Newmarket Holidays plans to expand its Solo Traveller Collection to meet growing demand for solo travel.
- Solo travellers now make up 20% of Newmarket Holidays’ bookings, up from 14% in 2021.
- The company introduced 25 solo tours last year and recently added four more exclusive tours.
- CEO Niel Alobaidi aims to double solo traveller volume this year and again in the future.
- Feedback from travel agents has been integral to Newmarket Holidays’ strategy and growth.
Newmarket Holidays is capitalising on the increasing demand for solo travel by expanding its Solo Traveller Collection. This strategic move comes as the company reports that solo travellers account for approximately 20% of its bookings, a notable rise from 14% in 2021. The tour operator, which launched its dedicated collection last year, is now enhancing its offerings with new tours tailored exclusively for solo adventurers.
The company introduced 25 tours targeted at solo travellers, including both solo-exclusive tours and traditional group tours with no single supplement. In a significant enhancement, it added four exclusively solo tours to the collection in November, responding to burgeoning interest among those who prefer exploring in solitude or in the company of like-minded individuals.
CEO Niel Alobaidi has a clear vision for the future growth of the solo travel segment. He anticipates that the number of solo travellers choosing Newmarket Holidays will double in 2024 compared to the previous year, buoyed by the launch of 10 new ‘exclusively solo’ tours. Over the coming years, Alobaidi expects this figure to double again, reflecting the growing appeal of independent travel experiences.
In addition to introducing new tours, Newmarket Holidays plans to increase departure dates without a single supplement for various itineraries, further removing barriers for solo travellers. Alobaidi views the expanding solo travel market, fuelled by customer and trade feedback, as a substantial opportunity to diversify their offerings.
Feedback from travel agents and research with clients reveal that many customers are not necessarily single but still wish to travel independently. Alobaidi describes this as a “real opportunity going forward” as more individuals embrace adventurous, independent travel. The company has tailored its products to align with this trend, benefiting from constructive feedback from trade partners.
Travel agents have been pivotal in guiding Newmarket Holidays’ strategy. In 2023, agent-related sales constituted 40% of their total revenue, the highest proportion recorded so far, and this continues to grow. Post-pandemic, the relationship with the trade has been a key factor in the company’s robust recovery, aiding in both the refinement and creation of new products, including more adventurous short-haul tours and diversified twin-stay options such as combining African safaris with beach holidays in Mauritius.
Looking ahead, Newmarket Holidays is considering growth in other areas, including potentially expanding its cruise offerings. This exploration underscores the company’s commitment to broadening its range of travel products, ensuring alignment with market trends and customer desires as highlighted by trade feedback.
Newmarket Holidays is poised to lead in the expanding solo travel market by leveraging trade insights and strategic product enhancements.
