The Solo Travel Boom: A Golden Opportunity for Destination Marketers

Travelers’ mindsets are changing, and they’re seeking opportunities for personalized and unique travel experiences – even if they’re doing it alone. It’s not because they don’t have anyone to travel with either. A recent survey from Skyscanner showed that 43% of travelers have taken a solo trip – and plan to take more. And about one-third of those are married and/or have children. 

They are finding time to prioritize their own interests instead of always just going along with the group. 

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Why is the solo travel boom happening?

Data from Grandview Research shows some fascinating insights on this growing segment of travelers and shared a few reasons why this boom is happening. During the pandemic, people became more comfortable being alone and experienced a newly found sense of independence. In addition, some are seeking trips that provide: 

• Self-discovery
• Wellness
• Relaxation
• Pursuing unique interests
• Educational experiences
• Personal growth
• Getting away from routine responsibilities
• Meeting new people
• Immersive cultural experiences 
• Volunteer opportunities 
• Adventure
• Events
• Opportunities to explore at their own pace 
• A place to work remotely as a digital nomad
• Experiential travel 

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Why should destinations care? 

• Solo travelers are spending money. Grandview reported that men are spending the most – with almost half of male solo travelers budgeting $2,000-$10,000 for a solo trip. (And some are spending even more.)

• More people are traveling solo. Grandview expects the solo-travel market is expected to grow by over 14% by 2030. 

• They can travel during off-peak times. With more flexible schedules that aren’t reliant upon the schedules of others, these travelers can visit your destination at times of the year when you need it most – helping reduce overtourism and creating long-term destination sustainability. 

• They are taking multiple trips. According to research from American Express, 60% of solo travelers plan to take two or more solo trips in a year. 

• The new generation of travelers has a preference for solo travel. The data from American Express also shows that 75% of Millennials and Gen-Z travelers are planning solo trips. 

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Welcome solo travelers to your destination in fun ways 

Want to welcome this highly-valued segment of travelers to your destination? Here are a few examples of ways that others are creating experiences that cater to the needs of solo travelers. 

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Find ways to connect them with others who have shared interests. 

Although they’re traveling alone, it doesn’t mean they aren’t seeking a sense of community with people who have shared interests. The Western New York Beer Trail is a great example of how you can create a social community where passholders can communicate about their shared passion for beer. They have dedicated social media pages on Facebook and Instagram, and a solo traveler can join the group before their trip to learn more about the area’s best breweries. They may even make friends with another local passholder so they can meet up for a cold beer. 

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Create experiences that involve businesses within walking distance. 

This makes trip planning so much easier for a solo traveler. The Tampa Riverwalk Attraction Pass shows how you can bundle attractions within one region and create a full experience that gives a solo traveler a reason to travel to your destination for a few days. Since all of their participating businesses on the pass are within walking distance, it makes it very easy for a solo traveler to book a flight to Tampa, catch a ride downtown, and have a few fun-filled days there without even needing a car. 

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Help solo travelers save money. 

Solo travelers are willing to spend money, but we all like saving money, right? It’s great to plan a trip that you don’t have to plan around the schedule of others, but it also means you don’t have anyone to split a hotel room with and share in the costs. The price of traveling solo can sometimes be a little more pricey, so consider creating a savings pass that includes local discounts. The My Barrie Coupon Pass includes a variety of deals that allow a solo traveler to save money on a hotel, meals, and even a spa day. After all, many of them are seeking relaxation, too. 

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Show them how to experience your lesser-visited spots. 

Solo travelers aren’t trying to please the group they’re traveling with, and they’re open to exploring beyond your most well-known attractions. Travel South Dakota has created a strategy for avoiding overtourism in its popular hotspots that includes creating passport experiences that showcase unique spots around the state. Pair that with solo travelers who have the ability to visit during off-peak seasons and you have a win-win situation for creating sustainability for your destination – one of the most crucial tourism trends destinations need to be aware of. 

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Give them a trusted way to explore your destination at their own pace. 

A solo traveler enjoys being able to be on their own schedule. By creating a check-in challenge that gives them a variety of places to explore, they are able to create a self-guided tour of your destination. Even better, with trusted information that comes from the DMO, the solo traveler sees this experience as a meaningful resource. It also creates less work they have to do when trying to piece together an itinerary based on their specific interest. While interests can vary by travelers, Grandview’s research states that cultural heritage and wine regions are a couple of topics that are popular with solo travelers. Tourism Windsor Essex Pelee Island has made the most of both of these opportunities. Included in their portfolio of passes is their Crossroads Historical Guide  (a self-guided cultural tour that includes interactive trivia) and the EPIC Wine Pass (a tasting pass that allows wine lovers to visit multiple wineries in their area.) 

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Provide a curated list of outdoor adventures. 

With adventure and wellness being among the reasons that people are traveling solo, use your destination expertise to create a pass that highlights those things. Many solo travelers enjoy exploring the great outdoors, but as a solo traveler, safety is always a concern. With a list of experiences that come from a trusted source such as the DMO, the solo traveler’s mind is put at ease. The Flagstaff Trails Passport is a great example of a way to invite solo travelers to visit and explore the hiking trails in your area (fulfilling those needs for both wellness and adventure.) 

On a global level, the solo travel market is estimated to grow by over 14% by 2030, and reach over $1 trillion in spending. Don’t miss out on your share of this. Learn how you can create experiences that give solo travelers an easy way to explore your destination on their own – and start inviting this high-value segment of travelers to your destination.