Published June 20, 2025 14:19
In the post-COVID-19 pandemic era, a growing sense of comfort with solitude is reshaping how people travel and socialize. While consumers are stepping out of their homes and moving beyond so-called «hermit spending» patterns, they’re increasingly doing so alone.
As The Economist notes, global online searches for «solo travel» have surged in recent years. Airbnb reports that searches for solo trips jumped 80% this spring compared with the same period last year. In the U.K., official data shows that travelers are more frequently opting for private transport, such as cars and taxis, over public transportation, which offers less privacy.
Moreover, people are also less likely to share meals than before. More than a quarter of Americans said they ate all their meals alone on the previous day, up sharply from levels reported just before the pandemic.
Kazakhstan’s «loner economy»
The global trend toward solo living and spending is showing up in Kazakhstan, too. Victoria Torgunakova, CEO of Ticketon — a leading online ticketing platform in the country — says Kazakhstanis are now spending more on entertainment, driven by rising incomes and an increase in discretionary funds.
The trend is reflected in event supply statistics. In 2023, theaters across Kazakhstan hosted 16,500 performances, a 7.4% increase year-on-year. Concert halls held 6,400 events, up 8.8%, while theme parks organized 7,100 events, a 5.1% rise. For the first time since 2019, the number of mass cultural events has returned to pre-pandemic levels.
Demographics also help shape the entertainment landscape. For those under 25, men make up the majority of ticket buyers. But among people aged 25 to 50, nearly 65% of tickets are purchased by women. This aligns with typical social patterns in Kazakhstan: the average age of marriage is around 26, and before this milestone, young men tend to take the lead in dating and event planning. After marriage, however, women often manage family leisure activities. Even when tickets are purchased using a husband’s card, decision-making tends to rest with the woman.
Marriage trends are also shifting. A decade ago, the average age of marriage was 24.4 for women and 26.9 for men. Today, it’s risen to 25.2 and 27.8, respectively. Meanwhile, marriage rates are declining. Despite overall population growth, between 5% and 8% of people each year are choosing not to marry.
As more people embrace singlehood and delay marriage, the age at which women take the lead in planning entertainment is expected to rise. As a result, event programming may begin to shift, with mature, unmarried audiences overlapping with traditionally family-oriented ones.
Singles also tend to have more flexibility in both time and spending, which drives demand for new experiences. In response, the entertainment market is evolving. From outdoor concerts at vineyards to large-scale sporting tournaments, exclusive and niche events are on the rise. Unconventional genres, such as immersive theater, are also gaining traction. If this trend continues, Kazakhstan’s entertainment sector is likely to expand further, and with it, prices may continue to climb.
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