Three-quarters of trips don’t make it out of the group chat, according to new research.
A survey of 2,000 women (split evenly across generations) revealed that 76% of group trips don’t ever make it to fruition, with just 24% actually making it out of the group chat.
And planning isn’t a small feat: It takes 83 messages for it all to come together, and those planning a trip say it takes nearly 19 hours across 11 days.
According to the results, respondents spend the most time researching things to do (2.6 hours) and picking out a destination (2.5 hours).
Commissioned by Discover Puerto Rico and conducted by Talker Research, the results found that 80% of women believe that they are the ones who spend the most time planning trips compared to men (4%).
Sixty-two percent of women who are planning trips said they are the ones to make the most travel decisions, with millennials (70%) and Gen X (69%) being the most likely generations to take on that responsibility.
Picking destinations (53%), finding lodging (51%), and booking flights (41%) are the top things women are most likely to handle when they are planning trips, and some respondents say they are most likely to handle “everything.”
Regardless of the specifics of their trip, the feeling of safety is important for the majority of women (89%).
And when wanting to feel safe on a trip, secure lodging (42%), cell service (37%), and destination reputation (36%) are the top things that women take into consideration.
Because of how important it is for women surveyed to feel safe while traveling, this is one of the top things they prioritize — tied with finding a destination that has good food and fun attractions (all No. 1 at 31%).
Women feel most confident traveling to a destination that is easy to get to (47%), with nearly three-quarters of respondents (74%) saying they prefer traveling somewhere that does not require them to use their passports.
“Women told us safety, great food, and a seamless journey matter most, and we try to deliver on all three,” said Storm Tussey, Chief Marketing Officer for Discover Puerto Rico. “From safety and stunning weather to extraordinary food and one-of-a-kind experiences, Puerto Rico is a destination that checks every box respondents are traveling for.
“With sun-drenched beaches, lush mountains, vibrant culture, and a world-class food scene, all without a passport for U.S. travelers, there’s few other destinations that feel both familiar and completely transportive.”
When it comes to what types of vacation destinations women prefer, beachy and coastal vibes (58%) ranked at the top. This was followed by cityscapes (32%) and more adventurous nature excursions (27%).
Regardless of the destination, women said that if they had to guarantee one thing for their trip, it’d be great weather (22%), followed by great food (18%) and great activities (17%).
Women aren’t keeping their trip-planning preferences to themselves either.
Relaxation was the biggest driver behind travel recommendations among millennials (40%), Gen X (46%) and baby boomers (44%).
Meanwhile, Gen Z stood out for prioritizing good food, with 41% saying memorable dining experiences make them more likely to recommend a trip to other women in their lives.
“Safety is the foundation, but what sets a great trip apart is what comes with it,” said Tussey. “More than just making women feel secure, it’s important to find a destination that makes them feel seen, celebrated and connected to something real. Women are choosing places they trust: when safety is the priority, it helps to know you’re somewhere familiar that still feels like a world away.”
TOP 5 THINGS WOMEN PRIORITIZE FOR THEIR VACATION DESTINATION
- Safe environment (31%)
- Good food (31%)
- Fun attractions (31%)
- Warm weather (28%)
- Nice lodging (25%)
TOP 5 “ICKS” WOMEN HAVE WITH VACATION DESTINATIONS
- Dirty lodging (49%)
- Overcrowded attractions (35%)
- Expensive food (27%)
- Bad cell service (25%)
- Expensive attractions (23%)
Research methodology:
Talker Research surveyed 2,000 U.S. Women (split evenly across generations) who have access to the internet; the survey was commissioned by Discover Puerto Rico and administered and conducted online by Talker Research between June 12-18, 2026.
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