Words by Giles Fuchs, owner of Burgh Island Hotel in Devon.
Solo travel now accounts for 26 per cent of all travel bookings, according to Airbnb, making it the second most popular travel category in the post-pandemic era. With Trivago similarly reporting that 33 per cent of people are more open to the idea of solo travel than they were before the pandemic, this is a growing trend that hoteliers must not ignore. If solo bookings continue to rise at the current trajectory, then solo travellers could account for nearly half of all bookings in the near future.
Staying on top of the latest industry trends and customer expectations is essential if a business wants to stay ahead of its competitors, so hotels simply must adapt to attract and capitalise on this burgeoning market in the coming months.
Solo travellers are not alone
Solo travel is by no means reserved for the introverted or less sociable amongst us. Over 30 per cent of solo travellers use their adventures as an opportunity to meet new people and build connections.
A study by Travelport showed that 59 per cent of solo travellers are looking for hotels to provide on-the-go activities that prompt interaction with other guests. With nine in ten young people reporting that loneliness has made their mental health worse during the pandemic, it’s no surprise individuals are now seeking not only a sense of escapism, but also opportunities to grow as an individual and develop new relationships.
Indeed, hotels can present themselves as an attractive option to solo travellers by organising and promoting social activities, trips and guided tours designed to facilitate connection. For example, at Burgh Island, we offer guests opportunities to take part in group activities such as shark-tagging, immersive art classes and murder mystery nights. These unique experiences bring guests closer together, encouraging them to socialise, meet new people and build lifelong connections.
Unforgettable and unique experiences
Providing unforgettable and unique activities and excursions is a sure way to capture the attention of intrepid travellers seeking a spontaneous adventure – nearly 60 per cent of solo travellers have reported wanting to try something new without waiting for someone else.
From the offset, Burgh Island provides guests access to unique experiences. Guests have the opportunity to ride on a hydraulic sea tractor – the only one of its kind in the world. As Burgh is situated on its own tidal island it is cut off from the mainland twice a day, for those who arrive at high tide, the tractor is the only way to access the hotel.
Back on shore, guests can explore a range of exhilarating activities, from unwinding in the hotel’s wellness facilities to fishing off the Devonshire coast, or dancing the night away in Burgh Island’s grand ballroom.
Helping solo travellers put themselves first
The pandemic took an undeniable toll on the population’s mental health and many travellers are now looking to put themselves first and go solo. However, they’re not looking for adventure 24/7. An integral component of any travel experience is the promise of escapism and relaxation, and solo travellers offer no exception. In fact, over 60 per cent of solo travellers reported that relaxation and time to unwind was the main motivator for their trip.
For those who decide to travel alone, being able to do your own thing, without needing to consider others, is an alluring appeal. Providing guests with ample opportunities to destress and truly disconnect from the rush of modern-day life is essential, and where better than the great outdoors?
Studies show that spending time in nature can positively impact physical and mental wellbeing. At Burgh Island, where guests are surrounded by 26 acres of idyllic green space and coastal landscapes, there are ample opportunities to venture out, explore and unwind.
Providing autonomy in post-pandemic hospitality
The thirst for unforgettable experiences and solo travel has grown hand in hand since the pandemic. One of the main reasons for this is a desire to escape following months of lockdowns and movement restrictions. Indeed, since the ending of travel restrictions, 60 per cent of solo travellers under the age of 55 reported wanting to solo travel to grasp the feeling of freedom and independence. Solo travel is proving a popular way for individuals to regain autonomy over their lives and hotels should make themselves a part of this journey.
Being aware of the rising number of solo travellers will be important if hoteliers want to continue to drive business and attract new audiences moving forward. Offering a balance between relaxation and adventure, solitude and connection, hotels can provide guests in this growing demographic with a break tailored to their unique needs and desires.
