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- Key issues covered in this report
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Executive Summary
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Consumer Insights
- Consumer fast facts
- Solo traveler profiles
- Graph 1: solo traveler demographics, by gender and generation, 2023
- Graph 2: distribution of race and Hispanic origin of solo travelers, 2023
- Motivations
- Graph 3: solo travel motivations, 2023
- Graph 4: solo travel motivations, by generation, 2023
- Graph 5: solo travel motivations, by race and Hispanic origin, 2023
- Graph 6: solo travel motivations, by marital status, 2023
- Solo travel inspiration
- Graph 7: solo travel inspiration sources, 2023
- Graph 8: solo travel inspiration sources, by generation, 2023
- Graph 9: solo travel inspiration sources, by race and Hispanic origin, 2023
- Appealing destinations
- Graph 10: appealing solo travel destinations, 2023
- Graph 11: appealing solo travel destinations, by age group and HHI, 2023
- Graph 12: appealing solo travel destinations, by race and Hispanic origin, 2023
- Preferred solo travel methods
- Graph 13: solo travel choices, 2023
- Graph 14: solo travel choices, flights and accommodations, by generation, 2023
- Graph 15: solo travel lodging choices, by race and Hispanic origin, 2023
- Graph 16: solo travel lodging choices, by HHI, 2023
- Barriers to solo travel
- Graph 17: solo travel barriers, 2023
- Graph 18: solo travel barriers, by gender and generation, 2023
- Graph 19: solo travel barriers, by race and Hispanic origin, 2023
- Graph 20: solo travel barriers, solo travelers vs non-solo travelers, 2023
- Attitudes toward solo travel
- Graph 21: attitudes toward solo travel guidance, 2023
- Graph 22: solo travel as part of identity, by generation, 2023
- Attitudes toward solo travel guidance
- Graph 23: attitudes toward solo travel, 2023
- Graph 24: attitudes toward solo travel, by generation, 2023
- Graph 25: attitudes toward solo travel, by race and Hispanic origin, 2023
- Attitudes toward solo travel’s impact
- Graph 26: attitudes toward solo travel impact
- Graph 27: attitudes toward solo travel impact, by generation, 2023
- Graph 28: attitudes toward solo travel impact, by race and Hispanic origin, 2023
- Graph 29: attitudes toward solo travel impact, by area, 2023
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Competitive Strategies
- Launch activity and innovation
- Marketing and advertising
- Opportunities
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The Market
- Market context
- Market landscape
- Graph 30: single-occupant households by age of occupant, 2022
- Market drivers
- Graph 31: Consumer Price Index change from previous period, 2020-23
- Graph 32: outlook on the state of the world, by generation, 2023
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Appendix
This report offers in-depth insight into the solo travel industry in the US. Stay ahead of the curve with the raw consumer data and market analysis offered here. Below, we’ve provided the key topics covered and handpicked insights from the report itself.
Key Topics Covered
- The key demographics of solo travellers.
- What motivates people to travel solo.
- Where solo travellers want to go, and how they get there.
- The things that stand in consumers’ way when considering solo travel.
- Solo travellers’ attitudes towards advisors, types of travel and travel in general.
- The trends that influence solo travel decisions.
- What brands are doing to accommodate specific types of solo travellers.
US Solo Travel Market Overview
In the US, there are approximately 37.9 million single-occupant households, which gives an indication of the number of unmarried adults in the country. Brands should not consider this to be an exhaustive figure, though, as Mintel research finds that almost half of solo travelers are actually married or living with a partner.
Solo Travel Industry Statistics
- While only about half as popular as family travel, solo travel has a solid base of engaged consumers. One-third of consumers are solo travellers, with many stating the value of freedom solo travel offers.
- Men are more likely to be solo travellers, according to Mintel data. As some sources point towards a rise in women solo travellers, brands can be mindful that men and women have different needs. Notably, the safety discourse continues to be a concern primarily for women.
- Social media platforms vary in influence for each generation of solo travellers. YouTube and TikTok have an outsized influence on Gen Z, and Instagram is most popular with Millennials. Brands should consider multiplatform messaging to reach all solo travelers.
What’s Next for Solo Travel?
19% of consumers plan to take a solo travel trip in the next 12 months. With this in mind, brands can prepare their solo travel strategy effectively using the exclusive data and analysis offered in this report. Alternatively, you may want to browse Mintel’s library of travel market research.
Leading Brands Referenced
Launch activity and innovation are discussed alongside marketing and advertising strategies successfully deployed by brands. Such brands include Greether, Expedia, Klarna, TripAdmit, and more.
Additional Features Included in Your Report
Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Excel Databook.
Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.
Expert Analysis
Leading travel analyst Mike Gallinari delivers expert industry insight with this report.
Solo travelers venture out to find themselves and their place in the world. Travel providers can help by assuaging their fears and empowering their sense of self.
Mike Gallinari
Travel & Leisure Analyst
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