In recent years, solo travel has evolved far beyond the traditional image of the young backpacker exploring Europe. Today, travelling alone appeals to a much broader range of people, from professionals seeking adventure and flexibility to parents looking for time to themselves.
According to Explore Worldwide and Intrepid Travel, solo bookings among UK customers increased by 20% between 2023 and 2025. This growth reflects a wider industry trend, with a 2026 market analysis report projecting that the global solo travel market is expected to grow from USD 627.3 billion in 2026 to USD 1,624.2 billion by 2033. The report finds that this uptick in solo travel is partly owed to travellers prioritising independence and more meaningful experiences that facilitate personal growth.
As experience-led tourism enjoys a boost in popularity, more travellers are looking beyond traditional holidays and seeking trips that reflect their individual interests and aspirations. Solo travel offers the freedom to create a more personalised itinerary, allowing travellers to decide their own pace, choose experiences that align with their interests and make decisions without compromise.
For travel agents, this shift presents a significant opportunity to tap into the evolving demands of their customer base. As demand for solo travel continues to grow, agents who understand the motivations behind these bookings and tailor their recommendations accordingly will be well placed to attract new customers, build loyalty and increase booking value through personalised itineraries.
Understanding what drives solo travellers
The rise of solo travel is partly a knock-on effect of the COVID-19 pandemic, when millions of people worldwide spent months confined to their homes. Following the easing of lockdown restrictions in January 2022, Google searches for ‘solo travel’ surged. This phenomenon reflected a desire among travellers to make up for lost time while regaining a sense of control and independence after a prolonged period of uncertainty.
The pandemic also prompted many people to become more comfortable spending time in their own company. As restrictions lifted, solo travel offered a natural extension of this newfound independence that added a sense of adventure and exploration beyond the confines of home.
Since this initial increase in interest, the solo travel market has continued to gain popularity and as a result, is no longer the niche market it once was. Travellers are increasingly choosing to explore alone as a way to break away from their everyday routine – and instead prioritise spontaneity, self-discovery, relaxation and personal interests.
Among male travellers in particular, adventure is becoming less of a driving force for individual travel, and opportunities for “self-reflection, personal development, and cultural immersion” are taking its place.
However, despite the name, solo travellers do not necessarily aim to spend their time alone. As travellers opt for purpose-driven holidays, research shows that they are also seeking new connections with people they would not otherwise meet.
One report found that 58% of solo travellers value the opportunity to meet new people, 54% are motivated by connecting with other cultures, and 59% appreciate the freedom that solo travel provides. These findings highlight that travelling alone is just as much about forming new relationships and experiencing different cultures as it is about enjoying personal freedom.
For travel agents, this presents an opportunity to challenge outdated perceptions of solo travel and showcase the wide range of experiences available. Recommendations can extend beyond simply suggesting a destination and instead focus on the types of experiences that will help solo travellers feel both confident and comfortable – as well as connected with local communities.
This could include group excursions, social accommodation options, wellness retreats or immersive cultural activities where travellers can meet like-minded people while still maintaining the flexibility of travelling independently.
The opportunities for travel agents
By understanding the motivations behind solo travel, agents can move beyond transactional bookings and become trusted advisors who curate experiences tailored to individual goals. Whether a customer is looking to relax on a wellness retreat, join a small-group adventure, immerse themselves in local culture or simply enjoy the freedom of exploring at their own pace, personalised recommendations can transform a solo trip into a truly memorable experience.
As solo travel continues to reshape the tourism landscape, travel agents who embrace this trend and adapt their approach will be best placed to meet the expectations of the modern traveller.
Squamish, the mountainous town north of Vancouver, is one spot where independent travellers can find restorative and meaningful experiences. With a focus on nurturing the mind, body and spirit, the Canadian destination provides a diverse range of wellness-led retreats and activities, from equine therapy and forest-based workshops to immersive nature experiences designed to support relaxation and personal wellbeing.
These experiences also create a positive impact beyond the individual traveller, supporting the wider local community. For example, Visit Squamish’s equine therapy programme partners with Second Chance Cheekye Ranch, an organisation dedicated to rescuing, rehabilitating and rehoming mistreated horses. Through these initiatives, visitors can enjoy transformative experiences while contributing to a more sustainable and community-focused approach to tourism.
By pointing travellers towards such destinations, travel agents are able to offer more personalised recommendations that align with the growing demand for meaningful, wellness-focused experiences, while helping customers discover holidays that support both personal wellbeing and positive local impact.
