Cruise lines are urging agents not to think of solo cruisers as a single demographic, as operators see demand growing across different ages, motivations and travel styles.
Riviera Travel said solo bookings made through the trade are up 45% year-on-year, while CroisiEurope is reporting ‘double-digit growth year on year, and AmaWaterways also said it is seeing ‘strong and growing interest in solo travel’.
AmaWaterways Director of Sales UK and Europe Andrea Stafford said: “The solo traveller is not one single demographic. We’re seeing the appeal of solo cruising extend beyond the traditional perception of a solo traveller.
“It can be someone who is widowed or divorced, someone whose partner doesn’t share their passion for travel, or simply an independent traveller who wants to see the world on their own terms.”
Windstar Director of International Sales Augustus Lonsdale added: “One of the interesting things I’ve always found about solo cruising is that there’s no single profile. We see retired travellers ticking destinations off their wish list, professionals taking time for themselves, and experienced cruisers who simply don’t want to wait for friends or family to be available, or even want to do something their partner doesn’t. What they have in common is a desire for enriching experiences, authentic destinations and the chance to decide exactly how social or private they want their holiday to be.”
Azamara Director of Sales UK & Ireland Stuart Pearce said its solo guests ‘span a wide range of age groups’, with a mix of working professionals and retired travellers.
Solo cruising doesn’t mean being alone
Andrea added what many solo customers have in common is ‘a desire for independence without having to organise every element of a trip themselves’.
“River cruising is particularly well suited to that: accommodation, dining, transportation between destinations, excursions and much of the social experience are all brought together in one journey,” she said.
“It’s also important not to assume that solo travellers necessarily want to be alone. Many are looking for the freedom to choose when they socialise and when they have time to themselves.”
The cruise lines said operators are also putting more emphasis on making solo guests feel part of the wider onboard experience.
Azamara hosts a solo travellers’ ‘meet and greet’ cocktail party, as well as hosted solo dinners, while CroisiEurope said it will often host drinks receptions for groups of single travellers.
AmaWaterways has introduced a guided ship tour for solo guests, alongside cocktail gatherings and the Captain’s Table, while its Cruise Managers and crew help solo guests feel included.
The biggest misconception about selling cruise to solo travellers is ‘probably that travelling solo means being alone’ according to Andrea.
She said: “Solo cruising gives you control over your own time, but it doesn’t mean you have to eat alone, explore alone or spend your entire holiday by yourself.
“River cruising can be particularly reassuring for a first-time solo traveller because there is a ready-made community around you.”
Augustus said another misconception was that solo travel had a ‘defined meaning’. “Some think it means being lonely, some think it means you have to be herded into a group with the Cruise Director and you don’t get any time alone. In reality, cruising is one of the easiest ways to travel independently because so much of the logistics are taken care of, so then it is up to the guest to choose; they still have complete freedom over how they spend your day.
“This is particularly true on a small ship, it’s remarkably easy to strike up conversations when they want to and find quiet space when they don’t.”
Cruise lines address solo supplements
Cost remains another consideration, with cruise lines using reduced or waived single supplements to encourage bookings.
Azamara offers selected sailings with a 25% solo supplement, while CroisiEurope runs a number of no-single-supplement promotions throughout the year.
AmaWaterways has selected sailings where the single supplement is completely waived, as well as others where it is reduced to 10% or 25%. It also has specially designed single-occupancy staterooms on its ships in France.
Riviera’s dedicated solo holidays have no single supplement, with guests able to have a double cabin to themselves.
Andrea said agents should ‘show them the numbers’ where the single supplement is a barrier, adding that looking for a sailing with a solo promotion or dedicated single-occupancy stateroom ‘can turn ‘I can’t afford to travel alone’ into ‘actually, this could work’.’
Europe leads solo travel demand
Europe remains a key market for solo cruising, according to operators.
John added that at CroisiEurope, most solo travel tends to be in Europe and that it is ‘not seeing much demand for long-haul travel with solo travellers’.
AmaWaterways said the Danube and Rhine are ‘natural choices for a first river cruise’, while itineraries centred around wine, food, history, culture and Christmas markets can provide a natural conversation starter for solo guests.
Augustus said that for Windstar: “Mediterranean voyages consistently appeal to solo travellers because they’re destination rich and easy to enjoy independently – plus our small yacht itineraries include lots of places they may not have been when sailing before, so it has additional appeal. Greece, Italy and Croatia are particularly popular.
“Tahiti also performs exceptionally well thanks to its relaxed atmosphere and the balance between exploration and relaxation. Plus cruising in Tahiti is already the best value way to see the region by a significant margin, so even with a small supplement it outstrips the value of land holidays.”
Riviera, however, said its solo programme is also seeing demand for longer-haul travel. Its leading 2027 escorted tour through the trade is ‘Sri Lanka for Solo Travellers’, followed by ‘New Zealand for Solo Travellers’ and ‘Ecuador & Galapagos for Solo Travellers’.
The operator has also expanded its 2027 solo touring range with new itineraries including ‘Highlights of China for Solo Travellers’, ‘Victoria Falls, Botswana Safari & Cape Town for Solo Travellers’ and ‘The Silk Road for Solo Travellers’.
Agents urged to rethink how they sell solo
Riviera said solo customers are booking 8.5 months out on average, making early conversations important for agents selling 2027 departures.
Augustus said the growth in solo travel was being driven partly by travellers becoming ‘far more confident about doing things independently’.
He said: “There’s been a broader cultural shift towards experiences, personal fulfilment and making the most of our time and with that in mind, people are increasingly unwilling to put travel plans on hold because a partner, friend or family member can’t join them.
“They want the freedom to go now. So solo travel isn’t ‘enforced’ per se, it’s an active choice.”
He added that the wider industry was also increasingly recognising solo travellers as ‘valued guests’, leading to ‘better pricing, more welcoming onboard experiences and products that genuinely suit independent travellers’.
Andrea advised agents should ‘sell the experience, rather than selling the fact that they will be travelling alone’.
“Ask what they want from the holiday — the destinations, the food, the culture, the scenery, the activities — and then explain how river cruising delivers all of that without them having to navigate the logistics on their own.”
John also advised agents to ‘research the river, itinerary, brand and price as you would if trying to book a couple on a cruise’.
“Solo travellers have to feel they are no longer in the minority,” he said.
Augustus similarly advised agents to ‘sell them on the freedom cruise offers – in particular, on a small yacht’.
“They aren’t signing up for a singles cruise, or for a week alone. They can explore the Greek Islands, Tahiti or the Caribbean entirely on their own terms in an affordable manner, speaking to as many or as few people as they like.
“Once the conversation doesn’t have to include anything about ‘solo facilities’, it can instead be about getting excited for the destinations and what a holiday should be about.”
