Here’s How Hotels Can Market to Solo Travelers

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. 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.

How Hotels Can Win with the Solo Travel Segment

Here’s how to make your property more appealing to this growing market:

• Create solo-centric packages: Think “Me Time” spa retreats, culinary tasting tours, or flexible activity bundles that accommodate one.
• Personalize the pre-stay experience: Offer trip-planning content or solo-friendly guides via email or your website.
• Promote safety and hospitality in your messaging: Solo guests want to know they’ll be seen, supported, and welcomed.
• Foster connection through design: Host small-group experiences or community events onsite (with opt-in flexibility).
• Train your staff: Empower front desk and concierge teams to recognize solo travelers and go the extra mile with tips, maps, and conversation.
• Target content marketing towards solo travelers: Develop SEO-focused solo traveler city guides and insider tips for those traveling alone.

The TravelBoom Takeaway: Solo travelers are no longer niche. They’re a strategic, growing audience with real revenue potential. The properties that recognize and cater to solo travelers’ unique needs will earn bookings, loyalty, and advocacy in 2026 and beyond.

Want to understand today’s traveler in full?

Download the full TravelBoom 2026 Leisure Travel Study here: https://www.travelboommarketing.com/research/2026-leisure-travel-trends-study

About TravelBoom Hotel Marketing

TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.