The appeal of solo travel shows no signs of slowing down. From Millennials and Gen Z to Virtuoso’s “Wander Women” and solo celebrations, the numbers don’t lie. According to ASA Luxury’s Travel Trends Report for 2025, “solo travel” is a top emerging trend, while The American Express 2024 Global Travel Trends Report states, “solo travel is shown to be a major trend among young travelers, with 76 percent of Millennials and Gen-Z planning solo trips this year.”
Meanwhile, at the 37th annual Virtuoso Travel Week in Las Vegas earlier this year, the aforementioned “Wander Women” is “reshaping the face of solo travel. Women now represent 68 percent of solo adventurers, many of whom are leading the charge toward more mindful, sustainable journeys. Increasingly, these travellers are choosing to bypass over-touristed areas. The movement is particularly strong among women over 65, whose independent spirit and appetite for discovery are redefining what solo travel looks like.”
With all that in mind, let’s take a peek at some solo travel ideas and offers to help “solo travelers” add more to your bottom line.
New Global Program: Make the Most of the Solos
There’s a new trade partnership in town, and it’s offering commissions and incentives to advisors worldwide.
“At WeRoad, our trips are designed to spark friendships and build communities that last long after the journey ends,” said Andrea Lamperini, Chief Operating Officer at WeRoad, in a press statement. “Expanding our partnerships internationally opens the door for more travellers to share those experiences. We’re excited to offer agents and OTAs access to a community-oriented product we’re confident their clients will love, alongside one of the most competitive commission structures in the market.” WeRoad’s partnership program addresses two key market shifts: an increase in solo travel demand and younger generations returning to advisor-booked trips.
Known for its small-group trips (8-15 people) aimed at travelers aged 25 to 49 and solo travelers, the program offers access to over 300 itineraries across five European markets, with commission structures that reward both individual bookings and bundled airfare/insurance packages. Partners retain full commission on ancillary sales while earning additional incentives through referral rewards and performance-based bonuses. Integration options include manual bookings or API connectivity for automated systems.
Since its 2017 Italian launch, WeRoad has reported over $118 million in 2024 revenue (70 percent annual growth) while maintaining a 4.7 Trustpilot score. Over 200,000 travelers have joined its small-group adventures, with 90 percent arriving solo.
Of note are its 3 million social media followers and a network of 3,000 trained coordinators who lead trips alongside local guides. Itineraries focus on lesser-known destinations, such as Patagonian trails and rural Vietnamese communities, balanced with cultural events like Munich’s Oktoberfest.
Partners gain access to educational resources, including hands-on training, regional networking events (WeMeets), and FAM trip opportunities. The company aims to source 20-25 percent of its total bookings through trade collaborations.
For more information, visit weroad.com.
Wander This Way
The growing demographic of women travelers is reshaping travel patterns, with solo journeys driven by self-discovery and personal renewal. Luxury getaway Sailrock South Caicos has positioned itself as a key destination to welcome these “Wander Women,” offering them a balance of adventure and restoration. Key to its success is its privacy through standalone villas and discreet service, supported by 24/7 assistance and pre-arrival coordination.
Water-based options (expanded last year) include guided reef snorkeling, bonefishing instruction and motorized dinghy excursions. Land offerings feature ATV expeditions across limestone terrain. Wellness components include daily sunrise yoga (think a new meditation platform overlooking the Atlantic) and a spa menu that blends traditional and Asian techniques. Self-guided options span kayaking, paddleboarding and beachcombing along 3.5 miles of shoreline.
Accessibility is key, with direct Miami flights followed by short inter-island transfers.
For more information, visit sailrocksouthcaicos.com.
Celebrating Solo
New Year’s Eve is an ideal time for solo journeys, allowing clients to travel without the need to coordinate with others. Three distinctive U.S. properties offer noteworthy experiences for those traveling alone to welcome the new year.
At Tempo by Hilton Times Square, they’ll find themselves at the center of New York City’s most famous celebration. The property features 31 Ball Drop Rooms with floor-to-ceiling views of the countdown festivities. An available NYE package includes access to the LIVE Ball Drop with a security escort to a private viewing area. For a quieter experience, book clients in one of the hotel’s Wellness Rooms equipped with Peloton bikes for a reflective year-end option. Nearby attractions include Bryant Park’s ice skating rink, while the hotel’s Highball bar serves cocktails inspired by its partnership with the Book Club Bar.
For more information, visit hilton.com.
The St. Regis Chicago offers a luxurious wellness-focused alternative with panoramic views that range from city skylines to Lake Michigan and the Chicago River. The property houses the city’s only Forbes five-star rated spa, The St. Regis Spa Chicago, offering customized treatments to help your clients reset for the new year. Additional amenities include an indoor pool, champagne service (of course) and the signature St. Regis Butler providing personalized attention.
For more information, visit marriott.com.
Hotel Washington puts your clients near Washington D.C.’s historical landmarks as the U.S.A. approaches its 250th anniversary. After exploring nearby museums, they can enjoy treatments at The Spa at Hotel Washington before heading to VUE Rooftop. This elevated venue offers monument views and a gilded-age-inspired celebration featuring fireworks and specialty cocktails.
For more information, visit thehotelwashington.com.
Sail On (Solo)
Solo supplements have been the bane of many an independent traveler, but cruise lines have taken notice and are making it their business to right that wrong. Case in point: Riviera Travel’s first cruise ship dedicated entirely to solo travelers, the MS George Eliot, which will sail exclusive solo departures on the Danube, Rhine and Moselle rivers beginning in June 2027.
At CroisiEurope Cruises, a dedicated “No Solo Supplement” page in the “Special Offers” section is regularly updated with itineraries featuring current no solo supplement dates. Many of their ships also have a handful of single cabins offered at solo traveler rates.
Other cruise lines that cater to solo travelers by offering dedicated single-occupancy cabins include Norwegian Cruise Line, which has the most extensive options with a selection of solo studios on multiple ships; Royal Caribbean; MSC Cruises; Celebrity Cruises; Holland America Line and Cunard. Costa Cruises and P&O Cruises also provide solo options on select vessels. You can find solo cabins for your luxury clients on Oceania Cruises’ fleet, including their newer vessel, Vista. Princess Cruises has recently joined the solo-friendly lineup with its newest ships, Sun Princess and Star Princess, each offering four interior single cabins.
It’s worth noting that some major lines, such as Carnival Cruise Line and Disney Cruise Line, do not currently offer dedicated solo cabins. (For the most up-to-date information on solo cabin availability and specific ship details, it’s advisable to check directly with the cruise lines.)
