A new survey of more than 330 women, primarily in their 50s, 60s and 70s, reveals a clear evolution in what mature travelers are seeking: cultural immersion, meaningful connection, and purpose-driven travel experiences designed specifically for them.
The survey, conducted by Girls’ Guide to the World, a leading upscale women-only travel company, highlights the growing demand for small-group, women-only journeys that offer both luxury and intention. Far from the cookie-cutter packages of the past, these travelers are looking for immersive, transformational adventures, often solo, but not alone.
The survey gathered responses from 333 women travelers, with the majority aged 60+, and provides insights into the motivations, preferences, and priorities shaping the future of women’s travel.
Over 60% of respondents listed cultural immersion as their top travel priority in 2026, outpacing relaxation (56%) and adventure (43%). The results reinforce what Girls’ Guide to the World has long believed: women want more than a vacation. They want personal growth, connection, and joy.
“Women don’t just want to check places off a list, they want to be moved by them,” says founder and award-winning travel expert Doni Belau. “These aren’t just vacations. They’re opportunities to rediscover who you are, surrounded by beauty, belonging, and a circle of like-minded women.”
Additional key insights from the 2025 survey include:
- Solo Travel Is Rising—but Women Don’t Want to Go It Alone: 48% have already experienced a women-only group trip, and nearly 40% cited a lack of travel partners as a major barrier, making small-group, women-only travel a liberating solution.
- Luxury with Purpose: The majority of women surveyed are willing to invest $7,500–$10,000 for a premium week-long, once-in-a-lifetime trip. But they’re not interested in traditional luxury. Instead, they value private rooms, expert local guides, immersive cultural experiences, and thoughtfully curated itineraries.
- Cultural Curiosity Tops the List: When asked what type of experience they most crave, cultural immersion led the way, followed by relaxation, adventure, and culinary experiences, pointing to a generation of women eager to explore with all five senses.
- Freedom to Explore on Their Terms: 59% of respondents are retired and unbound by traditional responsibilities, choosing to spend their time and resources on travel that is intentional, transformative, and aligned with their values.
- Expertise Matters: Respondents prioritized access to local knowledge, vetted guides, and private rooms, showing a clear preference for thoughtful, seamless itineraries over mass-market tours.
“These women are curious, confident, and ready to explore,” said Doni. “They’re redefining what solo travel looks like, and proving that age isn’t a limitation, it’s an invitation.”
In an interview with us earlier this year, the founder shared that the reason solo travel is becoming more popular among women, especially over 40, is down to a few key cultural factors and changing trends.
“53% of women in America are single [and that is] a huge factor. Also women now more than ever before have money and most of the time they’ve worked for it or supported a partner who did while staying at home and taking care of everything else. Over the past 10 years, solo travel has become more normalized in our society as women continue to gain power and influence despite recent setbacks,” she explained.
Conducted in June 2025, this new survey is part of Girls’ Guide to the World’s ongoing effort to better understand the evolving needs of solo-minded, group-oriented female travelers.
With more options available for women to travel solo but not feel entirely alone, if you are looking to take the first step, you can visit the Girls Guide To The World website to see if it is the right fit for you.
