In hotels, lodges, hilltop retreats, and urban centres around the world, a quiet revolution is playing out as solo women flex their travel muscle – and impressive annual spend – to become one of the fastest growing markets in the world.
“Once seen as a niche corner of tourism, solo female travellers now represent a powerful and rapidly growing segment, with a projected global annual spend of over $125 billion,” says Antoinette Turner, General Manager Flight Centre South Africa.
According to research by Condor Ferries, 84% of all solo travellers are women, the average age of a solo female traveller is 47 (but ranging in age from 18 to 80), and 83% of women travel solo to escape routine, stress and responsibilities.
Turner agrees. “Our research shows that women are more likely to say that travel is extremely important for mental health, and they’re looking for authentic, enriching and community-driven adventures. But importantly, they’re also more likely to prioritise safety and peace of mind.”
And hotels are responding. Not only have some hotels incorporated women-only floors, but they’re also re-examining every touchpoint to ensure female travellers feel safe, welcome, and able to embrace the freedom of solo travel.
What women want
From the moment a woman walks out of the airport, solo travel presents invisible vulnerabilities: getting from A to B, navigating public transport in an unfamiliar language, trusting e-hailing services, and arriving late at one’s hotel or accommodation.
In response, hotels and hospitality brands are starting to shift the paradigm. Many now offer pre-approved, monitored ground transport, including vetted drivers, in-car dashcams, real-time tracking, and the option to select female drivers.
As Turner explains, features like well-lit entrances, female-only floors, biometric key access, and 24/7 concierge services are becoming standard at many urban and boutique properties worldwide.
“Women often request certain hotels, even certain floors and particular rooms to feel safe,” says Turner. “But we’re also seeing hotels relook their entire offering, including city guides, group tours and group activities where women can connect with like-minded individuals and immerse themselves in local life without ever comprising on safety or security.”
Hilton Hotels and Resorts go a step further, by tailoring their dining options for solo travellers, including incorporating elements like an odd number of bar stools, a variety of table types, and personalised tasting options. It’s all about identifying and catering to solo travellers’ needs – making sure they feel 100% comfortable and at home.
Planning a solo trip
For those setting out on their first solo journey – or their fiftieth – the balance between safety and freedom is key. Turner shares her top tips here:
1. Prioritise pre-trip planning. Research your destination’s safety, cultural norms, and neighbourhoods. Choose centrally located accommodation with positive reviews from solo female travellers.
2. Focus on your first night. Book safe transport ahead of time or opt for properties offering custom transfers. Many smart hotels partner with reliable car services with safety features like live vehicle tracking and designated female drivers. Above all, says Turner, you don’t want to be arriving in a new destination after dark, with no plans in place.
3. Trust your intuition. If a situation makes you uncomfortable, listen to your gut. Empowerment includes changing plans or walking away.
4. Share your itinerary. Friends or family should know where you’re meant to be, where you’re going and how to get in touch.
5. Look after your valuables, travel documents and personal information. Make good use of the hotel safe, consider using a bumbag to conceal your wallet and phone when out and about, and always have digital copies of your travel documents securely saved (but easily accessible).
Of course, as Turner explains, going solo doesn’t mean travelling in solitude (unless, of course, you want to).
“Social travel can be the biggest adventure,” says Turner. “Especially if you tap into local events, join group tours or activities, and research some really different experiences.”
The future of female travel
Today’s solo female traveller isn’t just a backpacker on a gap year – she’s a professional, a mother, a retiree, an adventurer. And she’s setting new standards for hotels and operators.
With the hospitality world taking notice, tailored experiences for women are becoming the norm, not the exception. From hi-tech features to heartfelt human connection, new travel models are offering something richer – and safer – than ever before.
Ready to plan your next getaway? Contact your expert travel advisor at Flight Centre today.
