“Invisible no more”: Intrepid & JourneyWoman unpack how women 50+ are transforming travel

Women over the age of 50 are transforming the travel economy as the demand for authentic experiences, solo travel and women-only tours grows.

But the role of this powerful demographic has traditionally been ignored by the travel industry, says JourneyWoman, a leading resource for solo women travellers that was founded in Toronto, ON, back in 1994.

“For years, the travel industry has been focused on younger travellers, virtually ignoring the demographic trends that make older women so vital to the long-term sustainability of travel,” says Carolyn Ray, CEO of JourneyWoman. “With billions in buying power and a passion for adventure, the ‘Ageless Adventuress’ embraces her age and wisdom as superpowers. Women over 50 are living longer, healthier and more active lives, with travel as an integrated part of their lifestyle to learn, build connections and expand their worldview. They are no longer the industry’s afterthought—they are its future.”

The future of travel for women, along with steps for overcoming barriers, was the focus of a panel discussion held Tuesday night (March 18), for the industry at large, at Intrepid Travel’s offices in downtown Toronto.

The presentation, moderated by Ray, featured a lineup of trailblazing women from various corners of the travel biz: notably, author Joyce E. Perrin, who, at age 88, has travelled solo to 151 countries and 51 territories.

Joining Perrin was Tara McCallum, head of marketing for North America at Intrepid, and Hala Benkhaldoun, Intrepid’s general manager for Morocco.

New research

The event – held to also mark a new partnership between Intrepid and JourneyWoman – unfolded with the release of a new study, called Invisible No More: Understanding the Women 50+ Traveller.

The research, which JourneyWoman conducted in partnership with Collette, Intrepid and Aurora Expeditions in December 2024, highlights the growing influence of women 50+ in travel, underscoring their increasing spending power and desire for independent experiences.

Women over 50 now represent the fastest-growing travel demographic, projected to grow from CAD$358 billion in spending in 2025 to $746 billion by 2035 in North America, the report says.

As well: in Canada, currently 54 per cent (10.1 million) of all travellers are women, more than half of which are over 55.

This group is also considered the most empowered generation of women yet, making the majority (98 per cent) of travel decisions in their households.

JourneyWoman’s study surveyed 1,630 women over 50, reviewing their travel preferences, spending, preferred destinations, purchasing habits and more.

And, according to the research, 61 per cent of women over 50 say that solo travel is their preferred way to travel (up from 50 per cent in 2020).

Women-only tours are also booming. At Intrepid, all-female group tours have grown 46 per cent in 2024, with 2025 bookings already up 120 per cent compared to this time last year.

Prior to the panel, Ray reviewed these statistics from the study – and more.

For instance, in North America, 30 per cent of women in the 50+ age group are now divorced or separated, 19 per cent are widowed, and 16 per cent are single or never married. Increased longevity is also a driving factor to travel more.

The appetite for adventurous travel is clear though, with 56 per cent preferring lesser-known destinations, 60 per cent taking up to three trips a year, and 65 per cent opting for slower, longer travel experiences.

Over half, 56 per cent, plan to make at least one or two trips a group tour.

At the same time, 34 per cent of women 50+ feel overlooked by the industry, revealing a disconnect between the industry’s assumptions and the active, adventurous nature of the segment.

“It’s not just a travel issue, it’s a societal issue that we have with age,” Ray told the audience.

While JourneyWoman’s latest numbers show an improvement in how women over 50 feel in travel, there’s still room for change. 

“It’s a question of, ‘Yes, I feel more seen. But do I feel understood?” Ray said.

“It’s never too late”

Tuesday’s panel unearthed some of the joys, trends and challenges women sometimes experience when travelling – either with others, or alone.

Joyce Perrin’s message was that “it’s never too late” to start travelling. Her first big trip was decades ago, when she was 17, representing Canada at an international Girl Guide camp in Sweden.

But Perrin, who went on to pursue a career in health care, becoming one of the first female hospital CEOs in Canada, didn’t begin to follow her travel dreams until she was 57.

