Mintel

Holidays - Planning, Buying and Financing Holidays from the UK
Research into the UK holiday industry, examining:


TTI (Travel and Tourism Intelligence)

The All-Inclusive Market


Research into the worldwide market for all-inclusive holidays, examining:

Adventure Travel


Research in the worldwide market for adventure travel, including:

Mintel

Holiday Centres in the UK
Research into UK holiday centres, examining:


Singles on Holiday
Sample text (introduction):

SUMMARY OF KEY REPORT FINDINGS

Society in fragmentation - more people living alone


The size of the single population living in the UK has increased by 50% in less than two decades, and this trend will continue. 40% of the respondents in the survey carried out by NOP for Mintel were single, and 17% lived alone. The proportion of those living alone increases substantially from the age of 55, while singles living with parents tend to be mostly in the pre-family lifestage and under 25, students and unemployed. Single men of working age are the fastest-growing group in the single population.

Older singles are an expanding sector


Half of the adult population who live by themselves are above the state pension age. The population is ageing, and older people who have paid off their mortgage and have an occupational pension have high personal disposable income (PDI). Retired people in good health and with sufficient income may spend more money and time on holidays than when they were working, as a way of seeing the world while they are still able. Many travel by themselves, sometimes through choice but often because they have lost their partner. Specialist operators for older customers such as Saga offer a relatively high proportion of holidays with no single-room supplements, and report high-take up among single travellers.

Singles are more flexible


Single people can take holidays alone without having to fit in with leave-taking plans of friends, family or partners. Singles who may have travelled together with a group of friends in their 20s may find that as they approach their 30s, more of their friends have partners, and it is easier to holiday alone than arrange a group trip. Professional types with demanding careers may find it especially hard to coordinate time off with friends or partners. Singles have the flexibility to ta ¯ke advantage of bargain-price late offers, or pursue their own interests. Students in gap years may take long round-the-world trips by themselves.

Single travel not just restricted to singles


Mintel survey data shows that while single people make up 40% of the total adult population, as many as 63% would consider travelling by themselves. Since many singles would only consider going on holiday with a friend, and some other singles never take a holiday at all, a very substantial proportion of those who would travel solo are not in fact single themselves. Partners may be unable to holiday together where one partner is unwell or cannot take time off work. Some partners may wish to take different kinds of holiday - for example golfing trips or spa breaks - from each other, or travel separately for other reasons. Only a minority of all those questioned - 37% - stated that they would never travel alone.

Single-room supplements a key factor


Almost a fifth of respondents identified single-room supplements as affecting whether they would take or continue to take holidays by themselves. This concern is not particularly related to income, with high dissatisfaction about single-room supplements among better-off empty nesters, working managers and working women. However for affluent people in general, taking single holidays may be a growing trend. Few people surveyed would consider sharing a room with a stranger to avoid paying a single-room supplement. Operators tend not to vary the price of the single-room supplement, even though the price for a given holiday usually varies seasonally. Most mainstream holidays are geared towards couples and families: hotel rooms tend to be twins, doubles and family rooms. Accordingly, single rooms are scarce and single occupancy of a double costs the hoteliers lost income at peak times. Some winter sun packages offer twin rooms as singles without supplement òs in the low season.

Single rooms seen as poor quality


A further 14% of respondents identified the disparity in quality between single rooms and double/twin rooms, and resented paying more for what is often an inferior product. Many operators charge the same supplement regardless of whether the room is a small single one or a twin one occupied singly.

Shared interests and house-parties conquer the drawbacks of going solo


Some respondents felt uncomfortable or embarrassed about the idea of travelling alone, and this view was particularly prevalent among women. A tenth of all respondents felt that solo travel would give the unwanted signal to other travellers that they were looking for a partner, and some disliked the idea of dining alone. Single travellers seem responsive to firms that offer a house-party atmosphere, where everyone is included and the holiday is shared with like-minded people. Such holidays might include single-specific products or activities such as adventure travel that attract a high proportion of singles alongside other travellers. There is scope for repeat business when the holidaymaker likes the style of holiday shared with a ready-made group of friends.

Holidays as a meeting place for singles


The provision of more holidays for single people would encourage 10% of unmarried respondents to take holidays by themselves. Young people and those living in Rising ACORN areas are more likely to travel solo than other groups. Younger people, who are predominantly single, demonstrate particular interest in meeting new people and are less self-conscious about others thinking they are looking for a partner. Some single holiday specialists stress that they are not dating agencies, in a bid to appeal to those who just want to travel with Á people of similar interests for a range of reasons - including sociability, security and ease of travel.