Work with JourneyWoman

Whether you’re a brand, tourism board or travel service provider, we can help you build relationships with travel’s top decision makers  

How well do you understand the ‘Ageless Adventuress” — the Woman 50+ traveller?

Gen X and Baby Boomer women have the time, flexibility and financial means to travel, and aren’t waiting to fulfill their travel dreams.  It’s time to reframe stereotypes about age. Women over 50 are not ‘old’, but experienced. Not sedentary but adventurous. Not dependent but independent. Not alone but powerful. Not behind the industry, but ahead of it. These are women who challenge convention, follow their own path and wait for the rest of the world to catch up. The Women 50+ travel market is estimated at US$245 billion in North America alone, according to JourneyWoman estimates. By 2035, this market will grow to US$519 billion. Are you ready for it? 

With decades of collective experience advising global brands and leadership teams, we design and implement pulse surveys and deep research to achieve your objectives. Having valued brands as assets for decades, we understand the business metrics that drive performance and success. Learn more about our latest research on women 50+, “Invisible No More: The Ageless Adventuress”, published in March 2025 with the support of Collette Travel, Intrepid Travel and Aurora Expeditions. 

We collaborate with destinations and travel companies to create measurable brand-building strategies to help create awareness, influence and impact, integrating research, positioning and messaging, CEO visibility, editorial and implementation. With our database of over 55,000 women, we can segment by country, region, preferences, age and more. 

We apply research and insights to help destinations and other travel service providers to help women 50+ feel confident about travel including positioning, messaging, implementation and training. Read more about our “Solo in Spain” campaign here. 

As an extension of our “Women-Friendly Places to Stay Directory”, we work with hotels and hospitality companies to adapt their business to the woman 50+ traveller, including accessibility, sustainability and solo travel.  

We work with marketers and product designers to define your organization’s point of difference and purpose, while providing guidance on how this affects the structure of your business, including brand architecture/portfolio organization, new product and service development, naming, messaging, design and implementation. Recent client engagements include a partnership with Aurora Expeditions to create the first women-only trip to Antarctica in February 2027.  Our 2022 research study, called “The Influence and Affluence of Women Over 50 in Travel” was instrumental in helping Insight Vacations create its women-only tours. 

As the experts on women 50+ travel, we know how to help you build relationships with loyal, passionate travellers. Whether you host experiential tours, retreats, small ship experiences, our Women’s Travel Directory is the gateway to building a relationship with women over 50. Get started here.

We work with female leaders to develop their storytelling skills with employees, the industry and your clients. Through our Women’s Speaker’s Bureau, we facilitate paid speaking engagements for women to help shift stereotypes and bring the issues of ageism, accessibility, safety and diversity to the forefront.  We also partner with the award-winning Soul of Travel podcast, dedicated to inspiring mindful travel and celebrating women who impact tourism positively. Hosted by Christine Winebrenner Irick, the podcast features soulful conversations with diverse guests, blending impact-driven travel with women’s wisdom. 

Your business — and your brand — is worth more than you might think. We can help you put a financial value on your life’s work.  We can help you understand the value of your business and brand and work with you to find a buyer who shares your values and continues your legacy, as we’ve done with JourneyWoman.

Recent Research and Studies