Solo female travellers already stand for 14% of female tourism demand
Solo feminine travellers are a rising and really enticing market; the truth is, 14% of ladies journey with out the corporate of household, buddies or a associate, which interprets into habits, wants and expectations, in addition to particular vacationer companies 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, Associate and Director of Advertising 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, through which 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 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 know what shapes this section, Mabrian analysed consolidated knowledge for full yr 2023 on the highest 10 international supply markets for the feminine solo traveller section; whereas The Knowledge Enchantment examines present tendencies on girls journey solo demand for the present summer time season to main European locations, based mostly 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 knowledge, Lalli highlights a number of key examples, resembling 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 pattern 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 accordance with Mabrian’s knowledge, girls 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 girls. Apparently, 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 US, Japan, Poland, Brazil and Australia. This rating displays the burden of home journey within the selections of those feminine travellers: the truth is, 75% of feminine travellers from the ten important markets for solo feminine travellers select home locations, though there are notable variations relying on the nation of origin.
In terms of on-line repute and notion, feminine solo travellers are inclined to fee 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 doable) 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 section’s demand depends on points resembling social notion, cultural elements, and even the supply 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 different, as a result of they’ve a diversified and numerous vacationer supply, with totally different worth ranges, in a cosmopolitan and open atmosphere that they understand as protected and recognisable,” emphasises Carlos Cendra, from Mabrian.
The truth is, because the Mabrian’s Notion of Safety Index (PSI) reveals, security is likely one of the elementary elements for selecting a vacation spot: the ten favorite cities for this section of feminine travellers are all perceived as protected locations, as mirrored by their significantly excessive PSIs, which vary from 85 to 98 factors out of a doable 100.
Development #4: Who’re essentially the most adventurous? Spaniards, Italians and Japanese. Nearly half of Spanish girls who journey alone (48%) select worldwide locations, as 36% of Italian and 34% of Japanese girls do; a constant pattern noticed in summer time 2024 bookings to Europe, analysed by The Knowledge Enchantment Firm’s: the truth is, 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 desire 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 ultimately 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 checklist of travellers from everywhere in the world, that additionally supply a wealthy mixture of journey experiences, particularly cultural plans and points of interest.