Once considered niche, solo travel is now one of the fastest-growing movements in tourism, and as a travel PR agency, we’re seeing firsthand how this trend is reshaping the way people explore the world.
More travellers than ever are choosing to travel on their own terms, prioritising freedom, self-discovery, and meaningful connection.
Google searches for “solo travel” have more than doubled in the past five years, and 1 in 4 travellers globally say they plan to take a solo trip in the next 12 months. Women now make up almost 65% of solo travellers worldwide.
Their top motivations? Adventure (52%), personal growth (45%), and cultural immersion (39%).
Far from being lonely, today’s solo travellers are part of a growing global community that’s redefining what it means to experience the world. From wellness retreats to culinary journeys and bucket-list destinations, going solo doesn’t mean going it alone, it means travelling at your own pace, on your own terms.
For Wanderlust Union Founder, Sophie Baker, that journey began ten years ago with a solo trip to Aro Ha Wellness Retreat, a self-sustaining haven on New Zealand’s South Island. Between sunrise yoga, subalpine hikes, and nourishing plant-based cuisine, it was an immersive experience that became a powerful catalyst for personal change.
Sophie returned home reset, recalibrated, and inspired to launch Wanderlust Union, a purpose-led travel PR agency in Sydney helping tourism brands tell stories that truly connect.
