Travel comparison site WayAway is urging the travel sector to more fully recognize and value female customers after conducting a survey of 2,477 American women, demonstrating significant involvement in travel planning. The survey highlighted that women are the primary decision-makers in 82% of travel arrangements, with a mere 10% indicating their partners took complete charge of trip planning. This finding aligns with other respected research, underscoring women’s pivotal role in organizing travel, a fact that remains underrepresented in the industry’s product development and marketing strategies.
The survey by WayAway, known for offering discounts and cashback on travel, delved into the vacation preferences of women, revealing that 50% of them took at least one trip last year with their children and/or partner, while 29% traveled solo.
Despite generally positive travel experiences, the survey uncovered some areas of concern: 17% of respondents felt they lacked sufficient personal time, 13% felt they needed another vacation to recuperate, and 8% did not engage in any personal activities during their travels.
Janis Dzenis, Director of Communications for WayAway comments: “The current range of travel services and search & booking tools available to women do not ‘inspire inclusion’ – the International Women’s Day theme for 2024 – in any way. That despite the fact that, as our research shows, 82% of family trips are booked by a woman. There’s an economic as well as a moral case for targeting female travellers here that almost our whole industry is ignoring.
“Equally it seems that the whole concept of holiday and relaxation – certainly in a family enviroment – seems to be somewhat unequal for women with 13% saying they need another holiday at the end and 8% not getting to include activities for themselves. I don’t think we need to survey the guys to find out they have a rather different experience!
“Travel service providers, tour operators and travel intermediaries should be thinking about how to create products that ensure female travellers, particuarly those travelling with children, are able to have a more equitable experience. That’s not an easy task, we know, but right now we don’t see anyone trying to fulfill what would seem, on the surface at least, to be more than just a niche.”
The post Travel Industry Urged to Focus on Female Travelers After Insightful WayAway Survey appeared first on Travel And Tour World.
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