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Ultimate guide to solo touring

Apr 11, 2025by Katie McGonagle

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Solo touring is on the rise, so how can travel agents tap into this growing sector?

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Would any business want to ignore a sizeable segment of its potential customer base?

If the answer is no, then it’s time to tap into the solo touring market because this lucrative demographic makes up a significant proportion of sales – sometimes more than half of customers, according to some of the most popular touring brands – so it’s worth getting on top of the needs of solo travellers and the opportunities this segment presents.

Solo travellers make up more than a quarter of Cox & Kings’ group tour clients, particularly on specialist-led tours where a shared interest and the guide’s expertise draw travellers together.

More: 15 of the best new solo tours

Why Iceland is perfect for first-time solo travellers

Newmarket Holidays has seen a 40% rise in solo travel over the past year, having introduced no single supplements on more than 40 of its tours and added an Exclusively Solos range in May 2023.

Likewise, Jules Verne has seen sustained growth in its solo travel business, accounting for 42% of all bookings in 2024 – up from 36% in 2019 – with three-quarters of these travellers over 60 years old. A third of the solo travellers booking with Jules Verne since February 2025 have also been new customers – highlighting the opportunity to grow your touring business by bringing in new clients.

Benefits of a solo tour

There are plenty of benefits of travelling solo while being part of a group. Guests get the advice and expertise of a local guide, the camaraderie of fellow travellers to share funny or meaningful moments with and the safety net of being part of a group – often a concern for female travellers, first-time solos or experienced adventurers heading to a more remote destination.

It can be cheaper too – solo travellers can benefit from the buying power of a bigger group and cut the cost of single supplements by choosing to room with another guest or getting access to sole-occupancy rooms at a discounted rate.

Who travels solo?

Women make up the majority of solo travellers. Insight Vacations says 80% of its solo travellers are female, compared with 55% across its wider portfolio, with an average age of 66.

That’s a fairly typical picture for classic touring brands. They have a high repeat rate, too, with many solos latching on to a style of travel and group size that suits them, then coming back time and again.

Colum McLornan, director of solo-only brand Friendship Travel, says: “We’ve seen a significant rise in the solo travel segment in recent years, with 64% of our solo travellers being women. This demographic spans a wide range of ages, but a growing portion of our customers are women aged 50-plus. Many of them are not single but seeking new experiences independent of their usual family or partner trips.

Over 60% of our solo travellers are repeat customers, and we’ve noticed a 15% year-on-year increase in first-time solo travellers, many drawn by the combination of adventure, safety and community.”

Solo tours range from remote adventures where travellers want the reassurance of a guide, through to quieter thrills closer to home. Grand UK Holidays’ sales and marketing manager Kirsty Laifa says:

“Solo travel continues to gain momentum. [They] make up a substantial portion of Grand UK Holidays’ customer base, with around 40%-45% of guests throughout the year.”

Best destinations for solo travellers

The top sellers for solo travellers from a cross-section of brands include:

Canada
Central Asia
Costa Rica
Croatia
India
Ireland
Italy
Japan
Kenya
Peru
Portugal
Scandinavia
Spain
Sri Lanka
Turkey
UK
US
Vietnam

Solo touring in numbers

24% of Incredible Journeys bookings are for solo tours, a 23% year-on-year increase
81% of travellers on Newmarket Holidays’ Exclusively Solo tours are women
13% of The Aurora Zone bookings from Sep 2024-Mar 2025 were solo travellers, up from 6% the previous year
35% of Insight Vacations’ solo travellers visit the US, with Canada and India in second and third place
50% of Intrepid Travel customers go solo

13 tips to sell solo tours

Give your solo sales a boost with expert tips, from how to skip single supplements to using positive language about empowering adventures

Forget stereotypes – solo travel isn’t just for singles

Mark Henderson, head of specialist product, Incredible Journeys

“A common misconception of solo travel is that everyone on the tour is single or that you are completely alone throughout the experience, which isn’t the case.

Although ‘solo’ is in the name, these tours are led by local guides and attended by like-minded travellers who may have simply chosen to travel alone on this trip.

Another misconception is that solo tours require travellers to share rooms, which isn’t always the case – Just You provides tours where no room sharing is required, and both Intrepid Travel and G Adventures offer own-room supplements for their tours. However, sharing rooms is a more cost-effective solution on some tours, if customers are happy to do so.”

Share other travellers’ tales to build confidence

Shane Lewis-Riley, director of trade distribution, Titan Travel

“Share experiences from other solo travellers with your clients. Hearing first-hand accounts of the friendships formed, the confidence gained and the memorable moments shared can be incredibly inspiring for those considering their first solo trip. By focusing on positive narratives, agents can build confidence and excitement around solo touring.”

Be proactive – create solo-specific sales events

Ashley Dellow, head of retail sales, Leger Shearings Group

“Some travel agents have been very proactive and created solo clubs, holding events where they bring together single travellers and tour operators offering solo trips, to meet each other and talk about the products.

One agent told me they had seen a 20% year-on-year increase in their solo holiday bookings. Solo tours are becoming more varied, exciting, cultural, active and themed – giving solo travellers the incentive and confidence to travel farther afield.”

Spread awareness with your existing clients

Rachel Mould, UK head of trade sales, Just You

“People tend to think of a solo tour as something that is exclusively for single travellers, but at Just You, 20% of our guests are in relationships – they simply choose to travel solo. This demonstrates the growing appeal of solo touring and helps to change the perception of what a solo traveller looks like, in turn driving awareness and growing the market.

