I love to travel, so I wanted to write about women and travel for International Women’s Day. However, I’m far from unique in my passion; women dominate travel. Globally, 64% of travelers are female, and we don’t just go places—we decide where the world goes. Studies show that women make 80% of all travel decisions, from destinations to accommodations to activities. Men? They just tag along.
And increasingly, we’re going solo. Google searches for “solo female travel” have skyrocketed—up 11x since 2011. Pinterest? A 350% surge in pins on the same topic. In Southeast Asia, the numbers are even wilder: Solo female travel has jumped over 50% since 2019, fueled by post-pandemic tourism rebounds and women’s growing independence. Fewer marriages and higher earnings mean more cash, more freedom, and fewer strings attached.
However, women are not naïve travellers. Safety is a dealbreaker—think catcalls in Manila’s dark alleys or harassment on India’s public transport—but we’re also skeptical of overpriced “paradises” that feel like tourist traps. Authenticity is our currency. We’ll trade a $200 villa for a $20 bunk if it comes with a story. Give us real experiences, and we’ll amplify Southeast Asia for you—one unfiltered reel at a time.
We’re not just packing passports; we’re packing poer. Yet, the industry keeps fumbling us—underestimating our wallets, influence, and hunger for more than manicured postcards.
Southeast Asia Has the Goods—But the PR Is Stale
Southeast Asia is electric—chaotic streets, unbeatable deals, a pulse you can feel. But the region’s tourism marketing is stuck in neutral, pushing spa-day clichés and “safe for ladies” platitudes like we’re too timid for the real thing. It’s time for a shift.
Women aren’t fragile—we’ll take calculated risks. If we trust the terrain, we’ll ride scooters in Bali and barter in Jakarta. The problem isn’t crime stats; it’s how safety is framed. Instead of patronising “safe for women” messaging, sell confidence. Imagine campaigns like ‘Master Hanoi Like a Local,’ including snappy videos of women navigating markets, hopping on motorbike taxis, and owning the chaos. Pair that with practical tools: a female-friendly app with late-night taxi codes and crowd-sourced “vibe checks” for sketchy spots. The Jagat app is an excellent option for its smart safety features. We don’t need to be babysat, but we do want to be empowered.
Ditch the Gloss—Sell the Unscripted
Highly polished ads are dead. Everyone sees through them, and women are especially good at spotting fakes. We appreciate beauty, but we crave realness more. Tourism boards need to ditch the models and staged shoots and collaborate with actual female travelers—people who capture moments that feel lived-in, not posed.
Some of the most influential female travel creators are pros at making high-quality content, but their feeds still feel relatable. That’s the sweet spot. Let them explore night markets or kayak trails, capture it organically, and blast it across platforms. Data says 62% of women share travel content online—double the rate of men. That’s an amplification engine no ad budget can match.
Target the Connectors
Women don’t just travel—we influence. We book for friends, hype destinations to family, and sway strangers with a single post. Yet, tourism boards still throw money at generic influencers—20-year-olds in bikinis posing on swings—when they should be targeting the connectors.
Find the niche voices: a 40-something food vlogger eating her way through Bangkok’s street stalls. A dive mom showing off Indonesia’s reefs. Give them complete creative freedom—three days, no script, just a hashtag to track results. It’s not about likes; it’s about trust. When she says, “I felt alive here,” her audience listens—and books. Connectors don’t just promote trips; they create movements.
Price It Right
Women are budget-savvy. Southeast Asia’s affordability is legendary, but that reputation is slipping as resorts hike rates and tours overcharge tourists. The region can win back its edge by making value visible.
Showcase what’s still a steal—$10 bike rentals in Vietnam, $15 island hops in Thailand, $25 dive lessons in Indonesia. Turn it into a trend: “Beat My Budget” challenges, where travelers post their best money-saving hacks. Value isn’t just about price—it’s bragging rights. And social posts about a killer $1 meal get way more traction than overpriced cocktails.
Why This Works
Women book with their gut. Pitch something real, and we’re halfway packed. Authenticity beats polish—Expedia found that 70% of women prioritise genuine experiences over luxury. And we amplify. One viral street food tour post outshines a $50K billboard.
Plus, we’re loyal. Hook us once, and we’ll be back. But right now, SEA’s tourism marketing is stuck on tired tropes—spas, sunsets, “ladies’ specials.” It’s time to sell the soul instead.
We’re not here for pastel promises. We’re here for something real. Over 50% of solo bookings in SEA are by women. Millions of decision-makers, ready to go. The only question is—who’s smart enough to tap in?
Το άρθρο Winning over the women who drive travel in SEA εμφανίστηκε πρώτα στο TravelDailyNews Asia & Pacific.