About

Summary 

Women are estimated to account for two thirds of the global traveller population and have become an extremely important traveller group. They often travel solo, or in groups with other women and the market is supported by a large tour operator market of specialist companies.

Acorn Tourism was commissioned by the CBI to undertake comprehensive research into the women only travel market to help SMEs in developing countries to understand and target the potential of women travellers. The aim of the study was to help local tour operators to identify opportunities in the market so they can develop suitable products that appeal to this lucrative market.

Our Approach 

Acorn Tourism’s research provided a clear definition of the women-only tour market including outlining characteristics of the market, such as motivations to travel, travel habits, factors in choosing a destination and top activities. The study also outlined specific concerns that this market has, such as safety, harassment and health which are different from concerns that men have when they travel. The study also uncovered destinations that women travellers like to visit, along with details of the tour operator market which serves the group. 

The study was backed up by insights from experts in the field, and several case studies were presented as best practice examples to learn from. A range of practical tips were included to help local tour operators as they develop suitable products for the women-only market. 

Outcome 

Acorn Tourism’s guide to help local tour operators all over the world develop women-only travel products offered a well-researched study of the market with a wide range of information and practical tips.