It takes two. Well, a lot of things do. Travel just isn’t one of them. People are venturing solo to dreamy places they want to experience. Rome. Iceland. Thailand, you name it. It’s not the “where” that raises eyebrows, it’s the “with who.” It’s widely accepted that opposites attract, so why is it so surprising when partners don’t agree on where to vacation, or even to vacation together at all? One thing is for sure. Minus-one travel has entered the chat with no indications it will be leaving any time soon.
Approximately 83 million American travelers considered taking a solo trip last year, and this number is expected to grow even more in 2024. For some, it’s a way to meet people who share their love of globe-trotting. For others, traveling alone is a type of retreat or healing, especially after some sort of trauma. Many just prefer to get away on their own terms without having to work around someone else’s schedule. Whatever the reason, it’s time to find out how the minus-one traveler can be a big plus for your destination.
First, get to know your market with some fast facts. The average solo traveler is 47 years old, and a whopping 84% are female. Europe is the destination of choice for 50% of independent female travelers, and 59% of females who have traveled solo said they would do it again. These go-it-alone adventurers are more inclined to seek out niche travel experiences and accommodations seen on solo travel websites and social media versus more traditional travel choices.
Preferred accommodations for solo travelers are a little more niche as well, with boutique hotels, cottages and bed and breakfasts ranking high on their lists. Many also enjoy staying in hostels which offer many opportunities to get to know people with interests that mirror their own. If your destination offers single, smaller rooms, let solo travelers know it. Also, if they still have access to all the amenities the hotel offers, such as a pool, fitness center, and the like, it would be even better.
There’s also solo group travel for those who like to travel alone but not totally alone. For these independent yet social butterflies, activities like walking tours, bus tours, boat tours, food tours and cruises are a huge plus. This way, not only do they get to experience a locale, but they also get to meet people along the way. Make it a point to showcase nearby outings of this type on your websites and marketing materials.
For many, solo travel is a form of self-care, a sojourn that provides much-needed rest and relaxation away from the everyday hustle and bustle. Highlight nature walks, yoga classes and spas found at your location. Offer minus-one guests the VIP treatment options they crave.
Minus-one travelers seek immersive experiences brimming with local cuisine and culture. Any time you can point them in the direction of dining hotspots or cultural events happening in the vicinity, let them know. Highlight all the unique arts and culture you can.
Solo travelers look for friendly, relaxing locations that rank high when it comes to safety. According to AAA, Australia, Costa Rica, Greece, Iceland, Italy, Japan, Norway, New Zealand, Thailand and Vietnam are ranked at the top of the list for independent travel. If your area maintains a higher-than-average safety rating, make that known.
Another easy way to make go-it-alone travelers feel safe: at check-in make sure you offer a brochure or card with the hotel’s address on it. Yes, cell phones are everywhere, but they do run out of charge (usually at the most inopportune moments) and you want to ensure your guests a fret-free return to their lodgings. Have a robust and safe public transit system including trolleys, trams, busses and trains? Make your audience aware of that too.
Lastly, keep in mind that there is a first time for every solo traveler, and it can be a little intimidating. A little extra hospitality will go a long way.
Looking to add proven, results-driven marketing, media and design with an eye on today’s trends to your company’s business strategy? Reach out to the travel and tourism experts. Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today.
