Women Travelers Drive Spending Trends in Tourism and Retail

The Sedona Tourism Advisory Board (TAB) meeting held on September 3, 2025, focused on understanding spending behaviors among different visitor demographics to enhance tourism strategies. The discussion began with a member expressing curiosity about the spending patterns of various groups, particularly families and women traveling together.

The member noted that families, while they do spend money on necessities like dining, may not be significant retail spenders due to distractions from children. In contrast, women traveling in groups tend to encourage each other to shop, often purchasing souvenirs and gifts for friends and family. This behavior suggests that targeting marketing efforts towards women could yield positive results, as they are more likely to engage in retail spending during their trips.

The conversation also highlighted the importance of data from the Destination Marketing Organization (DVA) to better understand these spending habits. It was suggested that analyzing this data could help refine marketing strategies to attract specific demographics, particularly women, who may have a higher propensity to spend while traveling.

Additionally, the board discussed the current state of local restaurants, noting that they are performing well and do not require additional marketing support. This indicates a healthy dining scene in Sedona, contrasting with other sectors that may need more promotional efforts to attract visitors.

Overall, the meeting underscored the need for targeted marketing based on visitor spending behaviors, particularly focusing on women travelers and the unique dynamics of family trips. The board plans to leverage data insights to enhance Sedona's tourism appeal and ensure a balanced economic benefit across various local businesses.