Collette Partners With JourneyWoman for Groundbreaking Research to Shift Stereotypes and Foster Inclusivity

TORONTO, ON, Canada — October 10, 2024 – JourneyWoman announced today the launch of a major global study focused on women travelers over 50, in partnership with Collette Travel. In its third global study of the women 50+ market, JourneyWoman aims to bring greater awareness to this influential and growing market within the travel industry and showcase the impact of women 50+ on transforming communities – creating jobs, fostering inclusion and strengthening local economies. The research will examine the preferences of women 50+, travel’s most important and influential decision makers, including travel spending, destinations, technology, mobility and accessibility, safety and preferred women-friendly companies.

“For decades, the travel industry has been focused on younger travelers as the most profitable and trendy market, but it is becoming clear that women 50+ hold the true wealth and influence in travel,” says Carolyn Ray, CEO, JourneyWoman. “With 30 years of experience in female solo travel, we know how important women over 50 are to creating a sustainable future. With this research, we intend to shift outdated stereotypes about age and ability, representing older women as they truly are — adventurous and empowered, while embracing more purposeful travel and intentionally supporting women and women-owned businesses. We are thrilled to have Collette, a woman-led business, partner with us on this research and show their commitment to creating a safer and more inclusive travel industry by shedding light on this undervalued and vital market.”

In 2022, JourneyWoman published its second global study, “The Influence and Affluence of the Solo Female Traveler Over 50”, which showed that 70% of women over 50 felt ignored and undervalued by the travel industry. In that research, women also expressed concern about the lack of age-appropriate and diverse photography, a desire to see more appropriate terminology to describe older women and more emphasis on mobility and accessibility. Solo women said the single supplement is the top barrier to travel, ahead of airline costs/fees.

"For 30 years, I’ve had the pleasure of traveling with Collette, and it has been an unforgettable experience! Throughout Europe and the United States, and on a trip-of-a-lifetime African Safari,” said Vickie Everhart of Krouse Travel. “From start to finish, I have felt completely safe and welcomed. I am thrilled to learn of The Journeywoman research, in collaboration with Collette. This important study will offer valuable insights into the mindset of female travelers aged 50 and above. This will help both travel advisors and suppliers better understand this audience and identify the most suitable products and services for them.”

Women over 50 represent over $15 trillion in purchasing power in the US alone, and are the fastest-growing demographic over the next 10 years, according to a recent study conducted in the US by the Coca-Cola Group and Mass Mutual. In the US, 50-plus women are the largest demographic with incomes over $100,000; they control 95 percent of household purchasing decisions and 80 percent of luxury travel purchases. (Source: U.S. Government Consumer Expenditure Survey and Nielsen). However, studies indicate that less than five per cent of travel spending in the US and UK is aimed at the over 50. Learn more about the Woman Over 50 Traveler here.

The three-part research study includes interviews with travel CEOs and leaders, and a global online survey of the travel industry and women over 50 travelers in 2024.

About JourneyWoman

Founded in 1994, JourneyWoman™ is the world’s first solo female travel resource and one of the most trusted women’s travel brands in the world. Awarded as the “Best Travel Blog” by TBEX in 2024, JourneyWoman hosts the world’s largest Women’s Travel Directory as a free service to women, providing hundreds of curated and vetted women-friendly tours, retreats, small ships and safe places to stay while supporting small tourism businesses around the world. To elevate women’s voices, the award-winning Soul of Travel Podcast joined JourneyWoman in 2023. JourneyWoman hosts the travel industry’s first Women’s Speaker’s Bureau to share wisdom from women over 50 and accelerate diversity and the JourneyWoman Awards for Women Over 50. To learn more, visit Facebook, Instagram, or LinkedIn. JourneyWoman is a registered trademark of Journeywoman Enterprises Inc.

About Collette

As the longest-running tour operator in North America, Collette is the company travelers can trust. Leading with integrity, Collette’s comprehensive travel protection plan, flexible tour pacing, and strong relationships within the travel space set it apart. The happiness of its travelers has been its roadmap since 1918 and today Collette offers over 170 tours to all seven continents and five distinct travel styles, including small group touring and river cruises. This third-generation family-owned business is dedicated to giving back in both local and global communities through its social responsibility platform.  For more information, visit www.gocollette.com or call 1(888) 507-0825.

Contact:

Carolyn Ray, CEO, JourneyWoman, editor@journeywoman.com
Kateryna Havrylova, Collette, (401) 335-0201, khavrylova@collette.com