The rise of solo travelers

There's a segment growing quietly that very few hotels are capturing strategically: solo travelers.

The numbers that surprise

• 1 in 4 travelers now travels alone.
• Millennials and Gen X lead the segment, but so do women of all ages.
• 65% of bookings at agencies specializing in solo travel are made by women.
• The solo traveler spends on average between USD 1,000 and 2,000 per week —more than couples because they pay for the double room alone.

Concrete opportunities for hotels

How does a hotel adapt to capture this segment?

• Single rates: don't charge the double price to someone traveling alone. It seems obvious, but many hotels still don't do it.
• Social connection spaces: common areas designed so solo travelers can meet people if they want to.
• Optional group activities: tours, communal dinners, local experiences where the solo person feels included.
• Specific messaging: show on your website and social media that the hotel is "solo-friendly." Many solo travelers choose their hotel because of this.

WeSpeak: 700+ hotels, 20 countries

A milestone I want to share: we surpassed 700 hotels across 20 countries. From boutique hotels in Patagonia to resorts in the Caribbean. Each one with its own particularities, and the assistant tailored to each.

We keep growing. And every new hotel teaches us something we apply to all the others.

— Gonzalo Rioja