Key Takeaways
- Solo travel is booming: The solo travel market reached $482.5 billion in 2024 and is expected to triple by 2033, driven by millennials and Gen Z seeking purpose-driven, independent experiences.
- Consumer behavior is shifting: Solo travelers value personalization, flexibility, and self-growth, influencing industries like retail, wellness, and hospitality to design products and experiences for individual needs.
- Work culture is evolving: The rise of solo travel aligns with trends like remote work and work-life balance, prompting companies to offer flexible PTO, work-from-anywhere policies, and sabbaticals to attract and retain talent.
- Industries beyond travel are adapting: From personalized gear to wellness retreats and modular designs, businesses in diverse sectors are leveraging the solo mindset to meet the growing demand for self-driven, purpose-focused offerings.
Listen: The solo shift: What travelers are teaching every industry.
Not long ago, travel was a luxury reserved for family vacations or a long-awaited bucket list trip. But as barriers to exploration dissolved, travel shifted from the occasional indulgence to an everyday aspiration. And it’s being embraced by millions across the globe. Its ripple effects influence industries far beyond tourism, reshaping how we live, work, and see the world.
A movement gaining momentum
In 2024, solo travel shook off its niche label and went mainstream. What used to be a personal pursuit is now a global movement reshaping how people experience the world. According to Solo Traveler World, 50% of Americans planned to travel solo. Meanwhile, the solo travel market reached an impressive valuation of $482.5 billion in 2024 and is forecasted to triple to $1.5 trillion by 2033, growing at an annual rate of 13.5%, per Custom Market Insights.
The ASA Travel Trend Report states that this movement is particularly strong among millennials and Gen Z, with 76% planning solo trips in 2024. Social media platforms like Instagram and TikTok have amplified the appeal, with the hashtag #solotravel appearing in over 9.9 million posts.
More than a travel trend: A blueprint for business innovation
Beyond the sheer volume of solo travelers, what stands out most is the reason behind the journeys. The solo traveler isn’t simply chasing views or passport stamps. They’re seeking purpose, flexibility, and experiences that feel deeply personal. And that mindset? It’s catching on in ways every industry should be paying attention to.
This cultural shift offers valuable insights for industries across the board, not just the tourism sector. Businesses in retail, technology, wellness, and even corporate strategy are finding ways to adapt and thrive.
Retail and consumer brands: Design for the individual
Solo travelers don’t wait for someone else to book the trip; they’re acting on their own timelines and priorities. That do-it-yourself mindset carries over into consumer behavior. A 2025 Deloitte report found that 64% of Gen Z and millennials are more likely to buy from brands that support their personal growth or values. From personalized skincare routines to modular gear, products that meet solo needs are seeing sharp growth.
Outdoor retailers like REI are already adapting—expanding their one-person gear lineup and offering workshops that build confidence in going alone. Luggage brands like Solgaard and Away have leaned into the solo-friendly narrative with lightweight, carry-on-first designs made for minimalism.
Guest experiences, fitness, and wellness: Tap into the self-care economy
According to a 2024 survey by American Express, 57% of respondents preferred quick solo weekend getaways, reflecting the growing appeal of solo travel for personal rejuvenation and exploration. Additionally, the emphasis on mental wellness and self-discovery has made solo journeys increasingly popular, with many travelers prioritizing experiences that foster clarity and growth. This is more than a marketing angle; it's a market driver. Gyms, spas, coworking spaces, and boutique hotels are curating experiences for the solo guest. Think single-day wellness retreats, journaling lounges, silent yoga, or even guided digital detox weekends.
The takeaway? One-size-fits-all doesn't work anymore. Whether you're in guest experiences or wellness, there's a growing demand for experiences that speak directly to the individual.
HR and work culture: Make room for the self-driven employee
The drive for independence and personal growth also influences how people work. The solo travel boom mirrors the rise of remote work, digital nomadism, and career sabbaticals, hallmarks of a broader shift toward work-life balance and mental wellness. People aren’t waiting for permission to recharge or relying on limited vacation days. Instead, they’re intentionally building flexibility into their lives on their own terms. The concept of workcations—combining work and travel—has gained traction, with remote and hybrid work models enabling professionals to extend their trips without compromising productivity.
