Women will decide where the family travels in 2025

By: Trademagazin Date: 2025. 03. 04. 11:30

The question ‘where should we go on holiday?’ probably comes to the lips of women much more often than men. The latter – of course there are always exceptions – go to the selected wellness hotel or spa with resignation, although they are probably not disappointed either, because their female counterparts look at the offer with great care and attention to every detail. The numbers have been showing for some time that women’s energies are increasingly being taken into account in the field of tourism.

“A study published in January this year, which analyzed 125 million reservations in 44,500 hotels, revealed that the vast majority of visitors to hotel booking sites, around 70%, are women. This means that women have much more information about where the family should go on holiday. If they want to remain competitive, hotels in Lake Balaton should therefore pay more attention to women’s consumption habits, i.e. in addition to neutral offers, they should also develop offers that are more attractive to women. This is well supported by both domestic and international data”

– said Tamás Fekete, president of the Balaton Tourism Association, who used the occasion of Women’s Day to draw attention to new travel trends.

Do women spend more?

When developing offers, it is also worth considering that female travelers are more likely to spend extra money on wellness services (22% vs. 20%) and less likely to spend more on breakfast (46% vs. 49%). In addition, they are generally more demanding on the quality of accommodation and the level of services. Therefore, hotels should pay more attention to these details in the future. In addition to global trends, it is worth considering domestic statistics for those working in the field of tourism. In 2023, domestic accommodations accounted for 46% of guest traffic to female guests. This means that although men traveled a little more at home, in some tourist regions almost the same number of female guests were registered as men: Sopron and Lake Fertő (49%), the Mátra and Bükk regions (49%), and Lake Balaton (48%) had an exceptionally high proportion of women.

According to NTAK data, there are also regions where, for some reason, more women than men visit. For example, in 2023, more than 60% of women stayed overnight in Szarvas, while in Harkány, Berekfürdő and Csopak the number of nights attributable to women was around 55%.
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