Forget AI chatbots and booking apps: the disrupters in travel today are women rewriting the rules of what it means to go on holiday and pushing the industry to catch up.
A recent global survey by Flight Centre confirms what many in the industry already know: women plan differently, travel with more intention and place far greater value on peace of mind, emotional return and practical support on their journey.
The research shows that while for many men a holiday begins with a cocktail by the pool, for women it begins weeks ahead of time — starting with meticulous research, practical safeguards and a checklist that stretches from airport transfers to the safety of the hotel reception.
The difference isn’t about fussiness; it’s about foresight. And as women show up more visibly in travel, they’re reshaping the industry around emotional return, reliability and ease.
“What we’ve learnt is that women see everything leading up to the arrival at their destination, while men often simply envision themselves with a drink in hand poolside. Along with the holiday itself, women want the journey there and back to be seamless,” said Flight Centre South Africa GM Antoinette Turner.
The research paints a picture showing that women plan their travels with reliability, safety, emotional satisfaction and value in mind — things that are less important to men, according to the finding that 84% of women trust travel providers as a source of advice and information, compared to 79% of men.
It’s a finding that Sian Loehrer and Vikki Jackson of luxury operator Marula Hill Travel confirm. Their agency specialises in African safaris and high-end experiences.
“Women are definitely the driving force, and they are more likely to travel alone,” Loehrer said, adding that 90% of their single travel bookings were for women, with “solo together” also a popular option for women joining a group deal.
“It’s a growing trend. Women like to get away and enjoy wellness retreats, safaris, yoga holidays and experiences where they can connect and recharge. Whether they’re recently divorced or just in need of a break, they’re drawn to mind, body and soul-focused trips,” Jackson said.
Be it family holidays, weddings, honeymoons or big get-togethers, planning and bookings are almost always driven by a woman
Be it family holidays, weddings, honeymoons or big get-togethers, she said planning and bookings were almost always driven by a woman: “We recently did a booking for a multigenerational family of 16. The granny did it all, a year in advance, planned forensically.”
It’s now backed by research showing that while men are more inclined to consult AI tools or follow trends, women are more likely to book through professionals who can step in when the unexpected strikes — whether it’s a flight delay, lost luggage or change in plans.
Women are also more likely to take out travel insurance in all the major categories: 62% take accident cover compared to 53% of men; theft or baggage loss (61%-54%); and flight delays (53%-44%).
Envoyage South Africa GM Chantal Gouws said: “I don’t see a ‘newly demanding woman’ emerging. Rather, I see a more vocal, better-informed consumer. That’s healthy. Agencies need to meet that moment with radical transparency and consistent standards for every client.
“Spell out service levels up front, keep clients updated when third-party suppliers drop the ball, and show your escalation path. Own mistakes fast, fix what you can, and communicate like you’d want someone to communicate with your family mid-journey.
“The industry isn’t ‘treating women differently’ so much as recognising that women expect clarity and accountability — and designing service around that that makes travel better for everyone.”
Thuthukile Moloto, GM at Pullman Cape Town, said women want control over variables that can derail a stay: safety on arrival, room location, lighting, late check-ins, transport and quick resolution of problems.
“We respond with very practical design and service choices, like personalised service and a secure environment. These details don’t ‘pamper’ women; they respect their reality. And we see the payoff: higher repeat stays and stronger word-of-mouth when guests feel seen and safe,” said Moloto.
Turner said the data behind modern getaways shows that 62% of women travel to de-stress and recharge, compared to 52% of men; 65% say spending time with partner or family is their primary reason for travel (58% of men); and 56% travel to indulge or treat themselves (49% of men). And to top it off, 70% of women travellers say they would consider alcohol-free holidays.
While men are more likely to prioritise events, food, adventure and novelty, women are designing travel around ease and enrichment.
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.