The Rise of JOMO in Travel: What All Hoteliers Should Know

As technology evolves, so do travellers. The days of relentless hustle, logging extra work hours and meticulously calculating leave just to tick off a list of travel destinations are gradually fading. A quiet revolution, Joy of Missing Out (JOMO), is reshaping the travel industry.
 

Named a top trend for 2025 by several leading travel companies, including in our Hotelbeds' Travel Trend Guide for Hotels, JOMO travel is the mindset of intentionally missing the 'top 10' spots and instead savouring meaningful, often unscripted, experiences. Think sipping coffee while listening to a cafe owner’s stories, hiking for a few days with no network connection, or spending an entire day in a hotel bed, guilt-free.
 

For hoteliers, this shift is more than a passing trend. It's a golden opportunity to deepen guest satisfaction and build loyalty in this new landscape.
 

And this guide will help you understand the JOMO phenomenon and how you can adapt and thrive in this new era of intentional travel.

What’s JOMO in Travel?

While the concept of slow travel has been around for years, JOMO represents its modern, wellness-forward evolution. It’s a conscious shift away from fast-paced, FOMO-driven itineraries toward deeper, more intentional experiences.
 

Instead of chasing bucket lists, travellers are opting for offbeat destinations, travelling in shoulder or off-seasons, and skipping the crowds and chaos. The appeal lies in the absence of urgency and in the joy that comes from presence.
 

JOMO naturally aligns with today’s leading hospitality trends:
 

• Sustainable travel and support for local communities
   
• Wellness-focused stays for mental and physical health
   
• Digital detoxing to reduce screen time and stress
   
• A preference for nature tourism and minimalist lifestyles
   
• Experiential travel that fosters real connection
   

According to Expedia’s Unpack ‘25 Travel Trends, 62% of travellers say JOMO travel reduces stress and anxiety, and nearly 50% believe it helps deepen relationships with loved ones.

 

Why JOMO travel matters more than ever?

According to Hilton’s 2025 Trends Report, over 20% of travellers are embracing 'soft travel' — a style rooted in spontaneity, ease, and simplicity. This aligns perfectly with JOMO values: slowing down, disconnecting from digital noise, and moving through the world with intention.
 

For hotels, understanding and adapting to evolving traveller preferences is essential to staying ahead. Today’s guests aren’t just booking rooms to crash after sightseeing. They’re seeking destinations where nature, wellness and sustainability are integral to the experience and not just as optional add-ons.
 

The data backs this shift. One in five global travellers are leaning into “Hurkle-Durkling” — a Scottish term for staying in bed all day, highlighting the growing desire for genuine rest while on holiday. In the same report, 1 in 4 leisure travellers intend to travel more mindfully in 2025.
 

Sustainability is also front and centre. A recent Booking.com report reveals that 93% of travellers want to make more eco-conscious choices, with over half aware of their impact on local communities and the environment.
 

Preferences of JOMO travellers

Silent trips

Travellers are looking to disconnect from the digital world and reconnect with themselves—literally turning off their devices in exchange for the sounds of nature. Expedia’s research shows that 87% of travellers want to spend more time in nature, and silent trips align perfectly with this preference. Offer guided nature walks, birdwatching, or forest bathing to foster a deeper connection with the environment.

All-inclusive stays

Convenience continues to be a key driver of traveller satisfaction, especially among younger audiences. According to Hotels.com, there has been a 60% increase in travellers filtering by "all-inclusive" options. From Gen Z to older millennials, more people are seeking seamless stays where food, experiences, and hotel amenities are bundled as per their travel purpose. This allows for a stress-free experience where guests can truly switch off.

Laid-back luxury travel

Today’s travellers are redefining what luxury looks like. Instead of grand lobbies and ultra-formal service, they’re gravitating toward laid-back, boutique properties that prioritise design, comfort, and authenticity. If you are a smaller hotel, feature natural materials, local products, and a personal touch. Offer regional luxury that feels more lived-in than showy.

Digital detox packages

In response to digital fatigue, many travellers are actively limiting screen time during their trips. The 2025 Hilton Trends Report reveals that 27% of adults plan to reduce social media use on holiday, with younger generations particularly motivated to disconnect. You can respond to this appeal by offering screen-free zones, no-WiFi rooms, and wellness-focused experiences that support digital detoxing.

Regenerative and sustainable tourism

Not just sustainability, travellers are seeking regenerative travel experiences that leave a positive impact. Whether it’s supporting local artisans, contributing to conservation efforts, or staying at properties that give back to the community, these people want their money to do good.
 

Promote and implement eco-initiatives like reducing plastic, supporting nonprofits, and partnering on sustainability conferences. Offer real-time dashboards to track energy, water, and carbon impact. Highlight bike rentals, EV charging, and zero-waste amenities, and clearly communicate all efforts across booking platforms and in-room materials.

Wellness tours

Wellness is no longer a niche; it's foundational to the way people travel. Properties that invest in robust wellness offerings are seeing high returns on guest satisfaction and loyalty. Outdoor wellness programs such as full moon beach yoga, forest walks, and sunrise meditation sessions are on the rise. Provide a diverse wellness menu with yoga, guided meditation, a 24-hour fitness gym, aromatherapy, or spa experiences.
 

Actionable tips for hoteliers

As travellers seek presence over pressure, hoteliers can adapt their offerings to meet the growing demand for restoration, mindfulness, and purpose-driven stays.

Integrate with nature

• Let nature in with indoor plants, natural textures, and abundant natural light to enhance guest wellbeing.
• Position your property as a peaceful retreat by incorporating outdoor relaxation areas, such as rooftop gardens or forest-view terraces.

Create spaces for stillness

• Designate areas like libraries, meditation rooms, and garden lounges as digital-free quiet zones.
• Use calming design elements such as soft lighting, minimalistic decor, and neutral colours to encourage relaxation.
• Promote these as sanctuaries for solitude, reflection, and mindfulness.

Develop intimate settings

• Invest in boutique-style accommodations, private villas, or standalone suites that offer quiet and exclusivity.
• Introduce features like private dining, in-room wellness treatments, and on-call concierge services.

Mindful design

• Use neutral tones, natural materials, and uncluttered layouts to promote tranquillity.
• Create open-air lounges, meditation pavilions, or spa-inspired bathrooms to support mindfulness.
• Focus on design that encourages slow living and sensory awareness.

Marketing strategies

• Shift campaign messaging from just luxury to emotional well-being, purpose, and restoration.
• Collaborate with influencers focused on slow travel, sustainability, and mental health.
• Embrace hotel upselling strategies to build all-inclusive stays.
   

Conclusion: Ready to embrace JOMO travel?

By adopting the JOMO travel style, hotels can create spaces that foster presence over pressure, simplicity over excess, and quality over quantity.
 

If your property is already prioritising these elements, you're on the right path. And if not, now is the time to evolve. Want to dive deeper into what 2025 has in store for hospitality? Download our full 2025 Travel Trends Report below and explore the key insights shaping tomorrow’s travellers.
 

Not yet working with us? Register your property today and get access to over 60,000 travel distributors, including 50,000 travel agencies and 3,500 tour operators, as well as airlines, affiliates, and other businesses. Let’s create guest experiences that are not only unforgettable but also aligned with the mindful future of tourism.
 

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