Featured image: Women are choosing travel in Europe, Canada and Mexico, according to our latest survey | Photo by ABBPhoto on Envato
Survey shows that women 50+ are choosing new destinations for travel
by JourneyWoman Staff
Politics is influencing travel decisions among women, the most important decision makers in travel, according to JourneyWoman’s Women 50+ Travel Pulse Survey. Conducted over a 48-hour period from May 2-4, 2025, women 50+ say that while most (64%) are travelling internationally, they have shifted their travel plans from the U.S. to other countries, including Canada, Western Europe and the United Kingdom. Among women surveyed, 84 per cent say they are not planning travel to the U.S in 2025 and 70 per cent say they will not come to the U.S. while the current administration is in office. Only 4 per cent of Americans who have travelled outside the U.S. said they experienced any negative issues or treatment.
“If women over 50 are a barometer of national sentiment, then this survey indicates that politics are a growing factor in their travel behaviour,” says Carolyn Ray, CEO, JourneyWoman. “I hope this survey shows women that they can travel with confidence and helps the travel industry adapt to changes in the market with concrete suggestions to build loyalty and long-term relationships with this vital and growing market. This survey shows that women, who are travel’s major decision makers, will choose to invest their time and money in countries and companies that align with their values.”
With 520 responses, respondents were female travellers over 50 largely from North America, including Canadians (39%); Americans (53%); with the remaining 8% from several other countries. Approximately 47% of respondents are women ages 65-75; 26% of respondents are 75+, with the remainder (27%) under age 65.
Key themes from the research
This study focused on three key themes that are affecting travel behaviours among women 50+. JourneyWoman’s “Invisible No More” study, launched in March 2025, shows that the Women 50+ Travel market in North America is estimated at more than 37 million women, representing USD$245 billion in spending, growing to USD$519 billion in 2035. The research shows spending increases with age, with the 65-74 segment being the most affluent.
1. Managing the increasing cost of travel
Most women 50+ (48%) say they are keeping their budget the same as 2024, but they are seeking more affordable options for travel due to concerns about travel costs.
Most (77%) believe that current U.S. policies will make travel more expensive in 2025, and are adjusting accordingly, by seeking out more affordable destinations, cutting back on planned trips, and staying closer to home.
When it comes to preferred experiences, adventure travel ranked highest for both Canadians and Americans, with more Americans choosing wellness and self-care, and Canadians choosing to stay closer to home. Respondents from both countries reported they are seeking longer stays in one place and beach/island holidays.
2. The effect of US politics
When it comes to alternatives to travel to the U.S., women in both countries have shifted their travel plans to other countries, with Canada, Western Europe and the United Kingdom at the top of their list.
Only 4 per cent of American women who have travelled outside the US said they experienced any negative issues or treatment.
What countries have you shifted your US travel plans to?
How Have Women’s Travel Plans Changed?
A majority of women (84%) say they are not planning to travel to the United States in 2025 (9% are undecided), and 70 per cent say they will not come to the U.S. while the current administration is in office.
Respondents were also asked to comment on whether U.S. tourism campaign marketing will make a difference when choosing a U.S. state. The majority (67%) said that these campaigns will not make a difference in their decision not to travel to the U.S., and 25% said they were not sure.
3. Decision-making criteria
Knowing that cost, safety and destination are factors for women making travel decisions, women say they will be more likely to consider women-owned or led companies (48%) and look closer at the country of origin (47%).
Showing visible support for women’s rights, LGBTQ+ and diversity, also ranked high, with 38% of women saying this was important to them when making travel decisions.
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
“I question the prices of flights and hotels and how it relates to the US tariffs or if it’s an excuse being used to raise the prices.” — Survey respondent
“How the industry and specific companies are attempting to keep travel affordable.” – 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
“Making 50+ solo women travelers a priority not an afterthought.” — Survey respondent
“A significant and tangible move towards catering for the solo traveler by eliminating the single supplement on accommodation. Not simply making provision to pair up solo travelers to share rooms etc.” — 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
“More information on sustainable travel and protection of the climate.” — 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
“The truth, because I believe the travel industry is downplaying it.” — 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
This research reflects a primarily North American perspective. With a sample size of 520 responses, the published results are statistically significant at 95-99% confidence.
About JourneyWoman
Founded in Toronto, Canada in 1994, JourneyWoman™ is the world’s first solo female travel resource and one of the most trusted women’s travel brands in the world. With an editorial team of 25 writers, we publish JourneyWoman Magazine monthly, Smitten by JourneyWoman twice a month and HOT FLASH deals in partnership with vetted women-friendly travel companies. JourneyWoman hosts the world’s largest Women’s Travel Directory as a free service to women, providing hundreds of curated and vetted women-friendly tours, retreats, small ships and safe places to stay while supporting small tourism businesses around the world. To bring more visibility to women 50+, JourneyWoman created the travel industry’s first Women’s Speaker’s Bureau and the JourneyWoman Awards for Women Over 50. The award-winning Soul of Travel Podcast joined JourneyWoman in 2023. To learn more, visit Facebook, Instagram, or LinkedIn. JourneyWoman is a registered trademark of Journeywoman Enterprises Inc.
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