Solo Travel is Here to Stay: What it Means for the Future of Travel & Hospitality
In a recent article by the Economist, a journalist highlighted the true beauty behind solo travel is that it really isn’t that solo. Writing that solo travel is a lie, because you are never really alone, they uncovered the truth about this trend – no matter where you are, as a solo traveler, you are always engaging and connecting with fellow travelers and with local communities.
“… the solo travel market will have the largest growth segment in global leisure travel.”
Solo travel has been slowly increasing in popularity over the last decade, emerging as a travel trend for 2025 and beyond. Bokun reports that between 2023 and 2030, the solo travel market will have the largest growth segment in global leisure travel. While it is currently on trend, this form of travel is a timeless concept, evident in the fact that it has attracted travelers from all generations for many years.
Solo travel encompasses the concept of finding oneself through the exploration of local cultures, communities, and environments. Having the freedom to create your own trip, plan your own itinerary, and make all major decisions while exploring a place alone. Many travelers find that solo travel provides them with a means to grow and develop as a person.
Perhaps one of the main attractions of solo travel is that it is pushing people out of their comfort zones, forcing them to confront themselves and experience things differently. Moreover, while the idea is that solo travel is done alone, it is actually enabling connection between travelers who are bonding over shared experiences. It also creates a connection between travelers and locals, immersing tourists in the destination and helping them engage with the community.
In the search of authentic connection and meaningful experience, travel is what binds people together and this is especially true for solo travel as it provides more means for tourists to expand outside their own bubble. This is where the popularity of solo travel lies, through its ability to create these unique moments that travelers are craving. Not only that, but it is a way for tourists to hyper-personalize how they travel, having full authority to design their trips the way they want to.
“I first solo traveled when I turned 18, and it changed everything,” our founder, Natascha, says, “There's no quicker way to immerse yourself in local culture than venturing somewhere on your own. You're much more likely to ask for help, strike up conversations with strangers, and say yes to experiences you might otherwise skip. But solo travel isn't just about visiting new places; it's about discovering yourself in the process.”
“In a world where personal development has become a priority rather than a luxury, solo travel has emerged as one of the most powerful tools for self-discovery,” she continues, “We're no longer satisfied with just ticking destinations off a bucket list. Today's travelers are asking deeper questions about who they are and how they want to show up in the world. This trend isn't a passing phase. As more people prioritize mental health, self-awareness, and intentional living, solo travel will only continue to grow. It's not just a vacation; it's an investment in yourself.”
Natascha spending a moment alone in Sardinia, gratitude journaling.
So, what does this mean for hospitality and travel? It means that they need to get comfortable with the idea that some travelers are looking for experiences and offers that are extended to one person. They want to find brands that provide them with opportunities to escape, to be immersed in local culture, and to find connections. Solo travel is only increasing in Google searches and bookings and it is critical that hotels understand this trend both from a travel perspective and a marketing perspective.
Solo Travel at a Glance
“Between 2018 and 2023, Google reported that searches for solo travel doubled.”
Between 2018 and 2023, Google reported that searches for solo travel doubled. Since 2023 (where 40% of people booked a solo trip), the number of travelers opting to go solo has only increased with 46% booking solo trips for 2026. What is driving this trend? From a desire for independence and hyper-personalization, to self-discovery and cultural immersion, travelers – especially female travelers – want to control their own narrative and design trips that feel 100% personal.
WHO is choosing to book a solo trip:
“The true driver behind solo traveling are women.”
In the summer of 2025, a survey highlighted that 76% of Gen Z and Millennials indicated that they are planning a solo travel experience. The true driver behind solo traveling, however, are women, with reports finding that between 70% and 84% of solo travelers are women. While Gen Z and Millennial women are a large part of this percentage, in the UK it was found that 62% of solo bookings were from women between the ages of 45-60.
WHY are people going solo
Independence seems to be the largest factor in why travelers decide to book solo trips. 46% of female solo travelers highlighted freedom and being able to do whatever they wanted was their biggest motivation, while 22% liked not having to plan a trip around another person. Another major factor is that solo travel pushes personal growth and development, allowing travelers to feel challenged, confident, and to step outside their comfort zone.
Major Motivation
Personalization – discover destination on your own terms, and personalize your trip
Social connection and meaningful travel – connect with fellow guests and embark on meaningful exploration
Cultural immersion and authentic experiences – live the destination, don’t just visit it
WHERE are travelers exploring
In 2024, 57% of travelers highlighted that they choose to go solo on shorter, weekend trips rather than something longer or overseas. This means that many trips are booked based on how easy and quick it is to reach certain destinations. Moreover, 33% of respondents would like to discover a new city alone, and 32% selecting Europe as the most desirable solo travel continent. For women, one of the biggest factors in deciding where to go is safety, with 76% planning their trips around the safety of the destination.
