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

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.

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.

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.

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.

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.

Discover Saga Holiday's range of adventures for solo travellers