Foviance?s research demonstrates how a focus on customer experience can help to create markets, drive sales and increase customer satisfaction, as 68% of respondents said they would travel on their own if they could find the right holiday.

The full research report entitled ?Making the intangible tangible? found the travel sector is missing out on a massive opportunity by not understanding the needs of a large potential market. While most travel companies know the basics about customers such as their age, sex and where they live, they fail to understand who these people really are and what they want out of a holiday.

The main reason behind this age group choosing not to travel (as a single person) was that they had no one to go away with (31%). 10% of people also admitted to being embarrassed that they were single. This embarrassment was not only felt during the booking phase but also while on holiday.

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