The freedom to choose their own schedule; the opportunity to self-reflect; a yen for adventure – whatever the reason, more people are opting to travel solo than ever before. A survey conducted by Kayak found that more than a third of adults had holidayed alone, while Pinterest saw a 539% increase in solo adventure pins for 2018. It’s a trend that’s picking up steam across generations and one you might want to start capitalizing on. Here are a few things you can do to cater to this emerging cohort of travelers:
Create communal spaces
Co-working and co-living spaces, which have become a prevalent feature in hotel design as it is, are a big draw for solo travelers. Those globe-trotting alone are often drawn to properties set up to facilitate social interaction. Think about creating flexible lounge spaces, with relaxed seating, communal tables, and entertainment options (like board games and playing cards). Solo guests will appreciate the opportunity to unwind in a social atmosphere and meet like-minded people.
Host activities and events
Scheduling activities and events at your property is an excellent way to appeal to the solo traveler. This type of guest is typically looking for new experiences, and you’ll be in the running for their business if you’re able to provide those opportunities. What types of activities and events should you host? That will vary greatly depending on your location and clientele. Pool parties, cocktail hours, and quiz nights are great opportunities for guests to mingle while film-screenings, cooking classes, and performances can offer a connection to the local culture.
If your property doesn’t offer tours, collaborate with local companies that do. Having your property serve as the check-in point for popular trips and excursions will help win bookings with solo travelers. Staying at accommodation affiliated with the tours they want to take adds an element of safety (and convenience) that people traveling alone will appreciate.
Sell the local social scene
Solo travelers are looking to immerse themselves in the community, so make a point of selling the buzzing social scene that your location gives them access to. Promoting nearby hot spots on your website will assure potential guests of the ample opportunity to mingle with locals. Include information about nearby parks, popular cafes, neighborhood markets, and any other notable spots. A calendar of events going on in your area (from concerts to bingo nights) would also make a great addition to the community page of your website.
Add health and wellness options
Wellness opportunities are a draw for many solo travelers. In fact, the majority of guests using The Healthy Holiday Company travel on their own. When planning activities and events to host at your property, consider adding in health and wellness options. Yoga, hiking, and meditation classes are all popular options to include.
Highlight the solo experience in marketing content
Once you’ve created an environment that appeals to the solo traveler, you’ll want to promote that aspect of your property online. Include images of people enjoying communal spaces in your marketing collateral and highlight information about on-site activities and events on your hotel website. Create social media posts that speak directly to the solo traveling experience (and be sure to use hashtags that will draw the attention of that demographic). Your marketing strategy shouldn’t focus entirely on solo travelers (of course), but allocating a portion of your content for this group will help establish your property as a solo travel destination.
Smartphones have empowered travelers of all ages to set out on their own. This growing cohort is looking to meet like-minded people, find adventure, and immerse themselves in the local culture. A few small changes can prove your property is the best place for them to do just that.