This shift is a wake-up call for companies, especially those rethinking retention and engagement. Offering the ability to work from anywhere, flexible paid time off (PTO), or even sabbatical options gives them a competitive edge. According to research published in the International Journal of Manpower, offering PTO reduces the likelihood of employees quitting their jobs by 35% overall, with a greater reduction for men (41%) compared to women (25%).
Technology and digital platforms
Tech companies are capitalizing on the solo travel boom by creating apps that enhance safety, connectivity, and convenience. From real-time navigation tools to platforms that connect solo travelers with local guides, technology is bridging gaps and empowering individuals to explore confidently. Searches for “solo travel deals” and “best solo destinations” increased by 30% in 2024, reflecting the growing reliance on digital solutions.
Redefining the solo traveler
The modern solo traveler looks nothing like the old stereotype. According to Skyscanner, women now lead the movement, making up 84% of solo travelers. But it’s not just about single twenty-somethings with backpacks, many are married, parents, or professionals seeking meaningful, personal experiences. In fact, 31% have children, and a growing number are spouses who choose to travel independently.
Top destinations like Japan, Portugal, and Costa Rica continue to rise in popularity thanks to their safety, cultural depth, and ease of navigation—qualities that make them especially appealing for solo explorers.
5 ways industries can tap into the solo travel mindset
Industries that once had little to do with travel are finding opportunities to meet solo travelers—and solo-minded consumers—where they are.
- Design for the individual
From fashion to tech, consumers are seeking personalized, portable, and purpose-driven products. Think modular gear, smart luggage, travel-size wellness kits, or compact tech that enables flexibility.
- Build experiences for one
Solo travelers don’t necessarily want to be alone, but they want to feel free with fewer confines. Create welcoming, customizable experiences that speak to their independence—one-person wellness retreats, guided city tours, or self-paced digital courses.
- Empower the self-directed consumer
Solo travelers are researchers, planners, and decision-makers. Brands can win their trust by offering clear UX, transparent pricing, and frictionless mobile-first experiences that help them feel in control.
- Support flexible lifestyles at work
Employees inspired by solo travel want that same autonomy in the workplace. Remote options, creative sabbaticals, and asynchronous collaboration tools aren't just perks—they're part of the retention strategy.
- Rethink community
Solo doesn't mean disconnected. Build community into your offering—digital meetups, app-based groups, or shared spaces—so solo users can plug in when and how they choose.
The power of one: Solo strategies for businesses
People are craving connection, and they are craving self-discovery. For innovative, trend-driven organizations, this is the moment to lean into what solo travel represents: autonomy, curiosity, and meaningful experiences. Whether you're designing products, shaping workplace culture, or reimagining customer engagement, the solo traveler mindset offers a roadmap for a more profound impact. Embrace it, and you won't just keep pace with change—you'll help define what comes next.
About the authors
As a seasoned business development executive, Laura excels at building and leading high-performing teams, driving growth in professional services, and nurturing complex enterprise deals from inception to closure. Her strategic mindset and relentless curiosity fuel her ability to uncover innovative solutions for the ever-evolving beauty and fashion landscapes. With a robust background in enterprise B2B sales, Laura has thrived within the beauty, consumer products, retail, fashion, apparel, travel, and e-commerce sectors. She is adept at crafting sustainable business practices, fostering deep relationships, and presenting transformative strategies to executives across all levels. Her dedication to integrity and professional excellence is evident in her approach to solving complex client challenges with creativity and insight. As a thought leader, she continually seeks to identify business opportunities that align with human capital needs and market demand, ensuring her contributions enhance people, innovation, and profit. Whether she's exploring the latest trends or delving into strategic initiatives, Laura offers a fresh perspective that captivates and educates her readers.
With a dynamic foundation in dermatology pharmaceutical sales and marketing, Michele has seamlessly transitioned into the creative content realm, becoming a leading expert in the beauty, wellness, and travel industries. Over the past 15 years, Michele has collaborated with powerhouse brands like Procter & Gamble, Travel + Leisure Co., and MAZDI Digital Demand Agency, delivering engaging editorial content and spearheading impactful agency campaigns. Specializing in building brands through strategic marketing, website copy development, PR strategies, and multicultural campaigns, Michele consistently helps brands rise above the noise.
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