What are the opportunities in the European solo tourism market?

Solo travellers make up 18% of global tourism bookings, so it is essential to engage this market. They are often motivated by a desire to see the world without having to wait for others to join them. They enjoy connecting with like-minded solo travellers during their journey, and they prioritise safety and the opportunity to meet new people when choosing a destination and tour operator. The preferences of solo travellers often vary based on age, gender and favourite activities.