Women Love to Travel


  • Last year, U.S. women of all ages, married, partnered, and single went on 32 million trips.
  • Within the past three years, 24% of American women have taken a weekend away with the girls and 39% of American women plan on taking one in the next 3 years.
  • A significant number of women travel alone or with other women. An astounding 57% of women surveyed revealed that they travel solo at least 25% of the time, and 17% do so nearly all of the time.
  • Lesbians put “major vacation” at the top of their list post-recession spending.
  • Women make 80% of all travel decisions with some estimates that women will spend around $125 billion on travel in the next year.
  • U.S. women aren’t alone in their driving force to explore the world. Chinese women are behind their own travel decisions too. Chinese women’s average travel spending increased by 20 percent in 2010. Chinese women and girls age 64 and under currently make up 586,417,025 of China’s population.


  • 85% of female travelers are taking extended vacations (more than two weeks duration) for at least one of their trips.

 What do women do when they are on vacation?

  • 92% of women travel for leisure, with over one-third traveling at least five times per year.
  • Women make up 75% of travelers who take cultural, adventure, or nature trips.
  • Over 74 million women participate in outdoor sports.
  • More than 75% of nature and adventure travelers are women and they spend nearly $125 billion dollars a year on trips.
  • Women make over 80% of all sports apparel and 60% of athletic shoe purchases.
  • Whether it’s a solo adventure, a getaway with the girls or planning for the entire family the most effective way to reach women who are interested in traveling is through online community sites. In 2010, women’s community sites jumped 35%.
  • Nearly half of women social media “travel users” (46%) are using social media during their trips, this includes 53% of women under age 35. Women share their adventures with their friends on Facebook (93% of women have a Facebook account and 2 in 3 (68%) use the social network for travel related purposes.

Girls That Roam’s Girl Roamers

Girls That Roam’s girl roamers are brand loyal, socially conscious, and they are out to enjoy life and explore the world. They are looking for products and services that will make their adventures memorable.

Girl roamers are educated professionals from diverse backgrounds and looking for adventure and vacations that invigorate them as well as help them relax.

Age: 30 – 60 years old

Household Income:
25%: $50,000 – $75,000
15%: $75,000 – $100,000
13%: $100,000 – $150,000

48%: Employed Full-Time
23%: Self-Employed

Education Level:
39%: Bachelor’s
27%: Master’s
6%: Doctorate

78%: White
14%: Women of Color

Sexual Orientation/Gender Identity:
55%: Lesbian
26%: Straight
13%: Bisexual

*Figures are results from the Girls That Roam’s forthcoming International Women’s Travel Report 2012.
*Other sources: Women on their Way, Wyndham Worldwide, Social Media When We Travel Survey 2010, www.womenontheirway.com and Community Marketing, Inc.’s 15th Annual Gay and Lesbian Tourism Report 2010/2011, www.CommunityMarketingInc.com.