Women over 50 are the fastest-growing travel demographic, according to a ground-breaking study by Intrepid Travel, in partnership with JourneyWoman. With more women living longer and wanting to travel independently, the segment is expected to drive CAD$746 billion in spending by 2035.
The “Invisible No More: Understanding the Women 50+ Traveller” report highlights the growing influence of women 50+ in travel, underscoring their increasing spending power and desire for independent travel experiences.
The demographic currently accounts for CDN$358 billion in spending in 2025 North America, while in Canada, currently 54% (10.1 million) of all travellers are women, more than half of which are over 55. They are also the most empowered generation of women yet, making the majority (98%) of travel decisions in their households.
“This isn’t a demographic to market to as an afterthought – this is now the travel industry’s most powerful consumer group” said Tara McCallum, Head of Marketing for North America at Intrepid Travel, of the potential. “They’re ready for adventure, many after putting travel on hold due to family or career. Now they want to do something for themselves.”
Solo Travel: The growing choice for women 50+
The study also revealed that 61% of North American women 50+ now prefer solo travel, up from 50% in 2020 – signaling a shift in how this demographic approaches travel and a projected 138% spending increase in solo travel from 2025 to 2035.
Most women travellers over age 50 are not married
In North America, 30% of women in this age group are now divorced or separated, 19% are widowed, and 16% are single or never married. Increased longevity is also a driving factor.
“Women over 50 are living longer, healthier and more active lives, with travel as an integrated part of their lifestyle to learn, build connections and expand their worldview.” said Carolyn Ray, CEO of JourneyWoman, the first travel website exclusively for women aged 50+.
Undervalued but unstoppable
Despite their growing influence, 34% of women 50+ feel overlooked by the travel industry, revealing a disconnect between the industry’s assumptions and the active, adventurous nature of the segment. As one survey respondent put it, “Some tours assume that because I’m over 50, I can’t walk very far. I do triathlons. I’ll manage.”
The huge appetite for adventurous travel is clear though, with 56% preferring lesser-known destinations, 60% taking up to three trips a year, and 65% opting for slower, longer travel experiences. Over half, 56%, plan to make at least one or two of these trips a group tour.
Growing demand
Intrepid says it isn’t just marketing to women, rather the company is building trips by women, for women, and witnessing the growing influence of women 50+ through the success of its Women’s Expeditions, all-female groups led by local female guides. Launched in 2018, this range is now one of the company’s top five product categories, out of more than 900 tours.
Intrepid bookings for Women’s Expeditions grew by 46% in 2024, with 2025 bookings already up 120% compared to the same time last year. The average age of North American participants is 51, with 80% traveling solo.
“The future of travel is undeniably going to be shaped by women 50+” said Leigh Barnes, President of the Americas at Intrepid Travel, “At Intrepid, we are committed to providing experiences that celebrate this demographic’s curiosity and strength. This isn’t just about offering tours, it’s about empowering women to explore the world on their own terms.”
“They are no longer the industry’s afterthought—they are its future” added Ray.
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