Opinion: Here’s why hotels need to cater to the solo traveller market
The St Giles hotel group is tapping into the powerful solo-traveller market, and Sydney’s Tank Stream Hotel GM, Klaus Kinateder, says that the extra investment in offering dedicated services for solo travellers is already paying dividends.
Arguably, Australians are the most intrepid solo travellers. We don’t think twice about jumping onto a plane, travelling half-way around the world and letting things happen. Possibly because we are so far away from anything, travelling solo is almost second nature to us.
But that’s not the case for many overseas travellers, especially those who aren’t all that aware of Australia and who might believe that even travelling to a big city like Sydney requires a Steve Irwin-like constitution to survive.
That’s why I thought the St Giles Go Solo program was such a ‘natural’ for the Tank Stream’s guests, and it has proven a great success.
If we take out business travellers, who usually travel solo, my front office team has identified a 17 per cent increase in solo leisure travellers in the year to the end of September compared to the previous year.
Many were specifically attracted by the Go Solo package, while others had heard or read about the Tank Stream’s affinity with solo travellers.
The Go Solo initiative was the brainchild of St Giles’ head of hotels in Europe, UK & USA, Abigail Tan-Giroud, who identified in the cities where St Giles operates – such as London, New York and Kuala Lumpur – few hotels really catered for the solo traveller market.
Her research suggested it was a potential double-digit growth market:
“Our primary target market is the ‘wanderluster’ who is dreaming of visiting and exploring a city like London, New York or Sydney, but is a little apprehensive about whether they will feel comfortable and secure,” she said.
She believed it was as much about acknowledgement and understanding of solo travellers, as it was about facilities. So the Go Solo package was aimed largely at providing a personalised service, along with a dedicated microsite on the St Giles website aimed at highlighting solo-friendly activities, dining and tips for each city.
One of the most popular aspects of Go Solo program has been the Solo Concierge Service, which provides a dedicated concierge, who contacts the guest prior to arrival and who becomes their main point of contact from booking through to farewell.
From simple suggestions such as the best way to get from the airport to the hotel, through to organising tours and activities that suit their preferences, the concierge creates a tailored welcome pack.
For one recent solo traveller, Sonia Milano, from Montreal, our concierge Fatih Atilgan had to design a tour plan that allowed her to see as much of Sydney in just four days, including the Blue Mountains.
She wanted to avoid the ubiquitous long large bus tour to the Blue Mountains, so instead Fatih organised that the trip encompassed a ferry trip down Parramatta River to see a picturesque slice of Sydney that few visitors see.
Like many other tourists she wanted to see Bondi, but Fatih talked her out of an organised tour and recommended the Bondi to Bronte coastal walk, providing easy to follow transport details. Fatih did offer to organise a Learn to Surf class, but she opted to keep her feet on solid ground.
Because she was fascinated by the history of Sydney, Fatih was able to provide the hotel’s self-guided Tank Stream walking tour map that traced the evolution of the city from the First Fleet and gave her a narrative of the city that went beyond the usual tourist attractions.
While four days is a short time to take in a big city, Sonia – a passionate solo traveller – left Sydney feeling that she had really captured the essence of the city. She wrote in a blog:
“When I venture out in the world, I like to mingle with the locals to learn cultural differences, perhaps know about the best coffee house or learn a piece of history only the locals know. It makes my stay a unique experience.
“Tank Stream Hotel clearly understands this is a new trend in the travel industry, finally someone is listening to us. This attention is why the service is so personal, it is not the standard hotel “hello how may I help you Mrs. MIlano?” but a warm invitation to a safe and welcoming place I felt was my home. It seemed all the staff were looking out for me and this as a solo traveller is uniquely special, unlike any other hotels I have been to.”
Hotels should never under-estimate the power of an appropriate ‘welcome’. This has been the feedback we get constantly from solo travellers. They’re arriving in a city they don’t know, and given that Sydney is currently undergoing such a frenetic development phase, it can be fairly difficult to get your bearings.
Having a friendly face who becomes their contact during the stay can be invaluable.
With the new wave of hotels opening across Australia, designers need to understand that there will be increasing demand from solo travellers.
This should shape the way they design rooms, restaurants and public areas, remembering that not every leisure guest is travelling as a couple or in a group.
But most of all, I think hotels need to think about the service concept. Every traveller is different. Some are very self-sufficient travellers, but others might need a more supportive approach to make them feel comfortable and confident, even in a relatively easy-going city such as Sydney.
Yes, it is possibly more time consuming, but you will find these guests generally stay longer and spend more – plus they become great ambassadors for your hotel and brand.
Latest News
Two thirds of Australians support introduction of tourism tax, survey reveals
Can you guess which generation was the most outraged at the news? Hint: It is exactly who you think!
“The consumer really just wanted more classic reward availability” – customers underwhelmed by Qantas FF shakeup
All this consumer wants is to sit behind someone that doesn't push their seat back to near-horizontal levels.
Aussie travellers warned of ‘significant’ visa shifts in destinations including Chile, US and Vietnam
To be honest are biggest advice for having a layover in the US, is just don't.
Profile: Delta CEO Ed Bastian
Bastian says the airline business isn't for the faint hearted. We're sure Alan Joyce would agree!
Final Call: Travel DAZE Exec early birds are about to expire
Much like the auctioneer at the hottest sale of the year, we're giving you one more chance to jump at this deal!
