Solo holidays, tech-savvy travellers and a future as digital nomads

Saga research reveals our travel plans are changing for 2024 and going solo is more popular than ever.

Mature beautiful woman traveler, sits on the steps of the amphitheater in admiring the view. Travel to Greece and Turkey, the monuments of ancient architecture, active seniors; Shutterstock ID 1018392475; purchase_order: HL0022871; job: SE Image collection download; client: Client STG; other: Holidays

By Phillipa Cherryson | Published - 9 Jan 2024

More of us than ever before are heading off on holiday alone, with solo trips rising by almost a quarter last year, Saga's new travel survey has revealed. The research into bookings by the over-50s in the UK has revealed that 20% of older people will be travelling alone this year, and almost half will end the holiday with new long-lasting friendships or even romance.

Other findings of the survey show that almost all of us want free Wi-Fi in our hotel or cruise ship, and that by 2027 many more of us will be embracing an active retirement as digital nomads.

John Constable, CEO of Saga Travel Group, said: “Over 50s are an audience often ignored by many brands, including those in the travel industry, yet they make up 38% of the population and as our recent research shows, they are not to be under-estimated.

“We’re seeing a rise in solo holidays because they feel ‘if not now, then when?’ and want to have new experiences. Not only will they see the world, but it’s also a great way to meet new people."

Solo travel has increased by almost a quarter

Holidaying alone is more popular than ever

Saga, which offers a range of holidays including escorted tours, independent trips, hotel holidays and cruises, has witnessed a 23% increase in solo travellers year-on-year.

The company revealed that 20% of travellers will be taking solo trips in 2024, but it's the women who are heading the trend, making up 28% compared to men at just 12% - and women aged over 80 are the most likely to go alone.

An impressive 82% of these solo travellers have already planned to travel outside of the UK in 2024. Most of them are already experienced go-it-aloners with 91% having already enjoyed an average of five trips, while 9% are travelling on their own for the first time.

An older traveller celebrates holidaying solo at the pool — Image credit: Shutterstock /Lucigerma

Long-haul touring holidays are the most popular types of trips, with 42% of respondents. Cruises are also a popular option particularly with women and those over 70.

Solo travel is increasing and here's why

Why are people holidaying alone?

48% of women and 30% of men say they’d rather travel now than wait for someone to come with them, feeling ‘if not now, then when?’
Sadly, 35% cite the death of a partner as a reason they are travelling solo, but they want to continue to enjoy their travels as they did as a couple.
The main concern was having someone to chat to or have lunch with, but 47% of respondents who have travelled on their own told Saga they had made friends - and stayed in touch.
11% revealed they had made a romantic connection on a solo holiday.
Safety was also a concern, with 31% of men and 43% of women citing this, but adding that group travel, either touring or cruising, made them feel safer.

An older traveller smiles at the camera during her holiday — Image credit: Shutterstock /Lucigerma

The positive impacts of a solo trip also seem to last longer than the holiday itself. Solo trips result in a shift in self-perception, with 54% of the travellers who Saga spoke to saying their first trip alone made them feel proud of themselves – a sentiment stronger in women (58%) than men (44%). It was a source of respect and curiosity too, with 50% of respondents saying that other people had been impressed when they heard of their solo travel plans.

Why Wi-Fi is important on holiday

The rise of the tech-savvy traveller

The study also shows how important technology is for us, with the research revealing that more than half of us look online for our holiday inspiration - 58% use travel company websites for their research.

Nearly a quarter (24%) are also engaged with travel brands’ social media platforms, online travel influencers and advertising on digital and social media accounts. 39% of respondents said they are happy to book a holiday online, with this increasing to 58% for 50-59-year-olds, with short-haul trips are most likely to be booked online.

An older couple look online for holiday inspiration — Image credit: Shutterstock/MonkeyBusiness Images

Easy online accessibility on holiday rates highly with Saga customers, with 61% stating that Wi-Fi access is extremely/very important to them, and 80% are unhappy if they must pay for it. Almost all – 96% – expect hotels and cruise ships to offer Wi-Fi for free.

51% want to keep in touch with friends and family on holiday.
22% will be sharing their holiday pictures on social media - rising to 39% among the 50-59 age group.

Where in the world are we going on holiday?

Our travel destinations for 2024

So where is everyone planning on travelling to this year?

Two thirds (58%) are planning a UK break in 2024.
More than a third (32%) are planning to take an ocean cruise.
European city breaks are also popular, in particular with 50-69-year-olds (22%).
Just a third (29%) want to go on holidays to places they have visited before - most want to explore new destinations and cultures.

Older travellers exploring a new destination — Image credit: Saga

Other findings from Saga’s research found that 56% of respondents are already holding at least one booking for next year, but that they expect to take three holidays overall. And 39% expect to be travelling more in 2024, a number which rises to 43% for people between 50 and 69 years old.

We're likely to become digital nomads in our retirement

Additional Saga research conducted through the insight company The Big Window identified that by 2027 there will be 15 million people in ‘active retirement’ – a banding that involves a combination of activity that is likely to include some paid work, as well as hobbies and volunteering.

That, combined with changes in the working environment and a move towards more flexibility, is likely to lead to more older people continuing to work as they travel and becoming more digitally nomadic.

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