About

Summary 

Solo Travel accounts for 18% of global tourism bookings so it is a significant market and one that is growing, populated by a diverse range of travellers of all ages, genders and activity preferences. Women make up the majority of solo travellers and connecting with other solo travellers is a key driver for them. Acorn Tourism was commissioned by the CBI to research this important European market to help them understand and target this large and growing group of travellers. 

Our Approach 

To research the market, Acorn Tourism consulted a wide range of trusted sources to uncover the key trends in the solo travel market, finding out who travels and what their motivations are. Key European markets were analysed to identify the source markets with the greatest number of solo travellers and what the trends are in each. Requirements to attract the market were also provided, such as the need for detailed information so solo travellers can make the best decisions to suit their preferences and needs. 

Typical sales channels used by solo travellers were identified, particularly online travel agents and specialist solo travel operators. Solo travellers look for destinations that are safe, budget-friendly and provide opportunities to meeting new people, and profiles of competing destinations that cater for the solo market were outlined to offer best practice ideas.

The study accompanies a wide range of detailed business guides that have been developed for the CBI, Netherlands Enterprise Centre. The purpose of the studies is to support SMEs in developing countries who are looking to attract the lucrative European market.

Outcome 

Acorn Tourism’s guide to help local tour operators all over the world target the European self-drive market provided a wide range of tips and practical advice, along with detailed research into the market of European consumers. There are many opportunities to attract European solo travellers as the market is growing and increasingly seeking unique experiences.