JourneyWoman Survey Shows U.S. Politics Are Affecting Travel With Women Over 50

What can the travel industry do to attract women 50+

We invited women to share their thoughts on what the travel industry can do to help alleviate the current situation. Here are some of the more than 200 open ended responses consolidated into key themes.

1. Keep fear in check – focus on the positives

Women feel that the there is too much focus on fear, instead of the positives of travel. Some feel the media is contributing to the hysteria rather than focusing on facts.

“Stop the fear mongering, politicking!  Focus on the bright positive aspects of traveling- to see, experience the world (like Anthony Bourdain) – culture, history, sightseeing, people, food.” — survey respondent

2. Offer incentives to Canadians to travel within Canada and to the US

Knowing that Canadians are travelling internationally yet are dealing with an unfavourable currency exchange, women are asking what can be done to keep dollars in Canada. Some of the suggestions include providing incentives to keep Canadians in Canada and to show gratitude for spending hard-earned money with them at this particular time. In addition, discounts could be offered to Canadians when travelling in the U.S. or other countries.

In addition, while the U.S. is acknowledged as an important travel market, women would like to see travel companies focus on tourists from other countries. This includes offering pricing in different currencies (see below).

3. Help women on a budget

With the anticipated increases in travel costs, women are looking for ways to extend their dollars. One of the tactics is to take more affordable, shorter trips to manage a limited budget.

“Affordable short trips. Everything is about longer trips with prices starting at $3,000. Show me great long weekends, or 5-7 day trips that aren’t “your one big trip this year;” instead, affordable trips so that I can travel multiple times in a year.” — Survey respondent

Another suggestion is to offer pricing at par and in the customer’s own currency.

“Being able to pay tours using the customers’ own currency so there are no exchange problems. For example, I pay for my trip to Malta in Canadian dollars and my friend who is Australian pays in Australian dollars. Intrepid does this so we when with them. Gate1, one of the largest US-based companies, refused so we did not go on their trip.” — Survey respondent

4. Show solo women that they are valued

Many comments related to the single supplement, which is seen as a barrier to solo travel. Solo women on a fixed budget are actively seeking trips with no single supplement. But are there enough options? This is an opportune time for companies to build loyalty by reducing the single supplement or offering no single supplement.

“Safe travel options for solo mature women, where we are actually welcomed and wanted.” — Survey respondent

5. Help Americans feel safe when they travel abroad

Women want to know what travel companies are doing to make customers feel safe. Many are concerned about safe travel, particularly Americans who do not support the current government policies. Our research shows that only a small percentage of women are actually experiencing negative treatment; on the contrary, they are welcomed around the world. In our survey, only 4% of Americans who responded said they had any negative interactions while travelling.

“Where will American travelers be welcomed? I do not support the current administration and do not want to be lumped in with those that do.” — Survey respondent

“People in Europe have been great and have been very open in discussions.” — Survey respondent

“I was in Ethiopia when the USAID was cancelled and was concerned, but everyone was lovely. Warm and welcoming.” — Survey respondent

“So far, my being American has not been mentioned and I haven’t felt singled out for being American.” — Survey respondent

6. Promote lesser-travelled places and sustainable travel

Women want to see more options for travel to places that are not over-touristed, particularly in Africa and the Pacific.

“I’d like to hear more about how countries are dealing with over tourism and, on the flip side, where to go today to avoid crowds.” — Survey respondent

7. Take a stand

Women feel that the travel industry and other businesses need to be more vocal. Many are looking for brands still engaged with DEI (diversity, equity and inclusion).  

“Everything is political in today’s climate. Silence is acquiescence.” — Survey respondent

“There needs to be recognition of and publicizing the effects of the current US situation on travel companies and their clients. Negative financial effects can be important information for politicians and policy makers in many countries.” — Survey respondent