Female Travel: Not New, But Different

When The New York Times last month said it will introduce a new vertical called “Women in Focus” to its Times Journeys travel program next year, it was just the latest example of the growing market of female travelers.

Indeed, as more women make the decision to travel alone—and to head to more exotic destinations—the opportunities and options for female-focused travel groups continue to increase.

The Times initiative will bring together travelers and experts to explore destinations like Cuba, Jordan, and India, while also studying first-hand women’s roles and rights in areas around the globe.

“The market for women traveling alone or in groups is growing,” said Peggy Coonley, founder and president of Serendipity Traveler, a women’s travel group based in Rockport, MA, that aims to enhance the lives of female travelers through small customized travel experiences. “Many more women in the U.S. are unmarried and do not have a best friend, partner, or family member who can travel with them. Women who are widowed, divorced, or single can be in the process of reinventing their lives, and travel is a tool for transformation and creating a new life chapter.”

Not new, but different
The phenomenon of women traveling alone or in groups of other women is by no means a new one. Serendipity is just one of many travel groups to focus, in one capacity or another, on this market. Other companies such as Contiki Tours, Butterfield & Robinson, and Group IST have tours and programs that cater to female travelers in a variety of age groups and demographics.

What is new, though, is the growing interest and the number of options being offered when it comes to destinations.

“There's a general acceptance now that it's okay for women to take time for themselves,” said Beth Whitman, editor of Wanderlust and Lipstick, a website and travel group that aims to “inspire women to think out of the box in terms of what they can accomplish through their travels. Our aim is to change women's thinking about travel so they realize they can make their dream journeys a reality."

Destinations such as Costa Rica, Thailand, and New Zealand seem to be particularly popular, she said, and offer a unique combination of adventure plus the opportunity to relax and unwind through activities like yoga classes.

Cuba also has seen a noticeable rise in interest among female travelers. As the U.S. and Cuban governments normalize relations, the island-country has become more accessible. Like the Times, travel organizations like Group IST are offering more ways to see the once-“forbidden” island.

Group IST beginning in December will offer a “Havana to Cienfuegos” trip—an eight-day, small-capacity cruise that affords passengers a chance to experience multiple aspects and destinations of Cuba’s culture and geography via a 100-passenger sailboat. Like other Group IST itineraries, it is not exclusive to women, but it certainly meets their criteria, the company said.

“Small-ship cruises are attractive for women and women’s groups. Security and safety do play a big role, and Cuba is a safe destination in general,” said Group IST senior vice president Naomi Kabak.

Safety is a key concern
The issue of safety is a top concern for everyone in the industry. Whitman and Coonley both said that while safety is paramount for travelers of all ages and genders when traveling to any destination—unfamiliar or otherwise—women traveling alone often do have special concerns.

“As women, we face different obstacles than men when it comes to travel,” said Whitman, who has trekked and traveled everywhere from Bhutan to Cambodia to New Orleans. “We feel more vulnerable for one thing, so we take additional safety precautions.”

Coonley said Serendipity prides itself on vetting all aspects of its trips—from the drivers it uses to the properties it chooses—to ensure everyone has an experience that is simultaneously safe, adventurous, and memorable.

With greater accessibility to different parts of the world and a growing number of companies that focus on providing solo women travelers, the market segment is expanding—and so is the opportunity for agents to grow their business.

“Our relationship with travel agents is great,” said Group IST’s Kabak, noting that the Cuba cruise is commissionable, and that the company looks forward to working with agents on incentives. “We support their activities, mentor them when required, and bring back to them customers who tell us that the product surpasses their level of expectation.”