Trends are fleeting. This is structural. It’s demographic. And it’s going to reshape how we, as an industry, think about product, pricing and people.
Solo travel has been bubbling away under the surface for years. But last year, it pushed more firmly into the mainstream.
At Mercury Holidays, we've seen solo escorted tour bookings increase by more than 50% year-on-year. That’s not an anomaly – it's a clear signal something has shifted.
The reasons are many, but what’s most interesting is that it’s not just about an increase in people choosing to travel alone. It's about why they’re doing it.
