Female marketing niche continues

Back in December, we forecasted that female-friendly offerings and getaways would multiply. And so it has. Statistics continue to show women are traveling alone or with female companions (sisters, mothers, best friends) in record numbers. The most successful will stratify by special interest (women and wine, adventure women, surfing women, cancer survivors, etc.). Although women are being more cost-conscious, such as traveling in the middle of the week, meeting at the airport and renting one car together, or renting a vacation home, they’re still traveling. And when targeting women travelers, don’t forget the Mommy bloggers. In the past few years they’ve become so numerous and influential that companies who’ve have learned to embrace this powerful demographic of informed, connected women and are offering them free products, trips or even book deals. They’re smart to do so, because these companies recognize that 70% of all travel decisions are made by women.

Broadway is even catching on to the power of marketing to women with the musical comedy “Girls Night” by tapping into Off Broadway’s most lucrative audiences: roving bands of partying ladies. The show, which makes its official opening later this month, has sold out since preview performances began in June, thanks to the female contingent.