The Rise of 'Me-Mooning': How to adapt your hotel to the new trend of Solo Tourism

Family travel and group getaways dominated the industry in the aftermath of the pandemic. But in 2025, the trend gaining ground is solo travel: a form of travel that celebrates independence, self-care and flexibility.

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If you are a hotelier, this change is an opportunity to capture a growing segment. Best of all, adapting your strategy to attract these travelers doesn't require major changes, but a more personalized vision of the experience you offer.

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The rise of solo tourism: key facts

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Google searches for "solo travel" have grown steadily since 2023, with peaks in December and during the summer of 2024.

The figures confirm this:

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• 6 out of 10 European travelers plan more than one solo trip by March 2025.  

• 76% of Millennials and Generation Z have organized a solo trip in 2024, surpassing 69% in 2023.**

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Why do they do it? According to a study by Statista, some of the main motivations are:

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• "Give myself a special treat" (33%).  

• "Reconnect with myself" (33%).  

• "Disconnect from the daily chaos" (31%).  

• "Enjoying my independence" (24%).

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This traveler is not simply looking for a hotel. He wants an experience designed for him.

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How can your hotel attract these travelers?

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To capture this segment, you need to adjust your strategy on three fronts: experience, marketing and communication.

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1. Tailor your offer: Rooms and experiences for solo travelers

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While double rooms dominate the hotel offer, the solo traveler is looking for flexibility and comfort without paying an unjustified premium. Some solutions:

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• Well-appointed single rooms: It's not always a question of space, but of design. It offers compact but comfortable rooms with premium services.  

• Offers without single supplement: Avoid traveling alone from feeling like an unnecessary extra expense.  

• Adapted common spaces: Coworking, rest areas and bars with flexible socializing options.  

• Experiences designed for one guest: Gastronomic tours, wellness experiences and cultural activities with individual reservations.

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2. Promotes the sale of useful accessories for solo travelers

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Roiback's new add-on merchandising design has shown a 90.8% increase in purchase intent and a 9 percentage point absolute increase in adding services to cart. Take advantage of this trend to offer:

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• Private or shared transfers: A key extra for those traveling alone and looking for safety and comfort from the airport.  

• Exclusive experiences: Wine tastings, private dinners with tasting menu or personalized spa sessions.  

• Flexible tours and activities: Cultural tours, cooking classes or excursions with the option to join small groups.

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3. Adjust your marketing and communication strategy

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Traditional marketing shows families and couples, but the solo traveler needs to be reflected in your proposal.

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• Boost social media: Instagram and TikTok are key. 83% of Generation Z travelers have decided to travel alone after seeing experiences on social networks.  

• Use the term "Me-Mooning": This concept, which defines self-care and disconnection travel, is gaining traction on Google and networks.  

• Reinforce security: The perception of security is crucial, especially for women traveling alone. Highlight on your website and networks what your hotel does in this regard.

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Conclusion

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Solo tourism is no longer a niche. It is a consolidated trend that, if well managed, can be a great source of income for your hotel.

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From adjusting your room offerings to boosting the sale of strategic add-ons and optimizing your communication, every small change will bring you closer to this independent traveler looking for unique experiences.

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Is your hotel ready to welcome the new generation of solo travelers?

*(Source: Statista, October 2024)
**(Source: American Express Report, 2024)

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