The solo travel market is no longer a niche. A new report from Scoot, “Unpacking the Solo Travel Trend”, reveals that nearly 40% of the airline’s 2024 bookings were for single passengers, underscoring a regional shift in how people approach travel.
The whitepaper, based on survey data from 5,000 respondents across five Asia-Pacific (APAC) countries, unpacks the motivations, behaviors, and preferences of solo travellers and it has big implications for travel marketers and airline operators.
This article explores the key takeaways from Scoot’s study and what travel brands should do next to better serve this growing demographic.
Short on time?
Here’s a table of contents for quick access:
- Who are the solo travellers?
- How they travel and what they want
- What marketers and travel brands should do now
Patrecia Meliana
Who are the solo travellers?
Scoot’s data paints a picture of solo travellers as younger, digitally savvy, and financially independent. The largest age group in APAC is 25-34 year-olds, making up 30% of solo travellers, followed by the 35-44 segment at 23%. Millennials lead the charge, especially in Singapore where they represent over half of solo travellers.
Contrary to stereotype, most solo travellers are not single. Across APAC, 56% are married or in relationships, and the group is evenly split by gender. They’re not just spontaneous adventurers either. 96% engage in some form of planning, and almost half describe themselves as meticulous trip planners.
These travellers are also experienced. 62% took more than one solo trip in the past year, and nearly a third go on three or more solo journeys annually.
Patrecia Meliana
How they travel and what they want
The rise in solo travel is being driven by clear motivations: freedom, flexibility, and personal growth. Over half of solo travellers say their top reason for going alone is to build their own itinerary, while 47% see it as a way to focus on self-discovery.
Their preferred trips include city breaks, cultural experiences, and nature retreats, with many choosing to stay within the APAC region. Japan, Thailand, and Australia are among the most visited and most planned-for destinations.
As for what they value from travel providers, affordability still reigns. Economy class is the dominant choice (86%), and many solo travellers prefer budget hotels or 3-star stays. Yet that doesn’t mean they’re ignoring value-adds. 80% say airline services matter, with real-time travel updates, flexible seat selection, and security features topping the list.
When it comes to challenges, safety is the number-one concern, followed by language barriers and dealing with disruptions. Travellers respond by leaning into advance research, connectivity tools, and insurance protections. These are all areas where service providers can add immediate value.
What marketers and travel brands should do now
As solo travel rises, traditional segmentation strategies are no longer enough. Travel companies need to reframe the solo traveller not as a fringe audience but as a strategic growth segment.
Here’s how marketers can respond:
1. Stop marketing to stereotypes
Solo travellers aren’t all single or self-indulgent. They’re relationship-bound professionals, culturally curious millennials, and repeat travellers who plan seriously and seek connection. Adjust personas and messaging to reflect that nuance.
2. Build safety into the product experience
From language assistance tools to visibility into transport disruptions, there’s opportunity to win trust by making solo travellers feel protected. This extends beyond insurance. It’s about end-to-end peace of mind, from booking to return.
3. Reimagine loyalty through independence
Since solo travellers aren’t influenced by group dynamics, they’re more loyal to brands that offer autonomy, transparency, and utility. This could be a chance to rethink loyalty programs or service tiers that cater to the solo mindset. Scoot’s Scoot-in-Silence quiet zone offering is a step in that direction.
4. Invest in mobile-first, self-serve design
These travellers are digitally native and often make decisions on the go. Real-time updates, flexible bookings, and integrated planning tools like in-app concierge features are more than conveniences. They’re competitive differentiators.
5. Offer flexible bundles for solo itineraries
Think beyond flights. Combine accommodation, transport, and connectivity into streamlined packages tailored for individuals. Solo travellers want value, not compromise.
Solo travel is no longer a fringe phenomenon. It’s a major force reshaping how people explore, plan, and spend. With a large and growing segment of travellers now going it alone, airlines and travel companies must rethink how they market, design, and deliver experiences.
Scoot’s report shows that the solo traveller is here to stay. Brands that recognize and adapt to their needs will find themselves not just keeping up but leading the next wave of travel innovation.
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