When it comes to travel, what drives the decision-making process? A new survey from Global Rescue sheds light on how gender influences the ideal vacation, revealing significant differences in what cis men and cis women seek in a destination.
The 2024 Global Rescue Summer Traveller Sentiment and Safety Survey shows that landscapes top the list for women, while men gravitate towards adventure.
In a survey conducted in July 2024, 35% of respondents across the board prioritised landscape-rich locations. However, when breaking the results down by gender, the preferences diverge. Women (37%) overwhelmingly favour destinations with stunning natural beauty (think mountains, reefs, volcanoes, and glaciers), while men (37%) are drawn to the thrill of adventure activities like scuba diving, skiing, and trekking.
“Understanding the preferences of travellers is essential for the travel industry, and our survey sheds light on the differing priorities based on gender,” Dan Richards, CEO of Global Rescue, said.
These insights are crucial for travel professionals, providing a roadmap to tailor experiences based on the unique desires of their clientele.
Women want landscapes, men crave adventure
The survey highlights that women prioritise scenic landscapes when choosing international destinations. From the towering peaks of Patagonia to the serene waters of New Zealand, women are looking for visual splendour.
For many, this goes hand-in-hand with a desire to immerse themselves in the cultural aspects of a location. Around 15% of women also listed cultural elements such as local language, customs, and dress as important considerations in their decision-making. This suggests that for women, travel is not just about the sights, but also about meaningful, authentic experiences.
On the other hand, men seem to be more attracted to the adrenaline rush of adventurous activities. While a solid 33% also value landscapes, an equal number (37%) prioritise action-packed activities such as mountaineering, scuba diving, and fishing.
Dream destinations: A tale of two travel styles
The survey also reveals gender-specific dream destinations that reflect these different priorities. Women’s travel wish lists include places like Antarctica and Iceland (specifically for the Northern Lights). Other coveted spots for women include the Galapagos Islands and Egypt, known for their unique ecosystems and rich histories.
Men, meanwhile, share an interest in some of these destinations but for different reasons. While they also list New Zealand as a top pick, it’s often the adventurous elements that appeal to them. The rugged wilderness of Patagonia and the vast expanses of Mongolia also feature prominently on their lists.
Interestingly, Antarctica is a favourite for both men and women. Whether it’s the allure of untouched landscapes or the challenge of an extreme environment, the southernmost continent has captured the imaginations of travellers across the board.
Cultural vs Culinary: What matters most?
One of the more surprising results from the survey was the low ranking of food, shopping, and events in both genders’ decision-making process. For women, just 3% considered cuisine, architecture, or shopping as top factors in selecting a destination. Men showed slightly more interest in culinary experiences, but it still didn’t rank highly. This is a noteworthy shift from the perception that food tourism is a dominant factor in travel, at least when it comes to these seasoned travellers.
However, there’s a significant gap between genders when it comes to cultural diversity. While 15% of women consider this a key factor, only 10% of men value cultural diversity as a primary reason to travel.
“The survey results highlight the importance of landscapes and adventure in travel choices but also underscore the evolving dynamics of traveller preferences,” Richards said.
As more women embrace adventure travel and men become more open to cultural experiences, the line between these preferences may blur in the coming years.
For travel agents and professionals, this survey is a powerful tool to guide the way you approach designing itineraries and marketing destinations. Understanding what drives your clients’ travel decisions allows you to create more personalised, satisfying experiences.
