The Trend Report
Where women travel next.
Twenty years of consumer research, applied to the most powerful traveler in the market. Insight for hotels, destinations and brands who want to reach her first.
Destinations · Featured
Solo, not alone: where women are traveling next
Solo women are the fastest-moving segment in leisure travel. Here's where they're going — and what makes them book.
October 2026 · 6 min read
Data for Brands
Chat, plan, book: how AI is rewriting her travel research
Generative AI is now part of how women discover, plan and book. If your property isn't in the answer, it isn't on the list.
5 min read
Destinations
Set-jetting: when the screen sells the stay
TV and film are now one of the most powerful travel triggers — and women are leading the bookings.
4 min read
Destinations
Detour destinations: the quieter cities she's choosing instead
Overcrowding is pushing women toward second cities with the same charm and half the crowds.
4 min read
Sustainability
Leave it better: the rise of community-conscious travel
Women want their spend to matter. Sustainability now means people, not just carbon.
5 min read
Family & Groups
Three generations, one booking: the family trip she plans
Mothers, daughters and grandmothers are traveling together — and women are holding the itinerary.
4 min read
Hotels & Content
Comfort over status: what women want from loyalty
Rewards drive travel decisions — but women value different perks than men. Most programs haven't noticed.
4 min read
Data for Brands
She decides: the 82% rule every hotel should know
Women make the vast majority of travel decisions. Most marketing still isn't built for her.
5 min read
Tours & Groups
The sisterhood economy: women-only group travel goes mainstream
Women-only tours have moved from niche to growth engine. Operators are scaling fast.
5 min read
Wellness
The retreat era: women are booking intention, not itineraries
Wellness, spirituality and slow travel are reshaping how women choose where to stay.
5 min read
Food & Hospitality
Gluten-free is a booking decision now
Dietary needs quietly drive where women travel — and where they return.
4 min read
Hotels & Content
Why boutique hotels win her feed
Women share places with a point of view. How independent properties out-shine big brands on social.
4 min read
Destinations
Cool and curious: why the Nordics are next
Cooler summers, design culture and a reputation for safety make Scandinavia a rising pick for women.
4 min read