Travel companies need to appeal more to female travellers, after a new survey revealed that the vast majority of holidays are researched and booked by women.
The poll of 1,000 international travellers by search site Skyscanner revealed that almost three quarters of women said they do most of the research when it comes to planning a holiday, with just 9% claiming their partner does it.
Of the men who admitted their partner did the research, a third admitted their partner was better at it and could find better deals, while 10% said they were simply too lazy.
Approximately 20% of male respondents said they believe their partners enjoy doing the research more than they do, and a similar proportion thinks their partners are fussier. This was backed up by the fact that less than a quarter of female respondents said they would be happy to let their partner make all the holiday decisions.
But men are apparently happy with this arrangement; 97% of male respondents said they were content with the status quo, while 95% of women agreed.
“Planning a holiday can provide lots of talking points and create lots of decision-making, particularly when it comes to spending money. The findings of our survey show us that, more often than not, it’s women who do the leg work and get the final say – and many laid-back men seem to be happy with this,” said Skyscanner spokesperson, Sam Poullain.
The Skyscanner survey backs up recent research by Amadeus, which identified females booking travel as one of its ‘Big Four Travel Affects’. Speaking with Travel Daily recently, David Brett, president of Amadeus Asia Pacific, said that the rise in travel websites and social media has led to a shift in the booking dynamic.
“Women tend to be a lot more detailed, they dig a bit deeper and ask more questions,” said Brett. “This is making the tourism providers think more about how they make their offers, making their products more attractive to a female booker. So in future, the more information the supplier is able to provide to the customer, the more they are able to tailor their products to the individual, the more successful they will be. A lot of this will be driven by social media.”