JourneyWoman’s 30th anniversary momentum continues with groundbreaking research to shift stereotypes and foster inclusivity

JourneyWoman announced today the launch of a major global study focused on women travellers over 50, in partnership with Collette Travel. In its third global study of the women 50+ market, JourneyWoman aims to bring greater awareness to this influential and growing market within the travel industry and showcase the impact of women 50+ on transforming communities – creating jobs, fostering inclusion and strengthening local economies. The research will examine the preferences of women 50+, travel’s most important and influential decision makers, including travel spending, destinations, technology, mobility and accessibility, safety and preferred women-friendly companies.

“For decades, the travel industry has been focused on younger travellers as the most profitable and trendy market, but it is becoming clear that women 50+ hold the true wealth and influence in travel,” says Carolyn Ray, CEO, JourneyWoman. “With 30 years of experience in female solo travel, we know how important women over 50 are to creating a sustainable future. With this research, we intend to shift outdated stereotypes about age and ability, representing older women as they truly are — adventurous and empowered, while embracing more purposeful travel and intentionally supporting women and women-owned businesses. We are thrilled to have Collette, a woman-led business, partner with us on this research and show their commitment to creating a safer and more inclusive travel industry by shedding light on this undervalued and vital market.”

“Not only do women over 50 represent most of our travellers, they are also the ideal traveller – citizens of the world, culturally curious and focused on building connections,” says Jaclyn Liebl-Cote, CEO, Collette Travel. ”With JourneyWoman’s in-depth study of women 50+, we seek to gain new insights into the women over 50 market, with a view to better serving this important and growing demographic with new products and services. We’re proud to partner with JourneyWoman and support women with affordable opportunities for self-discovery and empowerment, as we’ve done since 1918.”

In 2022, JourneyWoman published its second global study, “The Influence and Affluence of the Solo Female Traveler Over 50”, which showed that 70% of women over 50 felt ignored and undervalued by the travel industry. In that research, 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. Solo women said the single supplement is the top barrier to travel, ahead of airline costs/fees.

Women over 50 represent over $15 trillion in purchasing power in the US alone, and are the fastest-growing demographic over the next 10 years, according to a recent study conducted in the US by the Coca-Cola Group and Mass Mutual. In the US, 50-plus women are the largest demographic with incomes over $100,000; they control 95 percent of household purchasing decisions and 80 percent of luxury travel purchases. (Source: U.S. Government Consumer Expenditure Survey and Nielsen).  However, studies indicate that less than five per cent of travel spending in the US and UK is aimed at the over 50. Learn more about the Woman Over 50 Traveller here.

The research study includes interviews conducted by JourneyWoman with CEOs and leaders, and a global online survey of the travel industry and women over 50 travellers which will be launched in October 2024. Additional sponsors and allies will be announced shortly. 

“For 30 years, I’ve had the pleasure of traveling with Collette, and it has been an unforgettable experience! Throughout Europe and the United States, and on a trip-of-a-lifetime African Safari. From start to finish, I have felt completely safe and welcomed. I am thrilled to learn of The JourneyWoman research, in collaboration with Collette. This important study will offer valuable insights into the mindset of female travelers aged 50 and above. This will help both travel advisors and suppliers better understand this audience and identify the most suitable products and services for them.” – Vickie Everhart, Krouse Travel