Why travel agencies should cater to solo travelers

The travel industry has long overlooked solo travelers. Catering to them may seem more complex logistically — offering appropriate room types, coordinating roommate matching, finding affordable packages, etc. Agencies may view it as extra work, still prioritizing couples, families, or groups.

However, single-person travel has become the norm. People embrace the freedom, self-reliance, and sense of adventure that come from traveling solo. Airbnb's data reveals that during Q1 2022, solo travelers comprised over 50% of long-term stay reservations on the platform. It's time for the travel businesses to catch up. 

In this article, we provide an overview of the current solo travel market and the benefits of targeting people who travel alone. We’ll also explain how technology assists travel agencies in enhancing solo experiences.

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State of solo travel market 2024

The solo travel market is projected to reach a valuation of $482.5 billion by 2024, which could then triple to around $1508.2 billion by 2033. However, what causes this increase in lone travel? Let’s take a look:

• The desire to explore without delay. Let’s be honest — coordinating travels with friends, family, or partners can often be an exercise in frustration. Respondents from the U.S., Canada, Australia, and the U.K. cited the desire to see the world and not wait for others as the primary driving force behind solo travel.
• Freedom and flexibility. One of the solo travel advantages is the ability to stay spontaneous. Travelers aren’t beholden to anyone's schedule, budget, or interests but their own. The sense of independence motivated 46% of respondents.
• Solo escapes. “Going it alone” can be a great way to reset and get some much-needed "me" time. According to 83% of women, getting away from responsibilities and routines was a frequent reason for an independent trip.
• Digital nomadism. The rise of remote work has led more people to become digital nomads. The number of them in the U.S. has risen sharply, reaching 17.3 million by mid-2023 — up 10 million from 2019 levels. The lifestyle blending work and travel increases demand for solo travel experiences.

The demographic breakdowns, spending patterns, and destination preferences in the data reinforce the popularity of solo travel:

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Solo travelers’ challenges

Traveling solo, without a travel buddy to lean on if things get tricky can be tough. Here are some of the biggest hurdles singles commonly face.

Safety concerns

One of the biggest solo travelers’ concerns, especially women, is the safety factor. Up to 69% of female travelers cited it as the main barrier to solo trips. While such trips can be freeing, travelers need to balance freedom with precautions, like opting for safe, well-lit districts and sharing their itinerary with family or friends.

Loneliness

As liberating as it can be, the single-person travel lifestyle can also get incredibly lonely at times. Having no one to share amazing experiences with can take away some of the magic. A breathtaking sunset or delicious meal may not be quite as special without someone to appreciate it with. Travelers can go days without any real conversation beyond basic niceties. Lack of companionship is something many solo travelers struggle with.

Logistical hassles

When travelers are on their own, there's no partner to split duties with. They’re fully responsible for every decision, from booking to handling solo travel issues that arise. This can be quite a mental load to shoulder alone.

Extra costs

One of the biggest financial setbacks of solo traveling can be the single supplement fees hotels and tours tend to charge for single occupancy. Having no one to split costs with means spending more overall. Even basic services like private cab rides add up quickly compared to sharing expenses as a couple or group.

Poor social proof

Whether we admit it or not, humans are heavily influenced by social proof. When someone shows up as a solo diner, some businesses may treat them differently than they would couples, families, or larger parties. Some accommodations or activities also offer reduced rates for pairs or groups, leaving singles disadvantaged. In certain cultures, being a lone traveler can even raise suspicions.

Fortunately for nomads, they don't have to tackle these challenges entirely on their own. These difficulties actually present a great opportunity for solo travel companies to step in and address them.

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Benefits of catering to solo travelers

While group packages and couple retreats will always have their place, the best travel companies for solo travelers tap into a wide, adventure-hungry demographic and improve their bottom line.

Differentiated offerings

In a crowded travel marketplace, it can be tough for agencies to capture attention. But by creating curated packages optimized for independent travel, you can stand out from the crowd and target an often ignored niche.

Expanded customer base

With solo travel deals, you can expand your potential customer pool. No longer are you limited to just couples and multi-person travel parties. Your offerings can become viable and appealing options for the millions of people eager to go on a solo trip. It's a vast market just waiting to be served.

Year-round revenue

Couples and families tend to be restricted to certain travel schedules dictated by work, school calendars, and other obligations. But solo travelers, especially younger, unattached explorers or wandering digital nomads, have much more flexibility to roam year-round. This allows you to realize steadier revenue streams not as impacted by seasonal vacation peaks.

