Solo feminine travellers are a rising and really engaging market; in truth, 14% of girls journey with out the corporate of household, associates or a accomplice, which interprets into habits, wants and expectations, in addition to particular vacationer providers and merchandise. Mabrian and The Knowledge Attraction Firm-Almawave Group, analysed the feminine solo traveller demand worldwide* to establish 5 key elements that define the profile of this section.
As Carlos Cendra, Companion and Director of Advertising and marketing and Communications at Mabrian, explains, “Ladies who journey alone replicate a cultural change that emerged earlier than the pandemic and gained momentum with the rise of experiential journey, through which energetic well-being is on the coronary heart of preferences.” As well as, the info present that, though most feminine travellers select summer time for his or her solo plans, June and September are their favourites, “which displays the potential of this section in the course of the mid-season,” says Mabrian’s CMO.
This evaluation combines an extended and short-term overview of feminine solo travellers. To grasp what shapes this section, Mabrian analysed consolidated information for full yr 2023 on the highest 10 international supply markets for the feminine solo traveller section; whereas The Knowledge Attraction examines present tendencies on girls journey solo demand for the present summer time season to main European locations, based mostly on booked flights between June 1 to September 30, 2024.
“Feminine solo travellers are on the rise”, states Mirko Lalli, CEO & Founding father of The Knowledge Attraction Firm. Based mostly on GDS reserving information, Lalli highlights a number of key examples, reminiscent of Italy. “Since June 2023, Italy has welcomed 1.1% extra feminine solo travellers; a section that’s projected to signify 21.7% of all vacationers visiting Italian locations within the subsequent six months.” The identical development is noticed in different European capitals, “as Paris, Amsterdam, and London, additionally projected to welcome over 30% of feminine solo travellers within the subsequent six months”
Pattern #1: The place are girls who journey alone from? Europeans lead the rating of feminine solo travellers. In keeping with Mabrian’s information, girls who journey alone come primarily from Germany, the UK, France, the US and Italy. The highest 10 of feminine solo travellers’ supply markets is accomplished by Spanish, Australian, Brazilian, Polish and Japanese girls. Apparently, as Knowledge Attraction’s perception exhibits, over 30% of German and British travellers who booked flights to journey this summer time are solo feminine travellers.
Pattern #2: What are their favorite locations? Three out of 4 feminine travellers select home locations. The favorite nations for solo feminine travellers are Germany, Italy, Spain, the UK, France, the US, Japan, Poland, Brazil and Australia. This rating displays the load of home journey within the selections of those feminine travellers: in truth, 75% of feminine travellers from the ten major markets for solo feminine travellers select home locations, though there are notable variations relying on the nation of origin.
With regards to on-line status and notion, feminine solo travellers are inclined to price excessive locations of their choice, however such indexes are decrease than common travellers, as The Knowledge Attraction Firm’s Sentiment Scores signifies. For instance, Germany’s Sentiment Scores is 85 factors (out of 100 attainable) amongst common travellers however for girls who journey alone, the rating is 81, equally as in Italy (87 vs. 84), Spain (85 vs. 82), United Kingdom (85 vs. 79), and France (84 vs. 79).
As Lalli factors out, “feminine solo travellers’ priorities when selecting a journey vacation spot are behind these barely decrease scores, as such section’s demand depends on points reminiscent of social notion, cultural elements, and even the supply of lodging, sights and experiences that replicate girls expectations and wishes”.
Pattern #3: Security, a related issue for solo feminine travellers. “For this section of feminine travellers, cities are a really full various, as a result of they’ve a diversified and numerous vacationer supply, with completely different worth ranges, in a cosmopolitan and open setting that they understand as protected and recognisable,” emphasises Carlos Cendra, from Mabrian.
In actual fact, because the Mabrian’s Notion of Safety Index (PSI) exhibits, security is likely one of the basic features for selecting a vacation spot: the ten favorite cities for this section of feminine travellers are all perceived as protected locations, as mirrored by their notably excessive PSIs, which vary from 85 to 98 factors out of a attainable 100.
Pattern #4: Who’re essentially the most adventurous? Spaniards, Italians and Japanese. Virtually half of Spanish girls who journey alone (48%) select worldwide locations, as 36% of Italian and 34% of Japanese girls do; a constant development noticed in summer time 2024 bookings to Europe, analysed by The Knowledge Attraction Firm’s: in truth, round 30% of Spanish travellers flying to British locations this summer time are girls travelling alone; much like Japanese girls, who signify 25% of complete summer time bookings to Italy or United Kingdom.
Conversely, seven out of ten French and Polish girls choose locations inside their very own nations once they journey alone; as 77% of British girls and 85% of German, American and Australian girls do. Solely 8% of Brazilian girls who journey alone select worldwide locations. “Selecting close by locations, each home and short-haul, is a means of breaking the ice to finally going for different extra distant or unique locations for his or her subsequent journeys,” says Cendra.
Pattern #5: City locations are the favourites amongst feminine solo travellers. City tourism is very related amongst this section of travellers. As the info exhibits, 9 out of the ten cities most visited paces by feminine solo travellers are European cities, and solely Spain options two cities on this rating, led by London, Paris, Tokyo, and adopted by Madrid, Rome, Berlin, Warsaw, Barcelona, Lisbon and Milan.
Among the many 5 most visited nations by feminine solo travellers (Germany, Italy, Spain, United Kingdom, France), the favorite locations are well-connected cities, that are on the want record of travellers from all around the world, that additionally supply a wealthy mixture of journey experiences, particularly cultural plans and sights.
