Solo feminine travellers are a rising and really enticing market; in actual fact, 14% of girls journey with out the corporate of household, buddies or a companion, which interprets into habits, wants and expectations, in addition to particular vacationer companies and merchandise. Mabrian and The Information Enchantment Firm-Almawave Group, analysed the feminine solo traveller demand worldwide* to determine 5 key elements that define the profile of this phase.
As Carlos Cendra, Associate and Director of Advertising and marketing and Communications at Mabrian, explains, “Girls who journey alone replicate a cultural change that emerged earlier than the pandemic and gained momentum with the rise of experiential journey, by 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 phase in the course of the mid-season,” says Mabrian’s CMO.
This evaluation combines a protracted and short-term overview of feminine solo travellers. To grasp what shapes this phase, Mabrian analysed consolidated information for full 12 months 2023 on the highest 10 world supply markets for the feminine solo traveller phase; whereas The Information Enchantment examines present tendencies on ladies 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 Information Enchantment Firm. Based mostly on GDS reserving information, Lalli highlights a number of key examples, akin to Italy. “Since June 2023, Italy has welcomed 1.1% extra feminine solo travellers; a phase 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”
Pattern #1: The place are ladies who journey alone from? Europeans lead the rating of feminine solo travellers. In response to Mabrian’s information, ladies 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 ladies. Apparently, as Information Enchantment’s perception reveals, 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 decisions of those feminine travellers: in actual fact, 75% of feminine travellers from the ten fundamental markets for solo feminine travellers select home locations, though there are notable variations relying on the nation of origin.
In relation to on-line fame and notion, feminine solo travellers are inclined to price excessive locations of their desire, however such indexes are decrease than common travellers, as The Information Enchantment Firm’s Sentiment Scores signifies. For instance, Germany’s Sentiment Scores is 85 factors (out of 100 potential) 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 phase’s demand depends on points akin to social notion, cultural elements, and even the supply of lodging, sights and experiences that replicate ladies expectations and wishes”.
Pattern #3: Security, a related issue for solo feminine travellers. “For this phase of feminine travellers, cities are a really full various, as a result of they’ve a diversified and numerous vacationer provide, with completely different value ranges, in a cosmopolitan and open surroundings that they understand as secure and recognisable,” emphasises Carlos Cendra, from Mabrian.
Actually, because the Mabrian’s Notion of Safety Index (PSI) reveals, security is among the basic facets for selecting a vacation spot: the ten favorite cities for this phase 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 potential 100.
Pattern #4: Who’re essentially the most adventurous? Spaniards, Italians and Japanese. Virtually half of Spanish ladies who journey alone (48%) select worldwide locations, as 36% of Italian and 34% of Japanese ladies do; a constant development noticed in summer time 2024 bookings to Europe, analysed by The Information Enchantment Firm’s: in actual fact, round 30% of Spanish travellers flying to British locations this summer time are ladies travelling alone; much like Japanese ladies, who characterize 25% of whole summer time bookings to Italy or United Kingdom.
Conversely, seven out of ten French and Polish ladies desire locations inside their very own nations after they journey alone; as 77% of British ladies and 85% of German, American and Australian ladies do. Solely 8% of Brazilian ladies who journey alone select worldwide locations. “Selecting close by locations, each home and short-haul, is a approach of breaking the ice to ultimately 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 phase of travellers. As the info 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 nations 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 provide a wealthy mixture of journey experiences, particularly cultural plans and sights.
