This page contains a Flash digital edition of a book.
TTG Intelligence

Who really is going it alone?

New research by Souk Response into the emerging single traveller market shows that it’s a diverse group with different aims and ambitions for their holidays. Patrick Whyte reports


olidaying alone is no longer the preserve of the singleton, according to research conducted for TTG.

A study of 640 people by Souk

Response found that almost 79% of people over the age of 35 would “at least” consider holidaying alone. Of this number 69% were married or living with a partner, indicating that solo trips are not necessarily restricted to single people. For those who would definitely go on holiday alone, 45% would travel individually, while 40% would look to travel as part of a group. The growth of this market has been observed by Andrew Williams, managing director of Solo’s Holidays. Williams set up the company in the 1980s out of necessity – he was recently divorced and


couldn’t find a holiday company to cater for him. Now, Williams said, all kinds of people want to holiday alone. “It’s a real eclectic mix,” Williams told TTG. He gave the example of a surgeon’s wife who wanted to go on holiday but her husband was too busy to go with her. Instead she booked a two-week trip to Australia with Williams’ company. “We do a lot of specialist activity

holidays such as tennis, golf, skiing, trekking and walking, where the partner just doesn’t want to do it,” he added.

The study found people travel alone

for many reasons, but most popular were relaxation and exploration (81%).

“Sun holidays are our most popular. People still want to get away and relax,” Willams said.

Not looking for love Despite the widely held belief that singles holidays are for people looking for romance, Souk’s research found that only a minority of people looked for this on a holiday.

Only 10% of people who would

travel alone are looking for a casual relationship and even less (5%) are seeking love or a serious relationship. “It’s worth tour operators taking note that unless they are operating in a niche single market, promoting romance may be the wrong message to lead with as this is of little importance to the majority of people looking to travel alone, particularly women,” said Huw Williams,

79% 40%


looking for a fling

22 21.02.2013

director at Souk Response. City breaks, cultural breaks and

holidays focused on learning a new hobby or skill are the most popular reasons for single travellers to go on holiday (55%, 52% and 51% respectively). Learning a new hobby or skill was slightly more important for women with 57% as opposed to 44% of men. Williams added that the social

aspect was one of the biggest draws for Solo’s travellers. “It’s a mix of types of people from all walks of life. To me it’s the chemistry of that type of group that makes a holiday what it is,” he said. Souk’s research backs this up.

It suggests that people value diversity within their group with only a small percentage specifying they would like their group to be made up of people from a specific background, income band or for people to be of a particular employment/qualification status. Almost one in five respondents specified they had no set criteria on who they travel with.

2nd Floor, Magdalen House, 148 Tooley Street, London, SE1 2TU T: +44 (0)20 3117 0950 W:

of respondents would travel as part of a group


relaxation and exploration

1 in 10 Half travel for

want city breaks, culture and learning a new skill

Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56