Upselling potential

Cost-conscious wanderers may initially be drawn to more budget-friendly options. But their wish for amazing, once-in-a-lifetime adventures creates chances to sell them more. After you build trust through solo trips, these travelers can be more likely to buy fancier vacation packages, book luxurious solo-friendly hotels, and pick extra activities.

Singles can be very valuable customers for travel agencies. That’s why forward-thinking companies invest in optimizing their services for solo travelers.

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Serving solo travelers with savvy software solutions

Solo travelers’ challenges differ from those of bigger groups. As such, the technological setup of travel companies must be designed with these differences in mind. Let's check out some key solutions to enhance solo experiences.

Hotel reservation software for solo travel

This solution acts as a centralized database containing detailed room listings from all of your contracted hotel partners worldwide. The system makes it easy to find the perfect accommodation for your independent guests. With a few clicks, you can see all the single rooms for one person across your entire hotel lineup. 

The reservation system can also store any special discounts or package rates you've negotiated with hotels specifically for solo travelers. This way, single supplement costs and other surprises won’t catch your solos off guard. 

Online travel booking engines

You can also let solo travelers take full control of their reservations, automating nearly every process from start to finish with an online travel booking system. 

For example, a dedicated single-person travel package builder allows nomads to create custom trip bundles. These could include airfare, solo-friendly hotels, transportation, activities, and more, all combined into one convenient package. The package builder could also have filters to only show options rated as "solo-friendly" by previous guests.

Plus, enabling singles to leave reviews and recommendations based on their first-hand experiences can create a valuable knowledge base for other independent explorers.

In addition to standard tour bookings, the software could match travelers with local activities, like a fettuccine cooking tutorial in a cozy Roman village or witnessing the sunrise from the summit of Mount Batur in Bali. 

You could also consider a matchmaking feature to pair like-minded solos in the same destinations. Instead of exploring alone, your clients could have the option to link up with potential new friends if they're open to it. 

Customer relationship management (CRM) systems

Quick and personal support can make a trip much better. A robust CRM system enables your team to follow every step of each person's journey, from their first questions through their actual trip until they return home. 

The system can automatically save any special requests or notes about travelers. That way, you’ll provide attentive service that makes solo travelers feel like valued guests and keep them coming back for more exceptional experiences with your solo travel company.

Reporting and analytics capabilities

Whatever software for solo travel you adopt should come with extensive reporting and analytics tracking. For instance, you could leverage reservation data to analyze which solo travel packages or accommodations are most popular and profitable. CRM insights could also shed light on common pain points or frequently asked questions among your clients.

And if you notice some solo travelers expressing loneliness or safety concerns through surveys and rating metrics, you'll know those are areas demanding extra focus in your marketing messaging, travel resources, and customer service protocols.

But what does it mean to actually meet the needs of the lone traveler? By taking cues from the real-world examples below, you can better attract and serve the single-person travel market.

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Solo-friendly travel services raising the bar

Recognizing the number of people who experience the world unaccompanied, ​​the biggest names in travel are now rolling out the red carpet for them:

• Airbnb has launched a new in-app Solo Traveler experience designed to better support safe solo travel. When a guest books a private or shared room as a solo traveler, the app activates special features like safety solo travel tips and one-touch sharing of itinerary details with trusted emergency contacts.
• Travel companies for solo travelers, like Solo Travel, allow nomads to find and reserve adult-only hotels, solo travel tours, and transportation. It provides solo travel packages that often include accommodations, transportation, and tours bundled together at special net rates people typically can't score on larger public booking sites. The entire experience is optimized end-to-end for seamless independent travel.
• Airlines revamp offerings with solo passengers in mind, too. For instance, airBaltic enables solo travelers to purchase an extra seat when booking their ticket.
• ‍Lufthansa provides special assistance for children aged 5-17 flying solo. From check-in to boarding to arrival, its staff ensures that little passengers feel safe, cared for, and have everything they need.

With more travel businesses targeting solo adventurers, other companies should market well to them, too.

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Marketing approaches for solo travel companies

Strategies that speak to solo travelers' needs are critical. This shows you understand their perspectives and requirements for traveling solo and encourages them to pick your package. Here are some tips that can help solo travel companies resonate with this segment’s mindset. 

