Who Purchases the Most Travel? Baby Boomer Women

Baby boomer women exult after conquering Haleakala volcano on Maui, by bike. Photo courtesy of boldlygosolo.com

When it comes to vacation spending decisions in America, it seems, women rule. Especially baby boomer women.

Women definitely have the wealth. Those age 50 and older have a net worth of $19 trillion, and control more than three-quarters of the financial wealth in the U.S., according to a Mass Mutual Financial Group report. In turn, these same women spend 2 1/2 times that of the average American.

According to statistics from the she-conomy blog, written by Stephanie Holland of Holland and Holland Advertising, women in general account for 85 percent of all consumer purchases in the U.S. — and 92 percent of vacation spending.

To repeat: women spend more than nine out of ten vacation dollars.

That means that marketers should pay serious attention to women travelers.  But many women say… Continue reading →