Not so long ago, a woman travelling alone was considered scandalous. In the 18th and 19th centuries, unmarried women were expected to be accompanied by a chaperone to preserve propriety and prevent ‘social ruin’. As for women being independent explorers, adventure seekers, or business travellers? Largely unthinkable, definitely scandalous.
Even into the early 20th century, married women weren’t issued their own passports; instead, they were listed under their husbands’ documents – so he held the keys to both permission and the purse strings.
Fast forward to today, and women are not just travelling solo, they’re redefining what travel means. While many may still be fighting for equality in the boardroom, this is one domain where they’re in total command. Whether it’s a weekend escape, a wellness retreat, or a bucket-list destination, women across the globe are leading the way, stepping into experiences that are deeply personal, healing, and empowering.
A 2024 survey found that over 51% of solo travellers who responded are women, most of them between the ages of 25 and 35. Globally, women account for more than 70% of solo travel bookings, and they are responsible for over 80% of all travel decisions, not just for themselves, but for partners, families, and friends too.
Samantha Pillay, Director of ekko, a leading lifestyle brand for millennials, says this comes as no surprise. “We’re seeing an increase in the number of female members who are purchasing an ekko portfolio and a growing self-assurance in women going on holiday on their terms,” she says. “It’s not about escaping life. It’s about stepping into it.”
Pillay believes that this is not simply a trend either; it’s here to stay. “Travel has long been seen as a social activity, but for many women, it has become a form of self-care, a way to reset, and freedom from the pressure to always be available to others.”
“COVID-19 sparked a reassessment of priorities for many,” she adds. “In its aftermath, whether following burnout, loss, or simply a long-overdue pause, more women have turned to solo travel for the space to breathe, reflect, and reconnect with themselves. Many are venturing beyond the familiar, embracing independence, curiosity, and confidence as they explore destinations both locally and overseas.”
So, no wonder that this shift is not limited to young professionals, global nomads or gap-year backpackers. Older women are increasingly vacationing alone or in small, curated groups. Across Africa and internationally, women over 50 are among the fastest-growing travel demographics. Many are retired, single, or simply choosing to explore independently, often for the first time in their lives. It’s also why the demand for women-only travel experiences has surged, with some global travel brands reporting growth of over 200% in this market over the past few years.
Although 86% of women surveyed in 2025 said they are unafraid to travel, despite global uncertainties, confidence does not mean complacency. From group travel to secure accommodation, reliable transport and vetted local guides, safety remains a non-negotiable. “That’s where community platforms come in,” notes Pillay. “These digital forums offer more than travel tips; they reflect real experiences, cultural insights, and peer-to-peer support. For women travelling alone, they provide a safety net of shared knowledge to help navigate solo travel with confidence.”
And behind the scenes? Women entrepreneurs are shaping the future of travel, crafting experiences that are intentional, purposeful, and personal. Whether it’s a wellness retreat or a luxury escape rooted in cultural authenticity, the message is clear: women are redefining what travel means. It has become a canvas for self-expression, blending empowerment with exploration. Simply put, it’s about liberation.
This Women’s Month highlights a growing movement: women making travel their own and writing their own stories. As Pillay puts it: “The fairer sex is no longer asking for permission to explore; they’re setting their own pace, choosing their own paths, and finally putting themselves first.”
ekko celebrates this spirit of adventure by making world-class getaways more accessible with its lifestyle portfolio. Turn your shares into stays at 50 luxury local resorts or enjoy up to 50% off over 500,000 hotels worldwide, plus savings on flights, car hire, and tours.
For more information, please visit www.ekko.co.za.
