Solos Launches Travel Advisor Program in the U.S.

There’s a new tour operator in town—and it caters to the growing solo group travel niche.

Solos is a U.K.-based tour operator that exclusively offers guided land tours for solo travelers, focusing on the 50+ age demo. With small group sizes limited to 20 or fewer, no single supplements, and over 40 years of experience in the business, the company’s offer is enticing for those specializing in the segment.

And now, Solos has a travel advisor program. The tour operator is actively building relationships with the U.S. trade to help grow its brand on this side of the pond.

TMR spoke with Kendra Guild, Solos’ vice president of North America, about the tour operator’s expansion into the U.S. and its trade strategy. 

“Solo travel made social”

When it comes to solo travel, Solos is a leader, not a follower.

Solos is an award-winning tour operator that was built on catering to the unique needs of solo travelers. As Guild explained to TMR, the company earned its reputation by specializing in this niche far before the post-COVID “solo” boom. 

“[Solos] has always been exclusively designed for solo travelers joining group tours,” said Guild. “No single supplements, which is such a pain point for travelers.” 

Solos also understands the importance of group travel dynamics. In addition to offering private rooms, Solos’ itineraries are built around distinct travel styles, which helps match like-minded travelers. The tour hosts know how to facilitate camaraderie, and the company even creates WhatsApp groups for every single trip, which Guild said helps build the “buzz” beforehand.  

“We’ve always believed you should not be punished for traveling solo. It should be celebrated,” said Guild.

Solos offers trips all over the world, with its top-selling tours visiting popular destinations like Italy, Greece, and Spain, as well as more off-the-beaten-path regions, like Portugal, Morocco, and Thailand. 

Currently, the tour operator has five distinct trip styles for American travelers: Summer Sun, Golf, Walks & Treks, Discovery (adventure-themed), and City Breaks. The company also uses a three-level activity rating to help travelers gauge whether an itinerary is what they’re looking for. 

“We try to make it as accessible as possible… we really do run the gamut of what those tours could look like,” said Guild.  

“It’s all about building relationships and trust”

Solos has a proven track record in the industry, although the company is not well-known to Americans. The average customer rating on Feefo is 4.8/5 and on TrustPilot is 4.7/5. The company’s repeat traveler rate ranges from 65 to 70%.

“When people come with us, they stay with us,” said Guild, noting that many of their travelers book two or three Solos trips a year.

Although Solos has never turned down travel advisors, the tour operator’s model has traditionally been direct-to-consumer. Post-COVID, however, the company saw a “huge uptick” in travelers wanting to work with travel advisors. 

“We are a trusted brand in the U.K. and, to some extent, we haven’t necessarily needed trade to grow the business,” she explained.

The same is not the case in the U.S., however. Just in the last year, Solos established a U.S. headquarters and a dedicated U.S. team. The next step is to grow brand recognition, and that’s where travel advisors factor in.

Guild told TMR that partnering with the trade is especially important for building the company’s reputation in the U.S. because clients trust their travel advisors.

“So much trust needs to be built,” said Guild. “We are a trusted brand in the U.K. but in the U.S. we’re building that relationship… It’s all about building relationships and trust. I think that’s where trade comes in.”

Solos is developing an advisor portal, which Guild predicts will be available by the summer. In the meantime, the sales team is happy to work with advisors and send training and marketing resources. Guild herself is available to answer questions or even host a webinar.

Guild said she can do in-person presentations. The tour operator will be making the rounds at trade shows as well. Eventually, the plan is to bring on U.S. BDMs.

Solos is also currently in talks with several U.S. consortia to set up contracts.

In terms of commission, Solos currently offers a variable rate that starts at 10% but increases with volume and demand. The company also offers perks and incentives, like discounts that can be passed on to a client, a complimentary upgrade, or free transfers to and from the home airport. 

In terms of FAMs or trip rewards, the VP said there’s no formal program in place (yet); however, the company will help interested travel advisors experience the product.

“The more that you build volume with us, we want to have [you as a] Solos ambassador… Let’s get you out on the Solos program so you know the experience and can explain it to your clients,” said Guild.