More than half (54%) of British female solo travel enthusiasts are now more likely to holiday alone than they were five years ago, according to a research from Booking.com – a company focussed on booking hotel and other accommodations online.
More than an escape from everyday life, women tourists reportedly chose solo travel as a means to explore and experience new cultures, with almost two thirds (64%) saying they actually feel more confident when taking a trip on their own.
Nearly two third (61%) of the respondents in the research, which queried more than 1,000 British women, said that they felt more energised and refreshed after taking a trip by themselves – over travelling with others. 64% said they have more freedom to be themselves when travelling alone, with 47% saying that it allows them to be a bit more selfish and do exactly what they want to do.
Social media also plays a key role in empowering women for solo tours and boosting their confidence to go on holiday by oneself. Nearly two-thirds (62%) keep in touch with friends and family back home while travelling, with three quarters opining that social media enables them to discover unusual places to go or find places to eat, enhancing their confidence to visit destinations on their own.
The ‘Me, Myself And I’ holiday trend is expected to continue, with over half (51%) of female solo travel fans saying they plan to do so again in the next 12 months.
Paul Hennessy, CMO at Booking.com, commented: ‘Our research suggests that the phenomenon of the female solo traveller is one that is here to stay. A third of British female travellers are looking for that freedom to set their own agenda, and to really find that boost in confidence that a solo break provides.’
Booking.com is celebrating the empowerment of the woman solo-traveller with its latest TVC ‘Brianless,’ which has gone on air across the UK and US as well as on Booking.com’s YouTube channel, from April 28. The film tells the story of Jen, who very much loves her partner Brian but doesn’t necessarily love the same type of holiday as he does. ‘Will she miss him or will the holiday turn out to be a vacation of a lifetime for her’ – that’s the campaign theme.
A hotel in Denmark due to open its doors next month will house an entire floor exclusively reserved for women. Taking ‘girl power’ to a whole new level, the ‘Bella Sky Comwell’ located in the heart of Copenhagen has decided to devote an entire floor purely for females, following extensive focus group results on hotel stays and experiences.
The Danish four star establishment has specifically designed the rooms to cater for all necessary ‘girly’ requirements a standard hotel room should conventionally provide. The carefully selected alterations have been made to ensure all newly modified features of the room meet the high feminine standards. Modified items include; a pristine and spacious bathroom with extra towels (as one is needed to stand on when getting out of the shower, one to wrap round hair and one to wrap round the body). An elongated sink to position all perfume bottles, make-up bags, usual toiletries, hair accessories, face-washes, moisturisers, lotions, body-sprays and all other seemingly compulsory clutter women are just compelled to bring along with them, despite how short the duration of their stay may be.
A Jacuzzi bath and the traditional shower are also elements that have had a bit of fine tuning, with the installation of an extra-large showerhead and staggered shelves to place numerous shampoo and conditioner bottles. State-of-the-art super-strength hairdryers have also been included in addition to specially adapted mirrors that magnify, to allow the application of make-up easier. The detailed designs of the rooms are meant to make a woman’s stay as relaxed and useful as possible; with all personalised items very accessible and applaudable in terms of practicality.
The floor will also be world class in terms of sanitation and cleanliness, as the focus groups revealed that women thought rooms that had not been occupied by men were more hygienic. Thus, ensured with the knowledge the rooms are solely dedicated to women only, guests are hypothesised to feel more at ease with the purity of their surroundings.
The open discrimination of the hotel towards men is taken very seriously, as men’s keycards will not allow them access to the floor, including male members of staff. Perhaps decades of nagging about confined sink space and a dated hairdryer in hotels are finally paying off.
Article by Emma Boyle