A new report co-authored by Globetrender and Citizen Femme reveals how women's growing financial influence is transforming global tourism through five emerging trends, as the era of 'Femmefluence' reshapes luxury and adventure travel. Olivia Palamounain reports

A new report released by Citizen Femme and Globetrender reveals women are poised to become an even more dominant force in the global tourism market between 2025 and 2030. The findings were unveiled yesterday at a launch event in London at the Old Session House, with Globetrender founder Jenny Southan speaking on a panel about the findings.

"Women are leading the charge when it comes to scouting out 'what's next' in travel," says Jenny Southan, founder of Globetrender and co-author of the report. "They're not just spending more on travel, they're fundamentally reshaping what luxury and adventure mean in the sector. The five trends we've identified show how women's increasing financial independence and evolving priorities are creating new demands that the industry must adapt to."

"The Future of Female-Led Travel: 2025-2030," sponsored by luxury tour operator Scott Dunn and supported by women-only members club Allbright, explores how women will travel over the next five years, driven by their increasing financial power,  as well as societal pressures and a thirst for personal development.

As detailed in the report, McKinsey & Co predicts that women will control US$34 trillion in assets by 2030 in the US alone – equivalent to 38% of the country's investable wealth. This profound shift will be echoed globally, creating what the report terms the era of "Femmefluence" in travel.

The report also highlights how today's female traveller effortlessly switches between roles and travel styles with remarkable agility, meaning they are no longer defined by a single mode of exploration.

Sheena Bhattessa, founder of Citizen Femme, says: “The travel industry is waking up to the power of the female traveller. Ahead of the curve, Citizen Femme has been guiding them since 2016, playing an instrumental role in this dynamic audiences’ decision-making journey. Becoming the destination to reach travel conscious women to enable them to better navigate the world around them.”

Five Femmefluence Trends

1. New Herizons: Women are expanding their travel horizons in increasingly audacious ways, from solo safaris to road trips through remote landscapes. According to data from Scott Dunn, 58% of solo trip bookings were made by women last year, with the Adventure Travel Trade Association revealing women now make up over half of adventure travel bookings.
2. Girl Grouping: Women are transcending the “boozy beach holiday” trope by investing in elevated group trips that amplify shared life experiences and deepen bonds, regardless of age or life stage. These sophisticated getaways often feature activities that combine learning with luxury, from Pilates retreats to culinary adventures with Michelin-starred chefs.
3. Healing Retreats: Recognising the importance of investing in cognitive wellbeing, women are increasingly seeking sisterhood at retreats tailored to emotional and spiritual betterment. The report notes a growing landscape of women-only retreats focused on themes ranging from menopause and sexuality to grief and spirituality.
4. Earth Mothering: With parents increasingly concerned about their screen-obsessed children, greater effort is being placed on using holidays to reconnect kids with nature and physical activity. The hospitality industry is responding with creative programmes rooted in physical play, learning and exploration.
5. Souvenir Scouting: Reacting against a globalised, brand-centric world, style-conscious female travellers are seeking out unique homeware and apparel from local ateliers and designers. This isn't simply about acquiring more items but capturing the soul of a destination through the skill of local artisans.

As women continue to lead travel innovation while wielding increasing economic influence in the sector, the industry must develop more nuanced approaches to accommodate these evolving preferences. Click here to download the full report for free.