More women than ever are choosing to explore the world on their own. According to tourism research firm Future Partners, nearly 40% of female travellers plan to take a solo trip in 2025—an 8% increase from last year. While men still make up a larger share of solo travellers, the growing demand among women presents a major opportunity for tour operators.
From women-only adventure trips to solo-friendly cruise cabins, the industry is evolving to meet this shift. But what’s driving the rise in solo female travel, and how can tour operators appeal to this growing audience?
Why more women are travelling solo
Changing attitudes
Jess, VP Marketing, on a food tour in Malta
Solo travel is no longer seen as something just for young backpackers. More women, particularly those over 50, are embracing independent travel. Companies like Road Scholar and Natural Habitat Adventures report that the majority of their solo travellers are women, often retirees or those travelling without partners.
Financial independence & the experience economy
Women are increasingly investing in travel experiences for themselves. Doni Belau, founder of Girls’ Guide to the World, told NBC that many industry marketers have historically overlooked women’s financial power. But that is changing. Today, women are willing to spend on meaningful travel experiences, and the travel industry is taking note.
More options & better safety measures
Tour companies, hotels, and cruise lines are addressing long-standing challenges for female travellers, offering safer accommodation, women-led tours, and group experiences that make solo travel more appealing.
How tour operators can cater to solo female travellers
Blanca, VP Knowledge, showing us an art installation
Offer women-only tours
There’s a growing demand for female-led and women-only travel experiences. Companies like Natural Habitat Adventures and Uniworld River Cruises have expanded their women-only offerings due to increasing demand. Whether it’s adventure travel, cultural immersion, or wellness retreats, these trips provide a sense of security and community that many solo female travellers seek.
Address safety concerns
Safety is a top priority for solo female travellers. Operators can stand out by:
- Employing female guides
- Carefully selecting accommodations in safe areas
- Partnering with vetted local businesses
- Providing clear safety resources and emergency contacts
Eliminate the ‘solo penalty’
Shawn, Social Media Manager, enjoying a swing on a palm tree
Many hotels and tour operators charge a single supplement, making solo travel unnecessarily expensive. Companies that offer single-friendly pricing, such as Norwegian Cruise Line’s solo staterooms and AmaWaterways’ no-single-supplement options, will have a competitive edge.
Create opportunities for connection
Going alone doesn’t mean being lonely or isolated. Solo travellers often enjoy meeting like-minded people. Group dining options, shared activities, and small-group tours help create connections while maintaining flexibility. G Adventures’ “solo-ish” trips are an example of how operators can blend independence with social experiences.
Market to solo female travellers
Women aren’t just travelling solo—they’re actively looking for travel experiences tailored to their needs. Effective marketing should:
- Highlight safety measures and female-led tours
- Feature real stories from female solo travellers
- Use inclusive imagery and messaging that reflects different ages and backgrounds
Lourdes, Palisis Support
The future of solo female travel
The rise of women travelling solo isn’t a passing trend—it’s a shift in how the travel industry operates. As more women seek independence, adventure, and personal fulfilment through travel, operators who meet their needs will be well-positioned for success.
Tour companies that prioritise safety, flexibility, and connection will not only attract solo female travellers but also build a loyal customer base eager to return for more enriching experiences.