A recent report by Mintel revealed that the number of single person holidays has grown by over five percent in the past five years. Although a relatively small proportion of the overall holiday market, solo travel is significant within certain groups with a third of single person households under the age of 65 stating they had taken a solo holiday. Long-haul destinations seemed to be the most popular choice of holiday with more than one in eight long-haul holidays being taken by a solo traveller compared to one in twenty in holidays overall. Tom Rees, a Senior Travel Analyst at Mintel, said that "the market potential for holidays targeted at singles is huge and is set to grow even more. Single person households now account for just under one third of all those in the United Kindgom." He went on to say that over the next twenty five years the singles population is forecast to grow by 31%, and will be accounting for about 45% of the adult population. So, with over 5 million people set to take a solo holiday this year, it is surprising that the results on search engines are not as targeted or competitive as they might be. For example, search queries such as "holidays for singles over 50" or even "holidays for single people" result in listings advertising holidays for single people, parties for singles and online single dating. The natural (organic) results display far more relevant websites, but I can't help but feel that those travel operators, hotels and resorts that do not rank well naturally are missing out. A well thought out campaign with engaging creative and targeted landing pages for solo travel would, I am sure, return a good return on investment (ROI) as currently competition is weak. Stealing a march on your competition would not only allow for better Click Through Rates (CTRs) but also allow a much higher Quality Score and consequently lower CPCs to be achieved much quicker on your Pay Per Click (PPC) campaigns. Tom Rees states in the Mintel report "in the long term, hotels and resorts that choose to specialise in providing high quality accommodation for singles have the potential to create new demand in a large and relatively 'under travelled' segment of the population." So if you do offer long haul holidays or accommodation, it may well be worth running a solo traveller campaign if you don't already!
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