How to Win Over the Solo Traveler: a Hospitality Marketing Guide
admin
Whether they’re seasoned explorers or first-time adventurers on a journey of self-discovery, solo travelers are a unique demographic with unique expectations and booking behaviors.
For independent hotels and chains alike, understanding how to appeal to this audience can boost occupancy (particularly single occupancy), diversify your guest mix and build brand loyalty.
Here’s what you need to know to position your property as a top choice for a solo trip.
Get to know the solo traveler
Solo travelers represent a diverse and expanding segment of the hospitality industry, driven by a desire for independence, personal growth and immersive experiences.
Usually well-off and financially independent, according to a 2024 survey by Solo Traveler World, over 80% of respondents were women, with a significant portion holding university or graduate degrees and being over the age of 55.
The motivations for solo travel vary, many seek adventure and the freedom to explore at their own pace.
A notable 47% of solo travelers are driven by the desire to experience and immerse themselves in new cultures. Preferred destinations often include culturally rich and safe locations, with Europe being a popular choice among women.
The solo travel trend is on the rise, with searches for ‘solo travel deals’ and ‘best solo destinations’ increasing by 30% in 2025. This growth underscores the importance to understand and cater to the unique needs of solo adventurers, offering personalized experiences that resonate with this independent-minded audience.
5 Amenities that cater to guests who are traveling solo
Beyond price and location, solo travelers’ primary considerations boil down to their physical surroundings, people and activities, all of them offered in a secure setting, even if they have travel insurance.
We’ll look at how you elevate these amenities in your marketing to attract direct bookings. But first, let’s dig a little deeper into what they actually are.
1. Well-designed spaces
When travelers set off alone, they often leave behind the comforts of home and the company of others. That means your hotel’s physical spaces can make a big emotional impact.
A warm, thoughtfully designed environment can help solo guests feel at ease and reduce the sense of isolation that can sometimes come with traveling alone. It's not just about aesthetics; it’s about creating a place where guests feel they belong.
Functional design matters too. Solo travelers are often more self-reliant and may be on the move frequently, so efficiency is key. They don’t want to waste time figuring out awkward layouts or navigating confusing signage. Clear, intuitive design that balances style with usability makes a big difference.
To appeal to solo guests, focus on spaces that combine comfort, practicality and opportunities for connection or privacy – whichever the guest prefers in the moment.
Here are a few types of spaces to consider:
- Cozy single hotel rooms: Make them feel like a personal retreat, not an afterthought.
- Communal lounges or coworking areas: Great for socializing or working independently.
- Quiet corners: For reading, relaxing or simply people-watching away from the common areas.
- Inviting outdoor areas: Courtyards, rooftop terraces or gardens offer low-pressure gathering spots.
Solo travelers notice the details. Make them count.
2. Customer service
When you’re traveling solo, social interactions carry more weight. Without companions to share the experience, solo travelers are more likely to notice how they’re treated by hotel staff – and whether they feel genuinely welcome.
That’s why great customer service isn’t just a ‘nice to have’ for solo guests; it’s essential.
Friendly smiles in the lobbies at check-in, helpful local travel tips from concierges or simply being remembered by name can go a long way in making a solo traveler feel seen, safe and cared for.
So what does top-notch service look like for solo guests?
- Be approachable: A warm, relaxed tone makes it easier for solo travelers to ask questions or seek recommendations.
- Offer tailored suggestions: Point them to local spots that are solo-friendly, like cafés with communal spaces or walking tours.
- Be proactive: Check in discreetly throughout their stay to see if they need anything.
- Respect independence: Some solo travelers want conversation; others prefer space. Train staff to read the room.
When your staff gets it right, solo travelers won’t just feel satisfied, they’ll feel connected to your space and the team .
That’s what keeps them coming back and makes it more likely they’ll leave positive reviews or tell their friends about your property.
3. Travel packages
Solo travelers often seek experiences that offer both convenience and meaningful engagement. Tailored travel packages can meet these needs by bundling accommodations with curated activities, providing a seamless and enriching experience.
The solo travel market is substantial and growing. In 2023, UK solo travelers spent an estimated £11.6 billion on holidays, marking an 80% increase from the previous year; by way of another example from many, solo travelers accounted for around 34% of Italy's total visitors in Easter 2024.
To attract solo guests, consider partnering with local businesses and attractions to create packages that resonate with individual travelers. For example:
- Cultural experiences: Collaborate with local museums or art galleries to offer exclusive tours or workshops.
- Culinary adventures: Team up with nearby restaurants or cooking schools for tasting menus or cooking classes.
- Wellness retreats: Work with local spas or yoga studios to provide relaxation and self-care options.
Such partnerships not only enhance the guest experience but also support the local economy, creating a win-win situation.
By offering thoughtfully designed packages, you can provide solo travelers with opportunities to explore, learn and connect, making their stay more memorable and encouraging repeat visits.
4. Group activities
While solo travelers may be exploring the world independently, that doesn’t mean they want to be alone the whole time. In fact, many will be looking for opportunities to connect, whether for a conversation over dinner, a shared laugh during a trivia night or something meaningful like a guided hike.
That’s where group activities can really shine. By offering casual, welcoming ways for guests to meet one another, you can create a sense of community at your hotel that’s especially appealing to solo travelers. These shared experiences often become the most memorable part of a trip – and a reason to return and evangelize about your property.
