The Rise of Senior Women Travelers

19.11.2024 - 18:41 / skift.com / Skift Research

In a new Skift Research report, “The Woman Traveler: Key Data and Insights,” we uncovered a trend reshaping the travel industry: The rise of solo travel among elderly women.

While only 4% of young adults aged 18 to 24 embark on solo trips, this figure leaps to 25% for those aged 65 and above. This growing trend reflects a powerful change in the aspirations and behaviors of older women, fueled by a desire for independence, self-discovery, and the freedom to explore the world on their own terms.

Solo travel holds a unique allure for older women. Retirement opens doors for older women, removing the constraints of professional commitments and family responsibilities.

According to recent research on solo women travelers, women primarily travel solo to enjoy freedom and flexibility (87%), escape routine and responsibilities (81%), focus on relaxation and self-care (78%), and challenge themselves (78%).

Additionally, 53% travel solo because they lack a travel companion. These motivations have remained consistent across all age groups since 2020.

Globally, the aging population is a powerful demographic shaping the travel industry. Elie Maalouf, CEO of IHG, highlighted this trend, emphasizing that retirees today are healthier, wealthier, and more eager to travel than previous generations. Regions like North America, Europe, and China are at the forefront of this change, with retirees viewing travel as a priority investment in their well-being and happiness.

Safety, accessibility, and the opportunity for meaningful connections are key priorities for senior travelers.

The travel industry has increasingly adapted to meet the unique needs of this demographic, incorporating these priorities into their services. From specialized senior lounges and accessible transport options to personalized concierge services, airports and hotels are creating environments that prioritize comfort and support.

This demographic’s desire for independence is met with services like customized itineraries, wellness retreats, and community-focused experiences.

For example, in China, the aging population is reshaping the travel market. Trip.com Group reported spending of RMB 1.6 billion (approximately $224.6 million) from senior travelers, and the company has responded by launching the “Old Friends Club,” targeting travelers aged 50 and above.

There is also a shift from group tours to customized experiences, with older adults increasingly seeking quality and unique travel offerings.

Hotels are focusing on safety and convenience by offering accommodations with features like 24/7 staff availability, elevators, ramps, and grab bars.

Marriott’s Senior Discount Program provides discounted rates and flexible booking options. IHG’s senior