Solo feminine travellers are a rising and really enticing market; in reality, 14% of ladies journey with out the corporate of household, buddies or a companion, which interprets into habits, wants and expectations, in addition to particular vacationer providers and merchandise. Mabrian and The Knowledge Enchantment Firm-Almawave Group, analysed the feminine solo traveller demand worldwide* to determine 5 key elements that define the profile of this section.
As Carlos Cendra, Accomplice 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, wherein lively well-being is on the coronary heart of preferences.” As well as, the information 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 throughout the mid-season,” says Mabrian’s CMO.
This evaluation combines a protracted and short-term overview of feminine solo travellers. To know what shapes this section, Mabrian analysed consolidated information for full 12 months 2023 on the highest 10 world supply markets for the feminine solo traveller section; whereas The Knowledge Enchantment examines present developments on girls journey solo demand for the present summer time season to main European locations, primarily based 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 Enchantment Firm. Primarily based on GDS reserving information, Lalli highlights a number of key examples, similar to Italy. “Since June 2023, Italy has welcomed 1.1% extra feminine solo travellers; a section that’s projected to characterize 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”
Development #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 USA and Italy. The highest 10 of feminine solo travellers’ supply markets is accomplished by Spanish, Australian, Brazilian, Polish and Japanese girls. Curiously, as Knowledge Enchantment’s perception reveals, over 30% of German and British travellers who booked flights to journey this summer time are solo feminine travellers.
Development #2: What are their favorite locations? Three out of 4 feminine travellers select home locations. The favorite international locations for solo feminine travellers are Germany, Italy, Spain, the UK, France, the USA, Japan, Poland, Brazil and Australia. This rating displays the load of home journey within the selections of those feminine travellers: in reality, 75% of feminine travellers from the ten most important markets for solo feminine travellers select home locations, though there are notable variations relying on the nation of origin.
Relating to on-line repute and notion, feminine solo travellers are inclined to charge excessive locations of their desire, however such indexes are decrease than common travellers, as The Knowledge Enchantment Firm’s Sentiment Scores signifies. For instance, Germany’s Sentiment Scores is 85 factors (out of 100 attainable) amongst common travellers however for ladies 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 similar to social notion, cultural elements, and even the provision of lodging, points of interest and experiences that replicate girls expectations and wishes”.
Development #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 various and various vacationer supply, with completely different worth ranges, in a cosmopolitan and open atmosphere that they understand as secure and recognisable,” emphasises Carlos Cendra, from Mabrian.
In truth, because the Mabrian’s Notion of Safety Index (PSI) reveals, security is among the basic features for selecting a vacation spot: the ten favorite cities for this section of feminine travellers are all perceived as secure locations, as mirrored by their notably excessive PSIs, which vary from 85 to 98 factors out of a attainable 100.
Development #4: Who’re probably 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 Enchantment Firm’s: in reality, round 30% of Spanish travellers flying to British locations this summer time are girls travelling alone; just like Japanese girls, who characterize 25% of complete summer time bookings to Italy or United Kingdom.
Conversely, seven out of ten French and Polish girls favor locations inside their very own international locations 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 manner of breaking the ice to finally going for different extra distant or unique locations for his or her subsequent journeys,” says Cendra.
Development #5: City locations are the favourites amongst feminine solo travellers. City tourism is particularly related amongst this section of travellers. As the information reveals, 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 international locations by feminine solo travellers (Germany, Italy, Spain, United Kingdom, France), the favorite locations are well-connected cities, that are on the want listing of travellers from everywhere in the world, that additionally supply a wealthy mixture of journey experiences, particularly cultural plans and points of interest.