Any industry professional following recent trends is aware of the growing solo travel market, many of them having turned their sights and business efforts towards including this audience. Despite the gaining momentum of the solo travel movement year after year, this target demographic is often discussed in vague, all-encompassing terms.
Luckily for you, we’ve done the dirty work, having sifted through a variety of data about solo travelers to give you a clearer picture of who they are. For advisors thinking about tapping into this niche or for those who already have but want to refine their marketing materials, here’s everything you need to know about these intrepid travelers.
Who Are Solo Travelers?
Hostelworld, an online travel agency, published a 2024 State of Solo Travel Report, analyzing millions of trip itineraries and surveying thousands of users to glean some insight into the demographics of solo travelers. According to this report, women account for 60% of the group, with a whopping 67% landing in the 18-30 age range category. Since a considerable portion of solo travelers are considered Gen-Z women, most of them are employed full-time or are university and college students — two factors that play a significant role in their availability to book trips throughout the year.
While young, single women are a large part of the solo travel audience, married people shouldn’t be counted out for the running either. Both married men and women often find themselves traveling alone for one reason or another, and 31% have children, according to a Skyscanner report.
So, to put it simply, the primary market of solo travelers is young, single Gen-Z and millennial women, with married parents coming in a close second. Understanding prominent factors such as age, gender, employment and marital status provides advisors with some valuable insights into where these individuals are going, how long they are willing to go for and what they are able to spend on a trip. Gen-Z and millennial-aged travelers, for instance, may be much more open to taking an extended trip internationally compared to a parent whose schedule only allows for a long weekend in the U.S.
Speaking of insights, the desire to travel alone didn’t spur from nothing but instead stems from people’s need for independence. Seventy-five percent of respondents in the Hostelworld survey noted their top reason for going on these adventures alone is freedom — freedom to choose where to eat, where to stay and what activities they want in the itinerary. This is especially true of the younger crowd, and advisors would do well to keep this in mind as they look to book future trips or as they work with current clients, knowing that flexibility and room for spontaneity in the schedule are highly important.
However, there is a line where older travelers begin to prefer more structure to their day-to-day, particularly relevant for those over the age of 55. A 2024 report from Solo Traveler World, an online platform providing resources, advice and support for people who travel alone, surveyed their readers, finding that 90% of respondents preferred a guided tour some or all of the time.
It may seem like a lot of contingencies to keep track of, but considering the energetic attitude of young travelers, creating time in their schedule to go with the flow and see where the adventure takes them aligns with their generally carefree approach to life. Contrarily, older travelers enjoy a stress-free experience, finding comfort in the little details being planned out prior to arrival. Not every person will fit into these preference categories based solely on their age, but keeping note of these trends can help advisors better adjust their marketing approach.
Where Are They Going and Why?
Identifying where these adventurous spirits are headed isn’t as cut and dry as pinpointing their demographic information, but there are a few noteworthy items to help narrow down the options. For American travelers, the top five destinations include Spain, the U.S., Italy, Thailand and Portugal. Considerations such as affordability, weather, safety and interacting with historic cultures rank high for solo travelers, all factors evident in the top destination choices.
With affordability ranking as the most important factor when choosing a trip location, solo travelers have shown a trend in how they prefer to save money. First and foremost, 64% of these globetrotters have their sights set on booking the cheapest beds or rooms, forgoing luxury for the practicality found in hostels, B&Bs and hotels. Some are interested in joining and planning free activities during their trip, while others book flights and accommodations well in advance to save some extra coin.
For advisors who are skilled in budget travel or possess extensive knowledge about U.S., European or Southeast Asian territories, tapping into the market of solo travel could prove to be lucrative.
Identifying the destination preferences of solo travelers is good for the here and now, but what are some up-and-coming bucket list places to keep an eye on? Hostelworld’s report noted that nearly one in four solos marked Japan as their top bucket-list destination, with the far-reaching countries of Australia and New Zealand also landing particularly high.
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