The rise of the internet , Instagram accounts and solo female bloggers , information and sharing safety tips , coupled with a steady increase of women in well-paid , full-time jobs has led the female half of the world to have more disposable income . Even Hollywood has realized the potential of female travelers , with recent movies such as ‘ Eat , pray , love ’ and ‘ Wild ’ becoming overnight blockbusters , highlighting the single woman ’ s adventures across the world . While traditionally women spend disposable income on beauty products or clothing , increasingly they are spending their money on travel .
In 2016 the China National Tourism Administration www . travelchinaguide . com / tourism / 2016statistics / outbound . htm calculated that women made up 58 % of outbound tourism , that ’ s around 34 Million women . Traditionally in Japan , it was retirees that travelled abroad , but increasingly the younger generation , and especially women in their early 20s , are expressing a strong desire for overseas travel www . jtbcorp . jp / en / press _ release / pdf / release20090407 . pdf . As well as travel for leisure , an increase in business trips by women is happening . A study in 2012 www . amadeus . com / blog / 29 / 01 / apacwhitepapers / predicts the number of female business travelers will rise rapidly in the next decade as companies become more equal in their management structures and practices . Add this to the already quite gender neutral workplaces of South Korea and China , whose corporate offices are full of power suits and Chanel handbags , and then there is the future of India ’ s female executives breaking glass ceilings and cultural norms daily . The boom in female travel is one large trend that luxury hotels need to address or be left behind .
If women are the new market segment to target , what are they looking for ? Forget padded hangers , hair dryers , and shower caps , women travelers have an eye for detail and are the most discerning of travelers . They not only want a luxury setting combined with the finest toiletries and spa facilities , but they also value the small , thoughtful touches that distinguish a luxury boutique hotel from a chain . Fresh flowers are a given . As are brand name toiletries , large mirrors with flattering lighting and free-standing bathtubs . They are looking for more . The Dukes Hotel in London has converted some rooms into ‘ Dutchess ’ rooms , stocked with styling accessories , magazines , fresh flowers , tea , and chocolates . In Singapore , the Naumi hotel introduced women-only floors , the rooms offering feminine touches such as pink wallpaper , magazines , and complimentary spa sessions .
While pink wallpaper is a nice touch , these gender floors address the largest issue facing women travelers , especially when traveling solo - safety . Most of the female only floors are fully staffed by female hotel employees and key card access areas to ensure that women feel completely safe . Some hotels also offer access to female taxi drivers or organize shuttles to local shopping malls . The female only floor was introduced in 2011 by Marriott owned Bella Sky Comwell hotel in Denmark but has since become a key marketing factor worldwide and competitive advantage for luxury hotels looking to expand their market to the female segment . It is likely , as women continue to travel , and within the Middle East and Asia especially , that hotels failing to cater towards women will miss out on a large segment of potential customers .
However , there are issues with this new found segregation - the men . The Bella Sky Comwell Hotel female floor was called into question under Danish equality laws , and lost a lawsuit , forcing them to allow men to book on the female floor if they wish . They rarely do . Could male only floors be an option to bring back gender equality within hotels ? What would these rooms look like ? Dark , Batman-rescue man caves , with minibars full of craft beer , the latest technology gadgets , and leather lazy boy chairs ? Unlikely , but an option for the hotels who wish to offer segregation by genders , and at the same time cater to everyone .
While female travelers are on the rise , for now , men and couples are still the primary customers of most luxury hotels worldwide and so efforts should be taken to ensure that all customers feel safe and well cared for - regardless of gender .
About the author A travel writer based in Thailand , Laura Gibbs specializes in Luxury travel and Asian destinations . Originally from the UK , Laura has lived between Thailand and Japan for the last 6 years and traveled extensively through most of Asia . Laura holds a degree in Business from Oxford Brookes University and a Masters in International Conflict Analysis , and she is able to pick up on the subtle differences between each country . In November 2016 Laura published her third book , a 237 page guide book called Luxurious Chiang Mai , available on Amazon , showcasing the best places in Northern Thailand . Her writing can be found at www . luxurychiangmai . com
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