AARP Travel Research: Solo Travel · • The Solo Traveler is looking for a laid back and relaxing vacation. The best part of a solo trip is simply the chance to get out of town and

AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved

AARP TravelResearch:Solo Travel

August 2014

Contact Allison Kulwicki, [email protected], for more information

https://doi.org/10.26419/res.00093.001

mailto:[email protected]


Table of Contents

2

Solo Travel

Objectives/Executive Summary 3 - 6Sizing the Audience 7 - 12Detailed Findings: Solo Traveler 13 - 25Detailed Findings: Solo Dreamer 26 - 33Appendix 34 - 37

MethodologyAARP Research Center Team


Objectives

• To determine the motivation behind solo travel(necessity or desire)

• To uncover if solo travel is a pain point and whatspecifically about solo travel are points of pain(planning, booking, fees, safety, finding roommates,etc.)

• What kinds of solo trips have they taken

• What destinations are most common for solo travelers

• What is the best part and worst part of traveling solo

3


Executive SummarySizing the Audience

• The Solo Traveler audience is not extremely large, but it is active.

– Among AARP’s target audience of those 45+ who have traveled for leisure in the past 2 years and whouse at least one online travel website, 37% claim to have taken a solo trip in the past.

– On average, they have taken 4 solo trips

– 81% are likely to take another solo trip in the next 12 months

• The Solo Traveler skews younger, 50-59 years old, and is more likely to be single or divorcedthan are those who are just thinking about solo travel, who skew married.

• But there is a large portion of the 45+ travel audience who show no interest in solo travel. Thatsaid, one-fourth admit the idea of traveling solo has stopped them from taking trips they wouldotherwise want to take.

4


Executive SummaryThe Solo Traveler

• Whether it is the first trip or most recent trip, a solo trip is more likely a result of not havinganyone available to travel with at that particular time versus the sheer desire or enjoyment oftraveling alone.

• Most solo traveling takes place domestically without a tour group. Many take these trips sothey can go somewhere they want to go or to treat themselves.

• And although many use online sites to plan and book their trip, social media sites have littleinfluence on their solo travel decisions.

• Most choose a destination they have been to before, most likely a place they have been towith others.

– The overwhelming destination of choice is a city/town, with the beach a distant second.

• The Solo Traveler is looking for a laid back and relaxing vacation. The best part of a solo tripis simply the chance to get out of town and to do something nice for themselves.

• Those who take solo trips are extremely satisfied with the experience, so much so that 81%say they plan on taking another one in the next 12 months.

– This is not too surprising, since very few indicate having experienced issues planning their solo tripor having safety concerns.

5


Executive SummaryThe Solo Dreamer

• Those who are planning to take a solo trip, the Dreamers, are doing so just becausethey want to and not necessarily because of any significant change in their life.

• Like the Solo Traveler, the Solo Dreamer is apt to use online resources to plan andbook their trip, but few are influenced by social media sites, and it is definitely notwhere they draw their inspiration for taking such a trip.

• Their desire to go somewhere they want to go, an opportunity to treat themselves orto check something off their bucket list are the true motivators of solo travel amongDreamers.

• Although most have yet to solidify their plans for their solo trip, among those in theplanning phase, 62% have already chosen their destination – which is primarily acity/town they have been to before with family or friends.

• They look forward to a laid back and relaxing vacation with little concerns aboutplanning their trip. In fact, the majority do not express any concerns over the safetyof traveling solo. Those with concerns mention budgeting, solo fees, and identifyingactivities at their destination.

6


SIZING THE AUDIENCE

7


Solo Travel Audience

S9: Thinking about the leisure traveling you have done in the past, have you taken any trips solo? Base: Screener, 45+ Travelers (n=2,856)S10: Are you currently planning or thinking about taking a solo leisure trip in the next 12 months? Base: Screener, 45+ Travelers (n=2,856)Q24a: How likely would you be to plan another solo trip in the next 12 months? Base: Total Solo Travelers (n=881)

45+ Traveler(n=2,856)

Solo Traveler37%*

81% Yes

29% Travelers 9% Dreamers+ =38% Audience Active

in Solo Travel

• Among the 45+ travel audience, approximately 4 out of 10 have a listening formarketing and opportunities specifically directed at the solo traveler.