The sector needs agents to help spread awareness by tapping into their relationships with clients to suggest solo touring as a viable option – there’s a clear opportunity to engage and boost knowledge.”

Recognise the mindset shift – people won’t wait for a travel companion

Brian Young, managing director EMEA, G Adventures

“Traveller mindsets are changing – we have seen a rise in the more mature traveller who is no longer willing to wait for a partner, friends or family to book an adventure.

The average age of travellers booking our Solo-ish Adventures is 46, and for our Geluxe collection of trips, it’s 52. Agents should advise clients who may be thinking of a solo trip that small-group travel enables travellers to travel solo, but not alone.”

Use positive language to promote freedom and flexibility

Colum McLornan, director, Friendship Travel

“When communicating to first-time solo travellers, agents should use positive language that emphasises the freedom, empowerment and flexibility solo trips provide. Stress the balance between independence and community that tours offer and mention the safety benefits of travelling in a guided group, which can reduce the anxieties that often come with solo travel.

We’ve expanded our product range to include more adventure and activity-led experiences: our newest collections include cycling tours in Spain, cultural experiences in Morocco and wellness retreats on the Greek islands.”

Highlight the benefits of having an experienced tour leader

Brendan Phelan, sales director, Exodus Adventure Travels

“We always encourage our agent partners to highlight the fact that each of our tours is hosted by a tour leader who isn’t just a destination expert, but also masters bringing people and culture together.

Solo travellers are a really important part of our business and always have been. We see first hand how much they love the group experience.”

Target ‘empowered adventurers’

Amy Hope, managing director, The Aurora Zone

“Highlight that solo travel is a powerful choice and an opportunity for travellers to embrace adventure on their own terms. More are now choosing to explore independently, not out of necessity, but to fulfil personal travel dreams without compromise.

While there is a common stereotype that those travelling alone are lonely, it’s important for solo travellers to recognise they are empowered adventurers, choosing to immerse themselves in new experiences.”

Show how to avoid paying single supplements

Andrew Rix, head of tour operations, Grand UK Holidays

“Traditionally, solo travellers would often be widows or widowers, but now we’re seeing a growing number of divorced individuals and groups of friends, such as two ladies travelling together, leaving their husbands behind.

We strive to offer as many single-bed rooms as possible without any supplement, so guests don’t have to pay extra for the privilege of travelling alone. For those booking twin or double rooms for sole occupancy, we aim to keep supplementary costs as low as possible, making solo travel more accessible to all.”

Don’t underestimate the desire for adventure

Hayley Morris, head of trade sales and partnerships, Newmarket Holidays

“Don’t underestimate solo travellers’ sense of adventure – many are taking the opportunity to tick off wish-list destinations. Italy is the most popular, with a tour soaking up the food and culture of western Sicily topping our bookings chart and a short break exploring the Scottish Highlands next on the list of favourites.

However, interest is not limited to short-haul destinations, with India’s Golden Triangle of Delhi, Agra and Jaipur, and a Kenyan safari with a beachside escape, also among our most-booked options.”

Inspire with a women-only adventure

Kelly Walker, director of sales, TTC Tour Brands

“Solo travel can be daunting, particularly for females travelling alone for the first time. We would encourage agents to suggest women-only tours as the perfect option to help break down barriers and instil confidence. These offer both freedom and security, while fostering connections with likeminded women who share the same sense of curiosity and adventure.

They include meeting with inspiring women across the globe, from a celebrated Moroccan chef to Quechua weavers in Peru to a matriarchal family that runs an Italian vineyard, meaning they walk away with impactful and lasting memories.”

Understand the unique selling points of an overland trip

Ralph Foulds, finance and operations director, Oasis Overland

“More than 75% of travellers on our overland trips book as solo travellers. Because overlanding is such a special but different experience to other holidays, we often get men and women travelling without a partner who might not have a passion for that type of travel.

Make sure people understand the concept of overland travel and ensure they know that they will be expected to participate: taking turns in cooking and shopping, putting up your own tent, helping keep the truck clean and tidy. This encourages communication and team building – no one feels left out because everyone has a role to play.”

Emphasise immersive, shared experiences

Tony Flanagan, director of sales and product, Magari Tours

“During our agent training sessions, I highlight that often it’s an immersive or shared experience on our small-group Italian tours that appeals the most to solo customers.

For example, receiving a warm welcome from your family hosts on their olive farm or being taught how to make traditional pasta around the kitchen table by the hotel owner. Some people choose to travel on their own for this very reason – to learn something, meet the locals and discover more about their way of life and culture.”

Solo traveller’s view

Helen McGlashan, 59, from Sale in south Manchester, lost her husband, Alistair, in 2019. She took her first solo trip later that year and has since taken five holidays with Riviera Travel, from India to Italy, including a dedicated solo departure.

She says: “If you travel solo, you have the best of both worlds: you can do exactly what you want, when you want and you can engage with the group as much or as little as you wish. I’ve been on solo tours, group tours, river cruises and land tours, and I have found people to be extremely friendly and willing to get together and do things as a group. I’ve never felt like I’m lacking company.

When you suffer something significant in your life, travelling gives you an opportunity to rediscover yourself, to gain confidence and find that you can still have meaningful experiences.

People sometimes say to me that I’m brave to travel on my own, but I think it’s a privilege.”