Bold and beautiful, economically independent Indian women are becoming a force to reckon with in the travel and tourism sector. From travelling solo to embracing exotic locations, they have evolved into a discerning customer group demanding its own range of products and services. Today, Indian women are charting their own courses, venturing solo, exploring adventure travel, and redefining independence.
Financial independence has given them wings to chart their own touristic trails. As their financial prowess increased, Indian women decided to reshape their consumer identity. From jetting off to the sandy beaches of Bali, historical cities in Europe to adventurous trekking in the Himalayas, they are making independent travel decisions.
According to a recent survey, women have been a primary driver of growth in the travel and tourism business, since they make 80% of all travel decisions, whether solo or with partners, friends, and family.
This change in the way Indian women now travel has also forced a change in attitude towards women's travel. As more women step out of traditional roles and take on new challenges, there is growing acceptance of women travelling alone or in groups. Furthermore, hen nights and solo trips to European destinations are becoming de rigueur.
Increasingly, this is reflected in the growing number of female-friendly accommodations and tourist attractions, which cater specifically to the needs and interests of female travellers. These accommodations and attractions primarily offer a safe and welcoming environment for women, providing a range of services that cater to their unique requirements. No wonder, there has been about a 230% increase in the number of women-only travel companies in the past six years.
Travel companies such as F5 Escapes and Wander Womaniya Travel are cropping up to cater to their specific needs. ‘Airbnb created ‘Solo Traveler’ - an in-app experience to better support safe solo travelling. The product has also expanded to Hindi—to increase its reach and use. Thomas Cook, too, has launched a dynamic tool which allows solo women travellers to pick, choose and create their own itinerary.
Innovative Indian states are also seeing an opportunity and offering secure destination visits., the Indian state of Kerala launched 'She Trips – a female-friendly tourism project last year. Kerala has an ambitious plan to declare the state as the first women-friendly travel destination in India.
Embracing Adventure, exploring self
While they still embrace pilgrimages, Indian women are also increasingly seeking adventure travel experiences and exploring off-the-beaten-path destinations. In recent times, there has been a clear shift in interest towards adventure activities such as trekking and wildlife safaris among travellers. This trend reflects a movement towards experiential travel and a desire to challenge conventional norms.
What many solo travellers are looking for is freedom, experience, exploration, and empowerment. Solo trips are on the rise for ‘me-time’ and offbeat destinations. The good news is that the industry is also responding well by catering to their needs and offering customised itineraries for solo women travellers. Solo travel is typically associated with flexibility, compared to group tours that are seen as rigid. Many prefer travelling solo as it also helps them meet new people and open their minds to unique experiences that inspire and enrich them.
Digital Nomads
Furthermore, as the ‘live and work anywhere’ phenomenon has taken off among people who are able to work remotely, it has had a direct impact on the rise of Indian digital nomads. According to Airbnb, approximately 30% of domestic and international bookings between Q2 2021 and Q2 2022 were by solo travellers from India. Overall, solo domestic travel among Indians has grown by about 120% in Q2 2022, when compared to Q2 2019.
The rise of remote work during the pandemic has opened doors for independent Indian women digital nomads. They combine work and travel, exploring destinations while fulfilling their professional commitments. Goa remains a favoured destination for those fleeing the madness of Mumbai.
The evolution of Indian women's travel reflects a broader societal shift towards greater female empowerment and independence. With their growing numbers, unwavering spirit, and increasing influence, it's clear that the future of travel holds exciting possibilities for the Indian woman who has spread her wings.
