The Untapped Travel Audience Your Destination Is (Probably) Missing Out On

Like a lot of industries, the tourism industry loves the sparkle of youth. Social media campaigns flaunt sun-kissed millennials on beaches, brands court Gen Z with tech-driven itineraries, and marketing budgets lean hard into “youthful adventure.” And it’s getting old (pun intended).

TURNER and our Shipyard Collective colleagues have been discussing the topic of ageism — and as a multigenerational crew, it hits close to home. Ageism, somewhat ironically, is an ageless experience. Everyone has experienced a different flavor of ageism at different points in their life.

That’s one reason why it’s important that travel brands pay attention to how they market to different age groups. Indeed, an entire generation of experienced, curious, and financially empowered travelers has been largely left behind.

A new study from JourneyWoman titled “Invisible No More: The Ageless Adventuress” pulls back the curtain on one of the most overlooked demographics in travel: women aged 50 and over.

The Power of Women 50+

According to the JourneyWoman study, the women’s 50+ travel market in North America is poised to more than double over the next decade, skyrocketing from $245 billion in 2025 to $519 billion by 2035. That’s a genuinely seismic shift.

This audience, which includes Generation X, Baby Boomers, and the Silent Generation, is not only growing fast, but traveling more, staying longer, and spending more than their younger counterparts.

Perhaps even more telling? A resounding 61% of women over 50 say that solo travel is their preferred way to explore the world. And yet, most travel brands still market to them as if they were either frail retirees or simply not traveling at all.

Busting the Stereotypes

JourneyWoman CEO Carolyn Ray puts it plainly: “With billions in buying power and a passion for adventure, the ‘Ageless Adventuress’ embraces her age and wisdom as superpowers.”

Today’s older women are hiking Patagonia, taking solo trips to Morocco, learning languages in Lisbon, and volunteering in remote villages. They’re living longer, healthier, and more active lives. And they’re using travel not just for leisure but as a means of growth, connection, and transformation.

What’s more, these women are decision-makers. Ninety-eight percent of those surveyed say they make the travel decisions in their household. And they’re increasingly choosing to go at it alone, seeking authentic, empowering experiences that reflect who they are now, not who the industry thinks they were then.

It’s catching on. Angela Hughes, CEO of Trips & Ships Luxury Travel recently relaunched Women Who Wander, a Facebook community for solo female travelers, and it’s already seen a huge uptick in followers. “This demographic is 45+, high-income, and comprises professionals in the STEM fields," Hughes told Luxury Travel Advisor. "They’re not just scrolling. They’re booking.”

What Needs to Change

To meet the needs of this powerful and growing audience, destination marketers and the travel industry overall must:

• Ditch the patronizing messaging: Stop treating women over 50 as fragile or stuck in the past. Speak to their independence, curiosity, and lived experience. Avoid ageist language (“having a senior moment” or someone is “too green”) and understand the negative impact it may have.
• Design specifically for solo travelers: Create itineraries that are empowering for solo women of all ages — not just twentysomethings. That doesn’t mean “easy” or “laid-back,” however; many women solo travelers are looking for challenges in their adventures.  
• Invest in representation: Feature women 50+ in your marketing. Not as sidekicks or sweet grandmas, but as the adventurers, explorers, and leaders they are.
• Offer flexibility and depth: This market values cultural connection, learning, and meaning. Cookie-cutter tours won’t cut it. They want immersive, authentic, and customizable experiences.

The travel industry’s ageism is not just a social issue. It’s a business mistake. Ignoring this demographic means ignoring the very people who are most likely to have the time, money, and inclination to travel. Brands stuck in outdated assumptions about age, ability, and interest are leaving billions on the table.

Discover more essential information about this untapped travel market at journeywoman.com.