American Airlines' redesign and re-launch of a website aimed specifically at female travelers reflects the fact that women are now the biggest decision makers when it comes to buying airline tickets.
"Our research tells us that women make at least 70 percent of all the travel purchase decisions," said LeAnn Marchbanks, director of women's marketing for the Fort Worth-based airline.
American recently added travel videos to the site and reviews of travel destinations and hotels with a focus on female travelers.
The site also includes a forum where women can share travel tips, links to women's businesses, and even shopping sites.
Frequent flier Toni Harrigan said she planned to bookmark the site so she could visit again after viewing it for the first time.
Harrigan travels around the world for her job in international real estate.
"Once upon a time, you'd be in first class or business class, and I'd be the only female, which I would always notice," Harrigan said.
Today she said she finds herself surrounded by more female "road-warriors."
The airlines see that growing market as a huge opportunity.
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