Forget the weekend! Experience Gold Coast launches mid-week travel campaign
Your boss might be a bit bothered if you jet off mid-week, but you'll be the envy of all of your Instagram followers.
Victorian Tourism Industry Council warns of losing tourism dollars to NSW & QLD
Trendy cafe's hidden in CBD laneways can only get so many tourism dollars, clearly!
AIME 2024 rustles up $330m for APAC economy
This figure is a 65 per cent increase on 2023, much alike The Nibbler staff's alcohol consumption.
Amex GBT to purchase CWT for $871m
It's big deals like this that get a firm handshake - hence the sore hands over at the CWT and Amex GBT offices.
Boeing cleanout: CEO, chair to go as safety crisis plagues the manufacturer
CEOs are falling thick and fast these days. We should have started up a bingo game with their headshots in the office.
Star boss resigns, admits retaining NSW casino licence unlikely under his leadership
The CEO resigned after 18 months in the role. 'Another one bites the dust' rumoured to be heard playing in Pyrmont.
Corporate Traveller swings amateur golfers around the globe for World Golf Competition
How're your golf skills? Consider yourself a Tiger Woods or often get quadruple bogeys? We take after the latter.
Corporate travellers to spend big on Melbourne F1 despite financial pressures
Part of the attraction is sick days after the event as corporate travellers suffer creaked necks and blown eardrums.
Bonza officially kicks off Gold Coast-Darwin route
The Flying Purple Thumb is back at it with another route. We swear, we're going to make this nickname stick!
South West Sydney Tourism launches Western Sydney Tourism Awards
Penrith's 3 consecutive NRL premierships wasn't enough? The people of Western Sydney could fill the trophy cabinet more!
Hotels vs. Airbnb: Industry leaders at odds over who should pay accommodation levy
There's not as much gore in the Hotels vs. Airbnb saga as there is in Alien vs. Predator, but it's just as thrilling!
Singapore Airlines revamps premium economy with new menu, amenity kit
Felt Singapore Airlines was lacking "the sauce" (as the kids say). Bolster belief in the carrier's je na sais quoi here.
Business Events Adelaide set for 20th Destination SA event
Destination SA turns 20! Hopefully it's not celebrated with vodka cruisers and vapes like most 20th birthdays.
Boeing’s woes delay massive Virgin Australia order
This delay means Virgin staffers will be without that new plane smell, inspiring us to sell it in a can.
All the winners from the 2023 Qantas Australian Tourism Awards
Somehow missed this news recently? Good thing you're subscribed to our fabulous newsletter!
Corporate international travel from Brisbane up 30% YOY: Flight Centre
Queenslanders seem keen to go somewhere that actually serves good beer! Sorry, we actually like Great Northern.
Amora Brisbane undergoes $30m remodelling, geared up for MICE offerings
When $30m goes into an amazing hotel to get it geared up for MICE offerings, that's amore!
Corporate Travel Management’s CEO Laura Ruffles steps down
CTM confirmed that Ruffles will be stepping down due to a personal health issue, effective immediately.
Qatar Airways crowned World’s Best MICE Airline at World MICE Awards
You could say Qatar Airways really 'nabbed the cheese' with this one! Alright, we'll see ourselves out...
Qantas, Jetstar & Virgin hike airfares as supplier costs inflate
Supplier increases means you'll pay more. It's like pass the parcel, but instead of getting a present, you owe money.
NSW Central Coast wins global sustainability award for promoting ecotourism at ITB
NSW Central Coast jumped the gun on St. Patricks Day and got the green celebrations going early!
PHOTOS: RuPaul’s Drag Race stars hit Kings Canyon for Priscilla’s 30th anniversary
The stars have renamed the iconic spot 'Queens Canyon'. No name change to the adjacent 'Priscilla's Crack', however.
Air NZ to suspend Auckland-Chicago route amid aircraft troubles
Sorry Kiwis, your craving for authentic deep dish pizza will go unsatiated (or you could just fly with another airline).
Tasmanian Premier promises to build the world’s largest chocolate fountain if re-elected
If only sticky 6-year-old children could vote. Then the Tassie Premier would be guaranteed a victory!
The staggering amount invested in 2022/23 Australian tourism projects revealed!
Any guesses on how much it was? We'll give you a hint: It's between $1 and $9 trillion (hope this helps).
Marriott’s Bonvoy Lounge makes it a 5-peat at Formula 1 in Melbourne
If Formula 1 is so good, then why isn't there a Formula 2? Oh there is one... Never mind.
Virgin Australia posts $236m profit, but the outgoing CEO warns of turbulence ahead
Hrdlicka warns of tough times ahead, just after announcing she's leaving. We wonder if there could be a connection!
Ascott opens new 255 room property in Central Sydney
Bored of your bedroom and want 255 new ones to try? The new Ascott property is here to solve this very specific problem!
Work and play at the Radisson RED, Auckland
We aren't going to tell you what order to work and play in, just that you should be looking to do both at Radisson Red.
Swiftonomics 101: Just how much did fans spend travelling to see Taylor Swift?
Thought you'd heard the last of Swift, huh? Not in your Wildest Dreams could Swiftomania go out of Style!
Rex posts a $13.3m turnaround for 1H24, but still at a loss
Rex is slowly making its way back to pre-pandemic form. Much like us with our sporadic attempts at exercise.