How to attract solo travellers to your hotel

Booming Solo Travel Market

Solo travel is no longer a niche trend – it’s a rapidly growing segment that hoteliers can’t afford to ignore. Over the past five years, solo travel has increased by 42%, with projections of a further 50% rise by 2025. In the US, 83 million people plan to take a solo trip soon, while UK solo travellers spent £11.6 billion in 2023 – an 80% year-on-year jump.

Notably, 80% of solo travellers are women, many aged 55+, college-educated, and seeking safe, culturally rich experiences. This isn’t a passing fad but a long-term shift. Catering to solo guests can boost occupancy, diversify your customer base, and drive repeat bookings. To tap into this market, you need to understand their needs and adapt your services accordingly.

What Solo Travellers Really Want

Solo guests have distinct priorities when choosing a hotel. Here’s what matters most to them:

Safety first: Security is non-negotiable, especially for first-time solo travellers and women. They need reassurance from booking to check-out.
Flexibility: Unpredictable schedules mean they value options like early check-in, late check-out, and fair pricing (no single supplements).
Balance of connection and privacy: Some crave social interactions, while others seek quiet solitude. Your hotel should accommodate both.
Convenience and comfort: Easy access to transport, well-maintained amenities, and “home-like” spaces (not impersonal environments).
Authentic experiences: Opportunities to immerse in local culture, try new activities, and create unique memories.

Practical Strategies to Attract Solo Travellers

1. Prioritize Safety and Security

Safety is the top concern for solo travellers. Invest in:

Smart locks (phone-controlled) for secure room access.
24/7 front desk support – solo guests often arrive at odd hours and value on-hand assistance.
Well-lit hallways, parking lots, and common areas.
CCTV in lobbies (with transparency about its use).
In-room safes and secure luggage lockers.

Highlight these features on your website and booking platforms. Phrases like “24-hour staff on duty” or “CCTV-monitored lobbies” build trust.

2. Design Solo-Friendly Spaces

Solo travellers appreciate spaces tailored to their needs:

Rooms: Smaller, cozy single rooms with essentials – a comfortable bed, work desk, and streaming TV. Avoid overpriced “leftover” large rooms; create dedicated solo options.
Social areas: Lounges with comfy seating, shared kitchens, or rooftop terraces to encourage casual interactions. Add co-working corners for digital nomads (good lighting, power outlets).
Quiet zones: Reading nooks with books, soft lighting, or private gardens for guests seeking solitude.

Social activities help solo guests connect without feeling forced:

City walking tours with local guides (casual exploration + networking).
Morning yoga classes or evening trivia nights.
Shared dinners with simple, local dishes – a chance to swap travel stories.
Partnerships with local businesses for workshops (cooking, art, or cultural tours).

Promote activities at booking and send pre-arrival reminders to build excitement.

4. Offer Fair Pricing and Solo-Focused Packages

Pricing can make or break a solo traveller’s decision:

Waive “single supplements” – a common turn-off for solo guests.
Create a “Solo Explorer Package” including breakfast, a welcome drink, and a local attraction ticket (e.g., museum entry).
Discount extended stays (e.g., 10% off for 7+ nights) to attract digital nomads.

5. Use Technology for Convenience

Tech enhances the solo experience by adding ease:

Self check-in/out to skip reception lines (ideal for late arrivals).
24/7 chatbots on your website/social media to answer queries (e.g., “Where’s the nearest café?”).
Strong Wi-Fi (critical for work, communication, and planning) in all rooms and common areas.

6. Personalize the Guest Experience

Small touches make solo guests feel valued:

Send custom pre-arrival city guides with solo-friendly recommendations (cafés, quiet parks, local gems).
Offer flexible services: luggage storage, early check-in (when possible), and room service with single-portion options.
Train staff to remember names and ask about plans (e.g., “Did you enjoy the walking tour?”).

7. Market to Solo Travellers Strategically

Website: Use photos of solo guests (reading by the pool, exploring markets) – avoid only couples/families. Highlight safety features and social spaces.
Social media: Share solo guest testimonials, activity recaps, and local tips. Use hashtags like #SoloTravelerHeaven.
Targeted ads: Run Facebook/Instagram ads focusing on safety, flexibility, and community – target demographics like “women 55+, interested in cultural travel.”
Reviews: Encourage solo guests to leave feedback on platforms like TripAdvisor – peer recommendations are powerful.

Case Studies: What Works for Other Properties

1. Omni Boston Hotel at the Seaport (U.S.)

Opened in 2021, Omni Boston anticipated the solo travel trend by creating the Artist Tower, with studio-style rooms ideal for solo guests. Social programming includes wine dinners, trivia nights, rooftop fitness, and art exhibitions. Reviews praise safety, location, and room design: “Perfect location for a solo traveller.” Occupancy remains strong, with near-full bookings during major conferences despite the Seaport adding 1,700+ hotel rooms between 2019–2022. Omni’s combination of tailored space and curated events proves highly effective in attracting solo travellers.

2. Kimpton Da An Hotel, Taipei (Taiwan)

Kimpton Da An excels in creating emotional comfort for solo guests. One solo traveller review notes feeling “at home” despite being in an unfamiliar city, crediting the warm, attentive staff. Management emphasizes making guests feel welcome and secure, a key factor for solo female travellers. While not purpose-built for solo stays, its boutique scale, personalized service, and calm atmosphere make it an appealing choice. This demonstrates that heartfelt hospitality and staff training can be as important as facilities in winning the trust of solo travellers.

Conclusion: Start Small, See Results

Attracting solo travellers doesn’t require a complete overhaul. Start with:

Highlighting safety measures on your website.
Creating a cozy single room and a small social space (e.g., a lounge).
Waiving single supplements and testing one weekly social activity.

Track booking changes – you’ll likely see more solo guests, many of whom become repeat visitors and advocates. The solo travel market is growing fast – adapt now to make your hotel their top choice.