When Unearth Women magazine first landed in bookstores, there was a stat that our team kept sharing over and over again: women make up 70% of the consumer base.
When we first stumbled across this data, it shocked us. How could an industry so heavily influenced by women be so male-dominated? How could travel media overlook the nuanced needs of women travelers? These questions rang equally true for the BIPOC community and the purchasing power of Black and Brown travelers who have been overlooked by the industry and underrepresented in the media.
Eventually, these questions became industry-wide rallying cries that sparked a ripple effect changing the travel landscape. Today, we are seeing that women continue to not only shape but to define the travel space. According to a recent report by travel booking platform WeTravel, women continue to dominate travel booking decisions. The recent study sought to explore how travel consumer trends have shifted in this post-pandemic era.
In the study, data was pulled from thousands of tour operators and ultimately found that women accounted for up to 80% of all travel bookings. The report found that women are more likely than men to book travel on mobile devices, which can attribute to their dominance in space, but there are other factors at play.
Why Women Dominate the Travel Space
Solo female travel is one of the key travel trends behind the study’s results. Women are increasingly opting to travel solo, especially post-pandemic, seeking adventure, personal growth, and the freedom to explore new destinations at their own pace.
The report also found that women are more likely than men to prioritize experiences over material possessions. Travel is seen as a valuable and enriching experience that can provide lifelong memories and personal growth. Women are willing to invest more in their travel experiences, whether it’s staying in a luxury hotel, taking a cooking class in a foreign country, or embarking on a once-in-a-lifetime adventure.
To that end, we are also seeing an increase in women prioritizing supporting women and BIPOC-led businesses, booking their travel with women-focused travel companies. By providing a safe and supportive environment for women to explore new destinations, these companies are empowering women to take charge of their travel experiences.
With more women choosing to travel solo, the rise of female-focused travel companies, and a growing preference for experiences over material possessions, the travel industry is becoming more inclusive and empowering for women than ever before.