The beauty of travel is that you make it your own. Whether you’re taking your summer vacation to the south of France or roadtripping to a neighboring town, at the very least, travel creates opportunities to make core memories and take a break from your daily routine. Moreso, travel gives you the perfect excuse to try new things, accept new challenges and step outside of your comfort zone. Nobody knows this better than a solo traveler. Because who says you need a travel companion?
Let’s dive into the trend and what we as tourism marketing professionals can do to capitalize on it.

Solo Female Travelers on the Rise
Solo travelers represent an expanding segment of the hospitality industry. Although they’re a diverse group, ranging from backpacking millennials to retired singles, there is a strong emphasis on the female solo traveler. Noted by Forbes Travel Trends Report 2025: The Rise Of The Female Adventurer, “Virtuoso–the leading global network specializing in luxury and experiential travel–agrees that solo female travelers are on the rise, with Virtuoso’s recent trends report showing that females now make up 71% of solo travelers.” Furthermore, “Backing this up, according to the U.S. Travel Association, Google searches for ‘solo female travel’ increased by an astounding 131 percent over 2023.”
Married or single, younger or older, it seems more and more women are flying solo. And not all are seeking leisure, with an increasing number seeking bold and immersive adventures that are personally transformative. Solo travel is known to be incredibly rewarding, teaching independence and self-trust, while deepening your appreciation for individuality. There’s joy in exploring at your own pace and leisure while marching to the beat of your own drum. And certainly not to be forgotten, solo travel allows for freedom and flexibility in the midst of some cherished self-care, or “me time.” Why let others rush you when you could be sipping a spritz or savoring local cuisine on your own schedule?

Marketing to Solo Female Travelers
So, how do we market to these individuals? Below are a handful of ideas from our team.
- Showcase experiences and create itineraries that lead to community. Solo doesn’t mean unsociable. One of the beautiful, and often sought-after, aspects of solo travel is that it opens you to connect with others on the same journey or with the surrounding locals.
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- Advertise group tours, communal lounges or coworking areas, social events and inviting outdoor areas.
- Partner with local businesses and attractions to create packages or promotions for cultural experiences, culinary adventures or wellness retreats.
- Create online forums or groups where solo travelers can connect with each other.
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- Share content that speaks to flexibility and safety. When solo travelers set off, they leave behind the comfort of not only their home, but also their loved ones. Knowledge of the destination and information on safety precautions and resources creates trust and makes the traveler feel welcome.
- Use solo traveler photos, videos and testimonials to showcase their personal experiences. Allowing a solo traveler to see a destination through the lens of another fellow solo traveler is perhaps the best way to capture attention and create interest. ASA Luxury, a travel public relations agency, noted in their Travel Trends Report 2025 that 58 percent of Gen Z women showed interest in traveling abroad alone and 83 percent were inspired to do so by social media influencers and celebrities.
Is your destination seeing an increase in solo travelers? We’d love to hear from you. To chat or learn more, reach out to [email protected].