The Cost of Going Solo: Why Single Supplements Are a Barrier to Travel for Women

The rising power of solo travellers

Study after study has shown solo travellers over 50 will be the fastest-growing travel demographic over the next decade, not to mention the most empowered, as we make 98% of all travel decisions. That purchasing power is worth US$ 15 trillion in the US alone.

As this market grows, finding a way to cater to the solo traveller is becoming increasingly urgent. Many companies now offer discounts for room-sharing, reduced single supplements, or tours specifically designed for solo travellers. But they’re still the exception, and averting the extra cost for those who travel solo is easier said than done.

“We already try to keep our prices reasonable by not advertising or paying for professional services like bookkeeping,” said Wood. “There’s only so much more we can cut.” Large companies, with their economies of scale, might be able to absorb the costs of single occupancy a bit better, but for smaller operators, every dollar counts.

There are some promising signs of change. Companies are increasingly recognizing the value of the solo travel market, particularly older women, who represent a loyal and growing segment of the population. “Many companies no longer assign solo travellers the smallest, darkest rooms. They’re realizing this market deserves better,” Blythe said.