Michelle Baran
As the economy continues to show signs of fragility, why would anyone shun a group of eager travelers?
Well, with single travelers, it's never been an easy equation, as tour operators grapple with the difficult but often necessary decision to charge a single supplement. The often-steep supplement, in turn, often deters single travelers.
But what some operators are finding out is that shedding the supplement, with the help of willing suppliers, is paying off in bookings.
"We surveyed past solo travelers and learned that they consider a high single supplement a 'penalty' -- and it was clearly deterring them from making travel plans," Bob Simpson, Abercrombie & Kent's vice president of product planning and business development, said in a statement.
"We shared the results of the research with our travel suppliers and worked in partnership with them to reduce or eliminate the single supplement wherever we could," Simpson said. "The response to A&K's solo savings has been very strong, and the added business far outweighs any pricing considerations."
Indeed, earlier this year A&K launched a solo savings program on 34 departures of 21 itineraries, on which it either reduced or eliminated the single supplement.
Earlier this month, the operator added solo savings to three more itineraries: Wings Over Botswana, Under South African Skies and Amazon & Colca Canyon. And this week, it added two more itineraries: Treasures of Northern India and Essence of India.
Some of the programs have sold out, so there are currently 26 departure dates on 14 different solo savings itineraries. Current availability can be found here.
Offering the savings to solo travelers is paying off, according to A&K. In the last three months, the company has seen single travel bookings increase 15% compared with the same period last year. The tour operator noted that the most-requested destinations for those traveling solo are eastern and southern Africa, Turkey, Egypt, China and Antarctica.
Another operator eyeing the potential of the single travel market is Ontario, Canada-based Goway. The operator's AfricaExperts division has negotiated with between 15 and 20 South Africa lodges to either waive or reduce the single supplement. It has also reduced or waived the supplement on about six Africa itineraries.
"We think this is a trend that's going to continue," said Moira Smith, AfricaExperts general manager.
"A real frustration for the solo traveler is that they are often hit with hefty surcharges, so in this instance, waiving the single supplements represents significant value to them," she added.
And Smith is hoping the payoff will be higher repeat bookings from satisfied solo travelers.