American women 50 and older are the largest demographic with a six-figure income, representing over $15 trillion of purchasing power. And they’re not staying put. These travelers, dubbed “Wander Women,” are responsible for 80% of luxury travel spending.
Virtuoso, a luxury travel network generating $80 billion worth of trips annually, revealed that 71% of its solo travelers are women. Nearly half of these explorers (47%) are divorced, separated, or widowed, signaling a surge in post-partner or child-rearing travel.
“For decades, the travel industry focused on younger travelers as the most profitable and trendy market, but it is becoming clear that women 50+ hold the true wealth and influence in travel,” says Carolyn Ray, CEO of JourneyWoman, the world’s largest and most trusted travel resource for women over 50. “Despite the influence and affluence of women over 50, 70% of our survey respondents say the industry ignores the needs of older women and solo travelers or is indifferent to them.”
That’s what group travel expert Stacey Ray’s gut told her about a missing piece in the travel industry puzzle. After visiting 80 countries with her husband, she wanted to return to travel after his passing, but her friends or family weren’t always interested or available. In 2018, she started a small Facebook group of 250 people to plan a group trip to Iceland.
There, a traveling sisterhood was born.
Beyond the Ordinary
Today, Sisterhood Travels’ Facebook group boasts more than 43,000 members. The organization offers countless women-only trips worldwide and landed among Newsweek’s Readers’ Choice Awards’ Best Women’s Travel Clubs.
Even with 3,500 traveling sisters, Stacey Ray still creates each itinerary herself. “These women want to bring home experiences, not souvenirs. Things that are so meaningful that they live in their hearts. So, I am very focused on what is unique about the place,” Ray shares. “I want to make it special for our sisters because they deserve it.”
For example, its “Zen & Zest Odyssey” tour through Japan and Seoul includes all the iconic sites, a stop at the demilitarization zone, and a private meeting with a North Korean defector. The upcoming “Treasures of the Emirates” trip mixes five-star luxury properties in Dubai, Abu Dhabi, and Oman with curated once-in-a-lifetime experiences. Voyagers meet with Emirati entrepreneurs, artists, chefs, and homemakers. One evening, they will enjoy dinner with one of the region’s most influential women’s rights advocates.
Trip destinations are chosen based on mature women’s market trends and data from the private Facebook group. When joining, newbies answer questions about their travel dreams and desires. When members mention destinations repeatedly, Ray looks into potential trips.
There’s a wide variety of offerings: far-flung locals like New Zealand, luxe safaris, fly-fishing, glamping in U.S. national parks, island-hopping in Hawaii, New Year’s trips, and even an alcohol-free tour in Morocco.
More Than a Vacation
According to the U.S. Surgeon General, half of American adults are lonely. Stacey Ray knows this, too.
“They have a longing to make new besties,” she adds. “Travel is the vehicle for new friendships. That’s why we have a no mean girls policy. There is no place for that in my vision. Our group leaders get training to prevent toxic negativity and cliques from forming a grey cloud over the trip.”
While 85% of Sisterhood‘s travelers book a trip knowing no one else, it doesn’t stay that way for long. Members pick out a tour-specific sweatshirt before their vacation, which the organization delivers to their home. It arrives with a welcome note that says The Sisterhood can’t wait to meet them and share a wonderful experience. They interact online with fellow travelers, often planning post-trip reunion vacations in the U.S.
Many widowed, divorced women or new empty nesters share that Sisterhood Travels helps them see the good things in their lives again. “They tell us you’ve changed my life,” shares Ray. “But really, we give them a way to change their own life. They helped me heal from my own grief, and I’m just paying it forward.”
Don’t Dream, Book a Trip
According to JourneyWomen, group travel is often the first step for new solo travelers seeking safe and custom experiences designed with them in mind. Stacey Ray has talked to countless travelers who are nervous about traveling again, or perhaps internationally, for the first time.
“Our job is to help diffuse any travel anxiety they have. We tell them we’ve got you and will wrap our arms around you.”