Solo Dreamer9%*

Non-Solo56%*

100% YesSolo Travel in next

12 months

8


Solo Travel Hesitations

9

• Women are more likely than men to indicate they have not taken trips they wouldlike to because they don’t wish to travel solo. This is true among both thepopulation active in solo travel and among those who are not.

7%

93%

Men (n=544) Women (n=553)

Hesitant to Travel Solo

21%

79%

Q50: Does the idea of having to travel solo keep you from taking particular trips you really want to take?

Base: Total Traveler & Dreamer Respondents (n=1,097)


Audience Profiles

10

• Among AARP’s target audience of those45+ who have taken a leisure trip in thepast two years, those who have taken asolo trip, dream about a solo trip, or haveno interest in a solo trip do not differdramatically at a demographic level.

• That said, the Solo Traveler and Dreamerskew slightly younger and are more likely tobe single or divorced than the non-traveler.

• Among Solo Travelers, those 45-49 arepredominately male (78%). And amongBlacks, they are predominately female(80%).

• Also, among Solo Travelers, AARP memberslean female while non member SoloTravelers lean male.

43%57

%68%

32%

AARP NON-AARP


KEY FINDINGS:TRAVELERS

11


Solo Traveling – Why & When

• Why is the 45+ embarking on solotravel? While more than a quarter(27%) enjoy traveling solo, most(57%) take a solo trip because theydo not have someone to travel withat the particular time.

– There are no significant difference by gender

• Among 45+ travelers, solo travelis a relatively new experience:over half took their first solo tripin the past two years.

27%

57%

14%

Why Travel Solo?

Enjoy/Prefer to Travel Solo No One To Travel With Other

52%

14%

34%

89%

6% 5%

0%20%40%60%80%

100%

Past 2 years 3 - 10 years ago More than 10 years ago

First Solo Trip/Last Solo Trip

First Trip Last Trip

Base: Total Solo Travelers (n=881)Q5: And which of the following would you say was your initial reason for traveling solo on this most recent trip?Q2/Q4: When did you take your first/most recent solo trip?

12

Average Number of Solo Trips: 4


Inspiration for Trip - Solo Traveler

45%

35%

18% 17%

12%10%

8% 7%5%

3%

0%

10%

20%

30%

40%

50%

To gosomewhere Iwanted to go

A trip just forme/to treat

myself

Time forpersonalreflection

To pursue ahobby orinterest

To learnsomething

new

To dosomething onmy bucket list

To explore apassion

To meet newpeople

A spiritualopportunity

To make newfriends

Inspiration for Solo Travel

13

Q7: For your most recent solo trip, what was your inspiration or motivation for traveling? Base: Total Solo Travelers (n=881)

• Although there are a number of sources of inspiration, the primary motivators fortraveling solo are a desire to go to a specific destination or simply to treat one’s self.

– Blacks are more likely than Caucasians or Hispanics to use a solo trip as a spiritual opportunity (10% vs.

4% and 4%, respectively).

– Those single or divorced are twice as likely as those married to cite “to meet new people” as theirinspiration for traveling solo (13% and 8% vs. 4%, respectively).

Differences by Gender:

Men are more likely to use a solo trip to pursuea hobby than women (24% vs. 11%), whereaswomen are more likely than men to use the tripfor personal reflection (22% vs. 15%).


Planning the Trip – Solo Traveler

• The Solo Traveler makes all thearrangements themselves, withmany using online tools to helpthem book their trip.

• About half will also use onlinetools to help them plan their trip,but far less will use it to dream upideas.

• Popular travel sites used:

– Expedia

– Trip advisor

– Travelocity

• American is the dominate choiceamong airlines for booking solotrips.

