Solo Travel Is Booming—Here’s What It Means for Airbnb Hosts
There’s no adventure quite like a solo trip. Solo travelers enjoy the ultimate freedom — the ability to travel without compromise. Along the way, they gain a distinct sense of accomplishment. Romanticized in movies such as Eat, Pray, Love, the solo experience can be calming, enlightening, or downright exhilarating.
You may be noticing lots of solo travelers on Airbnb. As of 2014, the original Booking.com Solo Travel Report indicated that 55 percent of women were more likely to travel alone than in previous years, with 56 percent claiming that social channels had boosted their confidence in solo travel.
A 2024 Booking.com survey shows this trend is still going strong.
Fifty-nine percent of travelers want to “venture alone.” Others are at least open to it. A report from luxury travel service Kensington suggests that 76 percent of travelers are “extremely to somewhat open” to traveling internationally, on their own, in the next three years.
This growing interest in solo travel holds enormous implications for the Airbnb vacation rental market. By appealing to solo travelers, hosts can limit vacancies, all while tapping into an adventurous and intensely loyal group of travelers. Below, we’ll discuss how Airbnb attracts solo travelers and how hosts can accommodate this growing travel community.
Macro Factors Driving the Rise of Solo Travel
The solo travel boom didn’t come out of nowhere. This trend emerged in response to a complex series of social and economic changes that have empowered solo travelers and shifted the overarching narrative about what, exactly, it means to travel alone. Key trends include:
- Cultural changes: Travel was once regarded as a social pursuit, as seen in the cultural prominence of the honeymoon, the family vacation, or the girls’ getaway. While a small subset of the population has always been open to exploring alone, these solo travelers were once few and far between, with some even worrying about the stigma of traveling without a companion. Increasingly, however, this approach to travel is viewed as desirable.
- Social media: Cultural shifts have been prompted, in part, by the rise of the travel community on social media. Influencers reveal the aspirational side of solo travel, while travel-focused communities on platforms such as Reddit provide tailored suggestions, making solo trips feel less intimidating.
- Economic and technological trends: Solo travel market growth goes hand in hand with the rise of the digital nomad — unique travelers who blend work and leisure. While digital nomads often travel with loved ones, solo trips provide greater scheduling freedom, so they can tackle work tasks as needed without worrying about their travel companions.
Micro Factors Specific to Airbnb’s Role in Solo Travel Growth
While major cultural and economic trends have a clear role to play in the rise of the solo traveler, these shifts would not be as influential if they were not accompanied by specific solutions addressing the barriers of yesteryear:
- Accessibility and inclusivity: The concept of “tourism for all” deeply appeals to the modern traveler, suggesting that many different types of people should feel empowered to broaden their horizons, regardless of gender, race, mobility, or socioeconomic status. Airbnb supports this through solo traveler accommodations, offering diverse options that appeal to travelers with modest budgets, mobility impairments, or other concerns.
- Airbnb safety and support features: Airbnb offers robust support, including guidance to promote safe travel practices. Other perks include a secure platform to facilitate payments and a Help Center for additional assistance. Moreover, Airbnb has implemented Solo Traveler Safety features that help guests share their reservation details and travel itineraries with loved ones.
Understanding the Solo Traveler Demographic
Anybody can enjoy solo adventures, but these opportunities tend to attract a few specific types of travelers: those with a desire for adventure and the open schedule (and financial means) needed to accommodate exciting excursions. In surveys of solo travelers, the following demographics consistently demonstrate a clear interest in traveling on their own:
- Young adults: The recent college grad backpacking across Europe is a cliche for a reason. This type of traveler seeks enlightenment and personal growth through exploration. Surveys suggest that Gen Z travelers are more inclined to set off independently, although Millennials are similarly committed to solo adventures.
- Retirees: While many retirees travel in groups or with partners, many have shown a willingness to pursue a second adolescence through international adventure. Insights from AARP’s Travel Trends report suggest 12 percent of senior travelers cite “solo vacation” as their primary motivation for traveling internationally, second only to “bucket list trip.” These senior respondents are more likely to plan solo vacations than family reunions or romantic getaways.
