The engagement
Solo travel was growing as a category, but the motivations, preferences and behaviours of solo travellers were not well documented. Expedia wanted original consumer evidence that could support a timely travel narrative and generate media coverage.
The research approach
CITE Research surveyed 2,521 adults aged 18 and over on their solo travel plans, motivations and preferences — including attitudes toward travelling alone with only a smartphone for company.
From findings to impact
The research found that 60% of respondents planned a solo trip within two years, and one in three said they would choose their phone over a travel companion. Expedia used the findings in its 2019 Solo Travel Report and supporting media programme.
Highlighted result
2,521 adults surveyed — and a finding that one in three would choose their phone over a travel companion made national headlines.
Methodology
CITE Research conducted an online survey on behalf of Expedia among 2,521 respondents aged 18 and over.
Relevant services