TORONTO — A new wave of travellers is leading the charge and redefining the travel landscape, says Intrepid Travel, choosing adventure, independence and deeper connections.

At an industry event earlier this week, the tour operator partnered with JourneyWoman – established in 1994 as the first travel website for women aged 50 and older – to launch a groundbreaking study about the growing travel demographic that is women 50+. Titled ‘Invisible No More: The Ageless Adventures,’ the study emphasizes the influence these women have in the travel industry and their increasing spending power and desire for independent travel experiences.

Coinciding with Women’s History Month, the event included insights from a panel of trailblazing women that included Tara McCallum, Head of Marketing for Intrepid Travel, North America, Hala Benkhaldoun, General Manager for Morocco at Intrepid Travel, Joyce E. Perrin, Canadian author, and Carolyn Ray, CEO of JourneyWoman who also moderated the panel.

“This isn’t a demographic to market to as an afterthought – this is now the travel industry’s most powerful consumer group,” said McCallum. “They’re ready for adventure, many having put travel on hold due to family or career. Now, they want to do something for themselves.”

Currently, women over 50 represents the fastest-growing travel demographic, with spending in North America projected to rise from $358 billion in 2025 to $746 billion by 2035. In Canada, 54% (10.1 million) of all travellers are women, and more than half of these women are over 55. Moreover, this generation is also the most empowered yet, making 98% of travel decisions within their households.

SOLO TRAVEL ON THE RISE

The study also revealed that 61% of North American women aged 50 and older now prefer solo travel, up from 50% in 2020. This include travelling independently and solo in a group.

So, how does this paradigm shift in demographics affect travel?

With an anticipated 138% increase in spending from 2025 to 2035, solo travel is seeing unprecedented growth. Women over 50 view travel as an integrated part of their lifestyle, a ‘must-have’ and part of how they learn and grow.

Increased longevity also contributes towards this trend.

“Women over 50 are living longer, healthier and more active lives, integrating travel into their lifestyles to learn, build connections, and expand their worldview,” said Carolyn Ray of JourneyWoman.

As such, life cycles are also changing from the old way of thinking, with learning, working and retiring to be replaced with a constant state of knowledge and curiosity.

NEW MARKET POTENTIAL

Despite their growing influence, 34% of women aged 50 and older feel overlooked by the travel industry, highlighting a disconnect between the industry’s assumptions and this segment’s active, adventurous nature.

The demand for adventurous travel is evident, with 56% of respondents 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 take at least one or two of these trips as a group tour.

With this in mind, the research shows that those between the ages of 65 and 74 are the most affluent and spend the most.

While single supplements can be a challenge for some travellers, with only 14% currently use travel advisors, this market segment presents significant potential for growth.

“They are no longer the industry’s afterthought – they are its future,” says Ray.

INTREPID’S WOMEN’S EXPEDITIONS

Intrepid Travel has observed the growing influence of women aged 50+ through the success of its Women’s Expeditions. Launched in 2018, these all-female groups, curated by women, are led by local female guides.

Meanwhile, with over 900 tours on the roster, bookings for Women’s Expeditions have grown 46% in 2024, and 2025 is already up 120% from the previous year.

The average age of participants from North America is 51, with 80% of them travelling solo.

“The future of travel is undeniably going to be shaped by women aged 50 and above,” said Leigh Barnes, President of the Americas at Intrepid Travel. “Intrepid is committed to providing experiences celebrating this demographic’s curiosity and strength. It isn’t just about offering tours but empowering women to explore the world on their terms.”

Joyce Perrin, at 88, is a true testament to this new travel phenomenon. Having travelled to 150 countries herself since starting her travel journeys in her 50s, she has proven that “it’s never too late.”