DESTINATIONS SOLO TRAVEL | SELLING TOURS


WHAT’S TRENDING?


Community tourism “Customers have told us they will be more interested to understand the impact tourism has on a destination moving forward; not just responsible tourism, but community tourism,” says Just You’s Alastair Campbell.


Europe “This year, we’re seeing interest in familiar Mediterranean destinations, with Greece, Turkey, Spain and Portugal top of the list,” says Colum McLornan, managing director at Friendship Travel. Explore points to central and eastern Europe.


Bucket-list adventures “In 2021, big bucket-list trips are likely to be in high demand, with people wanting to fulfil that trip of a lifetime,” says Intrepid’s Joanna Reeve. “Currently, the top-three destinations our customers are rebooking globally are Peru, Ecuador – mainly driven by the Galapagos – and Antarctica.”


Active holidays “Cycling and walking holidays are in demand, particularly for solo travellers,” says Ben Ittensohn, head of global sales at Explore. “So many people have really discovered their passion for these pursuits during lockdown – finding new routes and building their fitness.”


FROM TOP LEFT: Sightseeing with Just You; walking in Peru with Cox & Kings; kayaking with Exodus Travels


G Adventures has introduced a range of socially distanced tours designed to give guests more space, including solo rooms with private bathrooms and maximum group sizes of 12. Singles holidays specialist Friendship Travel provides hand gel and face masks for the flight out, while Intrepid has introduced single-centre, short-haul Intrepid Retreats across the UK and Europe for those wanting to avoid a long flight altogether.


EMPHASISE THE SOCIABILITY FACTOR That security net isn’t the only draw of a group tour, of course. For those who may have spent months self-isolating alone, there’s likely to be strong appeal in the prospect of getting out and meeting people. “The lockdown will have seen those who live alone starved of real human connection,” says Chelsea Collindridge, sales manager for Exodus Travels. Then there are those who might be ready to get back


on the road, but whose partners and friends aren’t. “The industry is seeing divided opinion among consumers about whether or not they will travel this year,” says Rachel Coffey, sales and business development director for Trafalgar and Insight Vacations. “That could well give rise to the most-determined of travellers booking solo, if their friends and families are less keen.”


WIDEN THE NET When it comes to selling solo tours more generally, don’t just target the younger generation, says Edwina Coppock, head of trade sales at Titan Travel.


30 9 JULY 2020


“While young adults on gap years have been the traditional solo traveller in recent years, a new era of intrepid wanderers are beginning to dominate the market: over-50s female travellers,” she says. That’s a lucrative market to tap in to – especially


retirees who might have time and money on their side. But if they haven’t toured solo before, they might well have some concerns, so address these early on. Many operators offer pick-up services, for example, so highlight these to clients intimidated by the prospect of travelling alone. Titan includes a VIP door-to-door transfer service in all of its solo holidays, while Just You offers private chauffeur airport transfers for free on its Worldwide Holidays (or for a £50 supplement on its Europe trips). Cox & Kings meanwhile has airport reps to assist with check-in as well as on arrival, providing a familiar face to meet and greet at each end.


LOOK TO THE SOLO SPECIALISTS While mainstream operators attract plenty of solo travellers – accounting for around half of all guests, according to Explore and Exodus – a solo-only tour can be a better option for clients concerned about being in the minority and wanting their own space. Solos Holidays, Just You and Friendship Travel all give customers their own twin or double room as standard, while Titan, Wendy Wu Tours, Cox & Kings, Mercury Holidays and Riviera Travel have dedicated solos ranges with no single supplements – providing that all-important space that may prove highly sought-after in the coming months.


TW travelweekly.co.uk top tip


The Association of Touring & Adventure Suppliers has produced a series of training videos for agents, including tips on how to sell solo travel. Watch it at:


facebook.com/ATAStravel


PICTURES: Exodus/Holly Mandarich, Matthew McBrayer; Just You/Mark Bader; Abercrombie & Kent/Justin Weiler


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