The latest trends in travel reveal that women over 50 are undeterred by rising costs and global uncertainties. Despite potential barriers, this demographic is maintaining their travel plans and budgets effectively.
According to the recently released Women 50+ Travel Pulse Survey by JourneyWoman in August 2025, more than half of the women surveyed (59%) are now booking international travel with less than nine months’ notice. In contrast, only 24% of respondents plan their trips 9 to 12 months in advance, while 18% book more than a year out.
Carolyn Ray, CEO of JourneyWoman, emphasized, “Women over 50 are continuing to travel internationally, with little reduction in spending, and shorter booking windows than we’ve seen in previous surveys.” This trend indicates substantial opportunities for travel destinations and companies to engage with a financially capable and loyal audience.
JourneyWoman’s data highlights that the market for women aged 50 and above in North America comprises more than 37 million individuals, collectively contributing $245 billion to travel spending. Projections suggest this figure could rise significantly, reaching $519 billion by 2035, with spending patterns increasing alongside age. The segment aged 65 to 74 is identified as the most affluent, presenting fertile ground for targeted travel marketing.
Key Findings from the Survey
- 67% of women aged 50 and above reported having booked international travel recently, a growth from 64% in the May survey.
- Only 5% of travelers mentioned encountering negative experiences or treatment when traveling abroad.
Canada: The Preferred Destination
The survey indicates a pronounced preference for Canada among female travelers over 50, marking it as the top global destination for this demographic. The Arctic region, previously less favored, has now risen into the top five destinations.
Travel Budgets Remain Steady
Remarkably, this demographic is not only maintaining but in some cases increasing their travel budgets, even as they seek out more affordable destinations amidst global economic fluctuations. Interestingly, very few women reported adjusting their travel habits by staying closer to home or opting to travel with companions primarily to save costs.
As the travel landscape continues to evolve, it is clear that women over 50 are an essential market segment, highlighted by their resilience and adaptability. Companies aiming to capture this demographic’s interest should consider tailoring their offerings to meet the unique preferences and budgets of older female travelers.
