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.
By Jamie Lutz · October 2026 · 5 min read
Brand-ready travel brief
- Audience
- Women travelers · Data for Brands
- Headline signal
- 82% — of travel decisions are made by women
- Prepared by
- Jamie Lutz, MBA · jamieleightravels.com
Moves for your brand
- ✦Audit your site and social through the eyes of a 35–60-year-old woman planner.
- ✦Lead with atmosphere and reassurance, then amenities.
- ✦Show groups of women, mothers and daughters, and solo guests.
82%
of travel decisions are made by women
64%
of the world's travelers are women
60%
of women in Asia prioritize lesser-known, culturally immersive destinations
The decision-maker
Skift Research's The Woman Traveler report found women make 82% of travel decisions and represent 64% of travelers globally. She is booking the girls' trip, the family holiday, the anniversary weekend and the solo escape — often all in the same year.
What she researches differently
Women read more reviews, compare more options and weigh safety, cleanliness and atmosphere alongside price. Agoda's 2025 research shows women are more likely than men to seek new and culturally immersive destinations, and more likely to travel with family (40% vs. 28%) and friends.
Where brands lose her
Generic hero shots, hidden fees, unclear location details and imagery that doesn't reflect her. If she can't picture herself there in ten seconds, she's on to the next tab.
For brands & hotels
- ✦Audit your site and social through the eyes of a 35–60-year-old woman planner.
- ✦Lead with atmosphere and reassurance, then amenities.
- ✦Show groups of women, mothers and daughters, and solo guests.
- ✦Invest in research: know what your female guests actually value.