Featured image: Solo travellers are pushing back against the single supplement | Photo by vadymvdrobot on Envato

78% of women say the single supplement is a hurdle

by Leyla Alyanak

If there’s one thing that makes solo travellers cringe, it’s reading the words “single supplement”, that extra charge solo travellers pay when booking rooms or tours designed for two people.

According to a recent survey on Women 50+ Travel by JourneyWoman, this supplement – not safety, not money – is the biggest hurdle for 78% of women who want to travel on their own.

“Too many places charge the full rate for a room based on two adults, which basically penalizes you for not travelling with someone else,” one survey respondent said, echoing countless solo travellers who oppose having to pay more for travelling solo.

The frustrations felt by solo travellers go further than hotel rooms. According to Leonie, a solo traveller from Australia, “Frustration also arises with advertising that states ‘free air travel for your partner’ and ‘2 for the price of 1’ deals. I would be more than happy to get a ‘1 for the price of 1’ deal!”

Solo travellers may represent a growing and powerful travel market, yet we’re still unfairly penalized by single supplements. With greater transparency, flexibility and innovation, the travel industry could embrace this loyal and empowered group. After all, who wouldn’t want a ‘1 for the price of 1’ deal?

Why charge a single supplement?

For small businesses, the single supplement helps offset the cost charged by hotels.

“The biggest cost is the hotel, roughly 50% of our costs,” says Kathy Wood, who runs European Experiences, a well-established tour company which specializes in European small group tours. “Our hotels charge us the same room rate whether there’s one person or two, so it’s an economic question. If you pay less for a solo room, we end up subsidizing part of your stay.”

Fair or not, hotels and tour operators typically price rooms or packages on the assumption that two people will travel. When only one person occupies the room, companies often charge more to make up for the second person’s absence.

Small tour operators are acutely aware of the resentment solo travellers experience when they have to pay extra, and many are trying hard to find creative solutions that balance their business needs with those of solo travellers.

How small tour operators are tackling the issue

Mariellen Ward, founder of India for Beginners, believes the key lies in flexibility.

“One possible approach would be to price tours for single rooms but discount the price if you share,” she said. While she hasn’t implemented this model, it offers a potential way to address the issue without alienating solo clients. Ward’s own business model is simple: each room on her tours costs the same, whether it’s shared or not, a bit like renting a car. “If you rent a car and driver, the cost will be the same whether you are one person or several.”

Similarly, Kathy Wood’s all-women tours eliminate single supplements by standardizing costs.

“On our all-women trips, everyone is solo, so each woman pays the same,” she says. “However, if you want to share a room, you get a discount.” This approach ensures fairness while keeping prices transparent.

For companies like Flavours Holidays, which is based in Scotland and specializes in solo travel, removing the stigma associated with single supplements is key.

“The solo market has such power, especially the over-60 segment, which often has more disposable income,” said founder Lorne Blythe. “Many companies are realizing the importance of solo travellers and doing their best to eliminate single supplements.”

While single supplements may make sound business sense for tour operations, solo travellers experience these much more personally, as a sort of discrimination against their solo status. Feeling penalized for their independence can cut into the joy of travel in a major way.

The rising power of solo travellers

Study after study has shown solo travellers over 50 will be the fastest-growing travel demographic over the next decade, not to mention the most empowered, as we make 98% of all travel decisions. That purchasing power is worth US$ 15 trillion in the US alone.

As this market grows, finding a way to cater to the solo traveller is becoming increasingly urgent. Many companies now offer discounts for room-sharing, reduced single supplements, or tours specifically designed for solo travellers. But they’re still the exception, and averting the extra cost for those who travel solo is easier said than done.

“We already try to keep our prices reasonable by not advertising or paying for professional services like bookkeeping,” said Wood. “There’s only so much more we can cut.” Large companies, with their economies of scale, might be able to absorb the costs of single occupancy a bit better, but for smaller operators, every dollar counts.

There are some promising signs of change. Companies are increasingly recognizing the value of the solo travel market, particularly older women, who represent a loyal and growing segment of the population. “Many companies no longer assign solo travellers the smallest, darkest rooms. They’re realizing this market deserves better,” Blythe said.

So what can solo travellers do about the single supplement?

The picture may be bleak, but it’s not impossible to reduce or waive the single supplement. Let’s not fool ourselves, though, companies have the upper hand. I’ve had some slight success with these strategies, but they are by no means guaranteed. Here’s what we can do:

• Use businesses that specialize in solo travel or that structure their pricing in a way that doesn’t cost you more.
• Be open to sharing a room. This is not an ideal solution by any means, but if finances are the driver behind your travels, you might consider it.
• Travel in off-peak seasons, when hotels and tour operators might be more flexible given the lower demand.
• Ask for discounts directly – reach out to hotels and tour companies and ask. It doesn’t happen often, but some may say yes, preferring to fill their empty slot with one person than none.
• Check if your loyalty program, credit card or frequent traveller membership offers reduced single supplements.
• Use a travel agent, who might know more about which companies waive the single supplement.
• Book at the last minute. This is inconvenient and not always possible, but some companies with unsold spots might waive the single supplement rather than not fill up.
• Look for promotions and specials and get on mailing lists, especially around holidays or specific seasons.

Want to be heard? Apply to Join JourneyWoman’s Focus Group on the Single Supplement

As part of our efforts to advocate for solo women, JourneyWoman will conduct two focus groups at 8 pm ET on Monday, March 3 and Wednesday, March 5 to better understand the experiences of solo women and develop a new path forward for the future that recognizes the value of the solo traveller. Each group will have no more than 10 participants.

Each session will take place via Zoom and last 90 minutes. Each participant must bring examples of both good and bad experiences, including website screen shots, advertising or marketing materials. This will be a focused exercise to find an equitable solution. Your valuable insights will help be used to allow JourneyWoman to provide tailored recommendations to make the travel industry more inclusive. We will also be working in tandem with both large and small tour operators and small ship companies from our Women’s Travel Directory to develop guidelines on pricing, terminology and marketing.

All JourneyWoman readers members are welcome to apply, but there are a limited number of spots per focus group. JourneyWoman will ensure groups reflect the diversity of applicants and perspectives. While we expect high demand to participate, we can only accept 20 women and promise to share our findings with you. Please no tour operators.

Participants will receive a C$25 gift card for their time and contributions.

Please click the link below to apply and indicate which focus group you would like to be considered for. Those who are selected will be contacted by mid-February.

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