Solo female travellers are a rising and really engaging market; in truth, 14% of ladies journey with out the corporate of household, pals or a accomplice, which interprets into habits, wants and expectations, in addition to particular vacationer companies and merchandise. Mabrian and The Data Appeal Company-Almawave Group, analysed the female solo traveller demand worldwide* to determine 5 key elements that define the profile of this section.
As Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian, explains, “Women who travel alone reflect a cultural change that emerged before the pandemic and gained momentum with the rise of experiential travel, in which active well-being is at the heart of preferences.” In addition, the information present that, though most female travellers select summer time for their solo plans, June and September are their favourites, “which reflects the potential of this segment during the mid-season,” says Mabrian’s CMO.
This evaluation combines a protracted and short-term overview of female solo travellers. To perceive what shapes this section, Mabrian analysed consolidated information for full yr 2023 on the highest 10 international supply markets for the female solo traveller section; whereas The Data Appeal examines present traits on ladies 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.
“Female solo travellers are on the rise”, states Mirko Lalli, CEO & Founder of The Data Appeal Company. Based on GDS reserving information, Lalli highlights a number of key examples, reminiscent of Italy. “Since June 2023, Italy has welcomed 1.1% more female solo travellers; a segment that is projected to represent 21.7% of all tourists visiting Italian destinations in the next six months.” The identical pattern is noticed in different European capitals, “as Paris, Amsterdam, and London, also projected to welcome over 30% of female solo travellers in the next six months”
Trend #1: Where are ladies who journey alone from? Europeans lead the rating of female solo travellers. According to Mabrian’s information, ladies who journey alone come primarily from Germany, the United Kingdom, France, the United States and Italy. The high 10 of female solo travellers’ supply markets is accomplished by Spanish, Australian, Brazilian, Polish and Japanese ladies. Interestingly, as Data Appeal’s perception reveals, over 30% of German and British travellers who booked flights to journey this summer time are solo female travellers.
Trend #2: What are their favorite locations? Three out of 4 female travellers select home locations. The favorite nations for solo female travellers are Germany, Italy, Spain, the United Kingdom, France, the United States, Japan, Poland, Brazil and Australia. This rating displays the burden of home journey within the decisions of these female travellers: in truth, 75% of female travellers from the ten major markets for solo female travellers select home locations, though there are notable variations relying on the nation of origin.
When it involves on-line repute and notion, female solo travellers are inclined to price excessive locations of their desire, however such indexes are decrease than common travellers, as The Data Appeal Company’s Sentiment Scores signifies. For instance, Germany’s Sentiment Scores is 85 factors (out of 100 potential) amongst common travellers however for ladies 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, “female solo travellers’ priorities when choosing a travel destination are behind these slightly lower scores, as such segment’s demand relies on issues such as social perception, cultural factors, or even the availability of accommodation, attractions and experiences that reflect women expectations and needs”.
Trend #3: Safety, a related issue for solo female travellers. “For this segment of female travellers, cities are a very complete alternative, because they have a varied and diverse tourist offer, with different price levels, in a cosmopolitan and open environment that they perceive as safe and recognisable,” emphasises Carlos Cendra, from Mabrian.
In reality, because the Mabrian’s Perception of Security Index (PSI) reveals, security is one of the elemental facets for selecting a vacation spot: the ten favorite cities for this section of female 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.
Trend #4: Who are essentially the most adventurous? Spaniards, Italians and Japanese. Almost half of Spanish ladies who journey alone (48%) select worldwide locations, as 36% of Italian and 34% of Japanese ladies do; a constant pattern noticed in summer time 2024 bookings to Europe, analysed by The Data Appeal Company’s: in truth, round 30% of Spanish travellers flying to British locations this summer time are ladies travelling alone; just 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 want locations inside their very own nations after they journey alone; as 77% of British ladies and 85% of German, American and Australian ladies do. Only 8% of Brazilian ladies who journey alone select worldwide locations. “Choosing nearby destinations, both domestic and short-haul, is a way of breaking the ice to eventually going for other more distant or exotic places for their next trips,” says Cendra.
Trend #5: Urban locations are the favourites amongst female solo travellers. Urban tourism is very related amongst this section of travellers. As the information reveals, 9 out of the ten cities most visited paces by female 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 5 most visited nations by female solo travellers (Germany, Italy, Spain, United Kingdom, France), the favorite locations are well-connected cities, that are on the want record of travellers from everywhere in the world, that additionally provide a wealthy mixture of journey experiences, particularly cultural plans and sights.
