blog post

Women today look at travel as a necessity, not a luxury, so despite economic trends, women’s travel continues to be strong. The stigma associated with married women or mothers traveling on their own has also dissipated as women have come to realize that while they may love their husbands, significant others or kids, they still have the right to pursue their own interests. They can explore the world and come back to their families renewed, energized, and better able to handle the stresses and hassles of everyday life.

Unfortunately this realization has come to the fairer sex a little late. There are many female travelers today who waited until their 50s, 60s or even 70s to finally get out there and see the world. As they were growing up and raising families, women traveling alone is something that just wasn’t done. Thank goodness times have changed!

Over the years it has become more and more apparent that women travel differently than men. They are, by nature, multi-taskers and are used to doing a zillion things at once in their daily lives. That’s why they want to do a lot when they are on vacation as well. Women like to experience as much of a destination as possible -- and that includes cooking classes, wine tasting, sightseeing, shopping, etc.

In fact, when women have free time scheduled on trips, they often ask for other things they can do so they can make the most of every minute they are away. Women strive to enjoy unique and multiple experiences at a destination to fortify their lives and also have bragging rights. After all, who wouldn’t be impressed by hearing that you took a cooking class in Paris, created your own perfume in Provence, had high tea at The Plaza Hotel in New York City or hiked to the top of Macchu Picchu!

Women innately seek opportunities where they can bond. They also appreciate the opportunity to meet like-minded women to connect with (the natural nurturer in all women). This is true for divorced, single and widowed women, as well as married women whose husbands don’t want to travel or have different vacation schedules (such as teachers) or different interests.

Women also look for safety when traveling -- particularly in countries and to destinations that are unfamiliar to them or where they don’t speak the language. They also know what they want when it comes to the specifics of their trip. For example, they prefer centrally located hotels; smaller, boutique style properties with a significant design flair; someone on tour to assist them if something goes wrong; and an overall sense of security knowing the tour manager has been there, done that, speaks the language and can handle anything.

Today’s woman also is all about celebrating and memorializing special triumphs in her life during a vacation, whether it’s a milestone birthday, conquering a serious illness, surviving a divorce, earning a promotion, reaching retirement, or just celebrating life in general with the women in their lives they cherish (e.g., mothers, daughters, sisters, best friends). Work and family may be top priorities for women, but more and more it is about building memories and gathering experiences that will last a lifetime.

We all know that women are time-deprived -- in fact, I don’t know any woman who doesn’t have way too much on her plate! Yet, women still make the time to travel and experience the world. Younger women in their 20s or 30s prefer long weekends, while women in their 40s and up, many of whom have older children, can steal away for a getaway of seven days or more. The most popular times of year for women to travel are in the spring and fall, primarily March, April, September and October.

And as women continue to build successful careers today, they have a higher degree of disposable income and often choose to spend that income on travel. That’s why women’s travel remains an extremely lucrative market for any travel agent -- even in these challenging times.

Call Mike & Diana for more information on Gutsy Women Travel

April M. Merenda is president and co-founder of Gutsy Women Travel, a tour operator for women and their unique interests founded in 2001.