Women say the single supplement is the #1 barrier to solo travel

by Carolyn Ray

There’s no question that the solo travel market is enormous and growing, especially with older women. One need only witness the positive response to Tracee Ellis Ross’ new ‘Solo Traveling’ streaming series to see that solo travel is moving into the mainstream. It’s no surprise; after all, our research shows that the women’s travel market is estimated to double from US$245 billion to US$519 billion by 2035 in North America alone. Among women travellers, more than 60 of women over 50 say that solo travel is their preferred travel style, either independently or in a group. This is no trend; it’s a movement. 

As more women take the first step into solo travel, they’re in for a big surprise —the ‘single supplement’ — the additional premium charged to those who travel alone. Want to take a cruise on your own? Be prepared to pay the same cost that a couple (or two people) pay for the same room. Want to join a group tour? You’ll need to scour the internet for ‘no single supplement’ deals and then be a mathematician to figure out why you are paying up to 50 per cent more to have a private room.

The single supplement was born decades ago, when travel companies calculated fares based on two people sharing a hotel room (e.g. couples). Not only it is confusing and discriminatory, it is a relic of the past. As we look at a new era of solo travel, one thing is clear – there is a rising, unstoppable movement of women in their prime — 50s, 60s, 70s, 80s and beyond — who aren’t going to settle for the way things are anymore. With their desire for adventure, learning and connection, women 50+ see solo travel not as a ‘nice to have’ but a ‘must-have’, as part of their lifestyle. This presents the travel industry with an opportunity to adapt to the market with products and services that align with the needs of the women 50+ solo traveller, who not only spend more than other market segments but are loyal, influential and empowered.  

Over the past several months, we’ve completed a global study, conducted focus groups with solo travellers and analyzed how companies are approaching the solo travel market.  What we’ve found is that there’s a pretty big disconnect. On the one hand, our latest research, “Invisible No More”, shows that 78% of women see the ‘single supplement’ as the top barrier to solo travel. Even women who can afford to travel independently feel discriminated against when charged an exorbitant premium for the same experience as a couple. On the other hand, our audits revealed no single supplement surcharges ranging from 18 per cent right up to 100 per cent. The single supplement has become the wild wild west of solo travel, with some companies playing for short-term gains, instead of long-term loyalty.  

For companies who want to succeed with the solo woman traveller, they need to be more attuned with the sentiment of the marketplace and build a product and a business model where both sides win. There is a way for travel companies to make their margin, and for the solo traveller feels respected and valued, without paying double the cost to travel independently.  

Three things solo women don’t like about the ‘single supplement’

#1. It’s a financial disincentive to travel solo, especially for those on fixed incomes

Our research shows that 56 per cent of solo women over 50 plan to take at least 1-2 group trips in 2025.  

Among some of the companies that we audited, the additional fee to travel solo ranges from 18 to 100 per cent more than the price for two people sharing a room. In most cases, these companies refer to the single supplement as either a ‘minor’ cost that can be avoided when travellers share a room (mainly with land-based tours) or waived through a short-term offer (mainly cruises).

For women who choose to travel solo or without a partner, paying this premium makes travel problematic and unaffordable.

If the travel industry truly wants to make travel more equitable, it needs to consider a more consistent approach to premiums. In our focus groups, women felt it was fair to pay up to 20 per cent more to have a private room, assuming it is not of poor quality. Anything beyond this is unappealing, and a disincentive to travel. It’s also a disservice to the women who are already living independently, bearing all costs on their own.

Women also told us that partner matching questionnaires are not helpful because they are either seen as intrusive or don’t ask the right questions, specifically about hygiene or sleep habits.

It’s important to note that our research shows that only 24 per cent of women over 50 in North America are married;  the remainder are divorced, separated, never married or widowed.  To assume that most solo women want to be ‘partnered’ in some way isn’t reflective of the current state of their lives. While women travel to meet others and make new friendships, many are not interested in sharing a room with someone else – they want their own space, and frankly, they’ve earned it.

#3. The term ‘no single supplement’ is used in a misleading way in many marketing campaigns

Often, ‘no single supplement’ is used in marketing to draw in the consumer, only to discover that it’s highly restricted, both in terms of cost, quality of the room and availability. Then there are campaigns discounting the single supplement, which is even more confusing for those of us without mathematics degrees.

For example, a company may run a campaign offering ‘no single supplement’, only for the solo traveller to discover that there are only two rooms available on a 140-room river cruise, which sell out in moments. On land tours, some companies say that ‘package costs’ are the same for all, but that there is a ‘private-room add-on’ fee — but no single supplement. Let’s be clear, if there is an additional charge for an independent traveller to pay more than a couple to travel, even a room charge, it’s a single supplement. Full stop.

And while we’re at it, instead of using terms like ‘single occupancy’ and ‘double occupancy’, let’s shift the stereotype and use more descriptive language, like private room (a room for 1 person) or a shared room (a room for 2 people). This more accurately shows the preference of the traveller.

Let’s make our voices heard

For centuries, women have been told they ‘matter less’ than men. We are often diminished in the historical record, paid less than men for equal work and in some countries, our rights are being taken away.

To then be told by the travel industry that we are only deserve equal treatment when we travel with another person, be it a partner, spouse, etc., is diminishing. Especially when we have had successful careers, raised children (often on our own), and in many cases, earned more than our partners. Suddenly, we are hit with the hard reality that once again, despite all of our achievements, we are not valued as a solo or independent woman.

What can solo women do? Express your views when making a purchase decision. Don’t pay more than a 20 per cent premium for a solo trip. Ask other women what their experiences are and share your own. Or travel on your own, as so many have done for decades.

In addition to tour operators who have been catering to solo women with no single supplement for decades, like Overseas Adventure Travel (OAT), Solos and Just You, there are a growing number of companies, such as Women Travel Abroad, that focus almost exclusively on the solo woman traveller and have designed their trips with the solo woman in mind. All of these companies are featured for women to find (at no charge) in our Women’s Travel Directory and in our free HOT FLASH emails. Sign up here. 

For decades, the travel industry has been focused on couples as the most profitable and trendy market. However, it is becoming clear that women 50+ hold the true wealth and influence, due to their purchasing power, loyalty, and unique preferences. Women over 50 have diverse travel styles, life experiences and a purposeful approach to travel.  It’s time that we embrace a new understanding of the women 50+ travel market, their economic and societal contributions to tourism and shift outdated stereotypes to celebrate, rather than diminish, travel’s newest influencer — “the Ageless Adventuress”.

This is the first in a series of articles about the single supplement. Our next will feature ways the travel industry can adapt to the female solo traveller over 50. Subscribe to our emails to get notified when new articles appear. 

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