The Rise of the Wander Woman: Reflections Holidays research reveals why and how Australian women are choosing solo travel
Media Release published Wednesday 24 June,2026
Reflections Holidays has released an industry first report exploring the growing movement of Australian women embracing solo travel as a way to reset and reconnect with nature on their own terms.
Developed in response to the increasing popularity of independent travel among women, the Wander Woman Report provides new insights into the motivations, preferences and barriers shaping solo female travel across the country.
With Australian Bureau of Statistics 2025 data showing more than one-third of Australian women frequently feeling rushed or pressed for time, women are embracing solo travel as an opportunity to step away from everyday pressures, recharge and reconnect with nature.
REFLECTIONSHOLIDAYS_WANDER WOMAN REPORT_2026
Solo travel isn’t something that just ‘happens’, it is now a deliberate lifestyle choice for many Australian women, with the Wander Woman Report revealing that 72% are seeking relaxation and an escape from routine, and 64% hope to gain a sense of peace and clarity from their solo trip.
The research also highlights how women want to travel, finding that:
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Flexibility to travel on their own schedule the key inspiration for 65-74 years (63%)
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Majority of women wanted a mix between solo and group activities (62%)
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68% more likely to book if there’s a tailored female solo travel package
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Personal safety and security the biggest barrier for females looking to travel solo (74%), with good lighting and visibility cited as the best solution (56%)
Reflections Holidays CEO Nick Baker says, “Solo travel is no longer a niche trend. Women are increasingly choosing to travel on their own terms, prioritising experiences that offer freedom, wellbeing and a connection with nature.
“We commissioned this research to better understand what women are looking for and how we can continue evolving our parks and guest experience to support them.”
In response to the findings, Reflections Holidays is currently reviewing opportunities to tangibly improve the guest experience for solo female travellers, including the introduction of tailored wellness welcomes.
Associate Professor Tamara Young from the Newcastle Business School at the University of Newcastle says, “For many women, solo travel is not about being alone for the sake of it. It’s about having the freedom to make their own choices, spend time on their own terms and reconnect with what matters most to them,
“The findings reinforce what we’ve seen in research for many years: women who travel solo are purposeful, confident and increasingly seeking experiences that support wellbeing, independence and personal fulfilment.”
As the sector continues to evolve, the findings from the Wander Woman report will help inform how Reflections Holidays designs experiences, and initiatives for this increasingly growing cohort of travellers.
