Research reveals that solo travel is the fastest growing area of bookings in the travel industry, with the boom attributed partly to female influencers empowering others to travel alone. St Giles Hotels has launched a bespoke programme for solo jet setters to enrich their experience within the group’s destinations globally.
St Giles analysed bookings across its properties in New York, London, Kuala Lumpur, Penang, Manila and Sydney, unearthing an uplift in solo travellers of 25% year on year in 2017. Individual escapes look to rise globally by 10% in 2018, with The Big Apple predicted to be the top destination for solo escapes.
The megatrend is due in part to a growth in female solo travellers, especially the insta-famous, female wander lusters inspiring others to go solo through social media. Travel influencers are booming, with women earning more than men in the industry. A recent survey by Affilinet showed bloggers were the third most trusted source of information, behind friends and family. It’s no surprise women are trying to recreate a picture-perfect paradise for themselves.
St Giles Hotels bespoke programme is designed to inspire and encourage solo travel in and around the global cities where St Giles’ hotels can be discovered. Available at St Giles hotels in London, New York, Sydney, and Penang, it includes a dedicated microsite as a go-to travel guide written by other solo travellers, deals with savings of up to 20% plus special amenities and services designed to speak to the needs and wants of a solo traveller. It also offers guests a dedicated concierge service prior to arrival and as a main point of contact during their visit, as well as a tailor-made welcome pack including a limited-edition backpack with elements designed by St Giles Hotel’s Artist in Residence, Pegasus.
Abigail Tan-Giroud, St Giles Hotels’ Head of Europe, U.K. & the Americas, said: “Travel, domestic and international, has become so much more accessible and affordable with for example the rise of budget airlines to get you there, Google Maps to help be your guide around town, or TripAdvisor to tell you where to stay, go, and eat. These factors along with the fact that there isn’t really a defined demographic of solo traveller, from those travelling on business, those newly-retired, newly-graduated, newly-single, to those taking a sabbatical from work (or life!), create a very exciting challenge as to how we can continue to improve our levels of service, better connect with our guests, and create better experiences for them.”
Speaking on the findings, Mollie Bylett, a travel influencer, professional adventurer and founder behind “Where’s Mollie Global Travellers” (@wheresmollie) with 80K social followers said: “I am no stranger to solo travelling and as a result I get a lot of messages and comments from my followers asking for advice about what to expect and whether it’s worth it. My answer is yes. I always say, while you might be travelling solo, you’re only solo for as long as you choose to be. Whether it’s a local weekend break or longer trip that takes you a little further, we are natural explorers. Travelling alone forces you to step out of your comfort zone, make conversation with other travellers and form friendships you maybe wouldn’t have if you were travelling with someone. Solo travel is great for self development and for one to realise their true potential. It’s the most exciting adventure of all, you’ll never regret it!”
The package has launched alongside a brand new St Giles microsite, devoted to solo exploration in its cities, with first-hand accounts from some of the world’s most experienced solo globe trotters.