Solo travel is no longer a niche. With one in three APAC travellers planning a solo trip in the next 12 months, the trend has become a full-blown movement. Whether driven by a desire for self-discovery, a break from routine, or the simple freedom to go at one’s own pace, solo travellers are reshaping how brands think about engagement, content, and conversion.

Scoot and YouGov’s latest study, “Unpacking the solo travel trend,” explores the mindset of solo travellers across six APAC markets — Singapore, Malaysia, Indonesia, Philippines, Thailand, and Australia — and what it means for marketers eyeing this growing segment.

The study found that solo travel skews younger, with 45% of respondents aged 18 to 34. Women make up a higher share of solo travellers at 56%, compared to 44% for men. In Singapore, the trend is particularly strong among Millennials, who are turning to solo travel for flexibility, emotional reset, and the opportunity to prioritise mental wellbeing.

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The top reasons for going solo include the freedom to explore without compromise (50%), personal growth (38%), and the need to escape daily life (35%). One in five travellers also said they travelled solo because they had no one to go with, suggesting an untapped opportunity for community-based travel experiences or group-style solo packages.

Digital channels drive solo travel planning

Digital platforms are central to the solo travel journey. For accommodation, travellers turn first to online travel agency websites, followed by hotel sites and reviews. Most flights are booked directly through airline websites or apps, while OTAs and social platforms play supporting roles.

Social media plays a key role in food and activity discovery. Travellers often consult TikTok and Instagram to plan where to eat and what to do. Family recommendations and online reviews also heavily influence decision-making, underscoring the need for brands to maintain consistent and trusted digital footprints.

The study notes that solo travellers prioritise flexibility, peace of mind, and convenience. Offerings such as all-in-one insurance, rebooking flexibility, and integrated travel bundles help reduce planning friction. For travel marketers, this means going beyond awareness-building to remove practical barriers at each touchpoint.

Presence across channels is no longer optional. From OTA listings and hotel partners to influencer content and review platforms, brands need to be present where consumers already are. The solo travel journey is omnichannel and non-linear. Brands that show up with clarity, utility, and relevance are more likely to drive action.

With solo travel on the rise, brands that recognise the solo traveller as a distinct and valuable audience, rather than a secondary segment, will be better placed to capture loyalty, spend, and share of mind.

“While the findings do not represent the end to group and family travel, the way we travel expresses our individuality and allows for self-discovery. Scoot’s white paper sheds light on the behaviour, motivations, preferences and expectations of an emerging segment of travellers today,” said Agatha Yap, director of marketing, communications and loyalty, Scoot.

“With an extensive network especially in the Asia-Pacific, Scoot is excited to be able to play a role in enabling access to some of the most sought-after and yet-to-be discovered destinations, empowering more travellers, whether solo or group, to explore the world with greater confidence and enthusiasm,” she added.

Adding further context to the evolving travel landscape, Booking.com’s 2025” Global AI sentiment report”, unveiled at its Trust Summit in Singapore, highlighted the growing enthusiasm for AI among APAC travellers. The report, based on insights from over 37,000 consumers globally, found that 95% of APAC travellers are excited about AI’s expanding role in travel, with 82% already familiar with the technology and 93% planning to use AI tools in their future trip planning.

The report also points to a shift in trust, with travellers increasingly valuing AI assistants over traditional influencers or peer recommendations. Moreover, there is a strong interest in AI-driven solutions that support responsible travel such as avoiding crowded tourist spots and encouraging experiences that benefit local communities. This growing integration of AI complements broader travel trends focused on personalisation, convenience, and meaningful experiences, and signals new opportunities for travel brands to engage the tech-savvy solo traveller segment. 

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Millennials are at the forefront of this shift, making up 38% of current and aspiring solo travellers.

The research, commissioned by low-cost carrier Scoot, involved over 5,000 respondents across five countries within the Asia-Pacific region – Malaysia, Singapore, Thailand, Indonesia and Australia – offering a window into the mindset of today’s independent explorer.

Some 86% of Malaysian respondents said they would recommend solo travel to others: a growing trend tied to broader lifestyle shifts, from increased demands at work and home to a rising emphasis on personal well-being.

Meanwhile, 56% of solo travellers cited freedom and flexibility to plan their own itineraries as their primary motivation; while 53% viewed solo travel as an opportunity to take a break and focus on themselves.

Notably, 49% of the respondents said they value the independence of exploring new places at their own pace.

Respondents from Malaysia were also the biggest group to cite solo travel as a catalyst for pursuing activities or hobbies they personally enjoy (47%, compared to the regional average of 43%).

This reflects a growing desire among Malaysians to use travel as a means to reconnect with their interests away from routine or group expectations.

What do Malaysians look for?

The findings also show that solo travellers are highly intentional in their approach: an overwhelming majority (95%) engaged in some form of planning for their trips.

Aside from flight bookings, main priorities for more than half of these travellers include budget management (56%), accommodation (52%), and safety considerations (51%).

