The technological revolution turned the needs of younger generations upside down. It opened the door to new businesses and expanded sectors such as tourism, which has become a necessity rather than a luxury for young solo travelers, because travel is part of their happiness. Their buying habits, their growing numbers year after year and their close relationship with social media prove it.
Who are solo travelers?
According to “The New Experiential Traveler,” a 2018 study by Ipsos Affluent Intelligence, a few key attitudes shape how tourists behave around the world. Knowing what they look for when they travel, how they plan their trips and what motivates them lets the travel industry expand its possibilities.
50% of solo travelers are millennials, aged between 18 and 35. They have embraced the idea of spending money on experiences rather than material goods: “living to travel.” This group has also become the travel industry’s main focus because of the key role it plays in recommending products and services on social media, its main source of information.
The main reasons young people travel can be summed up as follows:
Purpose-driven trips:
- Student exchanges
- Business trips
- Volunteer trips
- Events or courses
Leisure trips:
- The search for adventure
- Genuine travel experiences
- Getting to know different cultures and ideas
- Meeting new people
How do they manage to travel more often than previous generations?
Mainly because most millennials have a high level of education and, unlike previous generations, are not interested in building up assets, let alone starting a family, any time soon. So most of their income goes to their main goal: travel. For them, saving to collect experiences is essential. That is why the travel industry has adapted to their needs, offering options to suit every budget and constantly reinventing itself.
From boutique hotels to the hippest hostels, businesses have worked to offer central locations, Wi-Fi in every room, discounted rates and included amenities such as airport transfers or breakfast.
Another trait of solo travelers is that they spend a lot of time planning a trip abroad, but you will never see them walk into a travel agency. They prefer a friend’s recommendation or information from specialized blogs, price comparison sites and online stores. They also rely on apps such as Airbnb, Booking, TripAdvisor, Hostelworld, Kayak and Skyscanner to find affordable places to stay, cheap or discounted flights and activities at special prices.
They are very environmentally conscious, so they look for activities that involve walking, cycling or using public transportation.
As a rule, millennial travelers are more loyal to the values a brand conveys than to its product or service itself. Proof of this is the popularity of inclusive and pet-friendly hotels and destinations. Young people also look for personalized service and value comfort, simplicity and speed more than luxury.
What are solo travelers’ favorite destinations?
According to Jordi Llorens, CEO of Mundo Joven, Mexicans prefer to travel to Europe first, because it remains an aspirational destination. Canada comes second, thanks to its multiculturalism and its variety of climates and natural landscapes. Asia is third, as it has become more accessible over the years.
For those who want to study, however, the favorite is Canada, followed by the United States, England, Ireland, Australia and New Zealand. The latter have gained ground thanks to programs that let students work while they study.
Tourism is one of the sectors that digitalization has benefited most. To keep evolving, it has to adapt to the needs of current and future generations.
Sources:
Originally published in Spanish in July 2020: ¿Quiénes son los mexicanos denominados viajeros solitarios?
