INSIGHTS: Nearly One in Four Americans Plan to Travel Solo in 2027

New research reveals a growing appetite for solo adventures, domestic holidays and premium accommodation, with American travellers increasingly taking control of their travel choices.

Solo travel is experiencing a significant surge among American holidaymakers, with almost one in four (23.6%) planning to travel alone on their next trip in 2027, compared with just 14.4% last year.

The findings come from SiteMinder’s latest Changing Traveler Report 2027, which surveyed more than 12,000 travellers across 14 of the world's largest tourism markets. The research highlights a growing shift towards independent, more personalized travel, with Americans emerging as leaders in the global rise of solo holidays.

Worldwide, 16.1% of travellers intend to take their next trip alone, up from 13.8% in the previous year.

Interestingly, the growing enthusiasm for independent travel coincides with a stronger preference among Americans for exploring destinations closer to home. More than two in five (44%) plan to travel exclusively within the United States over the next 12 months, significantly exceeding the global average of 29.7%.

However, choosing domestic destinations does not mean American travellers are compromising on accommodation quality. In fact, the research suggests they are increasingly willing to spend more on the hotel experience, particularly when it comes to room comfort and premium features.

One in four American travellers (25.1%) expect to book a Deluxe Room, compared with just 14.9% globally. Demand for higher-end accommodation is also evident in the figures for Executive Rooms and suites, with 7.3% and 6.3% of Americans respectively planning to book these categories, against global averages of 4.1% and 2.9%.

The findings point to a more selective and confident American traveller: one who is increasingly independent in deciding where to go, but still prepared to invest in the quality and comfort of their stay.

“Americans are increasingly travelling on their own terms, and that is creating a very different guest journey for hotels,” said Brian Reising, Market VP – Americas at SiteMinder. “The growth in solo travel is particularly striking, but we’re also seeing travellers stay closer to home while continuing to seek out premium rooms, trusted brands and experiences they value.

For hotels, understanding those choices is increasingly important. The opportunity is not simply to compete on price but to make the value of each room, upgrade and experience clear wherever a traveller chooses to research and book.”

Trusted hotel brands and loyalty programmes remain powerful influences

Despite the growing appetite for independent travel, American consumers continue to place considerable importance on familiarity, reputation and brand loyalty when choosing accommodation.

Almost half (47.8%) of U.S. travellers identify a trusted hotel brand as one of their top three considerations when selecting a property, compared with 37.9% of travellers worldwide.

Loyalty programmes are also proving influential. Among Americans intending to stay with a recognised hotel group or chain, 42.9% say loyalty programme benefits are a key reason for their choice – 12.2 percentage points above the global average.

The appeal of loyalty schemes extends beyond the initial booking. One-third (33.1%) of American travellers say a hotel loyalty or rewards programme would encourage them to return, considerably higher than the global figure of 22.6%.

Nevertheless, memorable experiences remain an equally important part of building lasting guest relationships. Some 38.2% of Americans say an unforgettable experience would motivate them to revisit a hotel, broadly in line with the worldwide average of 39.1%.

For hotel operators, the message is clear: competitive pricing alone is unlikely to secure long-term guest loyalty. Delivering memorable stays, recognizing returning customers and communicating the benefits of loyalty programmes are all becoming increasingly important.

Artificial intelligence begins to reshape the hotel booking journey

Technology is another area where American travellers are demonstrating a growing willingness to embrace change.

The report reveals that 9.4% of U.S. travellers now begin their accommodation research using an AI assistant, compared with 7.3% globally.

Looking ahead to 2027, almost one in ten (9.7%) expect to book accommodation through an AI assistant or agent, significantly above the worldwide average of 5.9%.

The figures suggest that artificial intelligence is beginning to establish itself as a meaningful part of the travel planning and booking process. However, its growing influence does not appear to diminish the importance of established hotel brands.

Instead, technology and brand recognition are increasingly working alongside one another, with travellers seeking the convenience of new digital tools while continuing to rely on trusted names when making their final accommodation decisions.

Global travellers become more purposeful about spending

The shift towards more considered travel choices is not confined to the United States.

Globally, more travellers are planning to stay closer to home, with the proportion increasing from 23.9% to 29.4%.

However, international trends reveal some differences in spending priorities. Around 31.1% of travellers worldwide plan to spend less to make their budgets go further, up from 28.9% last year. Meanwhile, 20.9% expect to make last-minute bookings, compared with 17.7% previously.

Despite these more cautious approaches to planning and spending, the desire to travel remains strong. More than two in five travellers worldwide (41.6%) say their enthusiasm for travelling will increase in 2027.

A changing landscape for the hotel industry

SiteMinder’s findings highlight a travel market undergoing significant change, with guests becoming more independent, digitally confident and discerning about where they spend their money.

For hotels, the challenge will be to respond to increasingly diverse guest expectations – from solo travellers seeking flexibility and convenience to loyal customers looking for meaningful rewards and premium experiences.

The growing use of AI in travel research and booking also reinforces the importance of maintaining a strong digital presence and ensuring accommodation options are easy to discover across an expanding range of platforms.

Ultimately, while the way people plan and book their holidays continues to evolve, the fundamentals of hospitality remain important: trusted brands, quality accommodation, personal experiences and genuine value.