Leaving the Men at Home
Consumer buying habits suggest specific gender preferences regarding travel, which may explain why women are more apt to go places without their partners. The independent male has long been romanticized riding horseback on wilderness excursions and scaling snow-drenched mountains. While men prefer certain types of travel, such as wilderness getaways, golf excursions, and football trips, their travel preferences also limit them. The reality is that men, in general, are not as adventurous as they seem. They prefer return trips to destinations they know and like, whereas women like new adventures and meeting new people (and believe it’s easier to meet new people without their spouse in tow). Women also prefer not having to adhere to someone else’s schedule. Surprisingly, almost three out of every four trips for nature, adventure, and culture are taken by women.Purchasing Power
The data tells us that women decide to travel, have the purchasing power, and go alone. Single women are more likely than single men to travel, and single women make up an impressive number. There are 42.07 million single women in the United States. While women still lag behind men in income, they don’t let that stop them. When it comes to discretionary spending, women prioritize travel. They plan and save for vacations. And while they’re still playing catch-up with their careers and earning potential, they’re making serious strides. 60% of U.S. college students are women, and women hold 60% of wealth in the U.S.Marketing Success Begins (and Ends) with Your Target Audience
One of the hardest things for marketers is choosing a target audience. One of the most essential things for marketers is choosing a target audience. We understand that it seems scary to pick one defined group of people; however, when you look at it this way, it makes the most sense to target the people who buy what you sell. It’s that simple. When you understand your target audience, you can focus efforts on understanding their pain points and motivators. And when you know your audience intimately, you can craft marketing messages and select channels to reach them effectively. Essentially, you speak their language. Most importantly, your brand resonates with those who buy your products.The Marketing Advantage
Here’s what we know about women when it comes to travel. Travel brands should use this information to their advantage.
Their pain points:
Safety — they don’t want to worry about safety when exploring new and unfamiliar places.
Accommodations — access to female-friendly, clean, and accessible bathrooms is essential to them.
Work-Life Balance — balancing travel aspirations with professional commitments and family life can be challenging.
Solo Travel Stigma — they worry about being judged for traveling alone.
Their motivators:
Assurance — Travel brands should assure them of their security and well-being during travel and also lean into the value travel provides for relaxation, rejuvenation, and self-care.
Comfort — remove the obstacles to comfortable travel experiences, like access to bathrooms and clean water.
Normalize Solo Travel — go against the stigma of women traveling alone as unconventional or risky. Instead, use messages that underscore empowerment, independence, introspection, and inspiration.
Exploration — lean into the sense of adventure that delivers transformation and comes from learning, growing, and changing perspective.
Shared Experiences —travel delivers the connections women seek like nothing else can. Double down on their sense of belonging and camaraderie from meeting new people and experiencing new things with fellow travelers.
Add Elizabeth Gilbert’s book Eat, Pray, Love to your summer reading list for mega-sized girl-power inspiration, even if you’ve already read it.
