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.
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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.
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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Myths About Older Travelers and Spending: The stereotype that older women always seek discounts is outdated.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.
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