Travel’s Missed Connections: Solo Women Rise, NDC Stalls

We unpack two important developments shaping the future of travel: the emergence of solo women travelers over 50 as a powerful force, and the growing disconnect between airline tech innovation and customer experience.

Solo Women Over 50: Travel’s Most Overlooked—and Valuable—Audience

For decades, the travel industry has underrepresented a powerful segment: solo women travelers over 50. But that’s changing fast—and not just in the margins.

On the latest episode of the Skift Travel Podcast, JourneyWoman CEO Carolyn Ray and Intrepid Travel’s Leigh Barnes highlighted how this group is redefining what solo travel means. It's no longer about ticking boxes on a bucket list—it's about empowerment, connection, and personal growth.

💡 What These Travelers Want:

• Cultural immersion, not cookie-cutter tours

• Wellness-focused experiences over luxury-for-luxury’s-sake

• A chance to explore, reflect, and connect—on their own terms

Despite lingering challenges like “single supplement” fees (where solo travelers are penalized for not sharing accommodation) and ageist marketing stereotypes, recent research shows growing industry recognition of this demographic.

“Women in their 50s and 60s are reaching their travel prime—financially, emotionally, and experientially,” says Carolyn Ray.

As Gen X women age into peak travel years, companies that cater to them with respectful, authentic, and flexible options will earn not just short-term bookings, but long-term loyalty.

🏡 STR Takeaway:

• Offer solo traveler-friendly packages: think single-night options, self-care amenities, and community-driven experiences

• Avoid age clichés in your marketing—speak to curiosity, independence, and exploration

• Highlight wellness, culture, and personalised recommendations, not just features

NDC’s Broken Promises: Personalisation Without the Payoff

While one part of the travel industry is embracing new audiences, another is struggling to deliver on its tech promises.

The New Distribution Capability (NDC)—an IATA-backed standard designed to personalize airline bookings with dynamic pricing, tailored offers, and direct connections to travelers—is hitting a wall.

In theory, NDC should:

• Break the stranglehold of legacy GDS systems

• Allow for smarter, real-time airline retailing

• Enable customers to receive offers tailored to their needs

But according to a recent op-ed by Mike McCormick, former head of Travel Again Advisory, the reality is far messier.

🚨 The Real Issues:

• Inconsistent rollout across airlines

• Opaque pricing and user confusion, rather than clarity

• Data privacy concerns and clunky booking flows

• The same old hidden fees and lack of transparency still plague the user experience

Despite huge investments in AI and XML infrastructure, the NDC promise remains largely unrealized—and travelers are noticing.

“The disconnect between industry excitement and real-world execution is eroding trust,” McCormick notes.

In an era where consumers expect seamless, intuitive booking experiences, the current reality—particularly for corporate or frequent flyers—is disappointing at best.

What STR Operators Should Learn from These Trends

Both stories share a central message: Don’t just promise—deliver. Whether you’re appealing to solo travelers or upgrading your tech stack, success comes from aligning with real needs, not industry hype.

✅ For Solo Female Travelers:

• Build trust through genuine, respectful messaging

• Offer thoughtful touches like welcome notes, personal recommendations, or flexible check-ins

• Partner with local female-led experiences, wellness providers, or cultural venues

✅ For Booking Experience:

• Keep your booking flow simple, clear, and transparent—especially on mobile

• Avoid hidden fees, upsells, or add-ons that create friction

• Communicate value clearly—if you offer personalisation, make it visible and meaningful

Final Thought: Real Progress Happens When Innovation Meets Empathy

Whether you’re trying to capture the attention of a seasoned solo adventurer or designing smarter booking infrastructure, one truth remains: People trust what they experience—not what they’re sold.

The travel brands (and hosts) that thrive will be those who deliver on the ground and in the interface—creating journeys that feel empowering, seamless, and genuinely personal.