Flight Centre Canada's Chadd Andre on how solo travel is on the rise among Canadian travellers
Is solo travel on the rise amongst Canadians? Why?
Yes, solo travel is definitely on the rise among Canadians. Our booking data indicates that solo travel — or as we call it, ‘wanderlone’— comprised 40% of our customers in 2023. Looking at the trends, that’s an impressive 62% increase in solo travel bookings from 2022. Typically, these adventures span 20 days and come in with an average cost of approximately CAD$2,500.
It’s clear that the past few years have been taxing for everyone. Yet, it’s the very challenges that have ignited a yearning for personal enrichment and space for individuals to explore their independence. The draw of leaving daily routines to embrace new cultures and experiences is strong. In fact, a recent Flight Centre Travel Group survey conducted by YouGov reveals that 33% of respondents seek cultural experiences, while 32% value community connections when travelling.
What does the term wanderlone mean and why was it coined to refer to solo travellers?
We came up with the word ‘wanderlone’ when we noticed that a lot of our customers — 40% in fact — were choosing to embark on solo travel, marking a 62% increase from the previous year and signalling a trend. Understanding this shift, there was an anecdotal consensus that our customers weren’t just booking vacations; they were seeking transformative experiences. This inclination was further confirmed by behavioural research, including Google search trends featuring queries like, “Does solo travel transform you?” or “Why is solo travel important?” Such questions underscored a collective shift towards seeking personal evolution through travel.
Armed with this insight, we coined ‘wanderlone’—a word merging ‘wander’ with the notion of doing so ‘alone’. According to the same YouGov data, among surveyed Canadians (52%) planning to ‘wanderlone’ they focus on their quest for reflection and contemplation (58%), navigating the world independently (53%), and self-discovery (51%).
Do you have any more stats to share about the popularity of solo travel?
Certainly, I can provide you with some insights on solo travel trends we’ve observed in 2023: Gen X represented the largest demographic of solo travellers within our customer base, with an equal distribution between men and women.
Many of our solo travellers typically book a ‘Flights Plus’ option. This combines the independence of solo travel with the convenience of having certain aspects like flights and accommodations, or flights and a car, bundled together for ease and savings. Solo travellers often book our tours because some of our top tour operators do not have single-supplement fees. This means that your price doesn’t go up just because you’re travelling alone. Plus, it’s an excellent chance to meet like-minded people, enjoy the freedom of solo travel, and share your experiences.
That’s why we conducted a broader study with YouGov, we wanted to tap into the solo travel aspirations of younger generations. Among ‘Zillennials’—a cohort that includes both Gen Z and Millennials—who express an interest in solo travel, about 52% indicated a likelihood to undertake a ‘wanderlone’ adventure. A deeper dive into this data showed that 57% of men would consider travelling solo compared to 46% of women. The data also reveals that out of the younger demographic, Gen Z individuals are more inclined to ‘wanderlone’, with 60% open to the idea, vs. 48% of Millennials.
Do you have any insights to share on which destinations or what type of travel is popular for solo travel?
When it comes to solo travel destinations that have captivated Canadians, our 2023 booking data highlights a clear preference for Europe. We’ve seen a significant influx of solo travellers with countries like Spain, Portugal, and the Scandinavian nations of Denmark, Norway, and Sweden drawing in those seeking rich cultural experiences and diverse landscapes. Germany, Switzerland, and the Netherlands round up the European favourites, each offering unique draws for reflective travellers seeking historical insights and natural beauty.
Canadians also love solo travelling, often venturing on tours, to far-flung destinations like Morocco, Madagascar, Thailand, Vietnam, Bolivia and Kenya.
In the same YouGov survey, we found that multi-experience (47%), nature (48%) and foodie (38%) experiences were ranked as the top three most important factors in planning a vacation. These results suggest that travellers are seeking vacations offering diverse activities and opportunities, such as outdoor adventures, cultural experiences, and culinary discoveries.
