Why Doesn't the Travel Industry Seem to Care About Single Parents?

Lissa Poirot is a single mom who, incidentally, loves to travel. But her status as a solo parent always felt more pronounced when she went on a trip with her young children in tow.

“I discovered hiccups,” she said. “All-inclusive resorts charge for double occupancy, two-seater rows for airplanes can be a challenge, and I have to pay extra to select seats to ensure that I will sit by my kids.”

Poirot, the founder of Lehigh Valley, Penn.-based Anywhere World Travel and former editor-in-chief of Family Vacation Critic, even got odd looks from passersby when her children were toddlers.

Over time, however, some things have changed. Poirot now has her hands full with a different beast: teenagers. (The side-glances from strangers are less frequent, she says.)

On a grander scale, in 2017, the share of U.S. children living with an unmarried parent clocked in at about 32%, or 24 million — a significant jump from 13% in 1968, according to Pew Research Center. The think tank also reports that the trend is likely to prevail, as the U.S. marriage rate continues to decline and the number of births outside marriage increases.

Meanwhile, the Family Travel Association’s (FTA) 2018 USA Family Travel Survey reports that about a quarter of the country’s traveling families have a single parent at the helm, including those who are divorced, separated or widowed.

Even still, the travel industry has barely budged an inch in favor of these non-nuclear families.

Poirot, or example, has long been voicing her frustrations about the lack of understanding and empathy for single-parent travelers. In 2016, she penned a column for the FTA, in which she implored airlines, cruise lines, resorts and the like to make changes that better serve the needs of nontraditional families.

Three years later, the same nuisances exist — but she still has hope.

“There are so many of us,” Poirot said. “More companies in hospitality will eventually realize that we are an untapped market with plenty of money to spend. We want to travel, and we shouldn’t be penalized just because we are solo.”

Intrepid Travel is one tour operator that has stepped up to the plate. In February 2018, it launched a range of tours specifically designed for single parents and their children.

Dyan Mckie, Intrepid’s family product manager, noticed that the few products targeting this group mostly comprised resort-style packages or cruises. What’s more, she knew that solo parents tend to be apprehensive about traveling with their kids to far-off destinations such as Morocco and India.

There’s the possibility of feeling like a fish out of water, too.

“Many solo parents are conscious about being the ‘odd’ family in a mix of nuclear families,” she added. “Although all our family adventures cater to single parents, this range offers reassurance that traveling on a solo-parent trip means joining a group of like-minded parents and their children.”

Feedback for the product has been positive, with many clients anticipating to book another trip with Intrepid.

“All the responses have reiterated the sense of security from traveling with a small group and a local leader, while also acknowledging the freedom they had to explore on their own,” Mckie said.

Amy Siegal, a travel advisor with Valerie Wilson Travel in New York City, actively works with single-parent clients to help them create the right vacation for their families. She notes that more solo parents, including herself, are taking their children on vacations alone — not to mention, traveling farther distances.

“They want to expose their children to new experiences and aren’t letting the fact that they aren’t a traditional family unit stand in the way,” she said.

But, Siegal says, it’s even more crucial for advisors to anticipate the needs of this specific type of client, because traveling as a single parent can involve some added anxiety. As a result, during the trip, suppliers may need to offer extra attention to such guests.

“Will they need childcare, a meet-and-greet at the airport, special amenities and kids’ activities?” she said. “A parent doesn’t feel ‘on vacation’ if his or her kids aren’t situated and happy.”

Below, travel experts — who are also single parents themselves — share their best tips for keeping these clients happy.

Suggest Group Travel

Andrew Motiwalla, chairman of Terra Education, the parent company of tour operator Discover Corps, has been a solo parent for seven years. He says Discover Corps’ group trips are a fit for families of all kinds, whether multigenerational, nuclear or led by a single parent.

“Group travel can be a great way to connect with other families, single parents or not, but also those who have the same goal as you — to create lasting, meaningful memories with their children,” he said. “The sense of community you have with your group adds another layer to the experience. As a single parent, I love being able to have time with my children and still have the option to interact with other adults.”

Keep It Simple

Trips requiring more hands-on responsibilities that fall on an adult aren’t ideal for solo parents, according to Meagan Wristen, the founder of Mommy Travels, a travel and lifestyle blog. For example, on a long road trip, unless there’s a teenager with a license, the parent will have to do all the driving.

Instead, she says, a single parent will appreciate a vacation where everything, including activities, are prescheduled — which means the parent can spend less time planning and more time enjoying the trip.

Book Involved, Meaningful Experiences

However, not all kids or teens will be content in an age-restricted club, and that might not be what the parent has in mind, either. Valerie Wilson Travel’s Siegal recommends signing up clients for interesting activities that a parent and his or her children can participate in together, such as a cooking lesson or a graffiti art tour.

“In addition to making a trip more meaningful, this type of activity takes away any awkwardness,” Siegal said. “It gives the family a focus and eliminates that ‘different’ feeling. This is especially useful if the parent doesn’t live with the kids full-time.”

Terra Education’s Motiwalla believes the travel industry needs to move away from itineraries that contain kids-only and parent-only activities.

“I challenge the industry to create fun activities that parents and children can enjoy together, which ultimately become the most powerful memories that they will share forever,” he said. “Adults appreciate cultural immersion and rekindling their own values of global citizenship as much as children enjoy experiencing it for the first time.”

Give Extra TLC to the Parent

When his kids are his travel companions, Motiwalla still relishes the occasional evening of adult alone time.

“Sometimes I want to visit a jazz club or savor some fine dining — things my kids don’t enjoy or are not allowed to do,” he said. “One night of childcare is the perfect way to make this happen.”

Siegal says that the only thing truly differentiating single-parent families from the traditional set is that one adult handles the children as well as all arrangements. She advises facilitating relaxation time for the parent, whether that’s a spa treatment, a round of golf or just some cherished alone time.

“They deserve a little break, even just to take a breath and pat themselves on the back,” Siegal said.

The Details

Anywhere World Travel
www.anywhereworldtravel.com

Discover Corps
www.discovercorps.com

Family Travel Association
www.familytravel.org

Intrepid Travel
www.intrepidtravel.com

Mommy Travels
www.mommytravels.net

Valerie Wilson Travel
valeriewilsontravel.squarespace.com