Marketing Travel to Women: Traveling Solo and Loving It!
February 13, 2014 § 2 Comments
Paula Froelich, author of A Broad Abroad, knows quite a lot about traveling solo. Â There are 32 million single women who traveled solo in the past year. Â And when I say travel, I don’t mean going home to Mama’s or the beach. Â Women are taking adventure vacations and going to exotic locales all over the world. Â (Read Paula’s tips on why you should go to Egypt now.)
In fact, the average adventure traveler is not a male, but a 47-year-old female. Â Fueling this travel trend is the growth in single women. Â One third of all women are single “indies” – a new term for those over 27, not married, not living with a partner and without children.
So it is time for travel marketers to acknowledge this growing group of travelers. Â These women are more educated, affluent, adventurous and curious about life. Â They want real experiences that are intellectually stimulating. Â And they would like the marketing to speak to them and their needs – not the happy empty nester couple or the nuclear family.
Read more in Paula’s great infographic.
This is an awesome article and has helped me narrow down my niche for targeting women. My only question is, where do I find and connect with these single indie women? Are there any sites, forums, etc you can recommend.
I know single indie women are on social media, but how do you find them on social media.
I am really enjoying your site, your emails, and your insightful data.
Best Regards, Darlene
Hi Darlene, Thanks for the read. I think that since the group is so large, they are fairly easy to target. They over-index for television by 12% and they are multi-screen users. They spend more time on social media and on their smartphones. They are online seeking information and acting as advocates. They are reading peer reviews and ratings, giving health and nutrition advice and are more likely to be the first to shop at a new store. See my other blog about this: https://jamiedunham.wordpress.com/2013/03/02/marketing-to-women-one-third-of-all-women-are-single-indies/ Another resource is a MediaPost article: http://www.mediapost.com/publications/article/194442/indie-women-most-powerful-unheard-of-demo.html#axzz2MPs2K5bn All based on research done by NBCUniversal.