Study: Millennials power APAC solo travel surge, digital channels lead the way

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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.

Don't miss: Report: 95% of APAC travellers eager for AI

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.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

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