Looking for more “me time”, or dreaming of a break from the partner and/or family? Don’t worry, you’re not alone. The freedom to choose your own itinerary is increasingly popular.
More people are opting to travel by themselves and, according to recent studies, it’s not just for the young and singles. Even people on their honeymoons are seeking solo holidays, with this bizarre trend known as “solomoons”.
So, what are the actual figures and online behaviours around this trend? Hitwise has looked at the Aussie Solo Traveller segment and summarised our top stats below:
1. Searches for “solo travel” have risen 34% YoY
Australia has long been rated as a top destination for international solo travellers, but its popularity is also growing among Australians. Hitwise data shows that searches for “solo travel” have risen rapidly by +34% YoY in the past five months, from November 2018 to March 2019. Equally, we have also seen growth from Winter onward, at +32% YoY.
2. It’s not just for Gen Y and Z, solo travellers are getting older
Looking at people who searched for “solo travel” or visited solo holiday-specialised sites like STA Travel, understandably a large share come from a younger demographic. In the first 9 weeks of the year, 18-34 yo accounted for 35% of solo traveller audience, but this has slightly declined by -4% YoY. Instead, we have seen a rise among older audiences. In particular, people aged 55-64 yo grew +7% to reach 18% of the solo traveller audience.
3. They’re more likely to use Metasearch engines and OTAs, over direct sites
TripAdvisor was the largest Metasearch site for solo travellers, attracting 6.1% of all visits within the travel industry. Although smaller at 3.1%, solo travellers were 91% more likely to visit Skyscanner than the general online population. In comparison, they’re less likely to visit direct airlines, such as Qantas, Jetstar, and Virgin.
4. They’re also looking for top cosmopolitan cities like New York, Hong Kong, and London
Compared to the general online population, solo travellers are looking for the big city experience. They were over 600% more likely to search for New York, Hong Kong, and London. In terms of domestic locations, they also favoured Brisbane and Melbourne, over other popular destinations like Byron Bay and Sydney.
Solo travellers are also a responsible bunch. They were 10%-plus more likely to search for “travel insurance” and “travel insurance direct” than the online population.
What does this data tell us?
Solo holidaying is becoming increasingly popular. This audience interacts with travel sites differently than the average consumer. As a travel brand looking to target this growing segment, understand who they are, what types of experiences they are looking for, and where to best target them online.
For more insight into growing travel trends and audiences, contact us here.