Solo travel is no longer an outlier trend, it’s gone mainstream. In 2026, more people are choosing to travel alone than ever before, driven by a desire for self-discovery, flexibility, and highly personalized experiences.
NB: This is an article from Travelboom Marketing
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For hotels, this shift represents an incredible opportunity to tap into a growing, often overlooked, guest segment that values connection, safety, and independence.
Solo Travel Marketing Trends by the Numbers:
According to the 2026 TravelBoom Leisure Travel Study, solo travel is on the rise:
- 59% of travelers have taken a solo trip in the past five years – up from 46% in 2025.
- Millennials lead the way, accounting for 52% of those solo trips.
This jump marks a major behavioral shift, and it’s not just about younger travelers backpacking across Europe. It’s working professionals taking wellness breaks, empty nesters looking to reconnect with themselves, and culinary explorers planning hyper-local, experience-rich escapes.
Why Travelers Are Going Solo: Solo travelers are highly intentional. Their motivations often include:
- Freedom and control: No group dynamics to navigate; they can plan exactly what they want.
- Mindfulness and mental health: Many travelers use solo trips for digital detox, reflection, or rejuvenation.
- Niche interests: Food, wellness, music, and cultural travel are top motivators.
- Personal growth: For many, traveling alone is a form of empowerment.
What Solo Travelers Are Looking For:
While preferences vary, most solo travelers consistently value:
- Safety: Well-lit areas, secure access, attentive staff.
- Ease of navigation: Clear directions, walkable neighborhoods, onsite amenities.
- Social opportunity without pressure: Lounges, communal dining, local tours – not forced interaction, but accessible connection.
- Authentic, value-packed experiences: They’re willing to spend more if the return is meaningful.
What an Increase in Solo Travel Means for Hotel Marketing
Solo travelers are often:
- Planners: They research extensively, compare options, and book directly.
- Loyal: A positive experience builds long-term brand affinity.
- Influential: They share more, post more, and often write reviews.
They also tend to have higher per-guest spend since they’re not splitting the cost of dining, excursions, or room upgrades.
