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Travel provider and sellers overlooking opportunity to embrace female audience potential - WayAway

Travel provider and sellers overlooking opportunity to embrace female audience potential - WayAway

Travel search comparison website WayAway is calling on the travel industry to embrace and place greater value on female audiences following a recent survey of 2,477 statistically relevant female travellers in the United States.

The results of the survey showed that 82% of travel decisions are made by women – with only 10% saying that their partner planned the whole trip. This matches other previous credible studies revealing the importance of females in the trip planning phase that is not reflected in how the travel industry creates and markets travel products.

Meanwhile the results of the survey from WayAway – whose website provides discount and even cashback travel options to travellers – provide more insight into the types of holidays females take, revealing that half of them traveled at least once last year with children and / or their partner, whilst only 29% travelled alone.

Whilst a majority report positive travel experiences, nonetheless 17% reported not having enough time to themselves and, more worryingly, 13% said they now needed another vacacion to recover – and 8% said they did not include any activities for themselves during their holiday.

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 environment – 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, particularly 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.”