A new study conducted by JourneyWoman shows that women lack the trust and transparency they need to feel comfortable travelling right now.
The global study, titled “Embracing the Unknown: The Risk and Reward of Travel”, surveyed 1,513 highly experienced women travellers in the 55-75+ demographic to assess shifts in travel, including the impact on of the pandemic on decision-making criteria, reputation and trust, and destination choice.
“Trust is fundamental to every relationship and transaction, and it’s even more important when it comes to travel,” said Carolyn Ray, CEO + Publisher, JourneyWoman. “Our study shows that we’re not only having a public health and travel crisis; we’re having a trust crisis. The pandemic has given the travel services industry an opportunity to demonstrate a deep commitment to women’s safety, yet it is clearly not meeting the expectations of the world’s most seasoned and influential travellers. Experienced women travellers, those who understand both the risk and reward of travel, will not travel until they believe that their safety and health come before corporate profits.”
In the study, which was conducted in June, the majority of respondents are not planning to travel internationally until 2021, with most planning to wait until the second half of 2021. Seventy-three per cent of respondents said they would pay more to feel safe when travelling.
Who to Trust—the Erosion of Reputation
How to Travel—the New Criteria
Where to Go—the Ideal Destination Redefined