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Reports


ONE A


Power of


With solo travel growing, notably in cruise and experiential trips, it’s becoming an ever more valuable sector. By Denise J. Dubé


ccording to the most recent report from the Visa Global Travel Intentions Study, individual travel is


on an upward trend. Based on online and offl ine interaction


with 13,603 travelers across 25 markets, the 2015 survey provides a clear indication that solo travel is an increasingly valuable section of the travel market. Affl uent and fi rst-time travelers going solo


had each more than doubled since the previous year, from 14 to 32 percent and 16 to 37 percent respectively. Almost a quarter of respondents said they’d travelled alone on their most recent overseas vacation, and almost half of these were professionals or executives. T e mature market, too, was a point of growing interest. T e rise in people traveling on their own


has coincided with increasing interest in specialized off shoots, such as voluntourism, adventure or experiential travel. T ese travelers are almost twice as likely to plan a ‘responsible travel’ trip than group travelers. Vacations with an active focus — such as hiking, cycling or climbing — are particularly popular, too.


38 Spa and wellness Renee Werbin, owner and specialist of SRI


Travel in Georgia, an enthusiastic solo traveler herself, has sent her share of clients on solo jaunts. She takes care to send them, ‘somewhere safe — places I’ve been to.’ An important distinction to note is the


diff erence between traveling solo and traveling entirely alone. Small group tours frequently include individuals who want to reap the benefi ts of independent travel, yet are still keen to enjoy the added security, social support, well-organized itineraries and knowledgeable guides that usually come with group tours. T e cruise industry, too, is drawing more


attention from solo travelers, primarily due to a loosening on the prohibitive extra costs charged by some lines for single cabins. Companies such as Norwegian Cruise Line have actively courted solo travelers with specifi c solo programs. Recent trips and campaigns from Avalon


Waterways and Uniworld Boutique River Cruises haved focused on the solo traveler. Uniworld, for example, off ers individual itineraries and either waives or reduces the single supplement.


43 Technology 46 Customized travel Janice Waugh, co-owner of website Solo


Traveler, said her journey started after she lost her husband: “T at’s when I decided I was traveling solo.” According to her, the demographic is growing quickly. “So many markets these days are recognizing the solo traveler.” More adults are single now than ever


before and even more are empty-nester baby boomers who waited to travel. She found her readers include people in their 20s to early 30s, as well as the 50+ crowd. Travel Specialist Marie Aja, of Audley


Travel in Boston, agrees with Werbin and Waugh that solo travel is a growing trend. “We’ve seen a big increase in solo travel


since founding Audley in 1991. T e excursions, accommodations and transportation options we off er are all customizable, based on clients’ interests and needs. T is is perfect for solo travelers who are


looking for a planning process that fi ts their schedule, and an itinerary that suits them personally. T ey don’t need to make any exceptions or go along with what a group tour wants to do.”


52 River cruises Read more ASTAnetwork | Summer 2017 | 37


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