Solo Travel Is Booming—But the Travel Industry Isn’t Ready

The solo travel market is experiencing unprecedented growth, yet most of the tourism industry remains stagnant in its approach. Recent data shows that in 2025, 62% of global travelers plan to take between two and five solo trips, marking a significant increase from just 58% in 2024. Google search trends for “solo travel” have skyrocketed 74% over the past two years, with hashtags like #solotravel amassing over 9.9 million posts on Instagram and 6.5 billion views on TikTok.

The numbers are compelling: the global solo travel market reached $482.34 billion in 2024 and is projected to expand to $1.07 trillion by 2030, growing at a compound annual growth rate of 14.3%. Despite this explosive growth, a study by M1nd-set found that solo travelers actually outspend and convert at higher rates than average travelers. Yet paradoxically, most of the travel industry continues treating solo travel as an afterthought rather than a core market segment.

“The question is no longer whether the demand exists, but which companies will decide to meet it,” according to industry analysis. While recognition of solo travel is increasing in media coverage, that recognition hasn’t translated into meaningful operational changes across the industry.

The Demographic Shift: Who’s Traveling Solo?

Solo travel is no longer the domain of young backpackers. Today’s independent travelers represent a diverse demographic with significant spending power. Women lead the market, comprising 65 to 85% of all solo travelers, with Gen Z and Millennials driving much of the recent surge. However, travelers aged 25 to 40 currently account for the largest market share at 43.98%, while those between 18 and 24 are expected to grow at 15.6% annually through 2030.

Interestingly, solo travel demographics extend beyond traditional age categories. About 31% of solo travelers are parents, and over one-third are married individuals choosing to travel independently. Americans show particular enthusiasm, with 72% of American women having taken at least one solo journey, and 54% planning to travel alone in the upcoming year.

This diverse demographic has distinct preferences. Many solo travelers find comfort in guided experiences while maintaining their independence. Solo travelers often find group tours valuable, with 67% joining guided local excursions to enhance their journeys. Travelers often find that combining independent exploration with structured activities offers the best balance of freedom and security. Many visitors recommend choosing destinations with strong infrastructure and safety records to complement their solo adventures.

The Single Supplement: Travel’s Most Persistent Blind Spot

The most significant barrier to solo travel growth is the single supplement—an additional charge solo travelers pay when booking accommodations or tour packages designed for double occupancy. This pricing model penalizes independent travelers by charging them nearly equivalent rates to what couples pay per person.

A survey by JourneyWoman revealed that 78% of women identified the single supplement as the biggest obstacle to solo travel. These surcharges typically range from 10% to 100% of the standard double-occupancy rate, with many averaging 18% to 50% additional costs. In some extreme cases, solo travelers pay the full double-room price for a single occupant.

The mathematics are frustrating: you can pay the same total cost traveling alone as a couple would pay combined, meaning each person in the couple pays half while you pay 100%. This pricing structure contradicts both economics and modern travel behavior. While hotels justify this surcharge by citing fixed costs like cleaning, heating, and electricity, the reality is more complex. Many women in their 50s, 60s, and beyond find themselves traveling solo due to life transitions, yet face the choice between financial penalties or sharing rooms with strangers—options neither appeals to this demographic.

Why the Industry is Missing Massive Opportunities

Despite solo travel’s explosive growth, only a handful of tour and cruise companies have adapted thoughtfully for this market. Solo Traveler, which tracks industry trends through annual surveys of over 2,000 travelers globally, regularly works with just a few dozen companies offering fair pricing and multiple solo room options. Meanwhile, hundreds of travel companies continue to ignore this opportunity entirely.

The industry gap manifests in several ways:

Inadequate Room Inventory: Most hotels and resorts design rooms assuming double occupancy. Single rooms remain rare, and when available, they’re often the smallest, least desirable options while still carrying premium pricing.

Lack of Transparency: Many bookings don’t reveal single supplement costs until the final steps, when “based upon double occupancy” appears in fine print.

Limited No-Supplement Options: While some forward-thinking companies like Overseas Adventure Travel offer industry-leading rates with free or low single supplements across thousands of departures annually, these remain exceptions rather than the rule.

