Solo female travellers already stand for 14% of female tourism demand

22.07.2024 - 18:52 / breakingtravelnews.com / Carlos Cendra

Solo female travellers are a growing and very attractive market; in fact, 14% of women travel without the company of family, friends or a partner, which translates into habits, needs and expectations, as well as specific tourist services and products. Mabrian and The Data Appeal Company-Almawave Group, analysed the female solo traveller demand worldwide* to identify five key factors that outline the profile of this segment.

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 data show that, although most female travellers choose summer 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 analysis combines a long and short-term overview of female solo travellers. To understand what shapes this segment, Mabrian analysed consolidated data for full year 2023 on the top 10 global source markets for the female solo traveller segment; whereas The Data Appeal examines current trends on women travel solo demand for the current summer season to major European destinations, based 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 booking data, Lalli highlights several key examples, such as 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 same trend is observed in other 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 women who travel alone from? Europeans lead the ranking of female solo travellers. According to Mabrian’s data, women who travel alone come mainly from Germany, the United Kingdom, France, the United States and Italy. The top 10 of female solo travellers’ source markets is completed by Spanish, Australian, Brazilian, Polish and Japanese women. Interestingly, as Data Appeal’s insight shows, over 30% of German and British travellers who booked flights to travel this summer are solo female travellers.

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Trend #2: What are their favourite destinations? Three out of four female travellers choose domestic destinations. The favourite countries for solo female travellers are Germany, Italy, Spain, the United Kingdom, France, the United States, Japan, Poland,