Solo travel is on the rise, in a big way. According to the latest research by Research and Markets, the global solo travel market is set to reach USD 1.07 trillion by 2030, growing at a compound annual growth rate of 14.3%.
This surge is driven by Gen Z and Millennials, who are increasingly embracing solo travel as a means of self-discovery and wellness.
The rise of flexible work arrangements has also fueled digital nomadism, allowing remote workers to explore new destinations while maintaining their professional responsibilities. In 2024, 18.1 million U.S. workers identified as digital nomads, a 147% increase since 2019.
With technology and social media making international travel easier and more accessible, solo travel is no longer just a niche market.
How solo travel is changing the travel industry
The growth of solo travel has transformed the travel industry, pushing brands to rethink their offerings. Unlike traditional group travel, solo travellers prioritise personal benefits such as self-care, mental well-being, and personal growth. Statistics from Solo Traveler World show that 75% of solo travellers are looking for experiences that improve their mental health, while many choose adventure travel to challenge themselves and gain a sense of accomplishment.
Technology has also played a crucial role. Online booking platforms, navigation apps, and digital payment systems make international solo travel safer and more convenient. Social media platforms like Instagram, YouTube, and TikTok have become important tools for solo travellers to share their experiences, inspiring others to embark on their own journeys.
Why target solo travellers?
A growing market segment like this can become a lucrative opportunity for travel brands with the right focus. Some of the benefits of solo travellers for your brand could be:
- Higher spending potential: Solo travellers often spend more per person since they don’t split costs like group travellers.
- Flexibility and spontaneity: They are more likely to make last-minute bookings, making them an ideal target for flash sales and limited-time offers.
- Loyalty opportunities: Solo travellers often travel more frequently and are open to returning to destinations where they felt safe and supported. In fact, Solo World Traveler research shows that 38% of people who’ve travelled solo before are ready to do it again.
- Content creation and social sharing: Solo travellers are highly active on social media, making them valuable for user-generated content and organic brand promotion.
Key differences between solo and group travellers
If you are thinking about targeting solo travellers, it is important you understand the practical differences between solo and group travellers. Their motivations, inspirations, booking habits, goals, and budgets are all different.
- Booking preferences: Solo travellers often prefer flexible options and last-minute bookings, while group travellers are more likely to book in advance as this makes planning and coordination easier, and allows them to take advantage of discounts.
- Accommodation choices: Solo travellers may opt for boutique hotels, hostels, or unique stays (like treehouses or eco-lodges), while group travellers often choose resorts or large villas.
- Experience selection: Solo travellers lean towards immersive, wellness, or adventure experiences, while group travellers may prioritise activities that cater to a wide range of interests.
- Social media influence: Solo travellers are more likely to share their journeys on social media, making user-generated content and influencer marketing highly effective for this segment.
The changing preferences of solo travellers
One of the most interesting aspects of solo travel is how preferences vary based on demographics and personal goals. For instance, while younger solo travellers often look for adventure and cultural immersion, older solo travellers may seek relaxation, wellness, or educational experiences.
Gen Z and Millennials: This group tends to gravitate towards budget-friendly options like hostels, couchsurfing, or co-living spaces. They are drawn to experiential travel, where they can immerse themselves in local culture, learn new skills, or embark on outdoor adventures. For them, travel is a means of self-discovery and personal growth. Social media is not just a tool for inspiration but also a platform to share their own stories, which can greatly benefit brands looking to boost visibility through user-generated content.
Older solo travellers: Typically, they have more disposable income and prefer comfort and security. Boutique hotels, wellness retreats, and guided tours are popular choices. They also appreciate well-organised itineraries that balance leisure and exploration. Brands targeting this demographic should highlight safety measures, personalised experiences, and community engagement.
Female solo travellers: Safety is a top priority for many women travelling alone. Brands that provide secure accommodations, female-only tours, or women-led experiences can stand out. Detailed information about safety protocols, verified reviews, and customer support options are essential for attracting this segment.
How your travel brand can capitalise on solo travel
As solo travellers are a unique market segment, generic marketing strategies will likely not have the desired effect on this niche. Your marketing strategy for solo travellers must be as unique as they are.
