In our latest study of women worldwide who have gone on girlfriend getaways, the average traveller is 39 years old, white, married or partnered, well-educated, goes on a girlfriend getaway twice or thrice a year, and spends 3-4 nights each time. Our findings suggest that this market is unique in its accommodation requirements. For example, women travelling together want a common area within their holiday accommodation that is private to their group.
2. Mothers in Family Tourism
Mothers with children under the age of 12 say a ‘manageable’ travel distance between their home and the holiday destination is an important consideration. They would also like employees at holiday accommodations to be more child-friendly. The mothers in our study also expressed a lack of healthy and fun food options for children.
3. Solo Female Travellers
81% of Australian women reported plans to travel alone, higher than the global average of 74%. Research shows that solo female travellers do not want to be charged single supplements, want escorted tours and prefer to stay in boutique hotels or properties associated with hotel chains.
4. Safety is More than Just Physical
Our studies revealed that contrary to industry implementation, safety is not only about dead bolt door locks, lighted hallways or secured card access. For women, safety is experienced when they receive information about places to go that were in safe areas, and reliable and trustworthy transportation service.
Dr. Catheryn Khoo-Lattimore is an international expert on women and children in travel and tourism. She researches at the Griffith Institute for Tourism (GIFT), Griffith University, Australia. At the end of August 2017, she will be speaking at ZafigoX, a three-day convention aimed at empowering women to travel.