There’s a particular look you get travelling alone – somewhere between “isn’t that brave” and “isn’t that sad” – and new research suggests Australian women are increasingly telling that look to take a hike. Literally.
Reflections Holidays has just released its Wander Woman Report, an industry-first dive into why women are ditching the group itinerary and going it alone.
The findings won’t shock anyone who’s tried organising a holiday over a group chat, but they’re worth sitting with.
Start with the why. ABS data from 2025 shows more than a third of Australian women feel rushed or time-poor on a regular basis. Solo travel, it turns out, isn’t rebellion, it’s more about recovery.
The report found 72% are chasing relaxation and a break from routine, while 64% are after peace and clarity. Not Instagram bait – actual headspace.
But don’t mistake solo for solitary: 62% want a mix of solo time and group activity, proving women can hold two ideas at once, unlike most group chats. And 68% said they’d be more likely to book a package specifically tailored for solo female travellers – a fairly direct memo to an industry that’s spent decades designing for couples and families.
Then there’s the elephant in the caravan park: safety. Personal security remains the single biggest barrier, named by 74% of respondents, with good lighting and visibility the most requested fix at 56%. Not flashy. Just functional.
Reflections Holidays CEO Nick Baker calls solo travel “no longer a niche trend,” noting women are “prioritising experiences that offer freedom, wellbeing and a connection with nature” – translated from corporate, that’s: we’ve noticed, and we’re listening. The company is now reviewing how to improve the guest experience for solo female travellers, including tailored wellness welcomes.
University of Newcastle’s Associate Professor Tamara Young goes further, describing solo female travellers as “purposeful, confident” women who are “increasingly seeking experiences that support wellbeing, independence and personal fulfilment.” Translation: not lonely, not desperate for company – just better company for themselves than most alternatives on offer.
The Wander Woman isn’t a trend piece anymore. She’s a customer with very specific, very reasonable demands: flexibility, a bit of both solo and social, and a car park that isn’t pitch black at 9pm.
It’s taken the industry a while, but it’s finally catching up to what women travelling alone have known for years – the holiday was never the hard part. Everyone else’s opinion about it was.