Group activities also foster loyalty. When guests make new friends or feel included in a group, they associate those positive feelings with your hotel, creating an emotional connection that can turn a one-time booking into a repeat stay.
This handful of ideas is tailored to different hotel types:
- Beachside B&B: Evening bonfires with marshmallows and local stories.
- Eco-lodge: Morning nature walks led by a local naturalist or guide.
- Boutique city hotel: Weekly rooftop yoga or wine tastings.
- Chain hotel: Monday night bingo or trivia in the lounge.
- Hostel-style stay: Daily group dinners or pub crawls.
Create the space and the connections will follow.
5. Safety and security
Safety is one of the top concerns for solo travelers, especially for women and first-time solo guests.
Without the reassurance of a travel companion, any uncertainty about a destination or accommodation will be amplified. That’s why it’s essential to not only provide a safe environment but to clearly communicate that safety before and during a guest’s stay.
Solo travelers are more likely to choose a hotel that makes them feel secure from the moment they visit the website to the moment they check out. Highlighting safety features in your marketing – 24/7 front desk service, secure room access, well-lit public areas and the like – can offer crucial peace of mind and reduce booking hesitation.
Here are a few ways to build and communicate trust:
- Optimize your website: Mention safety features clearly on your homepage (e.g. CCTV, secure keycards, night staff).
- Personalize communications: Offer optional check-in calls or text updates so guests can let someone know they’ve arrived.
- Maximize customer care: Ensure staff are trained to assist your guests discreetly if they feel uncomfortable or unsafe.
- Offer helpful guidance: Provide tips for safely navigating the local area, including maps and recommended transport options.
When guests feel safe, they relax – and when they relax, they’re far more likely to return.
How to highlight your hotel’s value and win over solo travelers
Solo travelers are discerning guests who seek more than just a place to sleep; they're looking for new experiences that resonate with their personal journey.
Effectively communicating your hotel's unique value proposition is crucial to attracting and retaining this growing segment.
To appeal to solo travelers, your marketing should emphasize:
- Personalized experiences: Highlight amenities and services tailored to individual guests, such as customized itineraries or solo-friendly dining options.
- Authentic storytelling: Share real stories from your staff or past solo guests to build trust and relatability.
- Community engagement: Showcase opportunities for guests to connect with local culture or fellow travelers.
Incorporating the above objectives, your top marketing strategies to consider include:
- Influencer partnerships: Collaborate with solo travel influencers to reach a targeted audience.
- Targeted ad campaigns: Use data-driven advertising to reach potential solo travelers based on their interests and behaviors.
- Social media engagement: Share content that highlights solo travel experiences at your property.
- Email marketing: Send personalized offers and updates to solo travelers who have previously stayed or shown interest.
- User-generated content: Encourage solo guests to share their experiences on social platforms, amplifying authentic voices.
A notable example is The Peninsula Hotels' ‘Peninsula Perspectives’ campaign, which focuses on storytelling by featuring staff members sharing their personal journeys and connections to the hotel. This approach humanizes the brand and appeals to travelers seeking genuine, relatable experiences.
By implementing these strategies, your hotel can effectively communicate its value to solo travelers, fostering loyalty and encouraging repeat visits.
Attract and win over your ideal guests with data-driven insights
Attracting solo travelers and converting them into loyal guests starts with understanding who they are, what they value and how they book. That’s where data and performance metrics become invaluable.
With access to the right insights, you can segment your audiences more effectively, personalize marketing messages and craft experiences that feel tailor-made, even for guests who are traveling alone.
Data doesn’t just power better marketing in the travel industry; it drives smarter distribution and pricing decisions too. Solo travelers may book closer to arrival, stay fewer nights or prefer certain room types, and having visibility into these patterns can help revenue managers optimize availability and rates across channels.
The ability to fine-tune your strategy in real time based on demand trends or booking behaviors is a competitive advantage, especially for independent hotels looking to stand out.
Perhaps most importantly, data supports a more personalized guest experience. By tracking preferences, behavior and feedback, you can offer thoughtful touches that make solo travelers feel welcome and safe.
There are many tools out there to support you on your quest but at Lighthouse, we’d recommend you start your journey by considering Market Insight.
Built to help you reach your target audience and drive more bookings, Market Insight:
- Extends the window of opportunity for you to convert bookings. By collecting, analyzing, and displaying live forward-looking data in real-time, you can:
- Monitors market demand for the next 365 days, spot opportunities before competitors, and sell at the best possible price
- Addresses guests with targeted offers matching their segment, source market, dates, and desired length of stay
- Have real-time market data at hand to proactively maximize every demand change, while avoiding leaving money on the table when markets suddenly shift
- Collaborate better with sales and marketing teams by sharing relevant data to create targeted promotions and sales goals, ensuring the overall commercial strategy is aligned.
Ready to transform your hotel's commercial performance? Contact us to discover the power of Lighthouse data with a free trial.
About Lighthouse
Lighthouse is the leading commercial platform for the travel & hospitality industry.
We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth.
We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.
Trusted by over 70,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners—their success is our success.
For more information about Lighthouse, please visit: https://www.mylighthouse.com.
