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BizReport : Social Marketing : April 30, 2014


Social media gives women the reassurance to travel solo

More women are heading off on vacation on their own, according to new research, and social media is one of the factors boosting their confidence to do so.

by Helen Leggatt

Booking.com's Solo Travel Report was conducted earlier this year among women between the ages of 25-45 from the U.S., U.K., Canada, Australia and Germany. It found that women are increasingly comfortable with the idea of solo travel.

American women dominated solo travel in terms of the number of trips taken, averaging three trips or more per year. Overall, within the age ranges surveyed, two-thirds of American women have traveled without their partner. The trend for female solo travel looks like it is set to continue with more than half (55%) of women in the U.S. keen to try solo travel now than they were five years ago.

But, while the Booking.com report unsurprisingly claims that it is the ease of booking travel requirements via trusted websites and apps that has given women increased reassurance to travel alone, the broader view shows that it is the ability to remain informed and connected that is driving the trend.

The travel booking website's Solo Travel Report found that two-thirds (66%) of women traveling along keeping touch with family and friends back home and half (49%) say social media enables them to better explore their destinations and discover places that are off the beaten track.

Solo female travelers are also now able to greatly improve their personal safety using technology and social media. One traveler suggests taking photographs of taxi license plates with a mobile phone while traveling late at night and sharing it with family back home More than half (58%) of U.S. female solo travelers surveyed by Booking.com said using social media during a trip made them feel safer.

Connected female travelers also have more control over their travel experience thanks to online access, or mobile apps, that provide travel planning information including weather, local news, transport, banking and accommodation. Furthermore, social media sites and mobile apps can be used to find like-minded travelers when companionship is needed.

In light of their findings, Booking.com has launched an ad campaign that targets women that want to travel alone. The 30-second television commercial features Jen who, while she loves her partner Brian, doesn't like the same sort of holiday experience that he does. The ad, called 'Brianless', began airing in the U.S. and U.K. on 28th April, and shows Jen scoffing oysters, riding a horse along a beach at sunset and letting rip on the dance floor. All things Brian doesn't enjoy.

Image via Shutterstock

Tags: social media, survey, travel, women










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