More and more travellers are booking holidays on their own, but prefer not to travel completely alone, opting instead for the club holiday model. Just in time for Singles’ Day on 11 November, a recent analysis of booking data by the all-inclusive club brand TUI Magic Life provides fascinating insights into the preferences of solo travellers. A nationwide comparison shows that most single club travellers come from the states of North Rhine-Westphalia, Bavaria and Baden-Württemberg. Solo travellers also show a distinct preference for travel timing compared to families and couples.
“Club holidays are ideal for singles because we offer our guests wonderful opportunities to meet other people in a relaxed atmosphere. In our clubs, we have dedicated staff, known as Magic Angels, who organise activities and programmes for single travellers. For example, our guests can get to know each other over a tennis match in the morning and celebrate together in the evening,” says Kerstin Traegl, Director of Operations at TUI Magic Life.
The analysis of the booking data shows that the low season is particularly popular with solo travellers this year. May tops the list with a booking share of 12.5%, making it the most popular month for solo travel. Close behind are October with 10.2% and September with 10.1%. Solo travellers are least likely to choose the peak summer months of July and August, which are particularly popular with families. While almost a fifth of families (17.7% and 18.2% respectively) book July and August, only 4.7% and 4.8% of solo travellers do the same.
Measured against the total share of single bookings, the most popular club is TUI Magic Life Masmavi in Turkey (17.2%), closely followed by TUI Magic Life Fuerteventura on the Canary Islands (16.5%) and TUI Magic Life Kalawy in Egypt (16.1%). Together, almost half of all solo travellers choose one of these three clubs. The all-inclusive club brand has a total of 15 resorts in its portfolio.
When comparing the German federal states, taking into account the population size in relation to the total share of solo bookings, the majority of solo travellers opting for a TUI Magic Life club holiday come from North Rhine-Westphalia. They are closely followed by bookings from Bavaria and the state of Baden-Württemberg. On the other hand, guests from Bremen and Mecklenburg-Western Pomerania are the least likely to book a solo holiday, with a share of less than one per cent.
