Last updated on May 24th, 2023
New partnerships and allies to empower women and entrepreneurs
May 17, 2023 — As part of our ongoing efforts to help women-owned businesses, JourneyWoman has expanded its Women’s Travel Directory for women 50+ to include a new tier for startups and emerging tour and retreat businesses and created new allyships with WeTravel, The Transformational Travel Council and wmnsWORK to provide female entrepreneurs with trusted resources.
Provided as a free service to women travellers, the JourneyWoman Women’s Travel Directory is the only global resource to help women plan safe, women-friendly travel, including tours, retreats, guides and accommodations. Members include over 100 partners such as Intrepid, Trafalgar, Insight Vacations, Wild Women Expeditions, Girls’ Guide to the World, Wheel the World and European Experiences. In addition to hundreds of tours and retreats, the Directory has recently introduced an Accommodation section to help solo women find a safe, affordable place to stay, based on recommendations from other women.
“Everything we are doing is in service to women over 50, the most influential and empowered travellers in the world,” says Carolyn Ray, CEO, JourneyWoman. “In our latest pulse survey in April 2023, 60% of women said they are planning to join one or more group tours and retreats in 2023. In 2022, our Directory members reported that 77% of tours booked were by women over 50. These new offerings and partnerships provide a way for us to help smaller businesses connect with each other and experts such as WeTravel, wmnsWORK, and the Transformational Travel Council. We look forward to continuing to expand our network of allies and help women travellers and women-owned businesses thrive.”
New membership tiers to help women entrepreneurs grow and collaborate
Now in its second year following the acquistion of Womentravel.info in September 2021, the Directory has three separate levels to accommodate the needs of emerging, growth and mature businesses and partnerships to help tour and retreat companies grow and align their businesse with the needs of women over 50. Packages can be viewed here.
JourneyWoman verifies each business and also offers reviews for tour and retreat operators to receive feedback from guests against key criteria most important to women, including destination, safety, cost/value for money, reputation, and sustainability. Those that meet certain criteria receive a “JourneyWoman Verified,” badge and receive additional privileges in the company’s membership program, including monthly networking calls, a private facebook group and strategic consulting.
The three packages include:
Emerging Business: To support start-ups and those with smaller budgets who need the exposure and credibility that JourneyWoman offers, this new, entry-level service is designed for start-ups or those with less than three tours. Until July 1, pricing is offered at $149 a year. This tier includes a partnership with Iris Serbanescu’s wmnsWORK, the tourism industry’s first business accelerator for women and non-binary early-stage entrepreneurs.
Growth Business: For those with more than three tours or retreats a year, the Directory has expanded its mid-range package, which integrates both advertising and editorial opportunities for members for $399 a year. In partnership with WeTravel and the Transformational Travel Council (TTC) a membership provides growing businesses with substantial discounts for programs, memberships and professional development courses. We invite you to check out our latest course in partnership with WeTravel, called “How to Market Your Tour to Women Over 50”, led by JourneyWoman CEO Carolyn Ray.
Mature Business: For global tour businesses that rely on data and insights, JourneyWoman offers a full-service partnership that offers strategic consulting, analytics and ongoing marketing liaison. This is ideal for companies with more than 50 tours a year.
The influence of women over 50 in travel
JourneyWoman’s most recent global study, “The Influence and Affluence of Solo Women 50+ in Travel”, shows that women over 50 are the primary decision makers in their households, spend an average of US$3,000 per week on travel and plan on taking two or more trips per year. The research shows that when it comes to group travel, 65% look for tour companies that offer women-only or solo trips for women, and look for companies that use female guides, work with local women entrepreneurs and have female leaders.
Group travel is often the first step for new solo travellers seeking safe, customized experiences designed by women who understand their unique needs. In 2022, tour operators in the JourneyWoman directory reported that 77% of all tours booked were with women over 55. More than 83% of Directory members offer women-only groups, and 60% cite a growing trend to smaller groups. To support solo travellers, most Directory members offer roommate matching services and the option of single or double occupancy rooms.
In addition to an annual profile and tour listings, Directory members are also invited to participate in editorial features, marketing campaigns, and events to reach JourneyWoman’s mailing list of over 60,000 solo female travellers. Members are also invited to participate in monthly networking calls and a private group to foster information sharing and collaboration opportunities among tour operators. For more information or to advertise in the Directory, click here.
Founded in 1994, JourneyWoman™ is the world’s first solo female travel resource and one of the most popular and trusted online women’s travel brands in the world. JourneyWoman operates the world’s largest Women’s Travel Directory, with hundreds of women-friendly tours, retreats, guides and accommodations to support small tourism businesses around the world. To learn more, visit Facebook, Instagram, Twitter, or LinkedIn. JourneyWoman is a registered trademark of Journeywoman Enterprises Inc.
Contact: Carolyn Ray, CEO, JourneyWoman, email@example.com
More on Women’s Travel
JourneyWoman’s Women’s Speaker’s Bureau features women 50+ who want to use their voices to create positive change in travel.
We’ve expanded our editorial team to better the reflect the needs of solo women over 50, as women lead a more intentional approach to travel.
Thinking about post-pandemic travel? Meet our expert panel of women-owned tour operators to learn about group travel for solo women.