The Solo Travel Market Businesses Are Missing: A £482 Billion Opportunity

When I browse travel websites and social media, I notice something: nearly every image shows couples sharing sunsets, families building sandcastles, or groups of friends at dinner tables. Solo travellers? We're largely invisible in travel marketing.

This is puzzling when you consider the numbers. The global solo travel market was valued at £482.34 billion in 2024 and is projected to reach £1.07 trillion by 2030. That's substantial growth for a demographic that barely features in most travel advertising.

The Numbers Tell a Different Story About Solo Travel

Here's what's actually happening in travel:

Over 16% of travellers now embrace solo travel, according to ABTA surveys. Among those aged 35-44, the numbers have more than doubled to 13%. This isn't a small shift—it's a fundamental change in how people approach travel.

Consider these statistics:

• 76% of Gen Z and Millennial travellers are planning solo trips this year

• Searches for "solo travel deals" and "best solo destinations" have increased by 30%

• 27% of travellers plan to go solo on their next trip—double last year's percentage

• 65% are choosing solo travel because family and friends don't share their travel interests

The market is growing at a rate of 14.3% annually. In the U.S. alone, the solo travel market is expected to expand at 12.4% from 2025 to 2030.

Who's Actually Travelling Solo and How Often

The profile of solo travellers might surprise you. This isn't exclusively young backpackers on gap years.

Women represent 84% of solo travellers, and solo female travellers already account for 14% of all female tourism demand globally. Women comprise 28% of all solo travellers, with a notable increase in female travellers over 80. The 25-34 age group remains highly active in solo travel.

These aren't one-off experiences either. 62% of solo travellers plan to take between two and five solo trips within the next year. Among those who travelled in 2024, 36% are planning another four to five trips. This is repeat business at scale.

Most solo travellers (75%) take trips lasting two weeks or longer, with an average trip length of 19 days. Long-haul tours are popular (42% of solo travellers choose these), as are cruises. Importantly, 82% plan to travel outside their home country, indicating these aren't just local getaways.

The Financial Reality of Travelling Solo

Solo travellers represent significant spending power, though they face unique financial challenges.

On average, solo travellers from the US, Canada, UK, and Australia spend £800–£1,600 per week, excluding airfare. Total trip costs reveal serious investment: 63% spend between £800 and £2,400 on their solo trips, while 27% are willing to spend over £4,000.

However, they're also paying a premium for travelling alone. Single supplements can add up to 50% to accommodation costs. Travel insurance costs approximately 20% more than for other travellers.

Price and safety are the top two concerns, cited by 77% and 76% of respondents respectively. Solo travellers are value-conscious but willing to spend when their needs are met.

Understanding the Barriers and Benefits of Travelling Solo

When asked what holds them back from solo travel, people cite social anxiety, stigma of being seen alone, and concerns about loneliness. Women particularly mention these as barriers to travelling independently.

What's interesting is what happens after people actually try solo travel. Despite initial concerns, 45% of those who've travelled solo say freedom is the best part. Additional benefits include embracing local cultures, gaining confidence, and not having to compromise on itineraries.

The reasons people choose solo travel are practical:

• 74% don't want to wait for others to see the world

• 57% enjoy not having to compromise for others

• 52% want to escape daily routines whilst building confidence

  
  

Here's a crucial insight for tour operators: 90% of solo travellers prefer escorted tours some or all of the time. Two of the top reasons people book tours are to visit places they wouldn't feel confident going alone, and to have someone else handle the planning and logistics.

What This Means for Solo Travellers

• For working professionals: If you're waiting for friends to confirm annual leave before booking that trip, you're part of a growing number who are simply going ahead anyway. The data shows 49% of millennials frequently take last-minute trips—you're not alone in making spontaneous decisions.

• For women considering solo travel: You're joining 84% of solo travellers who are female. Resources specifically for solo travel for women have expanded significantly, from dedicated solo travel groups for women to comprehensive solo travel guides focused on safety and confidence-building.