79%

58%

23%16%

0%

20%

40%

60%

80%

100%

To BookTrip

To PlanTrip

To ShareTrip

To Dreamup Ideas

Those Using Online Tools

40% 37%

20%

8% 7%

0%

20%

40%

60%

TravelBooking

Airline Hotel Facebook Google

Types of Sites Used

14

Q8. Who made the majority of the plans and arrangements for your trip? Base: Total Solo Travelers (n=881)Q9: Did you use any online tools to help you….? Base: Total Solo Travelers (n=881)Q9b: What specific online tools or sites did you use? Base: Solo Travelers who used online sites (n=749)

95%PlanTheir

Own Trip


• Social media sites have little influence on a Solo Traveler’s decision to take their most recent trip.

– Social media does have a greater influence, however, among those aged 45-49 than among those aged 50+.

• Among those who do use such sites, Facebook is noted as most helpful, with input on what to see and do beingthe most sought after content.

– Women gravitate more toward Pinterest while men gravitate more toward Twitter.

• According to other AARP research, about four in ten adults aged 50+ are accessing social media sites at leastdaily. As social media adoption and usage becomes more prevalent with this cohort, social media may play alarger role in solo travel.

Places to see

Places to eat

Where to stay

Activities to do

My destination

My decision to go

Other

Social Media’s Influence - Solo Traveler

What Influenced

15

Base: Solo Travelers Influenced by Social Media (n=203)Q11: Which social media sites, overall, did you find most

helpful?

77%

12%

6%5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

No Influence Minor Moderate Strong

Degree of Influence Most Helpful Site

Base: Total Solo Travelers (n=881)Q10: What influence, if any, did social media have on your

decision to take your most recent solo trip?

Base: Solo Travelers Influenced by Social Media (n=203)Q10b: What aspects of your trip did social media

influence?

45%

43%

39%

37%

27%

11%

5%

Facebook

YouTube

Pinterest

Twitter

Instagram

Other

57%

21%

14%

7%

6%

13%


Trip Details – Solo Traveler

• Among those who have a budgetfor their solo trip (57%), theaverage anticipated spend for adomestic trip is ~$1,100 and~$3,500 for an international trip.

• Most appear to stick to theirdesired budget while on the trip.

83% 80%

3%

20% 17%3%

0%

20%

40%

60%

80%

100%

Domesitc(NET)

Without aTour

With a Tour International(NET)

Without aTour

With a Tour

Type of Trip

16

Base: Total Solo Travelers (n=881)Q12. Which of the following best describes the type of trip you took?Q13a: When you were first planning this trip, approximately how much did you budget for it? Q13b: And approximately how much did this trip cost you?

AverageBudget:$1,160


• Most solo trips are to adomestic destinationwithout a tour group

– Of those travelinginternationally, men (20%) aremore likely than women (14%)to go it alone.

AverageSpend:$1,075

AverageSpend:$3,200


Type of Destination - Solo Traveler

• A city/town is by far themost popular destination forthe Solo Traveler.

City/Town Beach On the water*

Mountains Parks/Campgrounds Other

64%

15%

8%

8%

By Way of Location

79%

49%

29%

43%

21%

0%

20%

40%

60%

80%

Yes (NET) With Family With Friends Solo No

Past Experience with Destination

• Solo Travelers tend to pickdestinations they have been to inthe past, primarily with others.

17

Base: Total Solo Travelers (n=881)Q14c: Had you ever traveled to this location before?Q16: Which of the following best describes the type of location you visited on this trip?

*On the water includes, Cruise, Lakes, Rivers

61% With Others (NET)

4%

1%


Actual Destination – Solo Traveler

68%

11%8% 7% 5% 3% 3%

18%

4%1%

14%

0%

20%

40%

60%

80%

U.S.Locations

(NET)

California Florida Las Vegas New York Texas Virginia Abroad (NET) Caribbean Mexico All Other(NET)

Solo Traveler Destinations

• Most solo trips are taken within the U.S. with sunny destinations topping thelist; California, Florida, Las Vegas

– Significantly more African Americans choose a domestic destination than other ethnicities.

