Stay ahead of the curve and secure future growth for your business with Mintel’s UK Solo Holidays Market Report. The report provides a data-led understanding of the current solo travel market and opportunities within the industry for brands in the UK.
Key Insights In This Report:
- Profiling solo travellers, including key differences between solo travellers and other holidaymakers
- Popular destinations and types of holidays for solo travellers
- Pull factors towards solo holidays, including differentiations between those who choose to go on solo holidays for self-oriented reasons and those who opt to solo travel due to lack of companions
- Barriers against taking solo holidays, with safety and loneliness concerns being prominent factors
- Solo traveller preferences and opportunities for where brands can intervene to support and attract this market
UK Solo Travel Market – Current Outlook
Solo travel is fast becoming one of the key trends for 2024, with solo travel searches up by 35% in April 2024 on Pinterest. Young people are currently more inclined to take solo trips, so brands need to focus on how they can attract the increasingly ageing population to travel solo. Brands can offer assistance such as fast-track security passes or private transfers for older solo travellers, as well as create opportunities for older solo travellers to connect with like-minded individuals which can foster a sense of community and social connections.
Opportunities for Growth in the UK Solo Travel Market
Brands will do well to remove single supplement fees to ensure solo travellers are not put off by higher prices for solo travellers. Some 16% cite this as a barrier to solo travel, rising to 29% of those who describe their financial situation as ‘struggling’. Brands can also consider providing financial assistance such as low or no deposits, monthly payment plans and calendars showing the cheapest dates to travel.
Brands can encourage solo adventures by promoting group trips for those who are concerned about being lonely or who struggle with self-confidence. Offering excursions for solo travellers will appeal to those who are keen to travel solo, but also would like opportunities to do some exploring or activities with others.
Purchase the full report for a complete overview of the UK solo travel industry, including market dynamics, consumer insights and innovation opportunities. Readers of this report may also be interested in Mintel’s UK Holiday Planning and Booking Process Market Report.
Meet The Expert
This report was written by Mintel’s Senior Travel & Leisure Analyst, Jennie Bryans. Jennie joined Mintel in September 2021. She gathers compelling and actionable insight across demographic groups. Jennie previously acquired research and analytical experience whilst completing her Master of Research (MRes) in Political Economy from the University of Bristol.
Brands are well placed to establish community groups and events to attract first-time solo adventurers. Showcasing successful solo trips will also provide inspiration.
Jennie Bryans
Senior Travel & Leisure Analyst
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Executive Summary
- Opportunities for the solo travel market
- Encourage travellers to take the leap into solo adventures
- Amalgamate solo adventures with volunteering initiatives
- Utilise social media platforms to appeal to solo travellers
- Market dynamics and outlook
- Market predictions
- Real disposable income is forecast to return to pre-COVID levels in 2025-26
- Graph 1: CPI inflation versus weekly total earnings growth, 2021-24
- The number of adults without children is growing
- The number of people of pensionable age will grow by 11% from 2020 to 2030
- Graph 2: population by lifestage, mid-2020, mid-2030 and mid-2045
- What consumers want and why
- Nearly 2 in 10 have embarked on solo adventures in the last five years
- Solo travellers remain far less beach-focussed
- Graph 3: solo holiday types vs non-solo holiday types, 2024
- How brands can appeal to travellers who opt to solo travel due to lack of companions
- Assist budget-conscious travellers to embark on solo adventures
- Graph 4: 'I find it too expensive to travel alone', by financial situation, 2024
- Social media provides a wealth of inspiration for solo travellers
- How brands can assist solo holidaymakers to become more sustainable travellers
- Innovation and marketing
- Cruises lines strive to provide the perfect platform for solo adventures
- TUI and HolidayPirates collaborate to focus on removing extra charges for solo travellers
- ÖBB introduces solo cabins onboard its Nightjet fleet
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Market Dynamics
- Macro-economic factors
- The UK is out of recession but recovery will be slow
