The travel industry spends a significant amount of time obsessing over demographics, with much of the focus falling on Gen Z (despite them typically having lower budgets than older travellers…), i.e. where they go, how they book and how brands can win their attention. In the rush to appeal to younger travellers, families, couples and retirees, one group is repeatedly overlooked. These are the travellers known as Queenagers.
What on earth is a Queenager?
The term Queenager was coined by journalist Eleanor Mills, founder of the midlife women’s community website NOON. It may sound gimmicky, but the name taps into a very real, and growing, trend. They are predominantly women in their 50s who are prioritising their own needs and wants, and are travelling on their terms. Confident and curious with serious spending power, they have the world at their feet and they’re ready to explore it.
Why this generation is different
There has never been a generation of women quite like this one. Many Queenagers are Gen Xers, who grew up with punk and partied at the Haçienda. As a collective, they’re the first to have graduated from university and built strong careers in a variety of fields. Many are the main breadwinners in their households and have paid off mortgages. Some are empty nesters who are revelling in their newfound freedom. Some chose not to go down the parenting route at all.
“We are the first generation to be born into a world where women have some notion of equality (I know, there is a long way to go. But we’ve come a long way too).
This is not a group quietly lamenting their lost youth at home, but in fact one of the most financially powerful consumer audiences in the country.
A sizeable gap in the market
Visit a website, click on an ad or open a brochure and you’re unlikely to see many solo female travellers of a certain age. What you will typically see are groups of attractive twenty-somethings clutching selfie sticks, picture-perfect honeymooners walking hand in hand on a beach or grey-haired couples sipping champagne on ocean cruise decks, looking contentedly out to sea.
Queenagers rarely feature in travel marketing. Research from NOON shows that over half feel invisible in wider society and 45% believe the travel industry does not understand their needs. And yet, these same women are booking multi-destination journeys through Asia, French river cruises, trekking holidays in Jordan and cultural tours in India. They are not taking it easy. They are going big.
A right royal revolution in solo travel
According to tour operator Jules Verne, women aged 50+ make up more than 70% of all their solo travel bookings. Similarly, Intrepid Travel has seen an 84% year-on-year rise in women over 45 travelling with them. Their own survey of midlife female customers found that 80% made at least one friend on a trip and 70% were still in touch afterwards. For many Queenagers, the trip itself is only the beginning, with friendships forming that shape how and where they travel next.
Where are Queenagers going?
Jules Verne is one travel brand who has capitalised on this market. Their new Queenager tours, created in partnership with NOON, offer holidays that ‘truly resonate with the trail-blazing Queenagers’. Their inaugural trip to Egypt includes private visits to the Grand Egyptian Museum, the pyramids and the Sphinx, led by female Egyptologists who explore the role of women in ancient history. There is also a huge appetite for river cruises, food and wine tours in Italy, wellness retreats, walking holidays and rail journeys through Europe.
Intrepid’s most booked destinations for women aged 45 and over include Costa Rica, Vietnam, Jordan, India and Morocco - destinations that promise drama, culture and a sense of stepping outside comfort zones.
What these trips suggest is that Queenagers are not chasing five-star gloss - they’re seeking something far deeper and more meaningful from their travel experiences.
Six ways travel brands can tap into the Queenager market
There is a golden opportunity for travel brands here. This is a demographic with money to spend and a desire to travel. Queenagers research carefully, swap ideas and reward brands that treat them with respect. They are not looking to be patronised and won’t tolerate false promises.
Here are six ways you can tap into the Queenager audience:
1. Make September a hero month, not an afterthought
ABTA’s Travel Trends for 2026 shows ‘Super September’ is booming, with 29% of travellers aged 55-64 planning an overseas holiday. Plan a strong September campaign - not a last-minute filler - with messaging around value, fewer crowds and still-good weather.
2. Normalise solo travel and stop making it a niche corner
Queenagers are increasingly happy travelling alone, but they still want ease and confidence, not some condescending website labelling them ‘brave’. Put ‘solo friendly’ options front and centre, offer hosted welcome moments, optional socials and clear day-by-day pacing so solo does not equal awkward.
3. Tackle single supplements like you actually want their booking
If someone is being charged extra simply for travelling alone, this is unlikely to lead to repeat bookings, or even a booking in the first place. Trial supplement-free departures in shoulder months, reduce supplements on key routes, add room share matching and make pricing transparent from the get-go.
4. Queenagers want smart comfort, not bland, polished luxury
This audience will hike, sail, cycle and browse local markets all day, then they want a decent bed, great food and a proper shower. Radical, I know. Grade trips clearly without fluffy marketing spiel, be honest about walking and heat and include comfort ‘anchors’ (good hotels, luggage handling, sensible start times).
5. Lead with story, access and learning, not just pretty views
Queenagers do their research meticulously. Add cultural context and expert guiding, highlight the ‘why this matters’ angle in content and create FAQs that answer real questions (pace, safety, logistics, what’s included).
6. Put spend growth where your media spend is
Barclays reports older consumers are driving the fastest travel spend growth, with the 50 to 64 age bracket up 5%. Rebalance targeting and creative so midlife solo travellers see themselves reflected across paid social, search and CRM.
These former punks, ravers and trendsetters blazed a trail for the generations of women who followed. It’s time the travel industry blazed a trail for them in return.
