Latest news with #JourneyWoman
Skift
3 days ago
- Skift
The New Era of Solo Women Travelers
Solo women travelers above 50 are a booming demographic, but there are several misconceptions about the group, which we examine in this episode of the Skift Travel Podcast. Editor-in-Chief Sarah Kopit and Head of Research Seth Borko talk travel every week. Editor-in-Chief Sarah Kopit and Head of Research Seth Borko talk travel every week. Learn More This week's episode of The Skift Travel Podcast examined the surge in solo women travelers over the age of 50. JourneyWoman CEO Carolyn Ray and Intrepid Travel's Leigh Barnes discussed how travel is becoming a means of self-discovery for older women and the challenges of marketing to this demographic, among other topics, with Editor-in-Chief Sarah Kopit and Head of Research Seth Borko. Listen Now Apple Podcasts | Spotify | YouTube | RSS Five Key Points Solo Travel for Women Over 50 Is Now Mainstream: What was once considered niche has become mainstream. Travel companies are now actively recognizing the value and demand of older solo female travelers. Intrepid Travel, for example, has seen women over 50 become one of their fastest-growing customer segments. Factors Driving Travel Choices: 'Solo' isn't just about traveling alone — it's about making independent, empowered decisions. Women in this demographic often prioritize safety, cultural immersion, and meaningful experiences over luxury or traditional vacation formats. Travel Goals: Older women are moving away from the 'bucket list' mentality and toward travel experiences that foster personal growth, humility, gratitude, and cultural understanding. This demographic values meaningful and transformative journeys over tourist checklists. Challenges Facing Solo Women Travelers: A major barrier is the 'single supplement' fee that penalizes solo travelers for not sharing a room. Research shows 78% of women view this cost as a deterrent, and many prefer privacy over being assigned roommates. Companies need to rethink this model to better support solo female travelers. Myths About Older Travelers and Spending: The stereotype that older women always seek discounts is outdated. In reality, travelers aged 65–74 are among the most affluent and willing to spend on high-quality, meaningful travel. They may be frugal in other areas but prioritize spending on unique travel experiences. Episode Summary Kopit, Borko, Barnes, and Ray discussed how solo women travelers above 50, once largely ignored by the travel industry, are becoming more visible. Ray said a recent study published by JourneyWoman revealed a significant decrease in members of that group feeling undervalued by travel companies — from 70% to 34% in just two years. The four of them noted that marketing and authentic storytelling are crucial to reaching this audience, who rely more on word of mouth than traditional advertising. Despite their influence and spending power, older women remain underrepresented in travel marketing due to ageism and outdated perceptions. However, societal shifts such as increased longevity, better health, and rising passport ownership are driving this demographic to travel more than ever. The conversation also explored whether modern wellness trends, like weight-loss drugs, could further empower older women to pursue more ambitious travel experiences.
Forbes
02-05-2025
- Business
- Forbes
‘Solos' Helps Solo Travelers Avoid Hidden Single Supplement Fees
The solo travel industry is growing by leaps and bounds. In Pictures via Getty Images Solo travelers often feel misled by tour pricing as the advertised price is based on a room for sharing and the price increases dramatically during the booking process. These extra charges often appear late in the booking process after travelers have already committed emotionally and financially to a trip. It's a practice many solo travelers describe as feeling punished for traveling alone. A single supplement is an extra fee charged by travel companies to solo travelers who book a room or cabin that is typically priced for two people. This fee, also known as a solo or single supplement, can range from 10% to 100% or even more of the standard accommodations. Travel companies reason that when a solo traveler books a double room, the company loses potential revenue from the second occupant because accommodations are usually priced based on double occupancy, meaning the cost is divided between two people. Kendra Guild, VP of North America at Solos. Solos Kendra Guild, VP of North America at Solos, an international tour company specializing exclusively in solo group travel, believes single supplements are unfair. As such, Solos tours allow solo travelers to enjoy independence and connection without hidden fees or forced sharing. She says, 'With the solo travel market projected to grow 14% over the next five years, especially among women over 50, many travel companies have ramped up their marketing to solo travelers. But few have designed trips that truly serve them. Instead, many offer limited solo spots on traditional tours or hit travelers with hefty single supplements. Worse, some force solos to share a room with strangers to avoid the extra fee. Also, 65% of solo female travelers worry about higher costs compared to traveling with companions.' Solo travelers often make a connection with like-minded travelers. Solos Solo travel is growing as individuals prioritize personal interests and flexibility over group dynamics. The post-pandemic era has fostered a sense of independence and comfort with solitude, encouraging travelers to explore destinations at their own pace. Solo trips offer options for self-discovery, relaxation and pursuing unique interests without compromise. Additionally, advancements in travel design and services, such as flexible dining and personalized experiences, cater to the specific needs of solo travelers, making these journeys more appealing and fulfilling, according to the Grand View Research Report. An additional survey of female solo travelers 50-plus by JourneyWoman cited that 78% of respondents feel that single supplement surcharges are the biggest barrier to solo travel, noting that they feel penalized for traveling independently. Solos has made no single supplements core to the company's mission. For over 40 years, Solos has crafted trips designed for solo travelers, including private accommodations without extra fees. In effect, Solos tours allow solo travelers to enjoy independence and connection without hidden fees or forced room sharing. Solos has recently expanded to the U.S. to meet growing demand among American solo travelers. Solo travelers are seldom alone on trips. Solos Guild adds, 'Solo travelers often feel misled by tour pricing as the advertised price is based on a room for sharing and the price increases dramatically during the booking process. These extra charges often appear late in the booking process after travelers have already committed emotionally and financially to a trip. It's a practice many solo travelers describe as feeling punished for traveling alone.' Solo travelers often develop close friendships. Solos Solos offers curated trips for various activity levels based on types of terrain, distance covered and activities. For example, on 'easy going' trips little more is expected from you than a stroll between the pool and the beach. Even the local restaurants you'll enjoy with your fellow solo travelers are nearby. If your trip is a city break, it'll offer you plenty of free time for exploring at your own pace. Enjoy optional excursions that will immerse you in the destination, from catamaran cruises to exploring local markets and museums. 'Fair' are for those who don't mind a bit of gentle exercise. There will be some light walking and hiking, multiple activities and some busy sightseeing days. You could be on your feet for 2-3 hours at a time but rest assured, there will be time to explore or relax at your leisure in between. 'Energetic' tours require a decent level of physical fitness, with long days and action-packed itineraries. Walks will cover a lot of ground and sometimes tough terrain. The days will be full, and there will be multiple activities which will require you to be physically fit in order to get the most out of your break.
