Advertise your Travel Business to Women Over 50

Join our Women's Travel Directory to Connect with Women 50+

We're on a mission to empower women to travel safely and well

Women Over 50 are the fastest growing segment in travel

Our most recent global study,  “The Influence and Affluence of Women 50+ in Travel”,  shows that women over 50 are the primary decision makers in their households, spend an average of US$3,000 per week on travel and plan on taking two or more trips per year. Women are role models, and influence the behaviour of those around them through their positive actions and behaviours. 

Tours: Our survey shows that of these, most women (59%) are planning to take a group tour in 2023. Our data shows that 33% of women will take one group tour, and 26% will take 2 or more. When it comes to group travel, 65% look for tour companies that offer women-only or solo trips for women. We encourage women to seek out companies with female guides, that work with local women entrepreneurs and have female leaders and/or leadership teams. We encourage tour operators to explain their pricing and be transparent about costs for single versus double occupancy. 

Safe places to stay: Women love to plan and research travel and we often rely on recommendations from other women, which is why we created the world’s first service for women-recommended places to stay. From our research we know that women prefer smaller hotels, boutique hotels, bed and breakfasts, vacation rentals as well as monasteries, housesitting, hostels and other budget options.  

Small ships: We believe in sustainable travel, so we only feature small ships, river cruises and expeditions, not large cruise ships. We strongly recommend that all Directory members offer discounts for women travelling on their own to make travel more equitable and fair. 

In addition to an annual profile and tour listings, Directory members are also invited to participate in editorial features, marketing campaigns, and events to reach JourneyWoman’s mailing list of over 60,000 solo female travellers. Members are also invited to participate in monthly networking calls and a private Facebook group to foster information sharing and collaboration opportunities among tour operators.  Each new listing will need to participate in a verification process, which includes an interview and a review of your website and materials.

With hundreds of 2024 tours for women, the JourneyWoman Women’s Travel Directory is the only global resource for safe, women-friendly travel, searchable by destination and type of activity.  Together, we can inspire women on their journeys of self-discovery. Click on the button below to join us!