The travel industry is still missing the mark on solo travel

Over the last few years, as friends have married or started families, I have found myself in a situation where I have had no one to travel with.

 

So, I began looking at solo holidays. I mean, you cannot work in travel and not go on holiday!

 

I am an independent person and open to new experiences, so I was up for the challenge.

 

Where could I go? Well, as a single lady, feeling safe was paramount – otherwise, my mum would have disowned me! Budget was also a key consideration and, of course, sunshine was at the top of the list. I am that person who rotates her sun lounger to follow the sun!

 

You begin the search and very quickly think, “Woah, these holidays are expensive”, and the rooms being offered aren’t always the best.

 

I have just returned from a fabulous solo holiday in Majorca: sunshine, sea, good food and the unique freedom of travelling entirely on your own terms. I would recommend it to anyone.

 

However, one exchange at check-in has stayed with me. I asked reception whether I could upgrade to a sea-view room as I was happy to pay a supplement, only to be told: “I’m sorry, all our single rooms are at the back of the hotel.”

 

It was a small remark, but it neatly summarised how much the industry still thinks about solo customers.

 

During the same stay, I spoke to couples who had paid roughly the same for two people as I had paid for one. I occupied a room with a single bed. The price gap was significant, and the room choice was not a choice at all.

 

It is the same when you go for your evening meal and are placed at a table at the back of the restaurant.

 

The reality is that solo travellers aren’t necessarily looking for special treatment. We don’t want everything for free or heavily discounted. We simply want to pay a fair price and have access to the same choices and standards as everyone else.

 

Tour operators and hoteliers have a huge opportunity, but, sadly, there is still a long way to go.

 

The solo travel market is continuously growing. In November 2025, Tui Group reported: “On social media, the phenomenon is clear: the hashtag #solotravel has amassed over 11 million posts on Instagram and nearly 2 million on TikTok, connecting solo travellers from all over the world.”

 

Solo travel has also evolved beyond the traditional niche group tours for widows and divorcees. It is now a popular choice for travellers of all ages who want to enjoy new experiences.

 

The Abta Holiday Habits 2025–26 report states: “The number of people travelling by themselves rose by two percentage points to 19% in the last year, reaching the highest level of solo travel this decade. Those aged between 25 and 34 demonstrate the most willingness to see the world solo (23%), followed by those aged 18–24 and 35–44 (both 20%).”

 

With all these opportunities, I ask: is the travel industry overlooking solo travellers and losing significant sales by failing to provide the choice, value and support they need?

 

Solo travellers book frequently and are loyal to businesses that treat them properly.

 

The fixes are not expensive: single-occupancy rooms in decent parts of the hotel, an upgrade option that is actually available, and teams trained to treat a party of one as a valued customer.

 

Many suppliers are trying to embrace this market by offering solo discounts and dedicated solo trips, with growth in river cruises and escorted tours, but is it enough?

 

While the solo market still has a long way to go before holiday pricing and offerings feel fair, there are many benefits to travelling alone.

 

Solo holidays are refreshing and empowering, taking you on a real journey of self-discovery. Plus:

• You can do what you want, when you want.

• Fancy a night in? You can!

• Want to mingle? You can – but equally, you can keep yourself to yourself.

• Best of all, there is always one lonely sun lounger available around the pool.

Finally, working in travel insurance, I couldn’t finish without mentioning its importance.

 

When travelling with someone, you have a built-in safety net: someone to chase the airline, sit with you in a clinic or deal with the hotel. When you are travelling alone, your insurer becomes a vital part of that safety net.

 

Having travel insurance with a reputable company that will be there to assist during a medical emergency or cover those larger cancellation costs if you need to cancel before travelling is critical.

 

So, never travel without it!