While Most Advisors Aren’t Booking a Lot of Solo Travel, Demand Is on the Rise

According to a new survey of nearly 300 travel advisors — part of TravelAge West’s Need to Know research series — most agents (85%) say they book “very little” to “some” solo travel. However, another 61% of respondents report that this business has been increasing “moderately” to “significantly” over the past few years. This is despite the fact that 78% of advisors do not market specifically to solo travelers.

“I truly believe that social media is a huge factor in the growth of solo travel,” said Brianna Hughes, a luxury travel advisor with Magical Moments Vacations. “Not only are people — of all ages and stages of life — seeing how accessible it is, but they are also being driven to say, ‘Wow, if they can do it, why can’t I?’”

Perhaps one explanation for advisors’ minimal marketing efforts aimed at solo travelers is the lack of trips available to clients. Nearly three-fourths of respondents (73%) feel that suppliers do not offer an adequate number of options for solo travelers. Another 69% “definitely” believe there’s a need for more industry-wide support and resources specifically focused on solo travelers.

“Solo travel is one of the most misunderstood market segments of our industry,” said Steven Gould, chief innovation officer for the Travel Advisor Resource Center. “When people hear ‘solo travel,’ they typically assume it’s one person looking to travel independently. However, there are several suppliers that have made it easy for solo travelers to find like-minded traveling companions while traveling solo.”

Solo travel is one of the most misunderstood market segments of our industry.

Hughes points to small-group tour operators as an especially good choice for solo travelers.

“As an advisor, I market small-group tours to solo travelers,” Hughes said. “Suppliers make it possible for solo travelers to experience the best of all worlds — safety, affordability and immersive experiences.”

Advisors are split on the suppliers that are most accommodating to solo travelers — 31% say escorted tour operators, 30% say ocean and river cruise lines and 25% say FIT tour operators. 

“Ocean cruise lines are creating studio-style, single-occupancy cabins which are typically priced just a little higher than the per-person cost of a shared interior cabin, making it more affordable for someone to book a studio over a solo interior cabin,” Gould said. “Meanwhile, land tours and river cruise lines are providing supplements and waivers to drive the cost down for solo travelers. So, I would say there is a fair mix in the market across multiple travel segments and styles.”

In terms of destinations, Europe (40%) and the Caribbean (34%) lead the way for those traveling on their own, with the United States and Canada a distant third (12%).

Hughes’ solo clients tend to pick Europe and Asia. 

“There is so much to do and see in these destinations, and it can be overwhelming to make sure you see and do everything,” she said. “This is another reason small-group tour operators such as G Adventures and Exoticca are great.”

According to advisors, most solo travelers are women (84%) between the ages of 40 to 65 (49%). Women ages 25 to 40 also made a strong showing in the survey (29%).

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“That’s exactly what we’re seeing,” Gould said. “The funniest part of it is that many of the women who are now traveling as solo travelers are often married. I can’t tell you how many times I’ve heard a client say, ‘My husband just doesn’t care to go, and I’m not waiting around.’”

The top concerns expressed by solo travelers are safety and security (42%) and finding solo-friendly cruise or hotel accommodations (39%). Another major consideration is the extra cost of single supplements — 74% said this was a very important factor.

Hughes confirms that her solo clients are very concerned with safety.

I would say the vast majority of my solo traveler clients are women, and every inquiry comes with the words, ‘I would like to go somewhere I feel safe.’

“I would say the vast majority of my solo traveler clients are women, and every inquiry comes with the words, ‘I would like to go somewhere I feel safe,’” Hughes said. “This is why I advocate for small-group travel for solo individuals — safety in numbers. They do not have to spend the entire duration of an 11-day trip surrounded by the group, but they arrive in each destination knowing they have an advocate in their corner ready to help them feel safe, seen and secure.”