The major hotspot destinations according to Forbes, were Spain, Italy, and Greece, European destinations that are easily accessible and have great weather – a motivator for 58% of travelers when choosing a destination. While New Zealand and Australia were the most popular trips for long-haul destinations, two incredibly safe destinations. For more cultural leaning trips, travelers are heading to Morocco, India, Peru, while Europe remains the top destination for an active holiday.
WHAT is driving the trend
The explosion of solo travel occurred after the pandemic, and with it we see two very important factors for this trend.
The possibility of remote work – Before the pandemic, heading into the office was routine and workers could only find their travel fix during their holiday hours. Now, with many offices offering remote working opportunities, workers are finding destinations and accommodations that offer relaxation, beautiful environments, and a strong internet connection to travel while they work. This is allowing more and more people to book trips alone, and exploring interesting destinations while getting their work done.
The rise of TikTok – TikTok has influenced how many people travel, especially the younger generations, with influencers showing off their unique destination spots or stunning accommodation finds. This has generated a huge desire for travel, especially alone as many influencers are solo travelers themselves, providing their audience with important tips and tricks on how to plan their own solo trip. According to Forbes, 83% of Gen Z have found travel inspiration through other people, including influencers.
Technology Making It Easier & Safer – The use of Google Maps has made it incredibly easy for travelers to get around alone. Moreover, AI is being used to plan trips better and more efficiently. The introduction of apps like Uber and Find My allow users to grab a ride anywhere while ensuring that loved ones can see their location at all times.
Mental Health & Wellness Boom – People are more aware than ever of their mental health and the necessity of wellbeing to prevent burnout and other issues. This has lead to an enormous boom of people wanting to reconnect with themselves, escape from the hustle and bustle of everyday life, and relax in the ultimate destination.
Sainey about to hop on the Glacier Express in Switzerland.
Where is Solo Travel Going?
Solo travel is only gaining popularity, which is why it is critical for the travel industry to understand both its future and the development that hospitality must face in order to secure a role in this trend.
From a travel perspective: who is booking the trips
Travelers will continue to book solo trips with the majority of them being booked by women who are currently driving this trend. Already, there has been a 230% increase in travel companies that design trips specifically for female travelers. There is an expectation that more female oriented packages and offers will be available with a focus on travel exclusively for women.
Safety & Security
Due to the large percentage of female solo travelers, safety is also a priority, and this usually means safety in numbers. While hotels are an important part of providing security, another form of safe solo-travel is through tours. 90% of solo travelers say they prefer a tour some or all of the time, this means that travelers plan to book tours that will afford them all the things that are important - freedom, personalization, and immersion.
Connection & Meaning
“Despite the word ‘solo’, travelers want to socialize with fellow guests as well as locals.”
Solo travel will also focus on forming connections – whether that be to the culture, the location, or the people living there or visiting. Despite the word ‘solo’, travelers want to socialize with fellow guests as well as locals. They want conversation and friendship. Solo travel is proven to be an effective way to do this by pushing people out of their comfort zones and enabling them to meet many new people.
Development & Growth
Personal experiences are also critical to the solo traveler, many seeking development, growth, and transformation. This is seen in the new type of immersive retreat permeating the market, where travelers can attend retreats in remote locations while focusing on themselves but, they are not there alone, thus forming those important connections.
Case Study: Camino de Santiago
The Camino de Santiago is a trek comprising multiple different trails through France, Spain, and Portugal that takes hikers through stunning scenery and across different cultures. The truly special part of this hike, is that despite the aspect of solo traveler, walkers are never alone.
This is a special place where people come together, connect with each other, and create long-lasting friendships while immersing themselves in a natural and cultural world. Furthermore, this experience is renowned for its ties to self-discovery and self-reflection, allowing hikers to gain more confidence, while connecting with themselves.
“Solo travel is the ultimate expression of freedom,” says Chiara, our graphic designer and Camino expert, “You experience freedom in all its dimensions: the freedom to do what you want, be who you want, where you want, when you want, and how you want. And in that sense, it becomes less of an outward journey and more of an inward journey, towards yourself, and towards who you truly are.”
Ultimately, the Camino is a great example of solo travelers having freedom to go at their own pace, and choose their own path while having the opportunity to engage with others on their own terms. The community that is built during the trek is a powerful reminder of the importance of travel and how solo travel especially can be a transformative experience which is exactly what travelers will be seeking more and more in the future.
Chiara remote working whilst doing the Camino.
From a Marketing Perspective
These trends will have a significant effect on the hospitality industry and what hotels must do to align themselves with solo travelers. There is a need for hotels to start shifting their marketing towards solo travelers as many offers, campaigns, and packages speak only to those traveling with other people.