Here’s how your brand can adapt its marketing and digital strategies to capture solo travellers:
1. Optimise your website for solo travellers
For all travellers, your website should be fast, mobile-responsive, and user-friendly. But you can adapt it for solo travellers by having specialised landing pages that target them, highlight solo travel packages, retreats, and experiences designed for individual explorers. Showcase testimonials from solo travellers and use design elements that inspire confidence.
Consider adding interactive features, such as personalised trip planners or solo travel quizzes, which can guide users to suitable experiences. Highlight safety measures, such as 24/7 support or secure payment options, which can be reassuring for solo explorers.
2. Create SEO-driven content
If you build the landing pages, how do you know they are targeting solo travellers? Through carefully planned SEO. Develop SEO-optimised content, including destination guides, solo travel tips, and wellness-focused experiences.
Include long-tail keywords that reflect solo travel interests, such as “best wellness retreats for solo travellers” or “adventure trips for solo adventurers.” Regularly update your blog with solo travel stories, tips, and destination reviews.
Our SEO team at Boost Brands can help you identify the right keywords and ensure your content ranks high on search engines.
When thinking about SEO, it’s also important to remember technical SEO. This means appropriate backlinks, fast page loading times, optimised images, and a secure, mobile-friendly website. This helps your website maintain search visibility and user satisfaction.
3. Build a strong brand identity
A brand that speaks directly to solo travellers' desire for self-discovery and personal growth will stand out. Whether aiming to be seen as adventurous, wellness-focused, or culturally immersive, developing a brand voice that resonates with this audience is crucial.
Your brand imagery should reflect independence and adventure, while your messaging should emphasise empowerment, self-exploration, and the joy of solo discovery.
4. Use social media for authentic storytelling
Solo travellers can be highly influenced by social media. Use your social channels to share real stories of solo travellers enjoying your destinations. Encourage user-generated content and showcase reviews, photos, and videos that highlight authentic solo experiences. Well-crafted social campaigns can amplify this engagement.
Consider collaborating with solo travel influencers or creating a dedicated hashtag for solo travellers who experience your brand. This can help build a community and drive organic reach.
5. Offer flexible booking options
Flexibility is key for solo travellers, who often make spontaneous plans. Your booking process should be user-friendly, with easy cancellation policies, secure payment options, and pay-later solutions. A seamless and intuitive booking experience can significantly boost conversions.
Highlight flexible booking options on your landing pages, and consider offering special solo traveller packages, such as single occupancy discounts or exclusive solo excursions.
6. Prioritise user experience (UX) and accessibility
Solo travellers come from diverse backgrounds, so your website should be accessible to all. A user-friendly design with clear navigation, fast loading times, and secure booking processes ensures a smooth experience for every visitor.
Invest in multilingual support, accessible font sizes, and clear icons that guide users through the booking process. Make it easy for solo travellers to find relevant information quickly.
7. Develop a targeted email marketing strategy
Nurture solo travellers through personalised email campaigns. Share exclusive solo travel deals, wellness guides, and destination inspiration. Automated, well-segmented email sequences can keep your brand top of mind, encouraging repeat engagement.
Create solo travel-specific email sequences, including welcome emails for first-time solo travellers, inspirational travel stories, and personalised destination recommendations based on user preferences.
8. Personalise the customer journey
Use data-driven insights to personalise the solo travel experience. From personalised recommendations on your website to targeted social media ads, ensuring that each traveller feels understood can boost loyalty.
Utilise retargeting ads to re-engage solo travellers who previously interacted with your brand, and consider using AI-powered chatbots to provide instant travel advice or support.
Final thoughts
The growing solo travel market presents an opportunity for travel brands willing to adapt. By understanding the unique motivations and behaviours of solo travellers, brands can create tailored experiences, compelling content, and seamless digital journeys that resonate with this audience. Whether it’s through a strong brand identity, targeted social media strategies, flexible booking options, or optimised UX, the key is to make solo travellers feel seen, supported, and inspired.
Ready to turn the booming solo travel market into a profitable opportunity for your brand? At Boost Brands, we specialise in helping travel brands create powerful, targeted strategies that connect with niche audiences. Let’s talk about how we can help you capture the solo traveller market. Contact us today.
