A new survey conducted by JourneyWoman shows that the pandemic hasn’t diminished women’s desire for solo travel. Conducted between December 13 and 17, the JourneyWoman TravelReady Outlook 2022 survey reflects both optimism and caution, with 51% of women planning to travel internationally from January and June 2022 — dependent on pandemic guidance and travel advisories. In response to the new variant, the survey also shows that the majority of solo travellers (43%) are taking a ‘wait and see’ approach, and 30% have not cancelled or postponed travel plans for 2022.
“Seasoned solo travellers travel on their own terms, and in this survey, we see a shift in planning where women 45+ will book travel closer to the departure date, indicating a readiness to travel internationally and at home when they feel comfortable,” said Carolyn Ray, CEO, JourneyWoman. “From previous surveys, we know that solo women want to explore new places and expect to allocate more disposable income to travel than in the past.
“These adventurous travellers have the flexibility, independence, buying power, and experience. They want the industry to see them and speak directly to them. Brands that aren’t focused on mature solo women travellers are missing a massive opportunity.”
Previous JourneyWoman TravelReady surveys show that female solo travellers seek value when they travel and expect to be treated the same as other travellers when it comes to the cost of travel. Being charged a single supplement for rooms and groups tours is their highest pet peeve about travel (62%).
Other highlights:
Europe still leads in international destinations: As it has for most of 2021, Europe continues to lead top international destinations where solo travellers will travel first at 32%, followed by the UK and Ireland (15%). Contrasted with our August research, Canada has re-entered the top five, along with the Caribbean and Mexico and the US.
Group travel a viable option for solo travellers: Most women say they will continue to travel solo but will also consider solo travel as part of a group or travel with a partner.
Travel agents: Almost half (47%) do not plan to use a travel agent, preferring to plan their own travel. This is an increase from our August TravelReady Budget Survey, where 34% said they would not use a travel agent.
Plan to purchase travel insurance: The majority will purchase both comprehensive and COVID insurance when they travel.
JourneyWoman regularly tracks solo women traveller’s perspectives in its ongoing TravelReady surveys, which are designed to elevate women’s confidence in travel. The JourneyWoman TravelReady Outlook 2022 survey is the fifth survey conducted in 2021 among our readers. Of the women who responded to the survey, the majority of respondents are between 45-75, representing the most influential and prized demographic in travel today. Forty-three per cent (43%) live in Canada, 43% are in the US and the remaining 14% are from over 100 other countries. Please see the attachment for more information and charts.
