A significant majority of group trips, 76%, never progress beyond the initial planning stages in group chats, according to a recent survey. The study, which polled 2,000 women across different generations, found that only 24% of proposed group travel actually comes to fruition.
Planning these trips is a substantial undertaking, requiring an average of 83 messages and consuming nearly 19 hours spread over 11 days. Women participating in the survey reported spending the most time researching activities and selecting a destination. Discover Puerto Rico commissioned the research, conducted by Talker Research.
Planning Dynamics
Survey results indicated that 80% of women believe they dedicate more time to planning trips than men. Furthermore, 62% of women planning trips stated they are primarily responsible for making the key travel decisions, with millennials and Gen X more likely to take on this role. Common planning tasks handled by women include choosing destinations (53%), finding accommodation (51%), and booking flights (41%). Some respondents noted they often manage all aspects of the planning.
Travel Priorities
For the majority of women surveyed (89%), feeling safe during travel is a paramount concern. Factors contributing to a sense of security include secure lodging (42%), reliable cell service (37%), and the destination's reputation (36%). Safety is tied with other top priorities, such as finding destinations with good food and attractions, all at 31%.
Women also prefer destinations that are easily accessible, with 47% feeling most confident traveling to places that do not require a passport, a sentiment shared by nearly three-quarters of respondents. The most desired vacation destinations tend to have a beachy or coastal atmosphere (58%), followed by cityscapes (32%) and nature excursions (27%). Regardless of the destination type, women prioritize good weather (22%), followed by food (18%) and activities (17%).
When it comes to travel recommendations, relaxation is a key driver for millennials (40%), Gen X (46%), and baby boomers (44%). Gen Z, however, places a higher emphasis on good food, with 41% stating that memorable dining experiences influence their likelihood to recommend a trip.
Destination Preferences and Dealbreakers
Key factors women prioritize for a vacation destination include a safe environment (31%), good food (31%), and fun attractions (31%), followed by warm weather (28%) and nice lodging (25%). Conversely, major deterrents include dirty lodging (49%), overcrowded attractions (35%), expensive food (27%), poor cell service (25%), and costly attractions (23%).
The survey was conducted online between June 12-18, 2026, by Talker Research, surveying 2,000 U.S. women with internet access.