Long criticized for paying premiums, solo travelers are experiencing a shift: more hotels, cruise lines and tour operators are quietly eliminating or reducing “single supplement” fees in response to rising demand. Companies like Lemala, Riviera, and Norwegian Cruise Line are adapting products accordingly, and data show rising solo traveler searches and bookings. It’s a consumer-facing change with broad appeal and immediate relevance for trip planning.
TL;DR - Solo Travel Supplement Fees
- Solo travel demand is booming: market set to double to $1.07T by 2030
- Companies like Lemala, O.A.T., Tauck, and Ecoventura cutting solo surcharges
- Norwegian Cruise Line doubled solo cabin capacity, Riviera to launch solo-only ship in 2027
- Hotels adapting with micro-rooms and social lifestyle spaces
- Dining, tours, and booking platforms slowly becoming more solo-friendly
Jump to: Solo Travel Demand • Companies Drop Extra Fees • Hotels Slowly Adapt • Forecast • FAQ
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Solo Travel Demand Surges Post-Pandemic
The travel industry is starting to ease long-standing “single supplement” charges as solo travel demand surges, offering greater equity and flexibility for independent travelers. For years, solo globetrotters have faced a “solo tax” – extra fees or higher per-person prices – simply for traveling alone.
These surcharges ranged from pricey single-occupancy hotel rooms to tour packages that charged nearly double for a party of one. Even airfare algorithms have, at times, quoted higher prices for a solo passenger than for two people booking together. Such practices, long a bane of solo travelers, are now being reexamined as solo journeys move from niche to mainstream.
Multiple indicators point to an unprecedented rise in solo travel. Google search interest in the term “solo travel” hit a record high in July 2025 , rebounding strongly after the pandemic lull. A recent industry report by luxury network Virtuoso found that 68% of its solo travel clients are women , reflecting a particularly strong surge in independent female travelers.
And according to a 2025 survey, 76% of Gen Z and millennial travelers were planning to embark on a solo trip within the year. The global solo travel market was estimated at $482 billion in 2024 and is projected to more than double to $1.07 trillion by 2030. In short, independent travel is booming, and the industry has taken notice.
“After the pandemic, there’s been this massive surge in interest from people wanting to go somewhere alone,” said Katalina Mayorga, founder of El Camino Travel, which specializes in bespoke trips for women. “The industry is definitely evolving in a way we’ve never seen before.” Travel companies are finally beginning to treat solo travelers as a distinct and valuable demographic, rather than an afterthought. This means catering to solo customers with new products, more pricing fairness, and targeted experiences – a trend experts say is one of the notable solo travel trends of 2025.
Travel Companies Drop Extra Fees for Singles
Some of the most pronounced changes are coming from tour operators, cruise lines and lodges that historically priced singles out with steep supplements. In Tanzania, for example, safari outfitter Lemala Osonjoi Lodge decided to waive single supplemental fees during low and mid-season, after hearing feedback that solo upcharges were driving travelers away. “When we have beds outside peak season, do we really need to penalize singles?” wondered Lemala’s chief executive, Leanne Haigh, who noted that since dropping the fee, the lodge has seen a steady yearly increase in single guests. In other words, waiving the surcharge attracted travelers who might have booked elsewhere if they had to pay extra.
Other companies report similar benefits after eliminating or reducing the solo traveler fee. Ecoventura, a boutique cruise line in the Galápagos, introduced a solo traveler deal in 2023 – and subsequently doubled its number of single-occupancy bookings. Luxury tour operator Tauck likewise began waiving single supplements on select cabins for its European river cruises, bringing pricing for solo guests on par with the per-person rates paid by couples.
And Overseas Adventure Travel (O.A.T.), a company long known for catering to solos, now offers free or very low single supplements on the vast majority of its small-group tours, claiming that 92% of its single spaces carry no additional fee. These case studies make clear that demand is there – if solos aren’t penalized on price, they will come.
Cruise lines in particular have made bold moves to accommodate solo travelers. Norwegian Cruise Line (NCL), which helped pioneer solo staterooms over a decade ago, announced it would more than double its capacity of dedicated solo cabins across its fleet starting in 2024. In fact, NCL added about 1,000 single-occupancy staterooms in 2024 alone , retrofitting ships with “studio” cabins and exclusive solo lounges for those passengers.
This expansion positions NCL as a leader of the “solo cruise” boom. The investment is already paying off – industry data shows roughly 10% of cruisers from U.S. ports now travel alone, especially millennials and Gen Z, making solos one of cruising’s fastest-growing segments. By creating cabins designed (and priced) for one, NCL lets solo cruisers avoid the usual single supplement that can otherwise double the cost of a voyage. Unsurprisingly, these new solo cabins have proven popular – many sailings’ single studios sell out far in advance, affirming that travelers will eagerly book if the price is fair.
Some companies are going even further by designing trips exclusively around solo guests. U.K.-based Riviera Travel recently announced it will launch the world’s first solo-only river cruise ship. Starting in 2027, Riviera’s 68-passenger MS George Eliot will set sail with 100% single-occupancy cabins and zero supplement fees – no couples, no families, just solo travelers on board.
The entire ship is being repurposed to cater to solo cruisers, from communal dining tables to dedicated welcome mixers and entertainment that encourage mingling. “With growing demand for solo departures, we knew it was time to dedicate an entire ship,” said Stuart Milan, Riviera’s North America president. Riviera has offered occasional solo-only departures on some trips since 2018, but this marks the first time an entire vessel and season will be devoted solely to independent travelers. It’s a clear sign that what used to be a travel niche is now big enough to merit solo-first product design on a large scale.
