Over the past decade, the travel landscape has seen a significant shift, with women increasingly becoming the primary decision-makers. Once a domain where men held the reins, the influence of women in determining travel choices has grown dramatically. Today, women are driving decisions about which destinations to visit, what activities to engage in, and how to get there. As a result, travel and tourism providers are adapting to these changes, focusing on emerging trends that cater to women’s evolving preferences.
Research highlights that women now make 80% of all travel decisions globally, according to a Forbes study. This growing influence has given rise to a new generation of travel agencies dedicated exclusively to serving women clients. Understanding what women want in travel has become a lucrative business, leading to innovations in how the industry meets their unique needs.
Chaiwat Tamthai, Director of the Tourism Authority of Thailand (TAT) in Dubai for the Middle East and Africa, has witnessed this transformation first-hand. “When we reopened our borders after lockdown, we found that the way women view the world and their motivations for traveling had changed,” he explains. “In the past two years alone, we’ve also seen technological shifts that impact how women access information and share their travel experiences. The tourism industry is undergoing an evolutionary change, with women now having more options, access, and tools at their disposal to shape the future of travel.”
The Rise of Solo Female Travel
One of the most notable trends is the increase in solo travel among women. Searches for “solo female travel” have surged by over 60% in the past three years. According to the 2024 Solo Female Travel Survey, women choose solo travel for its freedom, flexibility, and opportunities for personal growth. Thailand has emerged as a top destination, ranking among the top five preferred spots for solo female travelers for the second consecutive year.
Solo travel allows women to explore on their own terms, fostering introspection and self-discovery. It boosts confidence and provides valuable life skills. Tamthai emphasizes that accessible and safe public transport is vital for solo travelers, highlighting options like the Bangkok BTS Skytrain, buses, tuk-tuks, and taxis, which offer reliable and enjoyable ways to navigate Thailand.
The Pursuit of Joy Through Travel
Another emerging trend is “joy therapy,” where women seek experiences that provide relief from daily stress and responsibilities. Inspired by the Marie Kondo concept of pursuing what “sparks joy,” many women are turning to travel for meaningful, rejuvenating experiences.
Thailand, in particular, offers diverse opportunities for joy therapy, from immersive cultural activities to serene natural settings. Tamthai recommends booking tours that allow visitors to dine with local families and engage in cultural exchanges. Workshops on traditional crafts, such as mandala painting, garland making, weaving, and pottery, also offer enriching experiences that leave lasting memories.
Set-Jetting: Traveling Through the Lens of Pop Culture
The rise of streaming platforms like Netflix and Amazon Prime has led to the growing trend of “set-jetting,” where travelers visit iconic filming locations from their favorite movies and TV shows. This trend combines the excitement of travel with the magic of stepping into the worlds of beloved characters and stories, making it particularly appealing to women.
Thailand has become a popular set-jetting destination, thanks to the filming of “The White Lotus” Season 3 in the country. Fans can explore official set locations such as the Four Seasons Resort Koh Samui and the Anantara Mai Khao Phuket Villas, giving them the chance to recreate scenes and make cinematic memories.
The Future of Women-Driven Travel
As women continue to reshape the travel industry, Thailand remains a top destination offering a blend of adventure, relaxation, and cultural experiences. From the vibrant streets of Bangkok to the tranquil beaches of Phuket and the ancient temples of Chiang Mai, the country provides a safe and welcoming environment for women travelers.
As Tamthai concludes, “Women are changing the travel status quo and disrupting the industry. Thailand stands ready to meet these evolving needs, offering a unique and diverse array of experiences for female travelers.”
The future of travel is undoubtedly being shaped by women’s choices, preferences, and needs – a trend that shows no signs of slowing down.