The global solo travel market is projected to exceed US$1 trillion by 2030.

New research from m1nd-set reveals that the solo traveller market will double in the next five years, fundamentally reshaping airport, cruise, and ferry retail.

The global solo travel market, already a US$482.5 billion segment, is projected to exceed US$1 trillion by 2030. According to the research, solo travellers are setting new benchmarks for engagement and spending.

In 2024, the share of solo shoppers increased significantly across all travel retail environments, doubling from 8% to 16% in cruise retail. Onboard ferries, the share rose from 20% to 25%; and in airport retail, from 25% to 28%.

M1nd-set: solo shoppers outspend average travellers

According to m1nd-set, solo shoppers tend to both outspend and convert more than the average traveller. While just under four in 10 solo travellers visit duty free shops, their conversion rate is 71%, five points higher than the global average (66%).

At US$133, their average spend is also higher (vs US$129 on average). By category, jewellery & watches, fashion, and electronics account for the highest spend.

The research underlines the distinctly high value of the solo buyer profile in airports. According to m1nd-set, solo shoppers are skewed towards Gen X and are more likely to be travelling for business (42% vs 27% on average), or in a premium class (31% vs 24% on average).

Solo travellers prioritise service quality, product authenticity, travel retail exclusives and store atmosphere, the research reveals.

While women dominate the overall solo travel market, 57% of solo buyers in airports are men. The solo traveller segment is also highly intentional. They prioritise service quality, product authenticity, travel retail exclusives and store atmosphere above the average shopper, the research reveals, with 57% of solo buyers purchasing for themselves (vs 53% globally).

Furthermore, 58% of solo buyers in airports actively compare prices, a finding that highlights their discerning nature and focus on finding genuine value.

M1nd-set research also reveals markedly different buying patterns in maritime retail environments among solo travellers, underlining the need for tailored retail strategies.

Since 2023, solo travel has doubled on cruise ships, where m1nd-set research indicates that 29% of solo passengers buy on impulse.

Solo travellers on ferries are typically represented by Gen Xers (44%). A significant 78% of purchases by this segment are planned prior to travel, underscoring their intentional buying behaviour. While their conversion rate is strong at 83% (above the 78% global), their average spend is slightly lower than the average ferry traveller (US$165 vs US$172).

The growth in maritime environments, where solo travel has doubled on cruise ships since 2023, highlights the urgency for the industry to adapt. M1nd-set research indicates that 29% of solo passengers buy on impulse, well above the 20% among the general cruise traveller population. Solo cruise shoppers are also younger, led by Millennials (52%).

The research highlights their importance as high-value customers. Their conversion rate significantly exceeds the global average (78% vs 65%), as does their average spend ($203 vs $196).

Solo travellers on ferries are typically represented by Gen Xers (44%), a segment that plans 78% of purchases prior to travelling.

Finally, m1nd-set research also highlights the critical role played by human connection and staff interaction. Findings reveal that solo shoppers are highly receptive to positive staff interaction, with staff engagement proving to be a critical conversion driver across all travel retail environments.

M1nd-set owner and CEO Dr Peter Mohn explained: “Solo travel represents a structural shift that redefines how people consume travel and related goods and services. 61% of solo passengers engage with sales personnel on ferries, and an impressive 86% of these interactions positively influenced their buying choice, making it the most staff-sensitive channel.

Peter Mohn, Owner and CEO of m1nd-set.

“Onboard cruise ships, while fewer solo travellers engage with staff (54%), the impact remains strong: 84% of those who do engage with the staff are influenced to buy, compared to the global average of 79%.”

Mohn continued: “In airport retail the numbers are lower than on the ferries and cruise ships but still above average. 52% of solo buyers interact with sales staff, compared to 49% on average, and 77% of these interactions positively influenced the purchase decision, compared to the global average of 74%.

“Given that solo shoppers clearly value personal attention and authentic advice, it is important that retailers ensure sales teams are both well-trained and approachable.”

Mohn concluded: “The crucial link to conversion is beyond any doubt the friendly and well-informed staff, demonstrating that personal and premium service is indispensable in converting this high-value segment.

“Staff who can combine product knowledge with genuine engagement will have a notably higher conversion potential.”

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