For years, Millennials have been seen as the “sweet spot” for travel brands—and with good reason. As the largest generation in the workforce, they’re projected to spend a staggering $268 billion on travel in 2025 alone.
But there’s another powerhouse demographic quietly—and steadily—transforming the travel landscape: women aged 50 and older.
According to a report sponsored by Collette Travel, Intrepid Travel, and Aurora Expeditions, this group represents a multi-billion dollar gold mine. In the U.S. alone, women 50+ wield $214 billion in travel spending power—a figure expected to soar to $519 billion by 2035. Even more telling: 40% of women travelers today are over the age of 55.
These women are not only traveling—they’re shaping the future of travel.
They’re fueling trends like:
• Cultural immersion over sightseeing
• Off-season and shoulder-season travel for fewer crowds and deeper engagement
• Longer stays and slow travel to connect more meaningfully with destinations
• Exploration of lesser-known locales rather than the typical top-10 list
As Doni Belau, founder of Girls’ Guide to the World, puts it, “Fifty years ago, it was frowned upon for women to travel alone. They were expected to have a companion or husband to look after them. That mindset has changed.” And the travel industry is changing with it.
Today’s 50+ female travelers are confident, curious, and eager to explore on their own terms. They’re less interested in packaged itineraries and more focused on authentic, enriching experiences that connect them to the culture and community of a place.
So, how can you tap into this powerful market?
Start by providing what they value most:
• Personalized, curated local experiences that go beyond tourist traps
• Opportunities for connection—with locals, nature, and culture
• Wellness offerings like yoga retreats, spa services, or healthy culinary options
• Safe, comfortable accommodations with solo traveler-friendly touches
• And most importantly: ease of access to local recommendations and experiences
With the Frictionless Guest App, lodging providers can deliver just that—offering curated, local experiences tailored to the interests of guests, especially those seeking more than just a place to stay.
This is not a niche audience—this is a growing, motivated, and underserved market segment ready to engage, explore, and invest in experiences that matter.
Now is the time to meet them where they are.
