Luxury solo travel is the fastest-growing segment of the safari market, according to new data from African specialist Go2Africa.
Its research reveals solo travellers were the only demographic to grow year-on-year, rising from 13% of enquiries in 2024 to 15.4% in 2025. In contrast, enquiries from couples, families and friendship groups all declined.
Demand from luxury solo travellers in the UK market has grown 102% in the past year.
On average, solo travellers spend 43% more per person than couples, underlining their willingness to invest in premium accommodation, bespoke itineraries and exclusive experiences.
They are also the most research-driven travellers. More than 81% know exactly where they want to go before booking, while the proportion conducting extensive pre-trip research rose from 7% to 17% in a year, a jump of almost 190%.
When it comes to safari destinations, Tanzania tops the list, attracting 17% of solo traveller enquiries, followed by Kenya (15%) and South Africa (14.5%). Go2Africa said the combination of good wildlife experiences and established tourism infrastructure, both of which are particularly important for independent travellers, is the reason why these three are popular.
Madagascar recorded the strongest growth in interest, with enquiries up 380% year-on-year, while Malawi and Zambia saw increases of 170% and 116% respectively as travellers look beyond Africa’s traditional safari hotspots.
According to Go2Africa, the rise of luxury solo travel reflects a wider shift in consumer behaviour, with travellers increasingly prioritising independence, flexibility and curated experiences that allow them to explore at their own pace without compromising on comfort or exclusivity.
When it comes to the length of trips, 30% of solo travellers prefer to travel for 10 days. This is also the most popular length of trip for couples, groups of friends and families. However, solo travellers are also the most likely to travel at either end of the spectrum, showing the highest representation among those taking trips of less than one week, as well as those extending beyond two weeks.