• For first-time solo travellers: The question "what is it like to travel solo" is being answered by millions who've already done it. The consensus? The anticipation is often harder than the reality. Most report that the freedom and personal growth outweigh initial anxieties. And contrary to what you might think, this isn't a one-time experience—most people who try it plan multiple trips per year.

  
  

What This Means for Travel Businesses

If you work in travel, tourism, or hospitality, this represents a significant opportunity.

The market is speaking clearly through search data, booking patterns, and survey responses. Solo travellers are:

• Taking 2-5 trips per year (62% plan this frequency)

• Staying for 2+ weeks on average (75% take trips this length)

• Spending £800-£1,600 per week, excluding flights

• Booking both last-minute (49% of millennials) and well in advance for long-haul trips

• Actively searching for solo travel packages, tours, and destination guides

  
  

Practical Actions for the Industry

• Marketing and imagery: Include solo travellers in your visual content. Show people dining alone contentedly, taking self-portraits at landmarks, or enjoying their own company. The current couple-and-family-focused imagery doesn't reflect a significant portion of your actual market.

• Product development: Create specific offerings for solo travellers. Given that 90% prefer escorted tours at least some of the time, there's clear demand for structured options. Long-haul tours (42% popularity) and cruises are particularly successful with this demographic.

• Pricing structures: Review single supplement policies. When solo travellers already pay up to 50% more for accommodation and 20% more for insurance, excessive single supplements may be pricing you out of a lucrative market. Consider dedicated solo traveller rates or rooms designed for single occupancy at fair pricing.

• Content creation: Address the real questions solo travellers ask. What is it like to travel solo in specific destinations? How do you handle solo dining? What about safety considerations? Create comprehensive solo travel guides that acknowledge concerns whilst providing practical solutions.

• Price and safety are the top concerns (77% and 76% respectively)—your marketing should address both transparently.

• Target the right demographics: The 25-34 age group is highly active. The 35-44 age group is your fastest-growing segment. Women over 80 are showing increased participation. Women looking for solo travel groups or solo travel experiences represent 84% of solo travellers.

• Understand booking patterns: Nearly half of millennial solo travellers book last-minute trips, whilst others plan well in advance for long-haul adventures. Your systems should accommodate both booking styles.

The Business Case for Solo Travellers

This isn't about charity or social progress—it's about meeting market demand. When solo travellers are taking 2-5 trips per year and spending £800-£1,600 per week (excluding flights), when 27% are willing to spend over £4,000 on a single trip, and when the market is valued at nearly half a trillion pounds globally, this represents substantial revenue potential.

Tour operators have already noticed this. Some report single bookings up 300% compared to bookings from couples, families, or groups. The demand is there; the question is whether businesses will adapt their offerings to meet it.

One in four travellers planned to travel alone within six months of a late-2024 survey. That's 25% of your potential market actively looking for solo options.

Moving Forward for Businesses Looking to Market at Solo Travellers

Solo travel has evolved from a niche market to a mainstream choice. It's driven by changing social norms, increased confidence among travellers, and practical realities—people have limited time and don't want to wait for others to be available.

For solo travellers: the resources, infrastructure, and community support have never been better. Whether you're looking for solo travel groups for women, comprehensive solo travel guides, or simply wondering what it's like to travel solo, there's a wealth of information and support available.

For businesses: the opportunity is clear. A market projected to reach £1.07 trillion by 2030, where travellers are taking multiple trips per year and spending significant amounts per trip, deserves dedicated attention, appropriate products, and marketing that actually reflects who's travelling.

The solo travel market isn't coming; it's already here, travelling 2-5 times per year, staying for an average of 19 days, and spending between £800-£4,000+ per trip. The question is whether the travel industry will adjust to serve it properly.

What's been your experience with solo travel, either as a traveller or from a business perspective? I'd be interested to hear how the industry can better serve this growing market.