Party of one: Aussie travellers lead surge in solo travel as industry undergoes revamp

The first thing you notice on a solo group hike isn’t the silence — it’s the calibration.

It’s the way strangers, all travelling alone, fall into an unspoken rhythm on the trail. Some surge ahead toward the ridge, others drift back to photograph a tree lit by morning sun.

At rest stops, conversation happens organically — never forced, never performative. For many travellers, particularly women, this blend of independence and low-friction social connection has become the gold standard for contemporary luxury.

It also explains why solo travel has surged from niche to powerhouse. The global solo travel market was valued at $719 billion in 2024 and is forecast to exceed $1.6 trillion by 2030.

The demographic shift is equally striking: solo women now account for as much as 84 per cent of the market, a cohort whose expectations sit squarely at the intersection of autonomy, safety, design and meaning.

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As Michelle Mickan, VP marketing APAC for Abercrombie & Kent and Crystal, tells ROAM: “This isn’t a trend driven by lack of options, it’s driven by choice. High-net-worth solo travellers want itineraries that give them agency, privacy and a sense of belonging, without compromising on the calibre of experience.”

In other words, luxury brands are reconsidering the architecture of travel itself — from pricing models to group dynamics — because solo travellers are no longer the outliers. They’re the market.

Australian travellers have become a bellwether for the sector’s evolution — adventurous, globally literate and increasingly unwilling to pay a financial penalty simply for wanting their own room. This shift is reflected in the arrival of Just You, the UK-headquartered solo specialist that has spent 25 years building escorted tours designed exclusively for independent guests.

The company’s recent performance speaks volumes. In its 25th year, Just You recorded 25 per cent global growth and has now opened its portfolio of 100 itineraries to the Australian market spanning Asia, Africa, Europe, the Americas and the South Pacific.

Itineraries run from four to 21 days, every departure is guaranteed, and every traveller receives their own room — no exceptions, no supplements. The average group size of 27 fosters diversity of perspectives without sacrificing intimacy.

Charlotte Field, Just You’s marketing director, frames it as a structural rethink.

“Solo travel is one of the fastest-growing sectors globally, and adventurous Australian travellers are embracing the freedom that comes with independent travel,” offers Field. “Travelling with other like-minded solo guests creates an environment that’s far more enriching than simply removing a surcharge.”

Just You’s commitment to responsible travel is equally significant. Through partnerships with Planeterra and its long-standing Just You Cares initiatives, the company supports local communities and social enterprises — further aligning with the values of solo travellers seeking purpose-driven experiences.

In a similar vein, G Adventures’ Travel Solo collection has struck a chord with high-end millennials. The company removes single surcharges and caps group sizes to encourage meaningful engagement, combining affordability with cultural immersion.

Its success has sparked a ripple effect across the industry, inspiring boutique adventure specialists, wellness retreats and culinary programs to rethink how they cater to independent travellers.

Across the luxury spectrum, operators are rethinking long-held assumptions about how solo travellers move through the world. Abercrombie & Kent has introduced waived single supplements across selected safaris and expedition cruises, recognising, as Mickan says, that “privacy shouldn’t be a luxury that costs extra. Our solo guests expect the same access to our experts, the same immersion and the same comfort. The pricing model should reflect that.”

&Beyond has also reimagined the solo safari through the lens of intimacy and empowerment. By waiving supplements, offering private nature walks, designing one-on-one photography sessions and launching female-led journeys in East Africa, the company has created a model that speaks directly to affluent solo women seeking depth, safety and genuine connection with place.

Rail, too, has entered a new era. Golden Eagle Luxury Trains, long synonymous with opulent overland travel, now extends solo-occupancy cabin options on several of its Trans-Siberian and Central Asia itineraries. For travellers who want the romance and reflection of long-distance rail without the social obligation of sharing, it’s a quietly transformative shift.Belmond’s luxury rail journeys also epitomise this evolution. Aboard the Venice Simplon-Orient-Express, solo guests can now book intimate single cabins that feel like private sanctuaries of Art Deco elegance. Shared spaces such as the Champagne Bar or the Cote d’Azur dining car draw people together naturally, offering belonging without pressure.

Meanwhile, cruise lines are designing ships and itineraries around the emotional and social cadence of solo travel. Uniworld, Ponant, Hurtigruten and Explora Journeys now routinely waive or reduce supplements on curated departures, most notably those built around culture, science or expedition-led exploration.

Scenic and Crystal have taken the evolution even further, embedding solo-friendly features into the fabric of their vessels — from flexible dining and open-seating lounges to hosted tables and small-group excursions that encourage connection without insisting upon it.

Aqua Expeditions has perfected the micro-cruise — small vessels, handpicked guides and chef-driven dining — creating an experience where the social tone is shaped not by numbers but by curiosity.

Seabourn Expeditions has taken a similar path into the polar regions, blending open-seating dining, inclusive enrichment programs and expedition-team integration to create community that feels organic rather than manufactured.

Some of the most interesting advances in solo travel are emerging from operators that treat “solo” not as a demographic category but as a creative brief.

Black Tomato continues to lead in this space with itineraries designed around psychological reset and personal challenge. Its bespoke journeys — whether a creative residency in Iceland or an immersive desert expedition in Jordan — appeal to solo adventurers who see travel not as leisure but as personal evolution.

Butterfield & Robinson’s approach, meanwile, is more physical but no less intentional. Its cycling and walking journeys create a rhythm that resonates strongly with solo Australians. Join the group for a day’s ride through Provence or Tuscany, then retreat to a private villa or boutique inn for the evening. The balance between communal movement and private rest feels instinctively modern.

As the solo travel sector moves toward trillion-dollar territory, its influence is spreading far beyond pricing structures. It is redefining the emotional architecture of luxury, shaping everything from ship design to social programming, narrative style to sustainability principles.

Mickan distils the change to its essence.

“Solo travellers aren’t opting out of traditional travel. They’re opting into a way of travelling that feels more intentional. It’s not about being alone — it’s about being entirely on their own terms.”

And that, ultimately, is the quiet revolution. Luxury is no longer defined by exclusivity or abundance, but by sovereignty — the freedom to choose solitude or company, silence or conversation, anonymity or connection.