2024 Women’s Travel Survey: Solo Women, Widows and Multi-Generational Travel Over 50 Growing

Women-owned tour companies planning for growth in 2024

Women over 50 continue to drive growth in the travel industry, according to JourneyWoman’s second annual travel survey of its Women’s Travel Directory partners, which include women-owned and led travel businesses around the world. Conducted in December 2023, the survey shows that 100% of all bookings came from women over 45 (75% from women age 55+, and 25% from women 45-55). A year ago, the same survey showed that 77% of all bookings in 2022 came from female solo travellers age 55+.

Group travel is often the first step for new solo travellers seeking safe, small group experiences designed by women who understand their unique needs. In addition, tour company respondents noted that in 2023, the majority of guests were solo women (including widows), two or more women travelling together, multi-generational travel (eg mother-daughter-granddaughter) LGBTQ+ travellers and those with accessibility needs. While most are experienced travellers, tour operators noticed a trend in newer travellers joining trips.

While cultural tours (including art, history and food) continue to be the most popular travel experiences, tour operators are anticipating growth in wellness and transformational travel, sustainable travel experiences and adventure travel (including hiking and walking). The majority of survey respondents (74%) offer travel experiences in small groups, with less than 20 people.

“As women over 50, we seek travel experiences that transform and empower us on our personal journeys” says Carolyn Ray, CEO, JourneyWoman. “Whether designing experiences for solo women, widows, or women who simply want to travel independently, the women-owned businesses in our Women’s Travel Directory are helping women over 50 travel with purpose, travel safely and make a difference in our own lives and others’ through travel.”