The rise of solo female travellers is reshaping the landscape of global tourism. This segment, accounting for 14% of all female travellers, reveals significant trends and preferences transforming the industry. According to recent analyses by Mabrian and The Data Appeal Company-Almawave Group, several vital factors outline the profile of this burgeoning market, driving new demands and opportunities in travel.
Growing Market and Cultural Shifts
“Women travelling alone reflect a cultural change that emerged before the pandemic,” explains Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian. “The rise of experiential travel, with active well-being at its core, has accelerated this trend.” Data shows that while many female solo travellers prefer summer months for their journeys, June and September are particularly favoured, indicating the potential for mid-season travel.
Mabrian’s comprehensive analysis of the 2023 data from the top 10 global source markets highlights that solo female travellers come predominantly from Germany, the United Kingdom, France, the United States, and Italy. This group’s habits, needs, and expectations differ from other travellers, creating unique demands for specific tourist services and products.
Domestic vs. International Travel
Interestingly, three out of four female solo travellers choose domestic destinations. However, there are notable exceptions. Spanish, Italian, and Japanese women are more inclined to travel internationally, with almost half of the Spanish female solo travellers venturing abroad. The Data Appeal Company’s insights show a rise in solo female travellers to European capitals like Paris, Amsterdam, and London, where over 30% of travellers in the coming six months are expected to be women travelling alone.
Safety: A Critical Concern
Safety remains a paramount concern for solo female travellers. Mabrian’s Perception of Security Index (PSI) reveals that the top destinations for these travellers are perceived as exceptionally safe, with PSIs ranging from 85 to 98 points out of 100. “Cities offer a varied and diverse tourist experience in a cosmopolitan and safe environment,” Cendra notes.
Trends in Destination Preferences
Urban destinations are trendy among solo female travellers. European cities dominate the list of top destinations, with London, Paris, and Tokyo leading the pack. This preference for well-connected urban centres highlights the importance of cultural and experiential offerings.
Cultural and Social Perception
The social and cultural perception of destinations plays a crucial role in the decision-making process for solo female travellers. According to The Data Appeal Company’s Sentiment Scores, while overall travel sentiment is high, it is slightly lower among solo female travellers due to specific expectations and needs. For instance, Germany’s general Sentiment Score is 85, but for women travelling alone, it drops to 81. Similar patterns are seen in Italy, Spain, the United Kingdom, and France.
The Future of Solo Female Travel
“Female solo travellers are on the rise,” states Mirko Lalli, CEO & Founder of The Data Appeal Company. Italy, for example, has seen a 1.1% increase in solo female travellers since June 2023. This segment will account for 21.7% of all tourists visiting Italian destinations in the next six months. Other European capitals are expected to see similar trends.
Adventure and Exploration
Among the most adventurous are Spanish, Italian, and Japanese women, with significant percentages choosing international destinations. Conversely, French, Polish, British, German, American, and Australian women predominantly prefer domestic travel. “Choosing nearby destinations is a way of breaking the ice before venturing to more distant or exotic locations,” Cendra explains.
The rise of solo female travellers is not just a trend but a significant shift in the tourism industry. With safety, cultural experiences, and well-being at the forefront of their travel choices, this segment is driving new demands and opportunities. As destinations adapt to meet these needs, the travel industry will continue to evolve, offering more tailored and enriching experiences for solo female travellers.
Written by: Michelle Warner
