Exploring the solo travel boom: Opportunities for destinations and tourism businesses

Solo travel has emerged as a rapidly growing trend within the travel industry, fueled by the desire for independence, personal growth, and flexible exploration. Recent data underscores its significance, with the solo travel service market projected to grow at a compound annual growth rate (CAGR) of 9.1% from 2023 to 2030, solidifying its position as a key pillar of rising tourism drifts.

This popularity escalation is reshaping how destinations, attractions, and travel businesses cater to travelers, especially those seeking tailored and safe solo adventures. By addressing the unique needs and preferences of solo travelers, destinations and tourism businesses can unlock new opportunities for growth.

In this article, we will explore the factors driving the rise of solo travel, the challenges faced by solo adventurers, and actionable strategies for destinations and travel businesses to tap into this expanding market.

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Why is solo travel gaining popularity?

Solo travel has seen notable progress in recent years due to a combination of personal, societal, and lifestyle factors. Flexibility is one of the primary reasons individuals choose to travel alone, as it allows them to set their own schedules and pursue interests without compromise.

Self-discovery and the chance to build confidence are also key motivators, particularly for those seeking meaningful experiences away from the influence of familiar surroundings. Skyscanner survey cited by Skift revealed that one in two travelers (54%) were considering taking a solo trip in 2023, reflecting the growing allure of independent exploration, and 65% of solo travelers prefer going their own way because family or friends don’t share their travel interests. The pandemic further accelerated this trend, as travelers sought socially distanced and independent options. Booking.com reports that pre-pandemic, only 14% of travelers planned solo trips, whereas 23% now express intentions to travel solo in the future.

Social media has also played an important role in normalizing and celebrating solo travel, with platforms like TikTok reporting a tenfold increase in #solotravel posts over the past three years. Search trends align with this, as Google searches for "solo travel" have nearly doubled compared to five years ago, according to BBC News. Economic data further underlines this trend; Statista reports that many solo travelers from the US, Canada, Australia, and the UK spend between $1,000 and $2,000 per week on trips (excluding airfare), demonstrating the financial commitment of this growing segment.

These elements collectively highlight why solo travel continues to attract a diverse range of adventurers, making it a rewarding and developing segment for destinations and travel businesses.

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How do digital platforms facilitate solo travel?

The presence of digital platforms is one of the major factor in enhancing the solo traveling, offering travelers the freedom to explore at their own pace while enjoying smooth planning and support. One such platform is SmartGuide digital audio guide – perfect for solo travelers. SmartGuide provides self-guided tours, allowing solo adventurers to bypass group tours and navigate destinations autonomously. With AI-powered personalized recommendations based on users’ preferences and past behavior, travelers can also discover hidden gems other than hot spots as per their interests. Additionally, SmartGuide is launching its AI chatbot soon that will offer real-time assistance, providing explorers with instant support and helpful suggestions during their journey.

On the other hand, mobile and digital platforms like Booking.com, TripAdvisor, Expedia, and Airbnb have simplified travel planning for solo travelers. They offer personalized options for accommodations, tours, and activities, making it easier for travelers to tailor their trips. Solo travelers, in particular, are using mobile platforms extensively, with 46% booking hotels via mobile and 62% using mobile devices to research and plan key aspects of their trips, such as hotels, car rentals, and rail services, according to Phocuswire.

Platforms such as Booking.com, recorded nearly 528 million visits to its site in October 2024, with over half of those visits coming from mobile devices, as reported by Statista, underscoring the growing dominance of mobile technology. Moreover, Cognitive Market Research predicts the global mobile travel booking market to reach USD 230 billion by 2024, with a compound annual growth rate of 11.5% through 2031. Think With Google further highlights that 79% of mobile travelers completed bookings after conducting research on their smartphones, demonstrating the critical role of mobile platforms in enabling travelers to effortlessly plan and manage their adventures.

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As mobile devices continue to play a central role in bookings, it's essential for destinations and tourism businesses to proactively maintain their online presence across various digital forums. A robust online ecosystem, responsive strategies for reviews, and up-to-date attractive content are vital elements that can influence a solo traveler's decision. For destinations and travel businesses, this means it's not just about reaching potential visitors through their mobile devices, but also about crafting and maintaining engaging and high-quality online interfaces and content on different portals that capture visitors' attention.

Sustainability - A key consideration for solo travelers

As sustainability becomes a growing concern, solo travelers are always looking for eco-friendly options that align with their values. This demographic shows a strong preference for accommodations with sustainable practices, such as energy-efficient operations and waste reduction initiatives.

Activities with low carbon footprints, like walking tours and cycling, are also in demand, with 93% of solo travelers reporting that they prefer to walk to explore destinations, as per a Solo Traveler World survey. While solo travelers often take longer trips—61% travel for over a week compared to 21% of families—this can contribute to a larger carbon footprint. However, extended trips also support the principles of slow travel, an approach that encourages meaningful and sustainable exploration of a destination.

