Experts in the travel and tourism industry have been keeping a close eye on the increasing popularity of solo travel over the past few years. Far from being a niche fad, solo travel has emerged as a major trend across the industry—one with a significant impact on destinations and their hospitality partners. Keep reading to learn more about how you can promote your destination as a must-see spot for the solo traveler.
The Impact of Solo Travel
Recent Skift research revealed that Google searches for “solo travel” have doubled since 2018, more than recovering from a dip during the early days of the pandemic. Solo travel is also largely responsible for another major post-pandemic recovery: Hotel demand in Europe during the shoulder season has seen a 5% rise over 2019 levels, the first time this demand has surpassed pre-pandemic levels. Sixty-nine percent of hotel bookings in this region and time frame were from solo travelers.
This trend isn’t limited to Europe, as Japan and Fiji report similar growth among individual bookings. As the travel industry recovers from the massive impact of the pandemic, individual travelers are playing a huge role in driving visitation. And they’re not just booking more rooms; they’re also spending more, to the tune of a 20% increase in booking spend compared to 2019.
Who Is the Solo Traveler?
According to the 2024 American Express Global Travel Trends report, 69% of travelers plan to travel on their own next year. That being said, certain segments are more likely to jump on a plane accompanied only by their luggage and travel plans— among Millennial and Gen-Z travelers, the number jumps to 76%. The generational gap isn’t surprising. Younger travelers take more trips, on average, and are more likely to take spontaneous trips than their older counterparts—two trends helped by their willingness to hop on a plane by themselves.
Generally speaking, shorter trips are more appealing to the solo traveler, giving these visitors the opportunity to see a new location and take a break from the everyday routine without feeling lonely. Fifty-seven percent of American Express respondents said they were more likely to take a solo weekend trip than a longer vacation. This doesn’t mean that they spend less each year on travel, though; 60% of the surveyed solo travelers plan to take two or more trips this year. There is also a gender component to solo travel, as the majority of people who take leisure trips on their own are women.
What Drives the Solo Travel Trend?
The gradual growth of solo travel demand is a natural result of shifting economic and social forces. For example, WFH and hybrid work arrangements give travelers unprecedented flexibility in planning trips for themselves. As a culture, our appreciation of alone time has increased, with researchers pointing out the benefits of balancing social interaction and solo contemplation. These underlying factors mean that solo travel isn’t going anywhere and may even grow to become a larger force in the industry.
The solo travel boom is also intertwined with other emerging industry trends, like shoulder season travel and an appetite for authentic, “live like a local” experiences. These travelers want experiences that surpass the traditional vacation model and allow them to dive into different cultures and locales.
Overcoming Barriers to Solo Travel
Apart from personal preferences, the biggest obstacle to the solo traveler is often financial. Traditionally, taking a trip on your own could be more expensive than journeying with a partner or friend. Hospitality and travel brands often charge single supplements—additional fees for a single traveler occupying spaces that could have been reserved for multiple people.
To corner the market on solo travel, travel operators might offer discounts for individual travelers, particularly during shoulder- or off-season periods. These discounts and promotions boost solo travel and allow the operators to continue reaping the economic benefits of tourism beyond the peak season. Other companies custom-build programs and itineraries that are geared toward single travelers, eliminating the need for single supplements. And it’s not just boutique operators offering these solo packages—global brands like EF and Intrepid Travel have comprehensive solo travel offerings.
Another obstacle to the solo traveler is the fear of loneliness, particularly on long trips. To counter this potential challenge, operators often provide structured small group activities, like tours and dinners, which allow travelers to connect with each other over their shared interest in the destination.
How DMOs Can Appeal to Solo Travelers
A strategic approach to drawing solo travelers can help a DMO reap the economic benefits of these individual visitors. Here are three tactics you can employ as you build a winning solo travel strategy:
Focus on Authentic Experiences
According to 2023 Statista research, solo travelers are motivated by a wide range of factors, but the most prominent is the desire to “see the world.” It’s that same motivation that drives travelers to seek out authentic experiences in new locales—whether those experiences are culinary, cultural, musical or nature-based. Solo travelers are, by their nature, adventurous, and DMOs can appeal to this segment by promoting the attractions that make their destination unique. Consider promoting authentic experiences, including signature local events, to draw right-fit solo travelers to your destination.
Work With Your Partners to Build Singles-Friendly Options
As we’ve already established, single supplements can discourage solo travelers from visiting certain places in favor of more affordable options. More importantly, solo travelers may not be interested in visiting a destination where they believe they will be an afterthought. By working with your industry partners, you can build itineraries that include singles-friendly experiences and accommodations.
Emphasize Safety
For single travelers considering a new destination, safety looms large. Since most solo travelers are women, their safety concerns take on new dimensions. A solo traveler may be more likely to choose a destination based on its reputation for safety. DMOs can connect with these travelers by sharing specific safety information about their destination, including maps, contact information for emergency services and tips for safe travel within the destination. Easily accessible transit maps and resources will also help these travelers feel more confident about choosing your destination for their next trip.
Promoting your destination as a singles-friendly, safe location where solo travelers can have authentic experiences can help you reap the benefits of this ever-growing industry trend.
