The solo travel market is booming with an increasing number of people choosing to explore the world on their own. This trend is particularly pronounced among women (but applies to all age groups), presenting a significant opportunity for destination marketing organizations (DMOs) to cater to this growing segment of niche travelers.
 

Understanding the Solo Traveler

Solo travelers are a diverse group, ranging from young backpackers to retired couples. They are united by their desire for independence, adventure, and personal growth. Solo travelers are often well-educated, financially secure or financially flexible, and have a strong sense of curiosity.
 

Solo Travel - Man boarding a train with a backpack

Why Solo Travel is on the Rise

Solo Travel - Remote working woman in van

There are several factors contributing to the surge in solo travel, including:

  • An increasing number of single adults
  • The growing popularity of social media and online travel communities
  • The affordability of travel
    • Through financial stability (i.e. retirement, savings, etc.)
    • Through a willingness to budget (i.e. hostels, van travel, pet sitting, etc.)
  • The ability to work remotely
The Opportunity for DMOs

DMOs can tap into the solo travel market by offering tailored experiences and itineraries that cater to the specific needs of this group of travelers. Knowing the best attractions, restaurants, and lodging locations for individual visitors can help a DMO create content targeting the market and help its team create collateral and experiences focused on this type of traveler.

This may include:

  • Providing information on safety precautions and resources for solo travelers — this especially comes in handy for campers or van travelers
  • Developing itineraries that are designed for solo travelers, taking into account their interests and budget
  • Offering discounts and promotions for solo travelers just as many do for families and children
  • Partnering with tour operators and other businesses that cater to the market and even creating a sharing program where solo travelers can purchase an extra meal, drink, or something to leave behind for another traveler
  • Pairing solo travelers with locals or liaisons as a travel buddy or who might share common interests through an ambassador program — content creators and travel influencers are often the perfect resource for this because DMOs could, in turn, gain user-generated content (UGC) out of the newfound friendships
     

Solo Travel - Man in wheel chair at a lake - Accessible travel


By understanding the needs of solo travelers and developing targeted marketing campaigns, DMOs can attract this valuable segment of travelers and boost their local economies. Don’t forget to make it fun! Solo travelers take advantage of everything group travelers do — so create campaigns, trails, and even a dedicated web page just for them.
 

Solo Travel - Woman traveling solo with a map

  

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