Solo travelers -- and particularly solo women travelers -- have emerged as a driving force in the luxury travel sphere. And high-end hotels are crafting dedicated packages catering to this growing demographic.
Amber Rose Powers, a Nashville-based luxury travel advisor with Fora X, is no stranger to the trend. She recently completed a month-long solo European journey, opting for smaller, boutique-style accommodations like the Chateau Voltaire and Hotel Balzac while in Paris.
"A really tight-knit concierge team is something I kind of look for when I'm traveling by myself," Powers said. "They see you, they get to know you and you feel at home."
Hotels with members' clubs are also emerging as particularly attractive options for solo travelers, Powers added. She highlighted the St. James Paris as one hotel/club hybrid that offered her opportunities to socialize.
"You have locals mixing with the guests who are staying there," she said.
Some hotels are getting more serious about courting the growing solo travel market.
Hotel deals that cater to single travelers
Cinzia Panella, regional director of sales and marketing at the 55-room Grand Universe Lucca in Tuscany, referred to statistics from the Italian government showing that over the busy Easter travel period last spring, solo travelers accounted for around 34% of Italy's total visitors.
"That's a statistic you can't ignore," Panella said. "I think the pandemic really shifted mindsets to seize the day. People don't want to wait on groups of family members and friends to check calendars and make decisions in a prolonged planning process."
In response, the hotel launched the Solo & Spritzing offer, combining amenities such as breakfast and WiFi with an Aperol spritz welcome kit and a bike rental and picnic basket with wine and snacks.
In Ojochal, Costa Rica, the 12-villa Hotel Three Sixty has launched a Solo Serenity package that includes a room discount and a curated guide with recommendations for the best local bars, restaurants and activities to enjoy as a party of one.
Keven Peoples, the hotel's marketing director, said that while standard rates typically reflect double occupancy, offering attractive solo pricing "feels like a balanced approach" that still aligns with its premium positioning. While couples remain its core market, Peoples said the property has seen an increase in demand from solo luxury travelers in recent years.
"There's a common perception that solo travelers are primarily backpackers who stay in hostels," he said. "While that's certainly a fair share of the market, there are also many who seek and have the means for a more upscale experience."
In late August, the Fife Arms, a 46-room property in the Scottish Highlands, rolled out a three-night Artful Solo Traveler package that includes access to artist-led sketching or creative-writing workshops, a tour of the hotel's 16,000-piece art collection, a two-hour spa treatment and other perks.
"We've seen travelers looking to learn more about themselves through their experiences, booking hands-on workshops, immersing into local culture [and] pushing personal boundaries," said Rachael Henley, general manager at the Fife Arms. "It's now all about traveling meaningfully and doing things to further self-growth."
Rise of the 'Wander Women'
A report released this fall by Virtuoso and travel trend forecaster Globetrender reveals that independent travel among women is poised for significant growth in the coming year and beyond. The "Luxury Travel Trend Watch: 2025" report found "Wander Women" to be a key emerging demographic, representing 71% of solo travelers. Within that segment, 47% are divorced, separated or widowed.
Kimberly Davis, a Charlotte-based advisor and founder of Trouvaille Travel International, said that Virtuoso's research reflects an evolution in social norms.
"I grew up in an era when everyone would look at a woman traveling alone and think, 'Oh, my God, it's so dangerous,'" said Davis. "But now, we have cellphones and everyone's so connected, so it's become a much more acceptable, understood and normalized way to travel."
Davis said her solo travel clients generally fall in one of two buckets: women in their 30s seeking a break from family obligations and travelers in their 50s and older pursuing bucket-list experiences.
"I think there's this sense of women feeling more empowered," said Davis, citing solo clients like a mother of three with a penchant for thrill-seeking activities like bungee jumping and a 74-year-old widow who planned a hiking trip in Patagonia.
Powers' solo journey began on a 10-day Mediterranean cruise out of Malta. She didn't anticipate the reactions she'd receive from fellow passengers -- predominantly European couples -- who were initially puzzled by her presence.
"They all wanted to know who I was, what I was doing, why I was alone and why I didn't have a husband," Powers said with a laugh.
They eventually warmed to the solo American traveler, fondly nicknaming her "the woman in white" for her mostly monochromatic wardrobe.
The timing of her European tour dovetailed with the 10-year anniversary of being hit by a bus, a traumatic accident that once caused her to question if she would ever travel again. "It was the longest I had ever traveled by myself, and solo travel is often about more than just going to see the world," Powers said. "Sometimes it's about celebrating a huge milestone in your life or having this freeing experience."