Solo female travel is booming. According to American Express Business 2024 Global Travel Trends Report, 76% of Millennial and Gen Z travelers planned solo trips in 2024, with women leading this charge.
Women now account for over half of adventure bookings, and they’re not just passing through—they’re evaluating every detail of your property with a discerning eye. I’ve noticed how Virtuoso Traveladvisors have brilliantly tailored exquisite offerings for her.
As someone who has spent decades working with luxury and legacy brands, I can tell you this: exceptional experiences aren’t built on grand gestures alone.
They’re crafted through the accumulation of thoughtful details that show you truly understand each guest. And when it comes to female travelers—particularly those traveling solo—wellness isn’t a department, it’s a lens through which they view your entire property.
The Morning Ritual You’re Getting Wrong
Before we even talk about your gym or spa, let’s discuss the moment that sets the tone for her entire day: the morning beverage ritual. That sad single-serve coffee maker with mystery pods from 2022 (gross)? It’s telling her you don’t understand wellness at all.
Female travelers—especially those prioritizing wellness—have specific morning routines. Some won’t start their day without a proper espresso. Others are dedicated to matcha (you know I I am obsessed with KoMatcha for daily energy) or premium loose-leaf tea.
These aren’t preferences; they’re rituals that ground them while traveling.
Invest in a high-quality coffee machine. Not the plasticky thing that makes vaguely coffee-flavored hot water, but an actual espresso machine or, at minimum, a premium pour-over setup. And here’s the non-negotiable: include a proper kettle. Not a coffee maker that can “also heat water,” but a temperature-controlled kettle that lets her brew her green tea at 175°F or her matcha at the perfect temperature.
Stock the room with quality coffee beans or grounds, a selection of premium teas (green, herbal, black) from brands likeFortnum & Mason, and yes—offer matcha powder with a bamboo whisk for the guests who know the difference. This one detail can be the difference between a good review and a glowing recommendation, and she will tell all her friends and colleagues about it too, post it on Instagram, and you have created a shareworthy moment.
The Sleep She’s Actually Trying to Get
Sleep tourism has emerged as a significant trend, with travelers prioritizing destinations and accommodations that offer environments conducive to high-quality rest. Female travelers value their sleep—it’s non-negotiable for wellness. Yet city hotels continue to overlook one of the simplest, most cost-effective amenities that could transform a guest’s experience: complimentary earbuds.
Not the cheap foam ones that fall out. Quality, comfortable ear buds or earplugs that actually block the 3 AM garbage truck, the couple arguing next door, or the relentless hum of urban life outside the window. Include them in your turndown service or place them prominently on the bedside table in attractive packaging that doesn’t scream “we bought these in bulk.”
Pair this with a curated pillow menu (great suggestion Laura Gassner Otting) and blackout curtains that actually black out light (not the ones with that annoying gap in the middle), a white noise machine or bluetooth speaker so she can play her own sleep sounds, and suddenly you’re not just providing a bed—you’re providing rest. And rest, for the wellness traveler, is everything.
The Protein Problem (And How You’re Probably Getting It Wrong)
Open your minibar right now. What do you see? Chocolate, chips, nuts if you’re lucky, and perhaps a lonely protein bar that’s been there since 2019. Meanwhile, your female guests have been to the gym at 6 AM, skipped breakfast because the restaurant doesn’t open until 7, and are now staring at overpriced cashews, wondering why you don’t understand their needs.
Smart properties like theFour Seasons Hotel Philadelphia at Comcast Center led by Cornelia Samara (one of my favorite well-equipped, wellness hotels) are reimagining their in-room offerings with shelf-stable protein-forward options: protein drinks, jerky, nut butter packets, and quality protein bars with visible nutritional information. In Boston, the Dagny Hotelhas a whole fridge in their gym equipped with protein shakes, snacks, and healthy waters!
For items requiring refrigeration, like Greek yogurt cups and hard-boiled eggs, make them readily available at your hotel gift shop or market—somewhere she can grab them easily without having to navigate a full restaurant experience.
But here’s what really separates the properties that understand wellness from those just performing it: your room service menu. She’s looking at it right now, and she’s noticing whether you’ve included the macros. Protein options on your room service menu should clearly list calories, protein, carbs, and fats. An egg white omelet that says “28g protein, 4g carbs, 8g fat” tells her you understand that wellness travelers make informed choices. A generic menu description tells her you’re guessing.
