According to AARP research, the overwhelming majority of travel decisions (80%) are made by women 50+, regardless of who their travel companions might be.

And the ladies tend to plan for their companions too, and they have yet to plan much of their 2023 travel (March).

They could spend hundreds of hours a year researching travel.

Women are highly interested in travel for 2023 and beyond and see it as a priority for their discretionary income. My own research supports this finding in spades!

Right now, they would benefit from resources and information on ways to help them stretch their travel dollars, specifically when it comes to bucket list trips – which rank high on their list of anticipated international travel. 

Since women express more concern around COVID and travel than do men, and since they tend to make most travel decisions, the travel industry would benefit from continuing to take COVID precautions, providing easily accessible information about these precautions on their websites, and allowing for flexible (or cancellable) travel reservations. 

A significant portion of 2023 travel is still in the planning phase, and women are often the trip planners for their loved ones. 

Providing them with ideas and tools to ease the amount of time it takes to set these trips in motion may is a great way to show your brand as an authority and get you to the consideration set.

And for these women, the joy in planning a trip can be as joyful as the trip itself. So boring site and outdated, same, same content will get them to your competitor's website in a flash.

The more relevant content and helpful information you have on your website, the more likely they will book with you.


Source: Marketing to baby boomers research, AARP Travel is heating up amongst women.


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