Why the Outdated Practice of “No Single Supplement” is Slowing Down Solo Travel — And What Women Can Do About It

#3. The term ‘no single supplement’ is used in a misleading way in many marketing campaigns

Often, ‘no single supplement’ is used in marketing to draw in the consumer, only to discover that it’s highly restricted, both in terms of cost, quality of the room and availability. Then there are campaigns discounting the single supplement, which is even more confusing for those of us without mathematics degrees.

For example, a company may run a campaign offering ‘no single supplement’, only for the solo traveller to discover that there are only two rooms available on a 140-room river cruise, which sell out in moments. On land tours, some companies say that ‘package costs’ are the same for all, but that there is a ‘private-room add-on’ fee — but no single supplement. Let’s be clear, if there is an additional charge for an independent traveller to pay more than a couple to travel, even a room charge, it’s a single supplement. Full stop.

And while we’re at it, instead of using terms like ‘single occupancy’ and ‘double occupancy’, let’s shift the stereotype and use more descriptive language, like private room (a room for 1 person) or a shared room (a room for 2 people). This more accurately shows the preference of the traveller.

Let’s make our voices heard

For centuries, women have been told they ‘matter less’ than men. We are often diminished in the historical record, paid less than men for equal work and in some countries, our rights are being taken away.

To then be told by the travel industry that we are only deserve equal treatment when we travel with another person, be it a partner, spouse, etc., is diminishing. Especially when we have had successful careers, raised children (often on our own), and in many cases, earned more than our partners. Suddenly, we are hit with the hard reality that once again, despite all of our achievements, we are not valued as a solo or independent woman.

What can solo women do? Express your views when making a purchase decision. Don’t pay more than a 20 per cent premium for a solo trip. Ask other women what their experiences are and share your own. Or travel on your own, as so many have done for decades.

In addition to tour operators who have been catering to solo women with no single supplement for decades, like Overseas Adventure Travel (OAT), Solos and Just You, there are a growing number of companies, such as Women Travel Abroad, that focus almost exclusively on the solo woman traveller and have designed their trips with the solo woman in mind. All of these companies are featured for women to find (at no charge) in our Women’s Travel Directory and in our free HOT FLASH emails. Sign up here. 

For decades, the travel industry has been focused on couples as the most profitable and trendy market. However, it is becoming clear that women 50+ hold the true wealth and influence, due to their purchasing power, loyalty, and unique preferences. Women over 50 have diverse travel styles, life experiences and a purposeful approach to travel.  It’s time that we embrace a new understanding of the women 50+ travel market, their economic and societal contributions to tourism and shift outdated stereotypes to celebrate, rather than diminish, travel’s newest influencer — “the Ageless Adventuress”.