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.

The solo traveller of 2026 is not who you think they are. They’re not all young digital nomads or last-minute bargain hunters. Many of them are in their 60s and 70s. They’re financially secure, time-rich and curious. They want to go further, dig deeper and travel on their own terms.

They want someone else to handle the logistics, but they still want independence. They want structure, but not rigidity. They want social connection, but not enforced bonding.

Industry catching up

It's why our solo escorted tours are resonating so strongly. They combine the freedom of travelling alone with the reassurance of expert guides, smart itineraries and a group of like-minded people. And importantly, they include a private room as standard – no single supplements, no hidden charges, no feeling like an after-thought.

Escorted solo tours are finding their place. They provide that balance – the comfort of a planned route, the insight of a local guide, the social connection of a group, but without the pressure to fit a mould.

For many of our solo guests, having their own space at the end of the day, with a private room guaranteed, is just as important as what’s on the itinerary.

But while the customer is moving quickly, the industry – in some areas – still seems to be catching up. There's a tendency to view solo travel as a bolt-on, a version of something we already do. But that approach only works up to a point.

To serve this audience properly, we need to start thinking from their perspective first. That means building tours that reflect their pace and priorities, offering fair and transparent pricing, and giving agents the tools and training to sell solo travel confidently – not cautiously.

'Deeper change'

We’ve tried to be intentional about this at Mercury Holidays. We now have 24 dedicated solo tours in our portfolio, and that’s growing.

By listening to solo customers, understanding where they want to go, how they want to travel, and what makes them feel comfortable and inspired, we're developing new itineraries rather than tweaking existing group products.

We’re not pretending to have all the answers, but we’re paying attention. And the demand speaks for itself.

(Credit: Mercury Holidays)

I genuinely believe solo travel is one of the most exciting and fast-evolving parts of our industry right now. Not because it's fashionable, but because it reflects a deeper change in how people want to travel – with more purpose, confidence and freedom.

So, the opportunity is there. The question is whether we’re willing to meet it head-on, not just with new brochures or buzzwords, but with real product, proper support and a shift in mindset.

The customer is already onboard. Now it’s up to us to keep up.

Joshua Harford is head of commercial at Mercury Holidays.