A silent wave is coming. Historically, solo travellers have been a mite neglected. Unlike cacophonous couples or screaming families, their quieter needs haven’t been catered to. But the numbers of those going it alone are increasing.
Mintel research testifies that five million Brits now holiday alone. More than one in eight long-haul trips are taken solo, and a third of those in single person households aged under 65 have holidayed alone.
Concerns
A survey by Leger Holidays has found that women are more likely to have concerns over safety and security when travelling alone, whereas men are more worried about being bored. The cost of holidaying solo also put respondents off.
So while some people don’t mind heading off on their own, others, looking for safety, security and company, might find that the escorted tour market is just right for them.
Benefits
“Escorted tours are great for single travellers, as they get the chance to make friends and be sociable, but they can also find time for themselves if they don’t want constant company,” says Paul Melinis, sales director at Insight Vacations and Trafalgar Tours.
Long-haul trips prove particularly popular with many operators’ single clientele. This is perhaps because there is a need for ‘back up’ in more challenging destinations. This reassurance is a great selling point when going to destinations with some safety risk, or for lone female clients.
Mealtimes and evenings are usually the sticking point for many travelling alone – sightseeing solo is one thing, but sitting at a table for one can be a depressing experience. Keep an eye out for departures that offer half or full-board as an easy way of making sure clients won’t be left alone to dine.
Otherwise, check with operators whether tour guides are likely to organise communal eating out for the lone members on their tours.
Single supplement
The biggest bugbear for any lone traveller is the single supplement. The extra cost will vary depending on the length of the trip and the type of hotel. Some hotels will have single rooms, which will be cheaper, and others may sell doubles for single use.
European single supplements can be more reasonable, but the rooms are generally smaller. In the US and Canada, the supple-ment may be slightly higher, but the rooms tend to be of a good size with lots of space.
Those who don’t mind sharing a room with a stranger can avoid paying a supplement – Insight Vacations, Trafalgar Tours and Cosmos Tourama all offer room-share options. The operators carry 20%, 30% and 15% single passengers respectively, so there’s a good chance clients won’t be the only solo on their tour.
However, while some clients might enjoy the chance to make a new friend, others may well value privacy and might not want to share a room.
In this case, consider a specialist operator – see ‘Singles operators’ box – or a special departure. Leger Holidays has a Singles brochure of 11 solo-only tours, plus the operator offers another 14 departures with rooms that have low or no single supplements. All are to European destinations.
Titan HiTours offers a variety of no single supplement departures including Italy, Slovenia and Poland, plus the majority of the Christmas departures have no single supplements. Next year, Cosmos Tourama will introduce a selection of tours in North America with no single supplements on selected dates, offering savings of up to £400.
Over-55s operator Grand UK Holidays doesn’t charge single supplements on any of its mainland UK trips, and also markets a selection of ‘perfect for singles’ departures.
Sister brand Glenton Holidays offers a range of solos tours in its Good Companions mini-brochure that don’t penalise singles with a supplement to destinations across the UK and Europe.
It’s not only the coach operators that are catering to the singles market. Research carried out by Great Rail Journeys two years ago determined that 27% of its existing clients were single, divorced or widowed, and more than half of those would be interested in holidays designed specifically for singles.
The company now offers departures for single travellers with no single supplements, group sizes of 25 or below to create a friendly atmosphere, welcome drinks, and sociable meal arrangements.
Who are single travellers?
Don’t assume that anyone holidaying alone doesn’t have a partner. Some clients may travel by themselves because their partner doesn’t share their interests or their destination choice, or because they can’t get the time off work.
That’s not to say that many solos aren’t going solo in life too. Several of Cosmos Tourama’s customers have met on tour and gone on to get married. However, it’d be dangerous to assume that clients are going with matchmaking in mind.
Check whether customers would feel more comfortable on a singles-only tour through a niche operator or a special singles departure, or whether they’d prefer the variety of a general tour where they can mix with couples and groups.
Singles operators
One way to guarantee your clients don’t feel any stigma when they travel alone is to send them with a specialist operator.
Just You has seen double-digit growth year on year for its escorted tours. Short-haul bookings are up 20% in 2010, and long-haul bookings have increased by 46%.
Southeast Asia has proved so popular that the operator has launched a stand-alone programme with destinations including Cambodia, China, Japan, Malaysia, Thailand and Vietnam.
It has also launched an all-inclusive brochure with holidays to nine destinations. These aren’t traditional touring holidays as they are mainly in one resort, but all include a tour director and at least one excursion, with the opportunity to add extra excursions as clients wish.
Solo’s has been selling holidays to singles for 28 years. As well as sun and skiing trips, it offers a range of escorted tours worldwide, plus a special selection of activity-based holidays including walking, cycling, tennis and diving.
The operator also dedicates certain departures to different ages ranges (25-45, 30-59 and 45-plus), which is useful if clients prefer to find travel companions who are about the same age.
Sample product
Just You offers a 10-day The Wonder of China tour visiting Beijing, Chengde and Xian from £1,479, departing on June 16, including eight nights’ full board accommodation and flights from Heathrow. justyou.co.uk, 0844 567 9913
Leger Holidays offers the nine-day Lake Garda and Verona single traveller tour from £749 per person, including door-to-door transfers and travel by Silver Service coach. leger.co.uk, 0844 504 6250
Great Rail Journeys offers a nine-day Single Travellers: Jungfrau Express and Golden Pass itinerary from £1,998 including first-class rail travel, eight nights’ bed-and-breakfast accommodation, seven dinners, excursions and a Lake Lucerne cruise and transfers. greatrail.com, 01904 521980
