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In the world of travel, one demographic stands out as the most influential: women.
From planning family vacations to solo adventures, women play a pivotal role in shaping travel trends and decisions. This influence extends beyond mere destination choices to the way travel is experienced and perceived by others. Women are key decision-makers throughout the entire travel journey, continually influencing visits, activities, dining choices, and overall trip enjoyment.
Women have long been recognised as the primary decision-makers in travel planning. According to various studies, women are responsible for planning and booking approximately 70-80% of all leisure travel. Their influence spans across different travel segments, including family vacations, couple getaways, solo adventures, and trips wit
h friends. Women’s meticulous planning and organisational skills ensure that all aspects of travel are thoughtfully considered, catering to diverse needs and preferences. They prioritise safety, value for money, and creating memorable experiences, which drives their need for detailed and reliable information to make informed decisions.
One of the most intriguing aspects of women’s influence in travel is their significant use of visitor brochures. A survey in 2024 by Visitor International highlights several key insights, each with important implications:
72% of women use visitor brochures, maps, or guides when planning or during their trips. This statistic shows that brochures are a critical tool in the travel planning process, offering women reliable information and options for activities and destinations.
98% of women trust printed visitor brochures, making them one of the most trusted sources of information. Trust is crucial in travel planning, and this high level of trust means that businesses featured in brochures are more likely to be considered and visited.
89% of women are more likely to pick up a brochure than download it. Despite the digital age, physical brochures remain more appealing. For businesses, this indicates the importance of having brochures available at key touchpoints like hotels, visitor centres, attractions, and transport hubs.
64% of women altered their plans based on brochure content. This demonstrates the powerful impact brochures have on travel decisions. Highlighting unique features and offers in brochures can directly influence visitor behaviour and increase footfall to specific attractions and services.
85% of women find printed brochures more user-friendly and memorable than digital versions. The tactile nature and ease of use of printed brochures mean they are more effective in retaining information and guiding travel decisions.
94% of women discovered new attractions or services through brochures. This highlights the role of brochures in providing valuable exposure to both well-known and lesser-known attractions and businesses.
88% of women keep brochures of interest throughout their visit, and 64% bring them home as mementos. Selected by choice, these brochures serve as a continuous reference during the trip, often converting into immediate business, and influencing future visits, purchases, and word-of-mouth recommendations.
In relationships and families, women often take the lead in planning trips, managing budgets, and creating memorable experiences. A recent Visitor International survey revealed that 51% of women using visitor brochures travelled with family, 30% with a partner, 8% solo, and 7% with friends.
When planning family travel, women carefully consider everyone’s needs, incorporating child-friendly activities and enriching educational experiences. For couples, they artfully balance adventure with romance. Solo travellers use brochures to discover unique attractions, while women travelling with friends adeptly organise engaging and memorable group outings.
Women’s influence extends to daily travel decisions, including attractions, activities, dining, and transportation, aiming to ensure each day is enjoyable and stress-free. Brochures provide trusted, accessible information, empowering women to make more informed choices.
Women play a crucial role in travel. For tourism-related businesses, incorporating brochures into your marketing strategy is essential to reach and influence this key demographic. Well-designed and informative brochures can effectively guide their decisions and enhance their travel experiences.
Women’s influence in travel is unparalleled, and visitor brochures inform their choices, particularly during their trips.
These survey insights underscore the continuing relevance and trustworthiness of print materials in an increasingly digital age. Women prefer brochures for their tangibility, comprehensive information, and ease of use, which significantly influence their travel decisions and experiences.
Note: The insights and data presented in this article are informed by consumer research conducted by Visitor International, the International Association of Visitor Information Providers, in 2024, with responses from over 3,600 consumers across 11 countries.
Glance Visitor Media can help you connect with women travellers in Ireland through our brochures, maps, guides, and brochure displays. Women in Ireland are the number one users of visitor brochures, and having your business featured in our materials ensures you reach this influential audience at key moments in their journey.
Watch out for them on your travels!