Hotels and Dining Slowly Adapt
The hotel sector has been slower to eliminate the implicit “single supplement,” in part because most hotels charge by room rather than per person. A solo guest typically pays the same rate for a double room as two people would – effectively a built-in surcharge for one. While this room-pricing model isn’t disappearing overnight , some hotel brands are tweaking their offerings to better suit solo travelers.
The rise of chic “lifestyle” hotels with micro-rooms – such as Marriott’s Moxy or Hilton’s new Tempo brand – is one example. These properties feature smaller, more affordable rooms (sometimes with single queen or twin beds) alongside vibrant common areas like lobby bars, co-working lounges, and communal tables.
The idea is to shift the value proposition toward social spaces, so solo guests can comfortably hang out, work, and meet fellow travelers in lieu of spending time in a big private room. In effect, the hotel experience is being subtly reimagined to make solo travelers feel welcome and provide opportunities to connect, even if the nightly rate itself isn’t discounted for one person.
Dining, too, is gradually becoming more solo-friendly, though challenges remain. Prior to the pandemic, a solo diner requesting a table during peak dinner hour might have drawn puzzled looks, or been relegated to the bar by default.
Now, restaurant culture is shifting – major food tour companies in Europe report that single diners are no longer an anomaly, with 14% of their guests dining alone in 2023, up from about 7% before 2020. “There’s no awkwardness about being on your own,” observed Kenny Dunn, founder of Eating Europe food tours, noting that joining a cooking class or tasting tour can feel like a safe, convivial way to explore a new city in the evenings.
Still, solo travelers can encounter structural hurdles when eating out. Some reservation systems and restaurants make it difficult to book a table for one. For instance, popular platform Resy doesn’t require restaurants to allow reservations for solo diners, and when a lone diner is accepted, they’re often limited to bar seating rather than a standard table. It’s a common gripe among independents that even when they’re willing to pay, they sometimes can’t get the same dining opportunities as a pair.
In fact, a recent survey of solo female travelers highlighted frustrations such as restaurants not allowing single-person bookings or placing solo diners “in worse off locations” (like by the kitchen or in a corner) by default. The same survey noted that many day tours require a minimum of two people, effectively forcing a solo traveler to buy two tickets or skip the activity. These ingrained industry practices — from lodging to dining to tours — illustrate how travel infrastructure was built around couples and groups, and how it still needs to catch up to the solo traveler phenomenon.
Forecast
As independent travel continues its stride from niche to mainstream, the industry is expected to keep adapting. Companies are looking into solo-first innovations in both product design and marketing. Cruise lines and tour operators have already led the charge with single-occupancy cabins, solo-only departures, and small-group experiences that mix solo strangers.
We may see more hotels experiment with single rooms or pod-style accommodations tailored (and priced) for one – an idea travelers themselves have floated for years. In the words of one solo travel advocate, the goal is for solo guests “to not have to be penalized for their stay by having to pay extra for a room.” That could mean future hotel designs include cozy single studios or adjustable pricing that doesn’t treat a lone traveler as half of a missing couple.
Marketing is also starting to shift. Travel agencies and destination boards that once plastered their brochures and ads with smiling couples and families are now featuring images of happy solo adventurers as well.
Industry analysts note that solo travel is no longer considered a quirky exception, but a mainstream segment, and promotional materials are slowly reflecting that reality. “Normalize solo travel in advertising and media,” urged respondents in one 2024 solo travel trends report, which argued that travel brands should portray independent travelers “as much as they show couples and families.” Beyond visuals, companies are tailoring content and deals to the solo audience – from blog posts about the best destinations for solo explorers, to special “no single supplement” sales blasted out via newsletters.
Perhaps most importantly, the stigma around traveling alone is fading, replaced by a celebration of the freedom and empowerment it offers. As more people discover the joys of solo journeys, travel providers are recognizing solo travelers not as “less than,” but as valued customers with unique needs and considerable spending power.
The wave of recent changes – fee waivers, new cabin designs, solo group activities – is likely just the beginning. Solo travel innovation is expected to accelerate, with more creative solutions to the solo tax and more offerings built from the ground up for party-of-one travelers.
“Solo travel is not just a trend, it’s here to stay,” Mayorga said. The hope among independent travelers is that in the coming years, they’ll no longer have to hunt for exceptions or pay a premium to see the world on their own. Instead, they can choose from a wide array of solo-friendly options — and spend their travel budget on enriching experiences, not unfair fees. In the very near future, hitting the road alone may feel just as accommodated (and affordable) as traveling with a companion, a change that solo adventurers have long awaited.
FAQ
What is a “single supplement”?
An extra fee charged to solo travelers, often doubling room or tour costs.
Why are companies removing it now?
Solo travel demand has surged post-pandemic, making solos a valuable market segment.
Which companies have changed policies?
Norwegian Cruise Line, Riviera, Tauck, O.A.T., Ecoventura, Lemala, and others.
What’s new for cruises?
Norwegian doubled solo cabins across its fleet, and Riviera will launch the first solo-only river cruise ship.
Are hotels adapting too?
Some lifestyle hotel brands now offer smaller rooms and vibrant communal spaces aimed at solo guests.
Sources:
- Chris Dong, The Washington Post – “Solo travelers were punished with extra charges. That’s changing.” (Sept. 24, 2025)
- SoloTraveler World – “Solo Travel Statistics, Data 2024–2025: Historical Trends” (updated Nov 2024)
- Solo Female Travelers Survey 2024 – “Solo Female Travel Trends and Statistics”