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“Girlfriend Getaways” are a growing trend in the travel and tourism industry. In a survey of 1,500 women recently featured in USA Today, 50% had taken an all-female trip in the past three years, and 88% either currently had plans for a “no-men allowed” vacation, or would be interested in participating in one if presented with the opportunity.

The prolific rise in popularity in women-only travel has spawned an insurgence in the number of travel and hopspitality websites catering specifically to their needs. JourneyWoman.com has received substantial press, including two recent inclusions in Time and People magazines. WomensTravelClub.com and Million-Dollar-Mama.com have also joined in catering to the needs of female travelers - the latter has even released a free Nationwide Girlfriend Getaway Guide, “BYOG! for Bring Your Own Girlfiriends!”, that lists resorts, hotels, spas, inns, and bed and breakfasts that feature specials and packages for women-only weekends getaways.

Thinking about focusing on this burgeoning travel market? Read on.

According to a 2002 survey of women conducted by John Portman and Associates, most women prefer to stay in a chain hotel because of their familiarity with the quality of their rooms and services. However, when asked if they would be more attracted to a smaller, personalized property over 93% answered yes - strongly suggesting that smaller bed and breakfasts and inns may enjoy a large response if they get on board. The size of your property shouldn’t be an issue when deciding whether or not to cater to this niche; rather, implementing the amenities and services women want, as well as putting together female getaway specials and packages, can make your lodging property more attractive to women and may increase your business during some slower times of the year.

Safety remains a high priority for female travelers - more so when they travel alone than as a group. However, beefing up your security with electronic locks, utilizing exterior doors that are timed to lock after a certain hour of day, and providing single-sex floors and jogging companions are all details that can make your female guests feel that they are in a safe environment while they stay with you during their vacation getaway.

Implementing and advertising amenities that are specific to women travelers is also a great way to show that you’re aware of their wants and needs. Women consistently cite quality of service as a more important lodging consideration than do men. If possible, stock items such as personal care products, make-up mirrors and hairdryers, heating pads, and robes and slippers in each room. Offer comfortable bedding, a complimentary wine hour, oversized bathtubs, and in-room spa services. If you are unable to provide spa services directly on your property, make a deal with a nearby day-spa to which you can refer your female guests.

Specials and packages are the most effective way to draw business from female travelers. Most women credit the creativity of the specials with catching their attention, so try to vary your packages to include a range of activities. In-room manicures, chilled champagne, massages, facials, spa services, movies, wine tasting, and any female-oriented local attractions can be mixed and matched to provide a number of options to your guests. Try combining some of them in different packages and start advertising on websites that are specific to the niche. Make sure you show specials on your lodging website, too.

Branch out a bit from the norm if you have exclusive or specific services. One Blizzard Internet Marketing client, The Home Ranch, is a dude ranch and bed and breakfast near Steamboat Springs, Colorado. Though some might not think of a dude ranch catering to female travelers, this property has chosen to pursue the market, with very successful results. They put together a week-long clinic specifically for women entitled “Intuitive Horsemanship - an Equestrian Yoga Retreat for Women”, and dedicated an entire webpage to their Women’s Retreat.

The point is that you don’t have to be an exclusively female-oriented property to benefit from travel marketing to women. The idea is to work with what you have and to get creative with the possibilities. “Girlfriend Getaways” have risen in popularity so quickly and prominently that it’s hard to imagine that they won’t enjoy longevity. Utilizing some of these suggestions will help you capture some of that market segment.

Matt Creer - Blizzard Internet Marketing, Inc.

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