Angela Perez

6 Insights About Middle-Aged Women’s Spending Power in Tourism

by Angela Perez

Hospitality and tourism industry leaders – take note. Middle-aged women are a force to be reckoned with, especially regarding their spending power in the tourism industry. Many of these women are now in a position to, well, do whatever the heck they want to do.

The children are out of the house, have financial freedom, and flexibility with their work (or are retired), and are up for BIG ADVENTURE. Life doesn’t end at 50 – it is a new chapter informed by wisdom, experience, and money in the bank. But, yes, there are also new considerations – aching knees, menopause symptoms (hot flashes [girl, get you a neck fan – they work miracles], fatigue, brain fog, etc.), and a preference for comfortable shoes (but that still have major style). We are now in a position to explore all of the cultures and travel destinations we’ve longed for but never got around to. Well, now we’ve got the time and the money and are hitting the road.

Despite this, many brands overlook their influence, leaving this lucrative demographic feeling unseen and unappreciated. For example, many of us no longer drink alcohol or have cut back considerably. We would love to have more zero-proof cocktails and alcohol-free beer, wine, and spirit options.

Here are six essential insights into the spending habits of middle-aged women that tourism businesses should know:

  1. Financial Fortitude: Middle-aged women, typically 50 and above, boast significant financial resources, often with incomes exceeding six figures. This demographic controls a substantial portion of luxury travel purchases, accounting for approximately 80% of such expenditures. Brands in the tourism sector should recognize the purchasing power of these women and tailor their marketing efforts accordingly, highlighting experiences and destinations that cater to their discerning tastes and desire for adventure – to feel alive.
  2. Embracing Change: Middle age isn’t just a phase; it’s a period of transition and self-discovery. Many women in their 50s experience what is known as “middlescence,” a time marked by hormonal changes and newfound priorities. These shifts often lead to unexpected travel decisions as women seek experiences that align with their evolving needs and desires. Tourism businesses can capitalize on this by offering tailored packages and services catering to middle-aged women’s unique interests. We want adventure, wellness, healthy products (and we’ll spend more on them), medical-grade skincare, and excellent mattresses for a great night’s sleep. (I don’t stay at Airbnb anymore – too many owners are putting super-cheap mattresses in their properties, and I never get a good night’s sleep in those places.)
  3. Purposeful Spending: Middle-aged women increasingly use their incomes to fulfill personal values and support causes they believe in. Whether it’s eco-friendly accommodations or tours that empower local communities, these women are willing to invest in brands that align with their principles. Tourism companies can attract this demographic by emphasizing sustainability, social responsibility, and inclusivity.
  4. Willingness to Explore: Despite their experience as consumers, middle-aged women are open to trying new brands and experiences. Whether booking a boutique hotel or embarking on an adventure tour, these women crave novelty and excitement. Tourism businesses can capture their attention by offering unique and innovative experiences that set them apart from the competition.
  5. Cart Commitment: In an era dominated by online booking platforms, middle-aged women are not immune to digital shopping trends. However, unexpected costs such as hidden fees or taxes can lead to cart abandonment. Tourism businesses can mitigate this risk by offering transparent pricing and incentives to encourage immediate bookings, such as exclusive discounts or complimentary add-ons that appeal to our age group. We want to be seen, heard, and valued.
  6. Multifaceted Influence: Beyond their travel decisions, middle-aged women often play a significant role in coordinating and financing trips for their families and loved ones. Whether planning a multigenerational vacation or investing in home renovations to accommodate aging relatives, these women wield considerable influence in tourism. Brands that recognize and cater to their diverse needs benefit from their loyalty and advocacy.

Middle-aged women represent a formidable economic force in the tourism industry, with significant spending power and influence. By understanding their preferences, values, and purchasing behaviors, tourism businesses can effectively engage this demographic and unlock new opportunities for growth and success.

Published by Angela Perez

Hi - I’m Angela Perez. I’ve spent years working in communications, strategy, and content for electric cooperatives and other utilities. I know the industry from the inside: the board packets, the ACSI scores, the outage updates, the annual meetings, the endless balancing act between members’ needs and system realities. I also know that for all our talk about service and community, co-ops sometimes get too comfortable. We can fall in love with our high satisfaction scores and local goodwill - and miss the hard questions that need asking. That’s why I started this newsletter. It’s not here to sell you a software package or impress you with consultant-speak. It’s here to do one thing: ✅ Help anyone in a co-op - lineworkers, member service reps, engineers, managers, GMs, board members - think more clearly, ask better questions, and serve your members with open eyes. I write these briefings because I care about the mission. I believe member-owned utilities matter more than ever in an era of change, uncertainty, and opportunity. If you work at a co-op or in any technology industry, you’re welcome here. No matter your title. No matter your years in. Pull up a chair. Let’s talk about the real work.

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