Entering the European market for solo tourism

Solo tourists look for packages and tours that specifically cater for them, as well as clear information and the opportunity to connect with other travellers. They tend to book through online platforms, such as online travel agencies (OTAs), or directly through companies’ websites or social media. These travellers choose destinations that are safe, offer the opportunity to meet other travellers and provide great outdoor and cultural activities.

1. What are the European requirements for solo tourism?

European tour operators must comply with several regulations to ensure that their clients are safe and financially protected. Individual companies will also have their own requirements when working with operators, including sustainability rules. These are usually set out in their code of conduct and/or terms of business. It is critical to understand these requirements and update business processes where necessary to meet companies’ expectations.

Solo tourists will require solo-friendly packages, clear and transparent information, and the opportunity to form genuine connections.

What are the mandatory and additional requirements that buyers have?

There are mandatory and additional requirements for tourism services across the sector. They include:

• The European Package Travel Directive
• The General Data Protection Regulation (GDPR)
• Liability insurance and insolvency protection

To find out more about these requirements, read the CBI study What are the requirements for tourism services in the European market?. This study will help you understand the legal, non-legal and common requirements that European tour operators must comply with. If you understand these requirements and can adapt your business accordingly, tour operators will be more likely to do business with you. It is important to European buyers that they can trust their suppliers to meet their and their customers’ needs.

Be a sustainable tourism supplier

All European tourism suppliers must operate sustainably. That is why it is critical that you embed sustainability into your business. Sustainable tourism is about environmental sustainability, which includes protecting the natural environment, wildlife and habitats. But is also about economic sustainability (supporting the local economy) and socio-cultural sustainability (protecting local cultures and heritage sites).

Sustainability is becoming more and more important to travellers every year. Solo travellers will also be looking for ways to travel more sustainably. This may include:

• Using companies that promote and adhere to eco-friendly practices.
• Spending their money in ways that give back to local communities.
• Sustainable dining options, including eating at vegetarian or vegan restaurants or restaurants that use local produce.
• Only using companies that support ethical wildlife tourism, particularly if experiences include interactions with wildlife.
• Contributing to conservation projects while travelling or by paying extra for their packages.
• Finding opportunities to make authentic connections with local people and learn about their way of life.

You can support solo travellers in their sustainability efforts by implementing sustainable practices at your own company. By promoting these practices, you can help solo travellers make an informed decision when they make their booking. Another way to support solo travellers is by providing easy tips on how they can travel more sustainably when they visit your country. This may include reducing waste and greenhouse gas (GHG) emissions, helping local communities and respecting wildlife. Figure 1 is a good example of this kind of information.

Figure 1: How to be a green traveller

Source: Mad Monkey Hostels

Tips:

• Promote eco-friendly practices and highlight your commitment to environmentally responsible practices, such as minimising waste, reducing your carbon footprint and supporting conservation efforts.
• Engage solo travellers in community-based tourism experiences, highlighting the positive impact tourism can have on the local economy and culture.
• Give your guests simple tips on how they can travel more sustainably.
• Read the CBI study How to be a sustainable tourism business for more ideas on practices you can implement to improve your business’s sustainability.

What are the requirements for niche markets?

Solo travellers differ from other travellers in what they look for in a destination or a tour operator. They need detailed information in order to feel comfortable and safe when booking a trip. They also want to have the opportunity to make authentic connections both with locals and other travellers. As solo-friendly packages will attract this group, it is important to understand these needs so you can successfully target this market.

Provide detailed information

Providing detailed information for solo travellers is critical for businesses that want to attract this niche. Solo travellers have distinct needs and preferences. These needs are often characterised by a desire for independence, safety and a sense of community. By offering detailed information, tour operators can support solo travellers throughout their travel experience. It is important to provide the following information:

• Transparency about costs. Solo travellers rely on research and planning before a trip. They like it when tour operators are upfront about what is included in the package and what is not. This includes clear information about the tour itinerary, any additional costs (like single supplements) and optional activities. Transparency builds trust.
• Safety and security information. Solo travellers may have more concerns about safety than other travellers. Tour operators should provide details about safety measures, local regulations and any risks in the areas they operate in (see Figure 2 below). Offering tips on personal safety and health recommendations can also help solo travellers feel more secure.
• Information about accommodation options. Tour operators should provide information about the types of accommodations included in the package – whether they offer single rooms, shared dormitories or other options. Clear descriptions of the lodging facilities, the included amenities and the safety protocols are important to help solo travellers make travel decisions.
• Group makeup. Group dynamics play a big role in solo travellers’ decisions. Tour operators should specify the group size and demographics where available. This makes it easy for solo travellers to assess whether the tour matches their preferences for social interaction. Some solo travellers may prefer smaller groups for a more intimate experience, while others might want larger groups for a more communal experience.
• Information about local culture and customs. Solo travellers often want to engage with the local culture. Giving travellers insights into local customs, traditions and etiquette can improve their travel experience. It also helps travellers understand any cultural differences and act respectfully.
• Communication channels. Solo travellers may have more questions or concerns than other travellers. Businesses should provide multiple contact options for solo travellers. Access to assistance can inspire confidence amongst this group.

You may choose to provide some or all of this information through your website, marketing materials or even blogs about solo travel. Figure 2 provides an example of how Intrepid offers information specific to solo travellers on its website.

