by Mia Taylor
Last updated: 1:18 PM ET, Fri June 15, 2018
Over the past several years, Country Walkers, a company that specializes in guided walking adventures in destinations around the world, has seen the number of solo travelers on its journeys increase by as much as ten percent.
During the same time, the number of solo female travelers has also been rapidly growing, according to Glenn Letch, national accounts manager for Country Walkers.
"Our maximum group size is 18 people and on any departure now we typically find four to six solo travelers," Letch said.
And while the lion's share of that growth is likely tied to societal changes and the increasing acceptance of traveling alone, Letch says there are also numerous actions the Vermont company has taken to enhance its appeal for such travelers, steps other tour operators may want to consider as well.
For instance, Country Walkers stopped viewing single supplement costs as a profit center.
"We have a very low single supplement fee," explained Letch. "It's not a profit area for our company, because it shouldn't be."
The company deliberately minimizes such fees, said Letch, charging only what it costs to have two people share a hotel room, nothing more. As a result, Country Walkers' single supplement fees are among the lowest in the business.
"It's not like the people on our tours are on their last nickel, but the fee is a peeve among solo travelers," continued Letch, adding that Country Walkers works hard to make solo travelers feel like they're on a level playing field with all the other participants on a trip.
The company also regularly posts blog content aimed at the solo travel demographic and sends out targeted solo-specific emails.
In addition, Country Walkers offers what it calls a "Single-Share Program," which allows solo travelers to avoid single supplement fees altogether.
Here's how it works: If a traveler signs up for a tour at least 91 days in advance, he or she will have the option of being matched with a same-gender roommate. And if the company doesn't find a roommate, the traveler gets to enjoy a private room without paying the single supplement that's typically charged.
Beyond all of these programs and initiatives, Letch says nearly every member of the company's staff participates in its trips as a solo traveler. Staff members are asked to do this in order to become attuned to the needs, expectations, and desires of single guests.
And finally, Letch says the company also offers a Travel Together program aimed at solo guests. The program was developed for solo travelers who meet while on a Country Walkers journey and want to create their own travel group moving forward.
Through Travel Together, if six or more solo travelers book a future Country Walkers trip together, they will enjoy special savings and extras, Letch explained.
Among the most popular Country Walkers trips for solo travelers are those that visit Asia and the South Pacific, exploring such destinations as Vietnam, Laos and beyond. The popularity of these itineraries with the solo travel segment may be due to the language barrier in such countries and the peace of mind that comes with having a guide who will assist them in getting around the country.
But ultimately, Letch says, the company's ability to attract an ever-growing share of the solo travel market comes down to its focus on treating such travelers well and making the product offered equal - whether it is solos, couples or family travelers.
"We emphasize what we do best," said Letch. "Providing that safe comfortable environment for solo travelers at reasonable rates."
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