In October 2005, the Meredith Corporation released results of its study of women and travel conducted by the Roper Organization.
Women & Travel: Survey Says...
Women are key decision-makers in 70% of travel plans
The economic power of those who travel for leisure equals $125 billion annually
4 out of 5 women say a vacation where they travel at least 50 miles from home is a "must have"
Weddings, vow renewals, and anniversaries account for 16% of trips women plan
Vacations provide women with emotional rewards
The major reasons women travel for leisure are to:
- Relax
- Reconnect with family and friends
- Escape, and enjoy a break from routine
- Gain a sense of freedom (from work, laundry, family responsibilities)
- Experience adventure and see new places
- Spend quality time with their husband or significant other
Women & Travel: The 3 Stages
According to the survey, women enjoy vacation planning. They view it as a pleasure rather than a chore. Women also consider it an outlet for expressing their creativity. Women who travel go through three stages:
1. Dreaming
2. Planning
3. Purchase
On average, a woman spends a total of six months to generate vacation travel ideas, to research destinations and other travel details, and to make the decision to book a trip.
Where Women Research Travel
Women absorb travel information from all media. Magazines and the Internet have the greatest influence.
75% of women turn to magazines for ideas about vacation destinations
74% of women look for travel information on the Internet. The survey noted, "The Internet is a research tool that delivers functional information about a brand along with availability, amenities, and location."
Source: Meredith Corporation Travel Marketing Group.