– Married solo travelers are also more likely to pick a domestic destination, where as thoseof another marital status (single, divorced, widowed) are more likely than married travelersto select an international destination.


With the exception of slightlymore women than men goingto California, there are nosignificant differences inwhere each gender goes ontheir solo trip.

18

Q14a: Where did you go the last time you traveled solo? Base: Total Solo Travelers (n=881)

CaribbeanPuerto RicoMexicoBrazilCanadaBelize


46%

10% 8%4% 3%

35%

0%

20%

40%

60%

Hotel Resort Motel Bed &Breakfast

Hostel Other

Transportation/Accommodations – Solo Traveler

• The majority of Solo Travelerstake a plane to theirdestination of choice.

• While at their destination, theyappear to use a variety oftransportation options with avehicle, personal or rented,being the most common.

• A hotel is the most popularaccommodation choice amongSolo Travelers.

– Those who say ‘Other’ referencepersonal homes, condos,timeshares, etc.

19

Base: Total Solo Travelers (n=881)Q15: What was the primary mode of transportation you used to get to your destination?Q15a: When you were at your destination, what type of transportation, if any, did you use?Q16b: Which of the following best describes the accommodations you stayed at on this trip?

Accommodations

4%

33%

31%

12%

8%

16%

While ThereGetting There

62%

24%

6%

3%

2%

4%

Airplane

Personalvehicle

Rental vehicle

Train

Bus

Other

Transportation


Benefits of Most Recent Solo Trip

• Based on their most recent trip, Solo Travelers say just getting out oftown was the best part. It allowed most the opportunity to do somethingnice for themselves.

20

Base: Total Solo Travelers (n=881)Q19a: What was your favorite part of your trip?Q19b: Which of the following best describes what this trip allowed you to do?

24%

20%

22%

22%

22%

25%

31%

46%

0% 20% 40%

Other

Learning something new

Spending time alone

Being somewhere new

Meeting new people

The food

Seeing something new

Just getting out of town

Favorite Part of Most Recent Solo Trip

Treat myself Bucket list Personal goal Other

62%7%

11%

21%

What Trip Allowed


Travel Planning Hardships – Solo Traveler

56%

4%

5%

5%

5%

5%

7%

7%

8%

12%

0% 20% 40% 60%

Nothing

Choosing the best time to travel

Sharing and capturing memories

Developing an itinerary

Booking airfare

Dealing with solo fees

Identifying activities at destination

Coordinating ground transportation

Budgeting for trip

Sticking to budget

Top 10 Hardships of Planning a Solo Trip

21

Base: Total Solo Travelers (n=881)Q22: What part of the travel process, if anything, was harder to do than you expected?Q23a: Before you took your most recent solo trip, did you have any safety concerns?

88% saythey haveNO safetyconcerns

• Solo Travelers do not express having many issues planning their trip. Amongthose who do, budgeting and sticking to that budget top the list.

• The vast majority do not have any safety concerns leading up to their solo trip,regardless if the Solo Traveler is a man or a women.


Solo Travel Feedback

• Although many found some part ofsolo traveling to be less than ideal,nearly all were satisfied with theexperience when it was all said anddone.

• It appears the ability to set your ownschedule and just tend to your ownneeds is a big win.

22

Base: Total Solo Travelers (n=881)Q20: When it was all said and done, how satisfied were you with your most recent solo trip?Q21a/b: What, if anything, did you like BEST/LEAST about solo traveling?

97%

2% 1%0%

20%

40%

60%

80%

100%

Very/SomewhatSatisfied

Neither Very/SomewhatDissatisfied

Satisfaction with Solo Vacation

Best Part of Solo Travel

I don’t have to please othersI do what I want when I wantMy own scheduleAlone time/time to myselfFreedom

Worst Part of Solo Travel

Not being able to share itwith anyoneBeing alone

Dining aloneMiss the companionshipLack of conversation29% Nothing5% Nothing


Likelihood to Solo Travel Again

• Although 81% say they are likely to take another solo trip, from thecomments shared, only those who say they are ‘very likely’ seemcommitted to the idea.

