A new study by DeVries Global examines the non-mom travel market. The study says that while the mom demographic is frequently catered to by brands, the new study spotlights non-moms to better understand their values and motivations.
The research was sparked by the idea of “Otherhood,” DeVries says. “Otherhood” refers to women who are without children by choice or by chance, the study says. This group includes 47 percent of women of childbearing age in the U.S.
Key findings include:
Women without kids are more likely to take a long vacation compared to moms.
- They spend 60 percent more days abroad per year (10 days for moms vs 16 days for non-moms)
- They are more likely to take a long domestic vacation away with their partner, spending more than double the time away per vacation compared to couples with children (moms 3 days, non-moms 8 days)
Non-moms are also spending nearly twice as much per person on a weeklong vacation than mom.
Economy class is most frequently flown among 64 percent of non-moms for personal travel – so she’s conservative when it comes to airfare travel, the study says.
Non-moms appreciate a good deal:
- 71 percent of both cohorts belong to in-store loyalty programs
- 84 percent of non-moms use coupons
The majority of all women (moms and non-moms) are not members of travel loyalty programs:
- 72 percent do not belong to a frequent flyer club (vs 76% moms)
- 75 percent do not belong to a hotel loyalty Program (vs 70% moms)
- 89 percent do not belong to a car rental loyalty program (vs 85% moms)
- 92 percent do not belong to a cruise loyalty program (vs 90% moms)