They relied heavily on online travel agencies, hotel websites, and online review platforms to help them make informed decisions about their flight and accommodation bookings. For food and activity recommendations, they relied on social media.

The survey further reveals a strong preference for Asia-Pacific destinations among Malaysian respondents, with nine in 10 planning trips within the region in the next 12 months.

Malaysia ranks as their top travel location, with 21% preferring to travel solely within the country, and 71% open to domestic and international trips.

Thailand (25%), Japan (23%), and Indonesia (22%) emerged as the top three international travel destinations in the year ahead.

These choices indicate a desire for vibrant cultures, nature and seaside escapes, reflective of the most popular types of solo trips: cultural and historical experiences (46%), city breaks (43%), beach getaways (42%), and nature holidays (41%).

To reach these destinations, respondents from Malaysia continue to prioritise affordable air travel options, with 70% opting for economy class and 28% choosing low-cost carriers – underscoring the importance of value as a key driver for those navigating the world on their own.

A growing trend is noticeable in the increasing popularity of solo women travellers, with a significant number of them planning or already undertaking solo trips. Women travel solo for various reasons, including seeking independence, personal growth and unique experiences. Some are motivated by life events.

Lonely Planet’s Women Travel Solo is a timely release, with a recent study finding that search volume for the term ”female solo travel” across all search engines has increased by 62 per cent in the past three years (Brittany Ferries). Remarkably, 84 per cent of solo travellers today are women, a statistic that reflects an empowering trend towards autonomy and introspection.

Be inspired by women who highlighted the transformative power of a solo journey of self-exploration. The title Women Travel Solo: 30 Inspiring Stories of Adventure, Curiosity and the Power of Self-Discovery speaks volumes. The 30 inspiring stories of adventure, curiosity and the power of self-fulfillment are awe-inspiring!

Included among the women sharing their motivating stories of exploration and self-realisation is Jessica Nabongo, the first black woman on record to visit all 195 countries in the world.

In the foreword, Nabongo discusses her extensive solo travels and the confidence it has built for her.

“I have visited every country in the world: all 193 United Nations members and the two non-member observer states,” she says.

“I’ve also been to Antarctica and all 50 US states. The best part? I have done most of it solo! I have travelled to 100-plus countries and explored more than half of the US on my own.”

Many people try to convince her not to travel alone. Her response? “While I do not often purposely travel solo, my bucket list is too long to wait for anyone.”

These powerful and heartening stories from women who have ventured across the globe at their own discretion are set to redefine solo travel and highlight resilience, courage and the game-changing potential of going it alone.

This hardback brings together the voices of women from diverse backgrounds with multiple interests, each sharing their single experiences: from seeing France with a baby in a bike trailer to adventuring while pregnant in Morocco, hopping aboard a container ship in Athens or staying sober in Ireland.

The collection of stories delves into moments of vulnerability and triumph that women have felt while travelling solo, from Stephanie Yeboah learning self-love in Aruba after suffering from an eating disorder to Barbara Woolsey finding a passion and career in DJing on the streets of Bangkok, Thailand.

The narratives cover varied experiences such as:

• Rebecca Hall’s 27-day solo journey on a container ship from Athens to Hong Kong.
• Piera Chen’s six weeks exploring Sichuan and Chongqing, China, as a solo mum.
• Lorna Parkes’s book-research trip to Morocco while pregnant.
• Karla Zimmerman’s reflections on learning to travel solo again after her husband’s death, focusing on a “Tour of Sorrow” in her home town, Chicago.
• Jessica Lockhart’s experiences travelling as a queer woman in Siberia and Jordan, and how her identity impacted her connections.
• Kerry Walker’s challenging hike on the Huemul Circuit in Patagonia.
• Lauren Keith’s transatlantic move to Düsseldorf, Germany, as an au pair, and her initial struggles with culture shock and loneliness.
• Sarah Reid’s exploration of Bahrain’s pearling past as a professional travel writer.

Each story examines the distinctive challenges and life-changing moments of solo travel, with authors sharing candid insights into how these journeys changed them.

Revealed are five reasons for women to travel solo, shared by top travellers:

1. It’s empowering: Travelling alone is a confidence boost.
2. You’re the boss: No guilt, no judgment. Solo travel means you set the agenda – for an action-packed adventure or a relaxing retreat.
3. You’re never really alone: Meeting people on tours, in hostels or on public transport is easier than you think.
4. Freedom from social expectations: Solo travel is the ultimate ”me time”. It’s not just for singles – mothers, grandmothers and partners also benefit from taking time for themselves.
5. A sense of sisterhood: Travelling as a solo woman offers a unique chance to connect with other women and celebrate shared experiences while navigating challenges.

In addition to these inspiring stories, Women Travel Solo provides practical resources for women planning their own solo journeys. From safety tips to advice on eating alone, and 20 things to know before you go, the book equips travellers with the tools they need to take their first step into the unknown confidently.

Women Travel Solo, by Lonely Planet, $35.99