- Graph 5: GDP [quarter-on-quarter % change], 2021-23
- Real disposable income is forecast to return to pre-COVID levels in 2025-26
- Graph 6: CPI inflation versus weekly total earnings growth, 2021-24
- Consumer confidence shows incremental improvement over the last 12 months…
- Graph 7: "How do you feel about your financial situation over the next year or so?", 2021-24
- …but people are still feeling the pinch
- Graph 8: "Do you think the UK cost of living crisis is… ", 2024
- Social, environmental and legal factors
- The number of adults without children is growing
- The number of people of pensionable age will grow by 11% from 2020 to 2030
- Graph 9: population by life stage, mid-2020, mid-2030 and mid-2045
- Regulatory and legislative changes
- Climate change likely to impact travel patterns
- Holiday bookings and booking intentions
- Positive start to the 2024 peak booking season
- Graph 10: holiday bookings in the last three months, 2018, 2019, 2023 and 2024
- Booking intentions remain promising
- Graph 11: plans to book a holiday in the next three months, 2018, 2019, 2023 and 2024
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What Consumers Want and Why
- The solo traveller
- Nearly two in 10 have embarked on solo adventures in the last five years
- Participation in solo travel is influenced by lifestyle decisions
- Empower young women to embark on solo travels
- Crossover of 'pure' and 'occasional' solo travellers
- Graph 12: any solo travelling* in the last five years, 2017-24
- Demographic nuances between pure and occasional solo travellers
- Solo holiday destinations and types
- Solo travellers generally take fewer holidays than those travelling with others
- Graph 13: solo travel destinations vs non-solo travel destinations, 2024
- Solo travellers remain far less beach-focussed
- Graph 14: solo holiday types vs non-solo holiday types, 2024
- Nuances in demographics influence preferences for various types of solo holidays
- Reasons for solo travel
- Enjoying one's own company and embracing solo freedom are top the list
- Graph 15: reasons to take a solo holiday, 2024
- Six in 10 choose to travel solo for self-oriented reasons
- How brands can appeal to travellers who lack a travel companion
- Barriers to solo travel
- Concerns about loneliness, confidence and safety are the main barriers to solo travel
- Graph 16: barriers to solo travel, 2024
- Nearly half of young women cite safety concerns as a barrier to solo travel
- Main barrier to solo travel is safety for young women
- Enable budget-conscious travellers to embark on solo adventures
- Graph 17: 'I find it too expensive to travel alone', by financial situation, 2024
- Assist younger travellers with the planning process
- Solo holiday frequency
- Solo travellers are likely to be repeat customers
- Graph 18: frequency of solo travelling in the last five years, 2024
- Younger adults tend to be more regular solo travellers
- Encourage older solo travellers to keep up the habit
- Regular solos more likely to head further afield
- Regular solos more confident to engage with various types of solo holidays
- Graph 19: frequency of solo holidays, by type of solo holiday, 2024
- Solo travellers' preferences & opportunities
- More than half of travellers are deterred by destinations where they disagree with their laws
- Graph 20: traveller preferences & opportunities, 2024
- Solo travellers deterred by destinations' political agendas
- Travellers perceptions of visiting destinations where they disagree with laws and politics
- 70% of regular solo travellers consider travel a vital aspect of their identity
- Social media provides a wealth of inspiration for solo travellers
- Solo travellers are significantly more likely to be keen volunteers
- Young travellers are eager to take solo adventures post pandemic
- Younger travellers more cynical of sustainability with regards to solo holidays
- How brands can assist solo holidaymakers to become more sustainable travellers
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Innovation And Marketing
- Cruises lines strive to provide the perfect platform for solo adventures
- TUI and HolidayPirates collaborate to focus on removing extra charges for solo travellers
- ASmallWorld launches The Solo Cruise Company
- ÖBB introduces solo cabins onboard its Nightjet fleet
- Flash Pack launches its Immersive Trip Collection
- Kilroy creates a range of slow travel group tours for young solo travellers
- Riviera promotes its solo travel offerings
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Appendix
- Report scope and definitions, abbreviations and terms
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
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