Showcase user-generated content

Content made by actual adventurers is a great way to market to this audience. You can use customer photos, videos, stories, and reviews that show exciting solo trips. Real stories build trust and make single-person travel seem like a normal choice for personal growth, not just for people without travel partners. 

Plus, user-generated content can be easily shared on social media and used on websites and in email marketing. Check the blog of Adventurous Kate. Looks inspiring, doesn’t it?

Leverage influencer marketing

As of April 2024, the hashtag "solotravel" appeared in 9.4 million Instagram posts. Nomads also post numerous videos on TikTok. Many share practical advice, packing tips, safety insights, and hacks for exploring destinations independently. Such content provides an authentic look at what it's really like to travel the world by yourself. Watching such adventurers in action makes the experience feel less intimidating for people considering their first solo trip.

Why not work with influencers to your benefit? Popular creators on Instagram, TikTok, or other social media could showcase your solo travel company’s tour in an engaging video and inspire people to book this type of experience.

Offer single-person travel compatibility quizzes 

You could also make fun, interactive online quizzes to recommend solo trips that perfectly match each person's interests and travel style. These quizzes can ask simple questions to get to know the potential solo traveler. For example:

• What kind of activities do you prefer — adventurous, cultural, relaxing?
• How do you want to spend your days — scheduled activities or spontaneous exploration?
• Are you a night owl or an early riser?
• City vibe or nature scenery?
• Foodie or healthy eats?

For instance, eSim for Travel features a "Solo Traveler Quiz” that matches adventurers with their ideal destinations. You could go further and suggest full-fledged packages that perfectly fit each person's personality.

But beyond just personalizing destination matches, travel companies have an opportunity to promote another key benefit of solo exploration — its eco-friendly advantages.

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Why solo travel is a greener way to explore

At first glance, you might think solo adventurers would generally have a larger carbon footprint than group travelers. After all, it's just one person requiring an entire flight, hotel room, transportation, and more, all to themselves.

Surprisingly, solo trips can be quite sustainable. Free from strict schedules, independent explorers can take advantage of destinations' off-peak seasons, reducing the strain on popular places during high seasons.

Moreover, there's been a rise in sustainable solo-friendly accommodations like eco-lodges, camping, farm stays, and homestays hosted by locals. These let adventurers minimize their environmental impact while benefiting communities directly. One example is The Solo Female Traveler Network — an online community connecting women solo travelers with eco-tours and green accommodations.

Finally, some people who travel alone tend to have a mindset that supports sustainability. Spending quality time immersed in communities and nature makes solo travelers care more about preserving these special places. They also often opt for locally sourced-meals, benefiting local economies.

Travel companies have a great chance to highlight the benefits of sustainable solo traveling when marketing trips. Promoting independent adventures as a way to explore authentic destinations while being kinder to the planet could appeal to mindful solo travelers.

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Be among the best solo travel companies with our custom travel solutions

Single-person travel is only getting bigger. More and more people are traveling solo to see the world — no tour groups, just them and the open road. By putting together travel packages, whether tour groups for solo travelers or personalized itineraries for true adventurers, you can tap into a huge market of wanderers and address solo travelers’ challenges. 

We know these free spirits look for flexibility, safety, and chances to meet new people. Need a sleek app to book solo-friendly accommodations and packages? Our travel software development team will build it. Want an AI-powered matchmaking system to connect solo guests with potential travel buddies? Our engineers have you covered. 

We provide solutions across every travel industry domain, including restaurant management, hotel management software development services, and more. Our team will collaborate with you to create smart, user-centric tech that removes friction from the entire solo travel experience. Delight modern explorers with COAX!

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FAQs

Why should travel agencies focus on solo travelers specifically?

The solo travel market is booming as more people embrace independent adventure. Agencies that cater to this segment's needs have an opportunity for growth.

What do solo travelers typically look for in a trip?

Flexibility, accommodations with community spaces, small tour groups for solo travelers, and opportunities to connect with fellow wanderers.

How can agencies help solo travelers feel more secure?

Offering detailed advice, emergency contacts, travel insurance guidance, and single supplements can put solo travelers at ease. Additionally, technology solutions like mobile apps with safety tracking features can further enhance the sense of security for independent explorers.

Don't single-person travel packages cost more?

They can initially seem pricier, but thoughtful agencies can bundle activities cost-effectively. Technology plays a key role here — agencies can use dynamic pricing tools to create optimized solo travel packages, combining accommodations, transportation, and experiences into one seamless offering.