Follow the incentive: who benefits from this idea that travel companions necessarily dictate the final destination and budget? It's too black-and-white as a statement; a great deal, like a cheap flight to Iceland seen on Facebook, is unpredictable. The reality is that opportunity and price can outweigh the chosen company, and then, other arrangements are possible. If a plane ticket costs $300 for a week all-inclusive, I won't let it slip just because my friend can't come.