09/05/2025

FRIDAY | MAY 9, 2025

/thesuntelegram FOLLOW / Malaysian Paper

ON TELEGRAM m RAM

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LYFE

Hospitality outlets need to be more attuned to female travellers’ needs.

More women are opting for solo adventures, with females in Hong Kong and Thailand the most likely in Asia to do so.

Travelling with friends is another area where women outpace men.

Girl power in tourism W OMEN travellers are becoming an increasingly powerful presence in the travel o Women’s travelling preferences, habits drive new hospitality trends

industry, making 82% of travel decisions worldwide and charting a different course than their male counterparts when it comes to holiday plans. From a stronger appetite for new destinations to a preference for traveling with family and friends, women travellers are reshaping travel preferences in ways that are directly influencing the hospitality landscape. These insights remind hoteliers of the need to constantly adapt to an increasingly dynamic and diverse market. Looking for cultural immersion According to Agoda’s latest report, 60% of women in Asia prioritise exploring lesser-known and culturally immersive destinations. Indian and Indonesian women are leading this trend, with 80% and 69% respectively eager to discover new places that offer different cultural experiences. Group travel preferred The data also highlights a strong preference for group travel among women. Some 40% of Asian women prefer to travel with family, compared to just 28% of men. In markets such as Indonesia, an impressive 68% of women favour family trips – underscoring the importance of multi-generational travel and spending quality time with loved ones. Travelling with friends is another area where women outpace men – just under a third of Japanese women (29%) prioritise this, followed by a quarter of Indian women (25%). Growth in solo travel While group travel is popular, solo

Ladies-only tour groups are becoming more and more common.

trips in the first quarter of 2025 has nearly doubled to 35%, from just 18% in early 2020. This points to women using long weekends and off-peak periods to get away more often, rather than saving all travel for a single annual vacation. Tips for hoteliers The report made it clear that adapting to women travel trends is not just about good service – it is about aligning with what is now a core driver of the travel economy. Hoteliers should consider the following focus areas, informed by the latest insights: 0 Develop experiences involving unique local activities and showcase lesser-known attractions. Women’s interest in discovering new destinations signals demand for boutique tours, cultural workshops and “hidden gem” recommendations beyond the typical tourist itinerary. 0 Highlight emerging tour products

adventures are also an important part of women’s travel trends. The study found that men still take more solo trips than women (24% of men vs 15% of women). However, there are pockets of growth in solo women travel. Women in Hong Kong and Thailand are the most likely in Asia to embark on solo journeys. Other reports reveal that 62% of women aged 18 to 25 are drawn to solo travel as a way to step beyond their comfort zones. According to government travel advisories, top-ranked countries for safe solo women travel include Japan, New Zealand, Australia, Nordic countries, Spain, Singapore and the UK. Short trips Research also showed women travellers are increasingly choosing to book short trips more frequently rather than long annual breaks. An industry report indicated the percentage of women taking two

Research shows that women travellers are increasingly choosing to book short trips more frequently rather than long annual breaks. – PICS FROM PEXELS

such as premium women-only tours. For instance, tour operators are now designing experiences exclusively for women travellers. One such tour takes participants to Peru, where they can meet Quechua weavers in the Sacred Valley. Another itinerary in Morocco features a baking class at a local women’s cooperative, empowering female chefs and offering an immersive cultural experience. 0 Build trust with solo women travellers by ensuring a 24/7 security presence, well-lit common areas, secure access floors and options such as women-only floors or female dormitories in hostels. Training staff to be attentive to solo female guests’ needs and offering

concierge guidance for safe local exploration can further set your property apart. Additionally, consider offering more safe and reliable transfer options with trusted providers for women travelling solo, especially after-dark airport transfers. 0 Women often invest more in personal care essentials from hair and skincare to fragrances and beauty tools. Stock up on popular items such as hair straighteners, curlers and high-powered dryers, along with everyday must-haves such as quality irons, make-up and nail polish removers. Consider making a feature of high-quality complimentary soaps and shampoos.