Comment: ‘Solo’ escorted touring doesn’t always mean single

When people think of solo escorted touring, they often assume it’s a holiday option exclusively for single travellers. But what if I told you that around 20% of the people who join our tours are very much in relationships — they simply choose to travel solo.

It’s a surprising statistic that flips the perception of what a solo traveller looks like. Yes, there are those who are single, divorced or widowed, but we’re seeing more people in relationships deciding that a solo trip is just what they need. And it’s not necessarily because their partner doesn’t want to or can’t travel — often it’s simply a case of planning different experiences.

We’ve had customers whose partners prefer to stay closer to home or who have different travel ambitions. One guest might dream of a cultural deep dive into Tuscany, while their other half prefers a UK golf holiday. Rather than compromising, many are realising they can do both — just separately.

There’s also something uniquely liberating about taking a trip solo. It’s a chance to explore at your pace, rediscover your own interests and meet like-minded travellers who share a passion for adventure. For many of our guests, solo travel isn’t a reflection of their relationship status — it’s about doing something for themselves.

In recent years we’ve seen a huge increase in demand for solo travel across all sectors of the travel industry, especially for females. According to a recent report from digital marketing experts Adido, searches for the term ‘solo female travel’ have increased by 800% post-Covid. The typical solo traveller has very much evolved.

At Just You, we welcome travellers from all walks of life — from those still working to those enjoying retirement. While many of our guests are aged 60+, we also welcome younger travellers who are increasingly drawn to the ease of escorted touring.

For travel agents, recognising this shift in solo travel behaviour opens up new sales opportunities.

This trend highlights a growing confidence in doing things differently. And while travelling alone may sound daunting to some, our guests consistently tell us that the moment they arrive and meet their fellow travellers, any anxieties fade away. It’s not just about the destination — it’s about the journey, the people and the shared experiences along the way.

Agents have a vital role in breaking down the misconceptions about solo travel. By doing so, they can tap into a wider audience, many of whom may not even realise that a solo tour is exactly what they’ve been looking for.

Solo doesn’t mean single — it simply means saying yes to your own adventure.