I’m struck by the data out of McKinsey’s 2025 State of the Consumer report: Americans now spend 90% of their free time on solo activities. Another source notes that search interest in “solo female travel” has tripled over the last year.
Five years post-pandemic—a period marked by collective longing for connection—that’s a notable pendulum swing. And yet, it makes sense. The rise of remote work has brought greater autonomy, but also removed those solo micro-moments we used to rely on for decompression (the commute, the coffee run, the quiet lunch break).
As Americans gain back time and choice, they’re spending it differently. And for travel brands, this moment presents a sharp opportunity: Alone time isn’t a void to fill—it’s a luxury to protect.
Strategic Opportunity: Build for the Solo Mindset
Today’s traveler isn’t necessarily seeking to disconnect from the world—but to reconnect with themselves. They’re booking solo weekends to get that moment of recharge escaping them at home. That shift calls for new offerings that don’t just fill rooms, but strengthen brand differentiation:
- Solo-optimized room categories: Premium single-occupancy designed for wellness, focus and privacy (and positioned to lift ADR, not discount it).
- Private-by-design experiences: Self-guided city trails, branded audio tours, or solo museum passes can be upsold directly through apps or loyalty platforms, prompting exploration that is both a signature brand moment for your property or destination and a revenue stream.
- Digital personalization: AI-driven trip planning that suggests a solo wine-tasting experience based on a guest’s dining history—or prompts them with late checkout options after a 10-mile hike—turns personalization into revenue.
Don’t Mistake Solo for Isolated
The same forces driving solo travel can also risk amplifying disconnection. For solo guests, it’s possible for loneliness to creep in fast. This is where the travel experience can make or break loyalty. Consider:
- Communal table seating that drives both F&B revenue and belonging.
- Connection opportunities like group guided walks that give guests agency to enjoy engagement with fellow travelers if and when they want it.
- Safety-first messaging that reassures solo travelers they’re supported.
Reframe Guest Assumptions
Most travel brands still design for the couple, the family or the group. But the solo guest is one of the fastest-growing, highest-value segments. Winning them requires more than amenities—it requires a relationship between brand and buyer rooted in affection, relevance, and trust. At Mower, we call that Making Fierce Friends®: turning solo guests into advocates who not only return but spread the word.
Solo travel isn’t about withdrawing, it’s about recharging. Brands that design for one will be the ones guests return to — and tell others about — again and again.