Women Are The Ultimate Travel Consumers

How many of you have your leisure travel planned already for 2010? Surely not as many as the 79% of Boomer women who do, according to a recent survey at

How many of you spend more than $2,500 per person on each vacation you take? Surely not as many as the 42% of Boomer women who told us that they do.

This survey of smart, successful Boomer women should focus the travel industry on these uniquely valuable, recession-proof adventurers.

No traveling demographic will grow faster over the next 10 years than women aged 50-75. And none spends more. If that weren't enough, our survey results offer the travel industry even more reasons to win over the vibrant Boomer woman as its friend and partner.

Boomer women are planners As of mid-January, 79% of respondents said that they already have leisure travel planned for 2010. Long lead-times make it easier to market to this valuable consumer with the knowledge that she will study travel offerings as she makes her decisions in advance.



Boomer women are adventurous 40% have planned 2010 leisure travel outside the U.S., to Europe, Asia, the Caribbean, on cruises, or elsewhere. They have seen the U.S. and are ready for more.

Boomer women are decisive 70% made their travel decisions by themselves. Even though 63% of them are married, less than 20% shared that decision-making with their spouse/partner. And only 4% said that their spouse/partner made their travel decisions for them both. The travel industry can target her safe in the knowledge that it is engaging the travel decision-maker.

Boomer women are spenders 42% typically spend more than $2,500 per person on each extended trip/vacation they take. Outside of the GLBT market, I can't imagine that any demographic illustrates the same spending pattern on travel. Marketers who win this traveler will be rewarded.

Boomer women are active and curious travelers 58% prefer "moderate" or "extensive" physical activity when they travel. They don't want to sit on buses, and resent travel planners and marketers who imply that they do.

For Boomer women, travel is learning: 31% have taken trips that included educational travel. And 57% would pay more (up to 50% more) for trips that include educational components. Appealing to her desire to continue learning is a certain way to capture the Boomer woman's travel dollars.

How to win her business

The vibrant Boomer woman exhibits the same traits towards travel as she does in other categories. She makes decisions for herself, has money to spend on herself, values new experiences highly, and rewards companies who understand these facts about her.

For a travel industry and travel companies that have struggled through this recession, the Boomer woman represents a growth market that is only too happy to tell them what she wants, and reward them when they listen.

9 comments about "Women Are The Ultimate Travel Consumers ".
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  1. Jonathan Hall from American Pop, February 1, 2010 at 1:10 p.m.

    Wow, those numbers are impressive! Boomer women are online more than ever as well. Definitely bodes well for reaching Boomer Women within social media where many travel discussions and resources live.

  2. Paula Lynn from Who Else Unlimited, February 1, 2010 at 1:52 p.m.

    How to win boomer women's business? Stop penalizing us - sometimes almost double the cost - for not having a travel partner. I cannot emphasize this enough. Airfare is per person as in one per seat. Don't punish me because I don't have a husband. Some places won't even provide 2 beds when 2 single women are willing to share the room. The those businesses in the travel business need to get with the program because they prohibit many woman (and probably some men) from tourist travel completely. I am looking into a longer, more dollar consuming, particular trip now and none of my friends can go for a variety of reasons. Those companies who want to poke their big finger in my wallet will find theirs emptier.

  3. Fran Love from Good Neighbor Insurance, February 2, 2010 at 11:32 a.m.

    Good information. We get alot of boomers buying travel insurance through us, and they want the best. Women especially want travel insurance that covers pre-existing conditions and trip cancellation or interruption. Medical evacuation is a top one for women who want to be very active on their trips abroad. Thanks for the research in this article. Confirms what we know.

  4. Rodney Brooks from ToTouch One, Inc, February 2, 2010 at 1:02 p.m.

    I'm not sure I would call this News. Women are the ultimate decision-makers for just about everything. Men are the ultimate influencers but when it comes down to the buying decision, a woman can and will make a deal happen. This is not a bad thing, it just is.

  5. Nancy Padberg from Navigate Boomer Media, February 2, 2010 at 1:08 p.m.

    That's a staggering number 79% already have travel plans. I read recently that boomer women consider travel a necessity, not a luxury. Boomer women are the healthiest, wealthiest consumer in the U.S. Making 80% of the household decisions, apparently for travel decisions too! A terrific article by Stephen at Vibrantnation giving us insight to this powerful generation. I love the site too - giving authentic voices and exchanges to vibrant, smart women ages 50 + .

  6. Jerry Foster from Energraphics, February 3, 2010 at 3:36 a.m.

    Does anyone have real, not fudged, numbers on whether US women really do make 80% of buying decisions, including what industries and dollar amounts? Do they really vote 55-45 over males in US elections, refuse to be influenced by husbands and boyfriends and actually influence the males around them whom to vote for?

  7. Bruce Murray from, February 3, 2010 at 6:05 p.m.

    I've just launched a new page on Facebook. It shows the following stats for the now 1000+ fans. Gives you an idea of the demographics of Facebook users looking for travel information on my site.

    Male Female
    34% 65%

    13-17 0% 1% 1%
    18-24 5% 12% 17%
    25-34 8% 14% 22%
    35-44 8% 15% 23%
    45-54 9% 15% 24%
    55+ 5% 8% 13%

  8. Bruce Murray from, February 3, 2010 at 6:07 p.m.

    Let Me try those number again:

    Male Female = 34% 65%

    Age Total Male Female
    13-17 0% 1% 1% -
    18-24 5% 12% 17% -
    25-34 8% 14% 22% -
    35-44 8% 15% 23% -
    45-54 9% 15% 24% -
    55+ 5% 8% 13%

  9. Jennifer Jarratt from Leading Futurists, LLC, February 5, 2010 at 1:03 p.m.

    I'd second what Paula Lynn says. Why should single travelers pay a penalty for traveling alone? We use less resources. The travel industry for years assumed that humans go everywhere in twos (or more) like animals into the Ark. Notably, cruise sellers are the worst offenders by far!

    In future, with more healthy, active, older adults wanting to travel by themselves, I'd expect them to create some changes in the industry.

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