- Digital nomads: In many cases, solo adventures are less a matter of desire and instead come down to the practicalities of spending weeks or even months abroad. Therein lies the appeal of the digital nomad lifestyle: working remotely while discovering new destinations. This allows prolific travelers to spend more time on the go without putting their careers on hold.
Solo Traveler Trends in Destinations and Lodging Choices
Nearly any travel destination can accommodate solo adventurers, but these travelers tend to gravitate towards specific settings or accommodations. When booking trips, solo travelers tend to take these priorities into account:
- Welcoming environments: Solo travelers enjoy spending time on their own but may eventually hope to socialize. This is more readily accomplished in regions known for their hospitality.
- Cosmopolitan locations: While many solo travelers seek serenity, the most sought-after solo destinations are often big cities with robust amenities, including walkable neighborhoods and safe transit. These exciting destinations provide cultural immersion and a wealth of learning opportunities, but the buzz of the urban environment can help to prevent solo travelers from feeling isolated.
- Shared amenities: Privacy may be top of mind for couples or families, but solo travelers may express a greater desire for community, and with this, a greater willingness to share specific amenities or living spaces. Some prefer exclusive spaces, but many are willing to book single rooms within larger properties, where they can enjoy a price break and mingle with fellow travelers.
- Pet-friendly locations: It’s possible to qualify as a ‘solo traveler’ without actually traveling alone. Some travel enthusiasts prefer to explore alongside their four-legged friends. Eager for canine company, these solo travelers may seek pet-friendly accommodations with sizable yards or nearby walking trails.
How Airbnb Hosts Can Adapt to Attract Solo Travelers
Solo travelers offer many advantages for Airbnb hosts: increased flexibility, reduced wear and tear, and a willingness to book during off-season times, when vacancies are more likely due to school schedules. Hosts can amplify these benefits by using targeted strategies to make short-term rentals extra appealing to the solo traveler:
- Emphasize security: Solo travelers should feel confident that they will be safe and secure throughout their stay. Hosts of Airbnbs can help by incorporating robust security features, such as smart locks and alarm systems. These features should be prominently displayed in Airbnb listings so that guests know what to expect.
- Offer work-from-home amenities: Because many solo travelers qualify as digital nomads, they may be more receptive to spaces developed with remote workers in mind. Features such as fast WiFi and home offices are especially appreciated.
- Provide discounts for longer stays: Solo travelers tend to stick around for longer, as evidenced by insights from Airbnb: their spring getaways average 17 days, versus just 9 nights for duo travelers and a mere 8 for families. Hosts can encourage extended stays by offering generous discounts for weekly bookings. This limits not only vacancies but also turnaround challenges.
Opportunities and Challenges for Airbnb Hosts
Airbnb hosts generally enjoy working with solo travelers, but these unique guests can present a few unique challenges. Common concerns include:
- Fostering an inviting atmosphere: The sense of privacy welcomed by partnered travelers may seem off-putting to some solo travelers. Hosts may need to work harder to overcome this perception to make spaces feel warm and welcoming. It can be tricky to navigate this divide while providing a space that feels like a retreat and also like a friendly gathering place.
- Increased communication needs: Guests always expect prompt communication, but these expectations may be even higher when travelers are alone. Hosts who accommodate these solo travelers should make an extra effort to send consistent and reassuring messages.
- Lower per-night revenue: While longer-term solo travelers can help to limit vacancies, their per-night rates can seem shockingly low compared to larger groups. Despite this, hosts may still absorb the same operational expenses: utility expenses, maintenance fees, and HOA fees, to name a few.
Delight Solo Travelers With Clean, Thoughtful Spaces
Help solo travelers feel safe and cared for with pristine vacation rentals that feel like home. Streamline this process with seamless scheduling solutions that take the guesswork out of vacation rental management. Make the most of the Turno platform to build a solid foundation for welcoming solo travelers.