Understanding the Audience
The most important insight for hotels is that they need to understand their target audience. This happens to be younger generations (Gen Z, and millennials) but most importantly it is female travelers as they are the driver of solo travel. Women typically have higher, more significant budgets, with a desire for luxury. They are looking for safety, comfort, and value which is significant to how the hotel is run and marketed – from the design of the building to the helpfulness of the staff.
Opportunities for Solos
Hotels need to start offering opportunities that will attract solo travelers. This includes a change in the way amenities are offered whether its discounts, packages, or fun inclusives that speak directly and specifically to solo travelers. When designing campaigns or packages, there should be a focus on what solo travelers value the most – wellness, culture, and culinary experiences – as well as opportunities to discover new things and meet new people.
Experiences should be designed with the solo traveler in mind, both what can help them relax and enjoy their solo stay as well as what can include them in part of a group to allow conversation and connection. Immersive retreats are a significant way to offer this as they provide an opportunity for travelers to be at peace with themselves while in the company of others.
A spiritual cleansing at Buahan, a Banyan Tree Escape.
Exploring New Destinations
The significant appeal of solo travel is that travelers can explore new destinations. This means it is essential for hotels to highlight their location’s interesting attributes, what makes it the perfect destination, and all of the opportunities within it for unique experiences. Travel inspiration is the perfect way to attract new solo travelers which is clear through the role influencers play in inspiring their audience to solo travel. A great way to showcase the uniqueness of the hotel and its location, is to team up with an influencer who can highlight it to their audience for you, generating bookings by showing how great the property is.
A Welcoming Space
Hotels themselves need to ensure that their space is both welcoming and efficient for the needs of solo travelers. This can lead to properties needing to redesign their spaces to offer more single rooms, create communal spaces that promote socialization, and offer quiet indoor and outdoor areas for guests to relax and do their own thing. Solo travelers value personalization and the freedom to create trips the way they want them, making it essential that hotels can offer personalized suggestions, activities, and spaces that attend to their needs.
Safety & Emergency Help
An important part of this is to ensure that safety of guests traveling alone is prioritized. This means having caring staff, good CCTV, and creating an atmosphere that feels secure and welcoming. Providing help in emergencies is also critical to not only ensure this safety, but to create life-long customers as well.
Case Study: Hilton’s MeMooners
To cater specifically to solo travelers, Hilton created the term “MeMooners” which speaks to their needs as people traveling alone. This includes creating new seating in dining areas that are more solo friendly, redesigning bedrooms for solo travelers, and even creating separate menus for solo travelers to allow personalized tasting menus and smaller portions. Hilton also ensures that their staff can suggest personalized activities for solo travelers, while hosting events that encourage interaction between guests. A sweet aspect to Hilton’s MeMooners campaign is the ability for solo travelers to bring their pet along to pet friendly hotels.
Hilton is embarrassing solo travelers, making them feel special by creating products and campaigns that speak directly to them. By understanding solo travelers’ values and desires, the hotel is paving the way for the future of hospitality in solo-travel.
Buahan, a Banyan Tree Escape’s beautiful Bale.
The Self Escape: Buahan’s Answer to Solo Travel
Buahan, a Banyan Tree Escape has created their own answer to the rising demand for solo travel. The Solo Escape is a holistic package that is specially curated for solo travelers who want to forge their own path. The Escape is created with growth and self-discovery in mind, allowing guests to explore at their own pace, relax, and reflect on themselves to enable personal development. The retreat is designed to immerse guests in nature while helping them connect with both the local culture and themselves.
Activities are created to give travelers personal and cultural experiences. From traditional massages in a Balinese flower bath, to a wild herb and Loloh workshop, the retreat honors Balinese tradition and provides meaningful, authentic experiences to guests. On the spiritual side, guests are invited to take part in daily rituals including journaling in handcrafted journals to reflect on personal growth. Community interaction is the key to this retreat, providing guests with the important connection and social interaction that many solo travelers seek. Ultimately, this retreat is positioned as a conscious journey to yourself, providing the ultimate freedom of exploration.
The most unique part of the Solo Escape? It isn’t an add-on package which solo guests need to pay for, it is offered automatically within the regular rate for no extra charge – this is revolutionary to the hospitality industry where solo travelers usually face a penalty for traveling alone. The “no extra charge” is a clear example of hotels putting guests first, recognizing that some want to travel solo, and welcoming them with open arms.
2026 and Beyond…
Solo travel is only growing more popular, with travelers already planning to book solo trips in 2026. With a focus on confidence, self-discovery, and immersive experiences, the solo traveler desires meaning, authenticity, and connection. Hotels that can give them these values, will create lasting bonds and loyal, life-long customers.