A new survey of experienced travellers has revealed that women value travel experiences over material possessions at nearly twice the rate as men. Three out of four women (77%) surveyed indicated that travel experiences hold greater importance than acquiring material goods, a 40% higher rate than 55% of men who feel the same way.

“While women and men both cherish travel, women are more likely to embrace the YOLO (you only live once) mindset, prioritizing experiences that enrich their lives over tangible possessions,” said Dan Richards, CEO of The Global Rescue Companies, a member of the US Travel and Tourism Advisory Board at the U.S. Department of Commerce.

The gender distinction is consistent with increased travel marketing to women.

“Studies suggest that women may prioritize work-life balance more than men. Additionally, Nielsen projects that women will control 75% of all household discretionary spending by 2028 which is leading to a higher prioritization of travel experiences,” said Stephanie Diamond, VP of Human Capital Management for Global Rescue.

Men and women have distinct preferences when choosing a travel destination, according to the survey:

• More than a third of women (37%) prioritize landscapes when choosing a travel locale including, mountains, jungles, savannahs, deserts, canyons, volcanoes or glaciers.
• Men (37%) revealed that access to adventure activities like scuba diving, skiing, mountaineering, trekking, fishing and safari is most important.

The genders are aligned on what characteristics are most important in a travel companion. Men and women report that “a compatible travel style” is the most important positive characteristic to have and “a negative attitude” is the most alarming.

The survey findings illustrate a steady shift towards valuing experiences and adventures to seize opportunities for exploration and personal growth. “Travellers are increasingly focused on making memories rather than accumulating things, reinforcing the attitude that life is best measured by the adventures we undertake and the connections we create along the way,” Richards said.