Main image credit: Julian Yu; littlej1428
Mercury Holidays has revealed a 55% year-on-year increase in solo escorted tour bookings, reflecting strong demand from older, independent travellers seeking structured yet sociable holiday experiences.
The destinations proving most popular among Mercury Holidays’ solo customers include:
- India, which is the most popular destination, represents almost 30% of all solo bookings in the past month. The South Asian nation offers vast contrasts from the bustling energy of Delhi to the peaceful reflection of the Himalayas. Added to which, renowned landmarks such as the Taj Mahal make it enduringly popular. While travelling here independently can be daunting, the support of a group tour offers safety, comfort and ease.
- Vietnam ranks second, accounting for 15% of solo tours this year. Combining its rich culture and history with beautiful scenery like Ha Long Bay and the Mekong Delta, Vietnam is known for its hospitality and affordability. These make it particularly appealing for solo explorers seeking both value and adventure.
- China is experiencing rising interest from solo travellers who are drawn to its mix of ancient wonders and modern megacities. It is easier to navigate attractions such as the Great Wall, the Terracotta Army and Chengdu’s Giant Pandas within a guided group, where assistance wwith language and logistical barriers is on hand.
- Morocco stands out as the leading short-haul destination, representing 12% of solo bookings and showing notable year-on-year growth. Its proximity to the UK, combined with its offers of vibrant souks, desert landscapes and historic medinas, makes it a captivating yet accessible choice for those seeking culture without the long-haul flight.
To meet rising demand, Mercury Holidays will expand its solo escorted tour range with six new itineraries launching in January 2026. These tours will continue to include private rooms and will be designed to especially appeal to the over-60s demographic, which remains a core growth segment for the brand and for the wider travel trade.
Some of the new itineraries include:
A 17-day ‘Grand Tour of North India for Solo Travellers’ spanning Delhi, Varanasi, Jaipur and Amritsar, with experiences including sunrise on the Ganges, the Taj Mahal, and Himalayan views. The trip is priced from £2,899pp, including flights, accommodation, selected meals and excursions. Departures are across January, March, April, May, September and October 2026.
Or the 16-day ‘Wonders of China for Solo Travellers’ trip featuring the Yangtze River Cruise, the Chengdu Panda Breeding Centre, the Terracotta Army, and Beijing’s most iconic landmarks. The tour is priced from £2,999pp, including return flights, accommodation, selected meals and excursions. Departures: December 2025; March, June, November and December 2026.
The global solo travel market was valued at about $482.34 billion in 2024, and is projected to grow to about $1.07 trillion by 2030, at an annual growth rate of around 14.3%, according to a Grand View Research Report.
Chris Armond, Chief Marketing Officer at Mercury Holidays, said: “Solo escorted tours continue to attract travellers who value the flexibility to explore independently, combined with the reassurance of a professionally organised itinerary. We are seeing strong demand from guests who have the means and desire to travel further afield but prefer a more structured and social experience.
“Tours to India, Vietnam and China are especially popular with solo guests who want to immerse themselves in new cultures without the stress of organising the trip themselves. Travelling as part of a small group with a local guide provides both confidence and companionship, which resonates strongly with this audience.
“With solo travel becoming an increasingly important part of our business, we are committed to growing our portfolio and supporting our agent partners with a wider range of commissionable, easy-to-sell solo products.”
