Just You and Travelsphere’s trade sales director, Tom Morgan, reflects on the importance of connection for solo travellers
"For many years, solo travel was sold as the ultimate act of independence. That still matters, of course, but in today’s travel landscape solo travellers are frequently
looking for something else alongside that freedom: connection.
The key drivers are still there - flexibility, confidence and a sense of personal discovery - but alongside this is the desire to go solo with shared experiences, conversations over dinner, or the chance to spot a familiar face across a hotel breakfast room.
That’s particularly true in the escorted touring space. There’s often a misconception that solo touring means travelling alone. In reality, it’s usually the opposite. Guests
arrive solo but they spend their time surrounded by people who have chosen the same style of trip, often for similar reasons. There’s instant common ground.
Solo, but never alone
We know from experience that guests have often taken it upon themselves to start adhoc groups on various social media platforms. Whether it’s apps, forums or group
chats, people are looking for ways to connect and share, creating small moments of community.
In fact, many travellers stay in touch after they return home; some might even go as far as to book future holidays together. Others simply value the friendships that come from stepping outside their normal routines and meeting like-minded people.
But what is the next natural evolution of this? Enter Kindred, Just You’s new dedicated community platform, introduced to connect travellers, provide reassurance and support those making the decision to travel solo for the first time. It can be accessed by current, future and past guests.
The platform features dedicated ‘trip chats’, where customers can connect with fellow travellers on their specific itinerary before, during and after their tour.
For travel agents, selling solo travel purely around independence and freedom only tells part of the story. Many clients, particularly those who are first timers, are reassured by the social side of escorted touring. The idea of joining a ready-made community can be a powerful motivator. It also opens up a different kind of
conversation in the sales process, one focused more on travelling with people who share similar interests.
Solo travel isn’t becoming less independent; rather travellers are realising independence and connection don’t have to sit at opposite ends of the spectrum. In essence, travelling on their own terms, while sharing the experience with others who started out as strangers, but who often make the journey all the more worthwhile."