5%

4%

11%

23%

57%

0% 20% 40% 60%

Very Unlikely

Somewhat Unlikely

Undecided

Somewhat Likely

Very Likely

Likelihood to Take Another Solo Trip

“Given my partnersschedule, sometimes Ihave to travel alone.”

“Because I like to get out andexplore new areas. I likeadventure and traveling.”

“Now married, so not likelyto travel alone for

pleasure.”

“I prefer travelling withfamily/friends.”

“I enjoy relaxing travel withopen itinerary.”

“Typically don't travel solo,missed having a

companion.”

23

Q24a/b: How likely would you be to plan another solo trip in the next 12 months? And why is that? Base: Total Solo Travelers (n=881)


KEY FINDINGS:DREAMERS

24


Why Solo Travel – Solo Dreamer

• The majority of those thinking about orplanning a solo trip in the next 12months, the Dreamers, are notconsidering solo travel because theyexperienced a major life event.

• It appears reasons for solo travel area combination of those who do nothave anyone to travel with at aspecific time and those who simplywant to give it a try.

– Women are more likely than men to claim notravel companion as their reason for apotential solo trip.

36%

26%

41%

9%

0%

10%

20%

30%

40%

50%

I want to try it I think I willenjoy it

No one totravel with

Other

Why Travel Solo?

Base: Total Solo Dreamers (n=216)Q25: Have there been any significant changes in your life that may be influencing your desire to travel solo?Q26: Which of the following best describes why you are considering or planning on a solo trip in the next 12 months? Select all that apply

25

19%

81%

Yes No

Are There Life Changes at Play?


Inspiration for Trip- Solo Dreamer

• As seen with Travelers, the primary inspiration for the Solo Dreamer is a desire togo to a specific destination or simply to treat one’s self.

• But different than the Traveler, the Dreamer may also be looking at this trip as anopportunity to check something off their bucket list.

43% 42%

30%

25%

17% 16%

12%10%

8% 7%

0%

10%

20%

30%

40%

50%

To gosomewhere I

want to go

A trip just forme/to treat

myself

To dosomething onmy bucket list

Time forpersonalreflection

To pursue ahobby orinterest

To learnsomething

new

To meet newpeople

A spiritualopportunity

To explore apassion

To make newfriends

Inspiration for Solo Travel

26

Q36: What was your inspiration or motivation for taking this trip? Base: Total Solo Dreamers (n=216)


Women are more likely than men to say theirinspiration for a solo trip is a desire just totreat themselves or to have time for personalreflections.


City/Town BeachOn the water* MountainsParks/Campgrounds Other

58%20%

7%

10%

4%

Travel Plans – Solo Dreamer

Type of Location

27

Base: Solo Dreamers with Destination Known (n=72)Q35a: Which of the following best describes the type of location

you visited on this trip?

*On the water includes, Cruise, Lakes, Rivers

• Although many have not yet solidified their plans, among those in theplanning phase, 62% have identified their destination, with most headedto a city/town.

46%

34%

9%

8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

DreamersJust an Idea Just Starting Halfway

Almost Complete Complete

Degree of Planning Destination Selected

62%

38%

Yes No

Base: Total Solo Dreamers (n=216)Q27: How far along are you in the planning process of this next

trip?

Base: Solo Dreamers In Planning Phase (n=116)Q33: Have you decided on a final destination for yourtrip?

2%


Trip Details – Solo Dreamer

• Among those who have a budgetfor their solo trip (48%), theaverage anticipated spend for adomestic trip is ~$1,830 and~$3,150 for an international trip.

82%71%

11%25%

11% 14%

0%

20%

40%

60%

80%

100%

Domesitc(NET)

Without aTour

With a Tour International(NET)

Without aTour

With a Tour

Type of Trip

28

Base: Total Solo Dreamers (n=216)Q31. Which of the following best describes the type of trip you are planning on taking?Q32: Approximately how much are you budgeting for this trip?



