Women’s 50+ Travel Market Projected to Double in North America by 2035, New JourneyWoman Study Says

The Women 50+ travel market will more than double from US$245 billion in 2025 to US$519 billion by 2035 in the US and Canada, according to a new study published by JourneyWoman. “Invisible No More: The Ageless Adventuress”, was conducted in partnership with Collette Travel, Intrepid Travel and Aurora Expeditions in December 2024. This is the most in-depth study of its kind, surveying 1,630 women over 50 regarding their travel preferences, spending, preferred destinations, purchasing habits and more. According to the research,  61% of women over 50 say that solo travel is their preferred way to travel. 

“For years, the travel industry has been focused on younger travellers, virtually ignoring the demographic trends that make older women so vital to the long-term sustainability of travel,” says Carolyn Ray, CEO, JourneyWoman. “With billions in buying power and a passion for adventure, the ‘Ageless Adventuress’ embraces her age and wisdom as superpowers. Women over 50 are living longer, healthier and more active lives, with travel as an integrated part of their lifestyle to learn, build connections and expand their worldview. They are no longer the industry’s afterthought—they are its future.”

For the first time, “Invisible No More: The Ageless Adventuress” reflects the value of the women 50+ travel market, which includes three generations: Generation X, Baby Boomers and the Silent Generation. Industry studies have shown that Boomers and Gen X women in the US and Canada are the fastest-growing demographic over the next 10 years as more women move into their 50s and 60s. Of the 1,630 women that completed the survey, the majority (46%) are 65-74; 26% are 55-64; and 20% are 75+.  Of these, 98% said they were the decision maker in their household. 

“We applaud JourneyWoman for capturing the tremendous value of the women 50+ market,” says Jaclyn Liebl-Cote, President & CEO, Collette. “We’re inspired to continue to understand the mindset, insights and vast potential of this growing segment, and look forward to providing innovative products that speaks directly to the needs of this important community.”

In Canada, 54% of all travellers are female and 54% of those are women over 55

• In Canada, 54% of all travellers in Canada are female (there are 18 million travellers and 10.1 million are female)
• 54% (5.5 million) of these are women 55+, representing a USD$31 billion market in Canada
• Of these, there are 1.95 million solo travellers over 55, representing 35% of the market and a USD$11 billion marketplace

Solo travel is the preferred way to travel for women 50+

Solo travel represents 61% of the woman 50+ market, at US$152 billion in the US and Canada, growing to US $363 bn or 25.2 million women by 2035. This represents a 138% spending increase in solo travel from 2025 to 2035.

Most respondents in the research (67%) self-identify as solo travellers. Of these, 41% prefer to travel solo on their own and 27% travel solo in a group.

The single supplement surcharge was cited by 78% of respondents as the biggest barrier to solo travel, noting that they feel penalized for travelling independently.

Spending by Women 50+ is almost equal to the total Millennial marketplace

Most women travellers over age 50 are not married

In North America, 30% of women 50+ travellers are divorced or separated, 19% are widowed and 16% are single/ never married. Of the remainder, 24% of respondents said they are married, 4% are cohabitating and 7% prefer not to answer.

More on the Ageless Adventuress