The Rise of 'Me-Mooning': How to Adapt Your Hotel to the New Trend of Solo Travel

Family trips and group getaways dominated the industry after the pandemic. But in 2025, the trend gaining ground is solo travel: a way of traveling 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. And the best part is that adapting your strategy to attract these travelers does not require major changes, but rather a more personalized view of the experience you offer.

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The rise of solo travel: Key data

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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 before March 2025.*  

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

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

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• "Treat myself to something special" (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. They want an experience designed for them.

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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, commercialization, and communication.

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

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While double rooms dominate the hotel offer, the solo traveler seeks flexibility and comfort without paying an unjustified surcharge. Some solutions:

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

• Offers with no single room supplement: Avoid making traveling alone feel like an unnecessary extra expense.  

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

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

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2. Promote the sale of useful add-ons for solo travelers

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Roiback's new add-on commercialization design has demonstrated a 90.8% increase in purchase intention and an absolute increase of 9 percentage points in the addition of services to the cart. Take advantage of this trend to offer:

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• Private or shared transfers: A key extra for those who travel alone and seek security and comfort from the airport.  

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

• Flexible tours and activities: Cultural routes, 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 see themselves reflected in your proposal.

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

• Use the term “Me-Mooning”: This concept, which defines self-care and disconnection trips, is gaining strength 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, well managed, can be a great source of income for your hotel.

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From adjusting your room offer to promoting 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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