From Saudi Arabia to Antarctica (Perrin’s favourite place, she’s been twice), the opportunity to connect with others, in a destination, has been the highlight of every trip. 

“Something I learned very early in my travels is that a smile is a smile in any language,” Perrin told the room. “Especially when you smile with your eyes. That makes such a difference, because it opens up connections. You make friends. And when you’re travelling solo, it’s wonderful, because [people] speak to you, they connect with you. That communication is so important and it has led me to some wonderful stories and experiences.”

The thrills and lessons learned from Perrin’s adventures on all seven continents can be found in a book she wrote in 2023, entitled “Ants in My Pants: One Woman’s Unexpected Adventures Across Seven Continents.”

Her top travel tips for women? Keep an open mind, plan well, and be flexible “because things don’t always work out the way they’re supposed to.”

She also encouraged women, when choosing a tour operator, to research the company’s history and track record, and choose trips that match your personality and abilities.

And: “Keep your ears open and your eyes up.”

“Don’t be putting YouTube in your ears,” she said, generating some laughs. “You won’t hear a thing! You could walk into a big problem, and you don’t want that.”

A “huge opportunity”

One insight that surfaced last night was the notion that women over 50 prefer not to use a travel advisor.

JourneyWoman’s research found that just 14 per cent of participants use a travel professional regularly, with most booking direct.

“This is an audience that likes to plan their own trips,” Ray said. “There’s a lot of pleasure to be found in researching and asking other people [about trips], and [building] the anticipation.”  

Still, that doesn’t mean it’s a market that travel advisors should ignore either. Business is always there. 

Intrepid’s Tara McCallum said that last year, women over 50 represented 31 per cent of the tour operator’s market.  

From a marketing perspective, McCallum said that while women from different age groups absorb advertising differently (social media versus paid ads on Google, for example), the messaging for all demographics (one that captures a passion for travel) can be quite similar.

McCallum sees a “huge opportunity” to speak more directly to women over 50, including solo travellers, and address barriers.

The main barrier for solo travel among women are single supplements, according to JourneyWoman’s study.  

“It costs more to live alone already, so the single supplement is another barrier to travel,” wrote one survey respondent.

“The single supplement piece is definitely not new to me and it’s definitely something we will find ways to market better and find solutions on affordability,” McCallum said.

As for why women over 50 travel, it’s for cultural immersion, adventure, self-discovery, escape and self-care, according to JourneyWoman’s research.

Women’s Expeditions

Intrepid’s Women’s Expeditions have become one avenue for breaking barriers, fostering discussion and creating immersive local experiences for women.

The itineraries, which launched in Morocco in 2018, are for women only and are led by female guides.

READ MORE: Intrepid launches women’s expedition in Saudi Arabia

As explained by Intrepid’s Hala Benkhaldoun, the tours have led to opportunities for women to work in tourism by creating jobs that, on local levels, have historically been dominated by men.

Intrepid’s Women’s Expeditions specifically visit places where gender equality lags, such as Turkey, India, Pakistan, Saudi Arabia, Morocco and Nepal.

“We run them in places where there is a need to have females included,” Benkhaldoun said.

The connection that forms between female travellers, and female guides, can be “transformational” in furthering women empowerment, she explained.

The success of Intrepid’s initiatives is particularly seen in Morocco. Compared to a few years ago, when there were no female tour guides to be found, today – following some government lobbying and key partnerships – one third of guides in Intrepid’s training school are now female, Benkhaldoun said.

“Now is the time”

McCallum said “now is the time” for the travel industry to acknowledge the growing influence and value of women over 50.

“It’s the era of Demi Moore and Pamela Anderson coming back and owning their age,” McCallum said. “I think there’s a lot of momentum in that space.”

With JourneyWoman’s research as a foundation, there’s never been a better time to speak more directly to the demographic, she said.

“Having these numbers makes it easier to prove strategies, because the numbers don’t lie,” she said.

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