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 Traveler 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, which was conducted in October. 

Of these, 96% make the travel decisions in their household.

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