As we look ever-forwards in the travel industry, the trend of solo travel is projected to offer significant opportunities beyond just today's demand. In fact, recent reports suggest that around 76% of Gen Z and Millennial travellers plan to embark on solo travel experiences this year, while 56% of solo travellers as a whole demographic would rather opt for a shorter weekend getaway, rather than a long-haul trip. 

And while independent travel itself is not a new concept, the rise of solo travel as a key travel trend for this year and beyond can be in part attributed to the fallout of a post-pandemic traveller. Many people across the world became more comfortable with our own company, and this has given rise to a modern traveller more at ease, and more likely to, put their own aspirations and desires over the challenges of organsing travel experiences that cater to a group, or even a partner. This demographic is not just looking for adventure, but also desiring tailored experiences that foster connection and creativity.

The rising trend of solo travel is reshaping the travel landscape, presenting a significant opportunity for tour operators and travel distributors. With more individuals seeking independence and personal growth through their journeys, accommodating solo travellers is essential for travel distributors looking to stay competitive in the travel industry. 

By embracing this trend, travel distributors can expand their offerings, attract a diverse clientele, and enhance customer satisfaction, ultimately leading to increased bookings and loyalty.

For travel distributors, the value lies in understanding the key driving factors behind this demand, to better capitalise on the solo travel market in today's landscape. Discover some of the key motivators for solo travel below, alongside some travel experience recommendations you can apply to your own business models and offerings in order to attract and retain today's solo travel market. 

And to level-up your appeal, partnering with Hotelbeds, as part of HBX Group, a leading TravelTech ecosystem player, allows you to empower choice for end travellers as a result of our powerful travel booking solutions, expansive portfolio, and real-time travel insights. Sign up today to join the Hotelbeds network.

Key Drivers of Solo Travel in 2025

Growing Demand for Personal Development

Around 70% of millennials and Gen Z reported that travel helps them grow personally. This desire for self-discovery and empowerment is prompting more individuals to embark on journeys alone.

This trend is particularly evident among younger generations who prioritise experiences over possessions and seek opportunities to connect with themselves and the world. It’s been proven that Gen Z and Millennials, for example, would rather spend on travel than anything else. This is a key indicator of the importance of travel not only as a hobby or a way to spend time, but also to further their lived experiences and express themselves. A recent study by Booking.com also supports the idea that many solo travellers are motivated by the desire for self-growth and exploration, noticing an uptick in parents embracing child-free trips.

Experiential and Interest-Based Travel

Travel has become much more experience focused, which lends itself well to solo adventures. Recent travel trends support this, seen in the propulsion of niche tourism into more mainstream travel motivators – such as the boom in ‘gamification’, arts-focused tourism, sports travel and music tourism – but also the continued demand for authentic interactions and meaningful activities tailored to each individual traveller. Gone are the days of ‘checkbox’ travel. Today, travellers want personalised, bespoke experiences focused on proactive travel, not passive sightseeing.

Digital Transformation

With 85% of travellers citing online resources as crucial for planning their trips, technology has made solo travel more accessible. With access to vast resources, travel forums, social media communities, and accommodation solutions, individuals travelling alone can feel secure and supported as they navigate new environments. Plus, websites and mobile apps offer instant information and booking options.

Growing Demand for Female Solo Travel

Safety and planning are key for female solo travellers, with destinations like Japan and Portugal being popular choices, and increasingly available resources to help with planning and safety precautions.

Popular travel trends have included ‘MeMoons’, solo honeymoons which are becoming increasingly common for today’s female solo travellers. Citizen Femme’s The Future of Female-Led Travel: 2025-2030 Report also highlights that self-discovery and experiential travel are key driving forces behind solo female travel, in line with wider solo travel motivators. A key example from this report highlighted the success of Discover Africa, a luxury safari company, who reported that their solo travel enquiries had doubled, and that women made up 70% of those bookings. 

Luxury travel lends itself well to solo travel, and can form a key consideration for travel distributors wanting to capitalise on female solo travel, due to the bespoke, inherently personal and customer-centric approach of these experiences.

Unique and Authentic Experiences

There is a growing desire among solo travellers for unique, immersive experiences that allow them to engage with local cultures. This has led to an increased demand for personalised tours, culinary experiences, and authentic cultural exchanges.

According to research from Forbes, 78% of solo travellers prefer immersing themselves in local cultures rather than sticking to traditional tourist spots. Tailoring experiences to include local interactions and unique adventures will attract this demographic.

Mental Health Awareness

The desire for mental wellness through travel has surged, with 64% of recently surveyed travellers indicating that travel helps to alleviate stress. As mental health continues to be a focal point for many, the therapeutic aspects of solo travel will drive more individuals to explore alone, to recentre themselves, engage in meaningful interactions with others, and disconnect from the often tiring and demanding roles and responsibilities of everyday life.

How Travel Distributors Can Capitalise on the Solo Travel Trend

Curate Tailored Packages: Distributors should create exclusive packages for solo travellers, featuring customisable itineraries, social activities, and unique experiences. Highlighting the option to join smaller group tours or workshops can enhance the social aspect of travelling alone.

Emphasise Safety and Flexibility: In a time where safety remains a concern, offering detailed information on health measures implemented at accommodations, along with flexible booking options that allow easy changes, will be crucial in attracting solo travellers.

