Women In Travel: The days of one-dimensional stereotypes are over, says Wendy Wu
As someone who set up her own travel business from scratch, Wendy Wu has plenty of experience in navigating the travel industry as a woman – it is the reason we named her as No.1 in our power list at last year’s Women in Travel Awards.
Now Wu is back – this time as a sponsor for this year’s awards. In this exclusive interview, we spoke to her about why awards like Women in Travel are so important, as well as the trends shaping the industry and how brands can (successfully) market to women.
Find out how you can enter the awards here.
What are the top trends dominating the female travel market? Where are the areas of growth you are most excited about right now?
We’re seeing a significant rise in solo travellers who want to tick off their ‘life list’ goals, and not wait around for someone to do it with. Women of all generations – not just younger ones – are driven to seeking adventure and cultural immersion on their own terms. Wellness travel is another major trend I find really interesting. Women are prioritising self-care, and I’m not just talking about an occasional massage. As a tour operator, I notice that they are seeking out destinations that offer holistic, personalised experiences. Destinations that provide a cultural connection and travel that inspires their soul are top of their wish lists.
From a group travel perspective, I’m particularly excited about the focus on tour segmentation as a trend too. Beyond our well-known group tours, we’ve expanded into river cruising, rail, solo travel, Christmas tours, combination tours like sync touring, and smaller more adventurous Go Beyond experiences. This allows us to grow and meet the market needs.
Wendy Wu and her team on the Great Wall of China.
What does sponsoring Women in Travel mean to you?
Sponsoring Women in Travel 2024 is an immense honour, and in many ways a full circle moment for me. As a woman who has navigated the complexities of the travel industry for more than 25 years, and built a successful travel brand from scratch, I understand the importance of empowering and celebrating other women in this space. It’s about fostering a community where women can support each other, share experiences, and drive the industry forward. By investing in women through the power of travel, we’re enabling them to explore new opportunities, gain confidence, and expand their horizons, both personally and professionally.
I would love to see all women make their mark in the world in their own right—however they choose that to be! This sponsorship is a way for me to give back and help pave the way for future generations of female leaders in travel, allowing them the freedom to make choices that suit their individual paths.
Where does the travel industry serve women well and where does it have further to go?
From the consumer perspective, the travel industry has made significant strides in catering to female travellers, particularly in areas like safety, comfort, and personalised experiences. Women today have more options than ever, with a growing number of tours and services designed specifically with their needs in mind. This includes everything from solo travel packages and wellness retreats to cultural tours that offer deeper, more meaningful encounters.
However, there’s still lots of room for improvement. One area that requires attention is the diversity and inclusivity of travel options. The industry must move beyond stereotypical portrayals of female travellers, which often focus on narrow definitions of what women want from their travel experiences.
There’s a growing demand for more diverse itineraries that reflect the rich variety of experiences women seek –whether it’s adventure travel, immersive cultural exchanges, or nature-based trips that go beyond the typical tourist routes.
From the perspective of the industry workforce, women are represented strongly in front line roles, but leadership is still a work in progress. Industry event organisers could pay closer attention to the gender diversity of panels and speakers, to ensure it more appropriately represents the reality of the workforce. Having a balance is important because the views of both our male and female colleagues combined adds the most value. 
What are some key tips for marketing to women and what is a definite no?
Marketing to women today is less about gender and more about understanding people and their evolving perspectives. A singular message won’t resonate with all women, especially as their priorities and views change over time. The days of one-dimensional stereotypes are over, and I find that women appreciate brands that genuinely recognise these changes.
At Wendy Wu Tours, our strength is building trust by fostering communities, both online and in person. Social proof is a powerful tool, and we invite our clients to engage directly with our products and experiences in a multitude of ways. This personal connection is key to inspiring loyalty.
A definite ‘no’ in marketing to women is relying on outdated, patronising stereotypes. You can’t rely on clichés or assume a single message will resonate with all women. Modern women are savvy, independent, and looking for brands that understand and respect their individuality. Campaigns need to consider women of all ages, backgrounds, and lifestyles. This approach not only acknowledges the diversity within the female travel market but also empowers more women to see themselves in these experiences.
This interview is part of our Women in Travel series ahead of the 2024 Women in Travel Awards. The awards celebrate women who have achieved astronomic success in their professional arenas, celebrating their invaluable contribution to the industry through leadership, innovation and courage.
This year the theme is ‘Follow her lead’ and we’ll be championing the power of community and women in the industry working together to create the best experiences possible for Australian travellers.
Women from all levels of business are encouraged to enter the awards program, which features 20 categories covering every corner of the industry. That includes three new categories, Rail, Tech and Woman of Year.
What are you waiting for, ENTER NOW!
Buy your earlybird tickets HERE.
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