Figure 2: Example of information provided to solo travellers

Source: Intrepid Group

Tips:

• Offer solo travellers multiple ways to contact you. Be clear about response times and offer 24/7 support during their tour.
• Be upfront about the costs and pricing structure of your tour. Provide a breakdown of what is included in the package and what is not. Highlight any added expenses for solo travellers.
• Emphasise the safety measures you have in place during the booking process to help solo travellers feel more comfortable.
• Clearly outline the type of accommodation on the tour and whether solo travellers will sleep in single rooms, shared dormitories or shared twin rooms.
• Provide solo travellers with details about the group if they ask for them (how many people have already booked, will there be other solo travellers, etc.).

Provide opportunities to make authentic connections

Solo travellers often want the opportunity to make authentic connections when they travel. Authentic connections can enrich travel experiences and help combat the feelings of loneliness people sometimes experience on solo trips. Solo travellers want to connect both with locals and fellow travellers.

There are many ways for solo travellers to make authentic connections. For example, they may want to engage in conversations with locals, share meals and conversations with other travellers or get involved in community activities. Tour operators can help solo travellers have authentic experiences with locals by offering some of the following activities:

• Homestays where solo travellers can stay with and learn from local families.
• Community-based tourism: supporting community initiatives through interactions with indigenous communities and by learning about their way of life.
• Tours given by local guides who can share personal stories and teach travellers about their culture.
• Cultural immersion activities like cooking classes, visiting local markets, watching local musicians perform or going to cultural performances.

Solo travellers also want the opportunity to make authentic connections with other travellers. For many solo travellers, connecting with other travellers is one of the main reasons they choose group tours rather than travelling independently. Tour operators can help tour groups bond by offering:

• Small group tours: smaller groups make it easier for travellers to interact and make friends.
• Group meals: arranging a few group meals at local restaurants encourages travellers to sit together and socialise during the trip.
• Social activities: organising game nights, cultural performances or nights out can create a more relaxed environment for travellers to interact.
• Common areas: choosing accommodation options with common areas can encourage group members to interact between planned activities.

Tips:

• Include cultural immersion activities as part of the tour, like visits to local markets and cultural performances.
• Consider adding homestays or community-based tourism options to trips so solo travellers can have authentic experiences with local communities.
• Create a plan to encourage bonding on your tours, for instance through activity nights and shared meals.

Provide solo-friendly packages

Solo travellers make up a large portion of the tourism industry, accounting for up to 18% of global travel bookings. So it is essential that tourism businesses start offering products designed specifically for this market. By creating packages targeted at solo travellers, tourism businesses can tap into this market’s preferences and interests.

To reach solo travellers, tourism operators should highlight solo-friendly features in their packages. This includes promoting group tours that facilitate social interaction, offering single-room options and activities that allow for individual exploration. By showcasing these features, you can communicate your commitment to catering for the specific needs of solo travellers. Here are some ideas on how to offer products aimed at this market:

• Offering solo traveller discounts or promotions can be a great way to reach this market. Travelling alone can sometimes be more expensive, but special rates or reduced prices for longer stays can make solo travel more budget-friendly and more appealing.
• Tourism businesses can highlight how they help solo travellers meet their expectations. For example, they can mention that their travel experiences provide a sense of freedom and adventure. This can help you connect with solo travellers on an emotional level and encourage them to choose your products.
• Collaborating with solo traveller-friendly accommodation providers can improve solo travellers’ experience. These accommodations will likely have cheaper rooms for solo guests and are safe and comfortable for all travellers.
• Offering flexible experiences can allow solo travellers to choose activities or itineraries that match their own preferences and interests.
• Businesses can offer travel options for single travellers without additional charges, such as airport transfers or meals paid per person rather than per room. One effective way to build trust and confidence amongst solo travellers is by using reviews. Sharing stories and testimonials from solo travellers who have had positive experiences with your company can be beneficial. These first-hand accounts can reassure solo travellers and encourage them to use your company.

Tips:

• Emphasise features of your group tours that will be attractive to solo travellers, like single-room options without an extra charge.
• Tailor your marketing to appeal to the emotions of solo travellers, for instance by highlighting the sense of freedom they will experience.
• Use positive reviews from solo travellers on your website to show potential customers what solo travellers have enjoyed about your trips in the past.
• Provide flexible itineraries and activity options that allow solo travellers to create their own unique journey.

2. What channels can you use to bring solo tourism products to the European market?

Most solo travellers use online booking platforms like online travel agencies (OTAs) when making reservations, or they make direct bookings. OTAs are useful for this group as they show reviews, making it easier to find companies with a good reputation. Direct bookings allow solo travellers to personalise their itinerary, while also giving tourism businesses more control over their marketing methods.

How is the end-market segmented?

The solo travel market can be segmented by a number of characteristics, including:

• Age: travellers under 50 and those over 50
• Gender: male and female solo travellers often have different requirements
• Budget: budget and luxury travellers
• Purpose of trip: travelling for business or leisure
• Activities: solo travellers are diverse in the activities they like to do when they travel

It is important to understand that different segments of this group will have different preferences, priorities and characteristics. More information on the market segmentation of the solo niche market can be found in the CBI study The European market potential for solo tourism.

Through what channels do solo tourism products reach the end-market?

Many solo travellers rely on the internet and digital platforms to research and book their trips. This means that travel agents or advisers are used less by this market. Tourism businesses should use digital platforms and tools for marketing and bookings where possible. The main channels for reaching the European solo market are OTAs, outbound tour operators and direct bookings (Figure 3).

Figure 3: Best channels to reach solo travellers

Source: Acorn Tourism Consulting