The traditional image of a family holiday has left a lot of people to assume that travel has to be a group activity. However, the truth is that there’s something incredible about striking out on your own and exploring the world solo. In fact, many younger travellers in recent years have begun to embrace solo travel as a path for self-discovery and growth.
If today’s tour operators and travel agents want to appeal to the widest range of potential customers, they’ll need to make sure that they know how to connect with solo travellers, as well as families and groups.
Creating a Strategy for Solo Travellers
Before you can start creating your marketing plan for individual adventurers, you’ll need to learn a little more about what solo travel entails. For most people, these trips are about self-care, and self-discovery. True travellers know that they don’t have to wait for backup when they want to explore a new culture or destination It’s possible to have just as much fun by yourself – even more so depending on your personality.
While independent travellers used to make up a relatively small percentage of the market, solo travel has increased in popularity of late. In fact, one study found that one in every four tourists plan to take an independent vacation at some point during 2018-2019. So, how do you attract this new breed of traveller to your company?
Seducing the Solo Traveller
The first step in convincing a modern adventurer to come to your tour, is researching the current market trends. The more you know about what certain people want from your destination, the more you can tailor your market strategy accordingly. Once you have a general understanding of your audience, make sure that you:
1. Consider Luxury Tour Options
Some studies suggest that the majority of independent travellers might be between the ages of 40 and 50, earning approximately $120,000a year. If that’s the cause for your audience, then you may find that your tourists are looking for luxury experiences and products that allow them to enjoy the finer things in life. Consider things like luxury wine tours with exclusive taster sessions in high-class vineyards.
2. Offer Guided Tours
Since your solo travellers don’t have any family around to keep them company, they might be looking for a little more support from their tour operators. Solo travellers often prefer to book guided tours where they can meet new people and chat with locals from the region. Consider offering guided tours that bring adventurous people together.
3. Boost your SEO strategy
Finally, remember that when your customers are looking for their next tour destination, the first thing they’ll do is go to Google. Searches for “Solo travel” increased by a rate of more than 40% in the last two years, and it’s worth incorporating keywords like this into your own marketing strategy to make sure that you’re attracting organic traffic to your brand.
The more you know about the different market segments rising in popularity throughout the tourism industry, the more you’ll be able to adjust your marketing strategy to deliver more profit to your tourism brand.