• Solo Dreamers haveprimarily set their sights on adomestic trip without a tourgroup.

– Men who travel internationallyare more likely than women totravel without a tour group.


Potential Destination – Solo Dreamer

72%

11% 10% 8% 7% 6%

17%

2% 1% 1% 1%

10%

0%

20%

40%

60%

80%

U.S.Locations

(NET)

California Las Vegas Florida Texas Hawaii Abroad(NET)

Caribbean Puerto Rico Mexico Belize All Other(NET)

Solo Dreamer Destinations

• Like Solo Travelers, Solo Dreamers have chosen destinations they havebeen to before with California, Las Vegas, and Florida being the topspots domestically.

• Internationally, the Caribbean is cited most often.

Experience with Destination:

78% Been to Before

63% with Family

33% with Friend

29

Base: Solo Dreamers With Destination Known (n=72)Q34a: Where are you planning to go on your trip?Q34c: Have you ever traveled to this location before?


Type of Trip Desired – Solo Dreamer

30

Q37: Overall, what kind of trip do you want it to be? Base: Total Solo Dreamers (n=216)

• The majority of Solo Dreamers are looking for a getaway that is primarily laid backand relaxing.

• That said, there is clearly some desire to overlay laid back with other activities.

– Specifically, men are more likely than women to be looking for a trip that is Adventurousand Outdoors.

66%

25% 23% 22% 20%

7%

0%

10%

20%

30%

40%

50%

60%

70%

Laid back andrelaxing

Educational Adventurous/Outdoors

Busy/ Active Sun and Fun Other

Type of Trip Desired

Accommodations53% Hotel13% Resort32% Other

Base: Destination Known (n=72)


Travel Planning Hardships – Solo Dreamer

33%

11%

11%

12%

12%

13%

13%

13%

14%

25%

0% 20% 40%

Nothing

Solving for health concerns

Choosing a destination

Finding a travel buddy

Coordinating ground transportation

Identifying activities at destination

Developing an itinerary

Budgeting for trip

Sticking to budget

Dealing with solo fees

Top 10 Hardships of Planning a Solo Trip

31

Base: Total Solo Dreamers (n=216)Q40: Based on your experience planning trips with other people, what part of the travel process, if anything, do you think will be more difficult now that you are traveling solo?Q41a: Thinking about the trip you are considering, do you have any safety concerns?

80% saythey haveNO safetyconcerns

• One-third of Solo Dreamers do not anticipate the travel planning process to be moredifficult now that they are traveling solo. Among those who do, dealing with solo fees riseto the top, followed by budgeting concerns.

• The vast majority of Dreamers do not have any safety concerns when traveling solo.


APPENDIX

32


Methodology

• A 10-minute online survey was conductedamong males and females, 45+, who have takenat least one trip 50 miles or more away fromhome, with a two-night stay, in the past twoyears.

• Respondents were identified as either havetaken a solo trip in the past or intend to take onein the next 12 months

• The survey was in field from July 9 - 27,2014

• A total of n=1,202 surveys werecompleted

• Final counts are detailed in the table tothe right

33


Methodology: Caveat

• During data analysis, it was discovered that a smallportion of the respondents misunderstood the type ofsolo travel being researched.

• Instead of taking an entire trip by themselves, n=105were in the study because they traveled by themselves,but were ultimately connected with friends or family attheir destination.

• To ensure the data represents true solo travelers,those identified at Q3b and Q5 who did not take a solotrip have been removed from data, resulting in a totalof n=1,097 available for analysis.

34


Research Team

35

This research was designed and executed by AARP Research,50+ Research:

and

In partnership with:

AARP Research Center, 50+ Research

Allison Kulwicki, Research Advisor [email protected]

Patty David, Sr Research Advisor/Team Lead [email protected]

Documents

AARP Travel Research: Solo Travel · • The Solo Traveler is looking for a laid back and relaxing vacation. The best part of a solo trip is simply the chance to get out of town and