Destinations and tourism businesses can attract environmentally conscious solo travelers by adopting green practices and promoting their sustainability efforts. For instance, offering accommodations with sustainability certifications can appeal to the 65% of travelers who express a preference for such options, as reported by Booking.com. Interestingly, according to Solo Traveler World, 95% of solo travelers preferred staying in hotels, followed by 60% in short-term rentals like Airbnb. It is important to note that many hotels are now aligning with the eco-conscious values of these travelers. Additionally, businesses can contribute by organizing community-based initiatives that resonate with solo travelers' values.

Technology further supports sustainable travel by reducing the need for physical resources. Platforms like SmartGuide exemplify this by offering digital itineraries, reducing the need for printed materials. Online forums also help travelers find eco-friendly accommodations and activities with ease. With 74% of travelers believing urgent action is required to make sustainable choices according to Booking.com, businesses and destinations must leverage these tools to build a greener travel ecosystem. The travel industry can address solo travelers' increasing demand for eco-conscious options through modern practices and a commitment to sustainability.

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Women as solo travelers

The surge in solo female travelers reflects a broader societal shift toward independence and personal growth. According to a Road Scholar survey cited by Forbes, nearly 30% of the company’s tour participants travel solo, with an impressive 85% of those being women. Additionally, Condor Ferries reports that 64% of global travelers are female, and women collectively spent an estimated $125 billion on travel in 2023. Furthermore, Passport-Photo Online data reveals that 59% of female solo travelers said they would go on a solo trip again. This growing demographic highlights a noteworthy change in how women view travel—not just as a leisure activity but as a means for empowerment, cultural exploration, and self-awareness.

To cater effectively to this audience, destinations and businesses must address safety, comfort, and tailored services. Initiatives like women-only travel packages, well-lit accommodations, and robust safety measures can go a long way in ensuring a secure and enjoyable journey. Special attention to cultural sensitivities and creating programs that encourage personal connections can also appeal to solo female travelers because when choosing a destination, 77% of solo female travelers consider cultural attractions as a major factor, as noted by the Solo Female Travelers Club, showcasing their interest in engaging with local cultures. Taking into account their substantial spending power and active participation in travel, these efforts enhance the exposure for women and also make them a vital focus for the tourism industry.

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Challenges faced by solo travelers and how to address them

Solo travelers often encounter a range of challenges, with safety and loneliness being top concerns. Data from Passport-Photo Online reveals that 48% of solo travelers cite safety as their primary worry, while 49% express concerns about feeling lonely. Navigating unfamiliar destinations, overcoming cultural barriers, and managing logistics independently can further complicate their journeys. For instance, language differences or difficulty understanding local customs may add stress to otherwise intriguing adventures.

Destinations and travel businesses can play an important role in easing these challenges by offering tailored solutions. Services like 24/7 customer support, secure accommodations with robust safety measures, and flexible booking policies can provide peace of mind. Offering luggage storage services and curated community-based activities can increase convenience and develop social interactions, creating a more inclusive and supportive environment for solo travelers.

Furthermore, to address these concerns, solo travelers can benefit from practical tools and resources. Comprehensive travel guides, user-friendly navigation apps, and real-time translation tools can help mitigate language and cultural challenges. Online platforms that facilitate social connections, such as forums or local meetup groups, can also help alleviate loneliness. Additionally, staying connected with family and friends through regular updates or travel-sharing apps can provide an extra layer of security.

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The economic benefits of catering to solo travelers

Solo travelers represent a prominent and expanding portion of the global travel market, contributing greatly to the economy. According to Acorn Tourism, solo travelers account for approximately 18% of global tourism bookings, a remarkable figure considering the broader travel industry. The global solo travel market was anticipated to reach USD 482.5 billion in 2024, with projections for it to rise to USD 1,508.2 billion by 2033, growing at a compound annual growth rate of 13.5% from 2024 to 2033, as reported by Custom Market Insights. This trend presents a substantial opportunity for destinations and businesses to cater to this audience by offering services that align with their interests and preferences.

To capitalize on this trend, businesses and destinations should offer services designed for solo travelers, boosting visitors’ satisfaction and ensuring repeat visits. These services might include self-paced tours, workshops, local meetups, cultural festivals, and adventure activities, all appealing to solo travelers seeking both personal development and cultural immersion.

By meeting the specific needs of solo travelers, businesses increase their chances of developing long-term loyalty. Furthermore, collaborating with platforms like SmartGuide to publish multilingual digital guides enables destinations to reach a broad audience, enhancing the overall travel experience for solo adventurers and ensuring that their journey is seamless and rewarding.

Are you ready to attract solo travelers?

The rise of solo travel reflects a significant transformation in the travel industry, driven by the growing demand for personalization and meaningful exploration. This trend opens a wealth of opportunities for destinations and businesses to address a diverse and influential audience. By meeting the distinct needs of solo travelers—whether through tailored experiences, improved safety measures, or sustainable practices—industry stakeholders can position themselves as leaders in this evolving market.

Furthermore, digital platforms like SmartGuide provide a powerful resource for solo travelers by offering accessible, multilingual guides and self-guided tours that augment their journey. By adopting such solutions, destinations and tourism businesses can deliver valuable encounters that build trust and strengthen their reputation while contributing to a more inclusive and traveler-centric ecosystem.

Join SmartGuide's digital audio guide platform today to create guides that connect with more than 1.5 million app users.