We recently delivered our “Women Plan. Men Drive.” marketing travel to women presentation to Visit Charlotte (www.visitcharlotte.com). The group is a collection of local attractions, hotels and restaurants and we met at the Museum of the New South (www.museumofthenewsouth.org), one of Charlotte’s newest destinations.
Here are some highlights from the morning:
• Women make 70% of all travel decisions and 88% of all family vacation decisions
• Sadly, 72% of women say they feel misunderstood by the travel industry (Hotel and Motel Management, May 2000)
• The Travel Industry Association is predicting an upswing in travel this year and numbers should climb to pre-September 11th levels.
• Baby Boomer women are making the most travel decisions, mostly online
• On vacation, women want to go somewhere new and learn something new
• Women are traveling more and more with other women
• The “new” adventure traveler is now a 47-year-old woman in a pair of size 12 hiking pants instead of a 28-year-old male
• Women are the new road warriors. This year, women are expected to comprise half of the business travel market, an increase of 5000% since 1970. I just love that statistic!
We covered a lot of ground, too much to cover here, including more on women and business travel, how the industry is responding, and tips for communicating effectively with women.
Travel isn’t the only category where women make the majority of decisions. What is your industry doing to talk with women in meaningful ways?