Insufficient Room-Sharing Programs: Few companies actively match solo travelers with compatible roommates, despite 52% of solo travelers expressing interest in escorted holidays with like-minded individuals.

The Financial Impact on Solo Travelers

For budget-conscious explorers, single supplements can be prohibitive. First-time solo travelers typically budget $1,000 to $3,000 per trip, with most staying 7 to 10 days. A 25-50% single supplement effectively eliminates affordable options for this segment.

Solo travelers in focus groups indicated they would willingly pay up to 20% more for private accommodations—representing reasonable compensation for smaller, more efficient rooms. Anything beyond this level functions as a penalty rather than an equitable price adjustment. Yet many companies demand far more, making solo travel inaccessible for those with modest budgets.

Travelers often find that booking through niche solo travel companies—though requiring additional research—provides better value. Many visitors recommend exploring options with companies specializing in independent travel, as these frequently offer significantly better pricing structures. Travel enthusiasts often discover that luxury solo travel experiences, when available, actually deliver superior value compared to inflated standard tour pricing with single supplements.

What Leading Travel Companies Are Doing Right

Several progressive travel operators demonstrate that serving solo travelers profitably is entirely feasible. Overseas Adventure Travel established itself as the industry leader by eliminating single supplements across thousands of departures. Companies like Solos, Just You, and Travel Pack have built entire business models around solo travel, proving that dedicated focus yields loyalty and repeat bookings.

Some cruise lines have begun incorporating single cabins into ship designs, reducing per-unit costs while meeting genuine demand. Larger travel companies like TUI now offer discounts specifically for solo travelers, recognizing that capturing this market segment pays dividends through repeat business and referrals.

The common thread among these leaders: they recognized solo travelers as a distinct segment with specific needs rather than viewing them as couples traveling without their partner.

How Solo Travelers Can Advocate for Change

While waiting for industry-wide transformation, solo travelers can drive change through their purchasing decisions. Several strategies prove effective:

Choose Solo-Friendly Companies: Direct bookings to companies offering fair pricing and adequate solo accommodations sends a market signal more powerful than complaints.

Use Comparison Tools: Website tools and apps designed for solo travelers help identify companies eliminating or reducing supplements. Setting Google Alerts for searches like “no single supplement Europe” or “solo-friendly tours” keeps opportunities current.

Negotiate Directly: Contacting travel companies directly rather than going through agents sometimes yields supplement waivers, particularly for unsold spaces.

Share Your Experience: Online reviews, social media, and travel communities amplify solo traveler voices, influencing company decisions and helping other travelers find better options.

The Future of Solo Travel: Industry Readiness Matters

Looking forward, the travel industry faces a clear choice: adapt to solo travelers’ needs or miss the fastest-growing market segment in tourism. Companies that redesign pricing structures, expand single room inventory, and create genuinely inclusive experiences will capture loyalty in a market projected to reach $1.07 trillion by 2030.

The opportunity isn’t speculative—it’s quantifiable. Solo travelers book frequently, spend well, and demonstrate exceptional loyalty to companies that serve them equitably. They represent 18% of global tourism bookings despite being underserved. As this percentage grows, the first-mover advantage for progressive companies will become increasingly valuable.

Forward-thinking travel brands are already adapting. Hotels expanding single room options, tour operators implementing no-supplement policies, and cruise lines designing dedicated cabins represent the future of competitive travel. For companies still relying on outdated double-occupancy models and restrictive pricing, the clock is ticking.

The travel industry’s historical blind spot toward solo travelers represents both its greatest oversight and its most significant opportunity. Solo travel isn’t a passing trend—it’s a fundamental shift in how people explore the world. With 62% of 2025 travelers planning multiple solo trips and market growth approaching 14% annually, the momentum is unstoppable.

The question remaining isn’t whether solo travelers exist or whether they spend money. The real question is which travel companies will step forward to serve them equitably. Those that do will build lasting loyalty with a diverse, growing demographic that values independence, meaningful experiences, and fair treatment. For solo travelers waiting for the industry to catch up, the message is clear: your power lies in your choices. Support companies embracing this market, share your expectations loudly, and continue advocating for travel on your own terms. The industry will follow.

More Travel News