
NOT LONELY AND NOT ALONE. JUST SOLO TRAVELERS.
Swiping up randomly on Instagram, I crashed into a story of FlashPack Agency. Something about the post caught my attention.“Group adventures for solo travelers in their 30s and 40s. “This is interesting” I thought. ”I have traveled alone several times in my 30s and (current) 40s……and, apparently, I am still a target for tourism”.
Instantaneously, I empathized with FlashPack and wanted to know more about them.
Long story short: The founders have realized that most of the options were for people in their “low budget 20s” and for 50+ age range.
Besides, they detected that for people in their 30s and 40s it was almost impossible to match with a good companion to travel.
So, they discovered unsatisfied needs in the tourism market. Digging deeper, they also found out that this target felt a lack of “like-minded” peers for traveling.
But why this segment could be profitable?
Some numbers
Globally:
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Since 2016, solo travel has witnessed a significant uptick - with a phenomenal rate of around 131%, which is the growth rate of the keyword “solo travel” from 2016 to 2019 on Google.
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Globally, there has been a 42 percent jump in solo traveler bookings over the last two years.
In USA: -
post-pandemic solo travel has risen by 761.15%.
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In 2022, 16% of Americans took a solo trip and, in 2023, 25% of Americans (83 million people) are considering taking a solo trip.
For Gen-Z and Millennials: -
According to new research from MMGY. Travel and Tourism Integrated Marketing Agency, 1 in 4 travelers, approx, plans to travel solo in the next 6 months with Gen-Z and Millennials.
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30% of male travelers are likely to travel solo in comparison to 19 % of female travelers.
Which were the barriers the segment used to face?
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People´s prejudices about being "solo": A fear to look eccentric or rare to others. They didn´t want to deal with pitiful or wary looks from other travelers.
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Loneliness feeling: Planning a solo travel, all by yourself, could be overwhelming sometimes. Especially when the industry isn´t helping. And once you are on the trip, the lack of a travel partner to share impressions and experiences could be hard to deal with.
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Higher costs in "single" mode: The travel industry is unprepared for solo travelers. Most of the options are double, family or group based. Besides, single-based is usually more expensive.
And what drives them now?
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A need for “Me” Time with no commitments: The number of people that are deciding to stay single and/or shift to work remotely has been increasing. They don´t want to wait for others or look for the right companion, postponing their wishes.
When travelling, they don´t want to negotiate with someone whom they don’t think will be a good travel buddy
In addition, pandemic has also meant an overdose of family time for many of them.
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A search for a new tribe: Traveling solo, most of the time, means doing it in small groups, probably of like-minded people.
There are big chances that they have chosen a destination or an activity for the same reason. This is the kind of new people a solo traveller wants to know.
They look to socialize in an environment where they feel safe.
In addition, solo travellers are willing to stay extended periods of time in a destination, in order to know the locals better and to learn their culture.
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Organized adventures as the new freedom: Solo travellers want to feel free, independent, and in control of their own time, without the worry of the logistics of a trip. They are also aware that some adventures are only available on organized tours. But it is always about living experiences for the first time again.
They look to feel themselves, once again, after childhood.
Luxury means backpacking during the day but sleeping comfortably at night.

What has probably encouraged these changes?
Some macro trends
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Late aging and longer lifetime.
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Traditional family models crisis.
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Women Empowerment.
How industries are reacting?
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Many travel agencies are now reducing or eliminating single supplements.
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The “Solo Room Share Matching” option: You can choose to be matched with a same-sex travel partner for a room share at no cost.
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Former or experienced solo travelers, like Ed Stafford, become referents.
But what is most important here?
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For people, traveling solo means the chance to be (or to rediscover) themselves once again since they were children. Solo traveling implies an opportunity to know their “new me”.
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It also means that the adventure they are looking for means “backpacking during the day, but sleeping comfortably at night”.
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Industries involved need to know that they want to be targeted as “solo” instead of “single”.
There is an important difference between “being alone” and “being on your own”.
And why is this important for brands?
Many industries, especially those targeting couples, groups, undergraduates/recent graduates and retired people should take a deeper look at the 30s/40s solo travelers segment and consider options for them.
For example, Airbnb could join forces with cultural exchange associations like AIESEC, offering extended stays accommodations, part-time work, and cultural or adventurous experiences.
Or maybe some Work & Travel programs for this age range.
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Perhaps winter sports industries could figure out how to attract rookies, by offering them a solo traveler's tailored experience.
Banks could take notice of these remote working young adults, looking for cultural experiences or adventures, and develop loan lines to help them achieve what they want.
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I remember turning 30 (12 years ago), having a steady job but not enough savings or time to apply for a Work & Travel program. I would have loved a chance like the following:

"I would love to go backpacking through Latin America.....Too bad I can´t wear dreadlocks"
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Become the grown-up man you want to be in the future achieving the dream of the young person you are today (and you will be forever)
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LOANS 30+: FOR YOUNG ADULTS - BANK OF CÓRDOBA
Sources:
Solo Travel: A growing trend in 2023 https://www.traveldailymedia.com/solo-travel-a-growing-trend-in-2023/#:~:text=In%202022%2C%2016%25%20of%20Americans,confident%20in%20going%20to%20themselves.
Is post-pandemic travel going solo? https://www.defianceetfs.com/is-post-pandemic-travel-going-solo/
Why every Millennial should go out on a Solo Travel? https://www.linkedin.com/pulse/why-every-millennial-should-go-out-solo-travel-ashwin-sankar-m-s/
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More Travelers Are Going Solo in 2022 - https://www.travelpulse.com/news/features/more-travelers-are-going-solo-in-2022.html
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Solo Travel Statistics and Data: 2022 -2023 https://solotravelerworld.com/about/solo-travel-statistics-data/
Decoding the millennial solo traveller https://www.cnbctv18.com/travel/destinations/decoding-the-millennial-solo-traveller-14963591.htm
https://www.pilotplans.com/blog/flash-pack-review
https://www.loudmouth-media.com/case-studies/flash-pack
https://www.linkedin.com/company/the-flash-pack/?originalSubdomain=uk
‘Solo travellers’ o por qué viajar en solitario te hace viajar mejor https://www.economiadigital.es/tendenciashoy/viajeros/solo-travellers-o-por-que-viajar-en-solitario-te-hace-viajar-mejor_643406_102.html
WHY SOLO TRAVEL IS GOOD FOR YOU(R SOUL) https://www.kilroy.net/blog/why-solo-travel-is-good-for-you-r-soul