Solo travellers favour adventure destinations, Squaremouth data finds
Beach destinations remain more popular among families and couples, while solo travellers show greater interest in culture and adventure-focused travel
Recent data from US travel insurance marketplace Squaremouth has highlighted that solo travellers are more likely to opt for destinations that offer adventure than families and couples, who are choosing beach destinations.
Italy and the US were among the top destinations across all three traveller groups for autumn 2026. Italy ranked first among solo travellers and couples, while the US took the top spot for families.
However, the data showed differences further down the rankings. Beach destinations were more popular among families and couples, with the Bahamas ranking third for families but 13th for couples and 22nd for solo travellers. Aruba ranked 19th for families and 22nd for couples, compared with 46th among solo travellers.
Meanwhile, several destinations with a greater focus on adventure and cultural experiences ranked higher among solo travellers. Peru ranked 17th for solo travellers, compared with 28th for couples and 31st for families. Morocco ranked 21st for solo travellers, compared with 37th for couples and 60th for families.
The data also found differences in travel insurance purchasing, with solo travellers more likely to opt for higher levels of travel medical cover. Two in five (41.8% of) solo travellers purchased at least US$250,000 in cover, compared with 39.7% of couples and 36.6% of families.
Jacqueline Mondelli, Chief Marketing Officer at Squaremouth, said that solo travellers were seeking discovery and adventure, while travel insurance could provide a “safety net” when travelling without a companion.
A recent study found Dubai, UAE, to be the top global travel destination based on online search and social media activity.