Leverage Technology: The use of digital tools can enhance the solo travel experience. Offering apps that provide real-time support, local guides, and traveller networking opportunities can ease the concerns some may have about travelling alone.

Provide Local Insights and Recommendations: Establish partnerships with local guides to offer authentic experiences that connect solo travellers with their destinations. Promote accommodations known for being solo-friendly, highlighting shared spaces for socialising or activities, such as co-living spaces or local dining bars where travellers can mingle.

Market to Diverse Demographics: Recognise that solo travel is not only popular among young adults! Research indicates that solo travel spans various age groups, including seniors and working professionals seeking escapes. Create and promote marketing campaigns that speak to different demographics, including seniors, parents, and professionals from all different walks of life and markets.

Safety Concerns and Support Systems: A recent study found that 61% of solo travellers prioritise safety when choosing their destinations and accommodations. Travel distributors need to emphasise safety measures, flexible cancellation policies, and 24/7 customer support in their offerings, as well as additional security like comprehensive travel insurance.

Recommended Travel Experiences for Solo Travellers

As travel distributors, consider the following experiences and how these can be tailored to each solo traveller’s unique preferences. Consider these overarching travel types in relation to where your unique growth opportunities lie, either in the partnerships you have, the products you offer, or the packages you curate:

Culinary Classes and Food Tours: Engage solo travellers by offering cooking classes with local chefs or curated food tours to explore regional delicacies, allowing for both culinary knowledge and social interaction.

Wellness Retreats: While wellness-focused travel is certainly not a new consideration or travel motivation in the industry, its popularity is once again on the rise, with key considerations shifting towards preventative healthcare and ‘longevity’ wellness.

You might offer package trips and recommendations that include yoga, meditation, and health workshops, catering to travellers looking for rejuvenation and reflection. For travellers who are looking to engage in ‘longevity wellness’, why not consider ‘high-tech’ wellness programmes? Medical spas, retreats, and wellness centres are available all around the world, with some forming ideal destination hotels for travellers looking to escape, unwind and detox. These programmes could be related to beauty, fitness, anti-ageing, or mindfulness, helping clients reach their wellness goals.

Adventure Experiences: Offering those travelling solo a chance to experience the authentic natural beauty of a destination coincides with the noticeable rise in nature tourism and nature adventure tourism. Suggest experiential trips which uncover natural landscapes, or activity-focused packages like hiking, cycling or water sports, just as a few examples, where travellers can both challenge themselves and meet like-minded individuals.

Prioritising accessible adventure also aligns with today’s shift towards ‘soft adventure’, a key sub-trend within adventure travel, with such activities like wildlife watching, hiking and cycling accounting for 72% of the market share! Many are seeking unique experiences such as wildlife watching in the Galapagos Islands, hiking in Madeira, or exploring Costa Rica, just as a few examples!

Cultural Immersion Experiences: Create itineraries that delve into local traditions, arts, and crafts, enabling solo travellers to connect with the local community meaningfully. Consider the benefits of offering alternative destinations, or ‘detour destinations’ to travellers who are looking for meaningful experiences, as a chance to get away from the crowds and get under the skin of their destination of choice.

Socialising Opportunities: Group travel comprised of solo individuals can help to encourage solo travellers connect through organised outings or events, such as city tours or group dinners, fostering a sense of community while travelling. Group travel like this also allows for individual itineraries for more independent travellers, or the comfort and security of like-minded travellers for those travelling solo for the first time.

Solo-Friendly Accommodations: Partner with and offer hostels and boutique hotels that offer shared spaces, communal activities, and solo-specific amenities, ensuring comfort and connectivity for those travelling alone. This is where having an expansive portfolio of accommodation options at your disposal offers valuable benefits – such as the 250,000+ hotels we offer as Hotelbeds.

Plus, with everything from eco-friendly lodges to 5* luxury and budget-friendly options on offer, you can better meet the needs of solo travellers in today’s landscape, no matter their personal preference or chosen destination.

Destination Recommendations for Solo Travellers

• Europe: Many are drawn to Europe for its history, culture, and ease of travel. Specifically, countries like Portugal, Italy, and Spain are experiencing a surge in solo traveller interest.
• Asia: Japan, Thailand, and India are also highly recommended for solo travellers.
• Other Destinations: Iceland, Australia, New Zealand, Canada, and Egypt are frequently mentioned as great places to explore solo.

The evolution of solo travel into 2025 presents a fertile ground for travel distributors willing to adapt to new consumer demands. By embracing the drivers behind this trend and adjusting offerings accordingly, tour operators and OTAs can create experiences that resonate with solo travellers.

Focusing on safety, flexibility, and authentic engagements is essential in capturing this burgeoning market and will position your brand as a leader in providing enriching travel experiences for individuals venturing out on their own.

Not to mention, increasing the scope of your offering as a travel distributor is a key factor when it comes to attracting, and retaining, today’s solo traveller. As personal as travel is, it’s critical that you’re able to provide the depth and breadth of travel experiences that today’s independent traveller is looking for.

With 250,000+ hotels in 170+ countries in our portfolio, thousands of direct contracts for competitive rates, as well as exclusive rates and availabilities, alongside 23,000+ experiences, global transfer routes and car hire services, our portfolio provides you with the travel products required to meet the needs of today’s, and tomorrow’s, traveller.

Discover more about our Hotelbeds offering as part of HBX Group, a leading TravelTech ecosystem, here.