Marketing Travel to Women: The Roadmap

July 7, 2013 § 2 Comments

postcard-frontAmericans have taken back the vacation that eluded them during the recession.  Almost two-thirds (63%) of all American adults are planning to travel for pleasure during the next 12 months, based on a recent study by Shullman Research.  Half of those travelers will be staying in the U.S.

As the income rises, so does the propensity for travel.  Among those making more than $250,000, 88% plan to travel for pleasure.  And for that famous 1%, those making more than $500,000, their travel expenditures will be three time more than all adults.   Where are those traveling outside the US going? Those traveling outside the United States during the next 12 months are more inclined to consider specific destinations (75%) such as Europe (the #1 destination), then the Caribbean, Mexico, Bermuda, Central/South America, and Asia.

Marketing Sways Opinion

Roughly 8 in 10 Americans pay attention to travel marketing and advertising, according to results from a survey commissioned by SpringHill Suites, a Marriott International brand.  Women make some 80% of all vacation plans and are more enticed by marketing and advertising than men.

The average American thinks the perfect length of a vacation is 12 days. Most work about 11 months (47 weeks) between vacation breaks. Men, however, go longer between vacations than women (about 1 year or 52 weeks vs. about 10 months or 43 weeks).  And travelers without kids vacation less often that those with kids. On average, there is just over 1 year (14 months) between vacations for travelers without kids, and about 8 months (31 weeks) between vacations for those with kids.postcard_greetings_florida

Budgets Are Important

Four in five (81%) vacationers set a budget, with more women than men (86% vs. 76%) doing this. In fact, over three in four (77%) of those who don’t consider themselves to be budget conscious in their everyday life set a vacation budget.

HENRY, can you hear me?  

Pam Danziger points to the HENRYs (High Earnings, Not Rich Yet) as leading the way in many affluent travel purchases.  Even though HENRYs have a far lower spending threshold than ultra-affluents, there are just so darn many of them.  There are ten HENRY households for every ultra-affluent.

The affluents are modeling their behavior like HENRYs.  They are getting to their destination the cheapest way possible, but once there splurging on a four or five star luxury hotel and dining experiences.



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§ 2 Responses to Marketing Travel to Women: The Roadmap

  • This article is long overdue. We have been noticing changes in women’s tours and travel for about two years. Women are traveling more and spending more on hotels as the author says about affluent travelers. We see this as an extension of the business travel many executive women are used to, as well as the splurge factor which comes after some years for saving. Tours for women do not yet reflect these changes, we upgraded all our hotels and added special event to our tours to meet new expectations. Great article!

    • Jamie Dunham says:

      Thanks Phyllis. Women make the majority of travel decisions and should be the prime target for most leisure travel. And as working women numbers are near 50%, they should also be a target for business travel.

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