This isn’t about catering to diet culture—it’s about respecting that many wellness-focused travelers track their nutrition as part of their health routine, and you’re either making that easy or forcing them to order something else.
The Gym She Didn’t Want to Use (But Will Tell Everyone About)
Your gym equipment tells a story. Is it the same treadmill that was there in 2008? Are the resistance bands nowhere to be found? Female travelers notice. They’re looking for Peloton bikes, TRX equipment, quality resistance bands, foam rollers, yoga blocks, yoga mats, and kettlebells. But here’s what they’re really looking for: a fully stocked fridge with electrolyte drinks, protein shakes, and premium water options.
The gym isn’t just a room with equipment—it’s a statement about whether wellness is authentic to your brand or just another checkbox on your amenities list.
Many female travelers follow fitness experts’ programs likeJennifer Jacobs of Ladder, and they want to enter your gym, know you have the equipment they need, and then get on with their busy day. Give your hotel another shareworthy, Instagrammable moment for your female travelers.
The Bathroom That Reveals Everything
Your bathroom products are being judged. Not just for quality (though that matters), but for whether they tell a cohesive story. Hotels are increasingly offering more adventurous outdoor activities informed by local culture and tradition, so why shouldn’t your bathroom products reflect your destination’s essence? If you have a magnifying mirror (h/t toTamsen Webster, MA, MBA for that great addition), or a hairdryer that includes a diffuser (for us curly hair girlies), we are even more grateful!
Consider offering scented candles or take-home products that allow guests to continue the experience long after checkout. I love that hotels like AKA Hotels+Hotel Residences have a signature scent, and I am obsessed with the EDITION hotels scent. I noticed Mark Driscoll and the team at AKA Washington Circle offered candles for sale for the holidays – so smart! When a guest lights a candle three months later and is transported back to the feeling of your property, that’s not marketing—that’s alchemy. And that’s when she becomes your most valuable advocate.
The List She’ll Actually Use
Female travelers are increasingly seeking meaningful connections with local environments. Print actual, curated lists of walking and hiking paths near your property. Include distances, difficulty levels, and what makes each route special. Partner with local humane societies to offer dog-walking experiences. Host puppy yoga sessions in your garden. I love AKA Alexandria, marketing manager, Andi Stiles idea for puppy, and pilates! So cute. She also organized Silent Book Reading Parties with Old Town Books in Alexandria, led by Ally Kirkpatrick, a wonderful addition to the local community and to the visiting traveler.
These aren’t gimmicks—they’re recognition that travelers are prioritizing wellness and self-care, and they want to do it in ways that feel authentic and connected to place.
The Safety Signals She’s Reading
Solo female travelers are safety-conscious. They notice well-lit pathways, visible security presence, and whether your staff has been trained to recognize when a woman traveling alone might need discreet assistance. Please remind your front desk team never to mention the guests’ room number; women hate it when others can hear their room, which makes them feel less safe. They notice whether your room locks feel secure and whether staff knock once or wait for permission before entering.
These details don’t go on your Instagram feed, but they can be added to the copy on your website, and they absolutely influence whether she books again—and whether she recommends you to her network.
Why This Matters (Beyond Being the Right Thing to Do)
Women make the overwhelming majority of travel bookings—for themselves, their families, their parents, colleagues, and friends—and represent 70% of hotel website visits. They’re not just travelers; they’re your marketing department. One exceptional experience with a solo female traveler can cascade into family bookings, corporate recommendations, increased group bookings, and social proof that money simply cannot buy.
In my book Exceptional Experiences: Five Luxury Levers to Elevate Every Aspect of Your Business, I emphasize that luxury is felt in the details, it’s personalized and customized, and many hotels overlook these small details.
It’s not about having the fanciest lobby or the most expensive sheets. It’s about understanding that when a guest reaches for her kettle to make matcha before her morning workout, finds quality ear buds on her bedside table, or discovers a room service menu that respects her nutritional choices with clear macro listings, you’ve just told her: “We see you. We thought of you. You matter here.”
What This Means for Your Property
If you are responsible for decisions in the hospitality industry, review every touchpoint through a wellness lens.
Audit your in-room beverage options, sleep amenities, minibar offerings, gift shop selections, room service menus (add those macros!), gym amenities, bathroom products, and local experience recommendations.
Train your staff to recognize and respond to the specific needs of solo female travelers without making assumptions or being patronizing.
Most importantly, remember that these guests are evaluating whether your commitment to wellness is authentic or performative. They can tell the difference. And increasingly, they’re choosing properties that get it right.
Your move.