Travel Trends: Why Travel Distributors Should Embrace the 'Joy of Missing Out'

Introduction to JOMO Travel

The Joy of Missing Out (JOMO) is an emerging trend in travel, reflecting a shift from the pressure of 'bucket list' tourism to mindful, meaningful, and slower-paced experiences. Unlike FOMO (Fear of Missing Out) – which in travel centres on doing and seeing as much as possible, ticking off popular experiences and going to all the tourist hotspots – ‘JOMO’ travellers are seeking the joy of disconnection, authenticity, and self-care. For travel distributors, this trend signals an exciting opportunity to capture a new segment of purposeful travellers.

According to one report, 59% of travellers prioritise relaxation and mental well-being over ticking off sights. This growing segment seeks the joy of disconnecting from the noise – an opportunity for travel distributors to capture high-value, purposeful travellers. 

• In Hilton’s Travel Trends 2025 Report, 1 in 5 travellers said they were planning leisure trips focused on self-discovery or mental health.
• Meanwhile, a round-up by MSN news shared that 42% of Gen Z travellers identify an all-exclusive experience as their preferred option, enabling them to avoid stress, enjoy the convenience of easy booking, and to experience a sense of luxury.

• Finally, a survey from Vrbo found that 62% of travelers polled believe JOMO travel reduces stress and anxiety, and 47% said it enhances quality time with loved ones.

   

Why is JOMO Travel an Opportunity for Travel Distributors?

JOMO travel demands personalisation and expertise – qualities that travel agents and tour operators are uniquely positioned to offer. A 2023 Skift report found that 66% of travellers value tailored experiences curated by professionals. By focusing on being able to offer personalised experiences, travel distributors can build trust and foster long-term loyalty with clients who value quality experiences. As such, the growing trend of 'the joy of missing out' (JOMO) presents a significant opportunity for online travel agents and tour operators to meet evolving these traveller preferences.

Recent research indicates that travellers increasingly seek destinations and experiences that allow them to disconnect, avoid crowds, and embrace slower, more mindful journeys. This shift provides an ideal opening for travel distributors to offer tailored packages and curated recommendations that emphasise solitude, wellbeing, and authentic local experiences – an approach that can differentiate your offerings in a competitive marketplace from travel bookers who may not be able to offer these comprehensive travel plans.

Why does comprehensive matter to today's traveller?

Well, traveller behaviour is shifting, showing an increasing preference for booking entire trips through a single provider. According to a 2024 Phocuswright report, over 60% of leisure travellers now show a strong inclination towards ‘one-stop-shop' platforms, favouring the convenience and perceived value these providers offer.

This directly benefits tour operators and online travel agencies, particularly those renowned for their ability to package flights, accommodation, and experiences into cohesive travel itineraries. As highlighted by other recent studies, travel distributors that invest in seamless travel booking technology and bundled package offerings are capturing a larger share of the market by meeting consumers’ expectations for simplicity and cost savings. In turn, this trend is reinforcing the reputation of established providers who can leverage their wide networks and expertise to deliver comprehensive travel solutions.

It is the very nature of travel distribution to get these travel experiences into the hands of the end customer in a streamlined manner; but it is via unique partnerships, such as with Hotelbeds, which position travel distributors in a competitive place in the market, with the ability to sell experiences with exclusive rates and availabilities as a result of strategic partnerships such as the conditions that benefit our Hotelbeds partners.

How Can Travel Distributors Support JOMO Travellers?

JOMO travellers want deep, enriching journeys: wellness retreats, nature escapes, and cultural immersions; in fact, it's estimated that around 44% of travellers seek trips that support their mental and emotional health.

Travel distributors can leverage in-depth destination knowledge, exclusive supplier relationships, and local insights to provide:

• Access to unique, less-crowded accommodations and experiences.
• Seamless arrangements for transportation, tours, and in-destination services.
• Stress-free, flexible itineraries adapted to clients’ pace and preferences.
• Ongoing support throughout the trip for true peace of mind.

When travellers are looking to do less, choosing the right accommodation, activities, and destination becomes even more important. If you want to save time on research, choose a B2B travel booking partner like Hotelbeds. You’ll find thousands of JOMO-friendly, personalised travel solutions all in one place to help you capture this audience.

The Significance of JOMO Travel for the Future of Travel Demand

The rise of JOMO mirrors wider shifts toward sustainability, authenticity and wellness – with increasing focus on ‘longevity’ wellness as the new ‘it’ trend for wellbeing tourism. As travellers become more conscious of over-tourism and prioritise meaningful connections, the demand for slow travel, eco-friendly stays, and mindful itineraries will continue to grow.

The rise of emerging destinations

According to the WTM Global Travel Report, today’s travellers are seeking “the next best thing.” For operators and online travel agents, this trend presents an opportunity to highlight emerging, less crowded destinations as attractive alternatives to mainstream tourist hotspots; so-called ‘detour destinations’. These destinations appeal to travellers seeking space, tranquillity, and authentic discovery - qualities that can be showcased in curated packages and marketing campaigns.

Further studies, such as research conducted by the World Travel & Tourism Council, support this shift towards travel that veers away from overcrowded, heavily visited destinations suffering from overtourism, with an estimated 69% of travellers actively seeking quieter destinations as a priority.

For tour operators and online travel agents, aligning offerings with these evolving traveller preferences means staying ahead as the industry shifts from quantity-driven tourism to quality-driven, personalised experiences.

Growing interest in sustainable travel experiences

Modern travellers are choosing fewer, higher-quality experiences over fast-paced trips. According to Statista, 80% of global travellers consider sustainability to be an important factor when travelling, with younger travellers in particular (age 16-24) expressing a willingness to change their habits to become more environmentally friendly (50%). Similarly, the Global Sustainable Tourism Council (GSTC) shared that 67% of travellers actively seek accommodations with green certifications or proven sustainability practices.

For tour operators and OTAs, this shift means there is growing demand for longer stays, unique eco-conscious accommodations, and experiences that support local communities. A 2022 report by the World Travel & Tourism Council highlighted that travellers are increasingly interested in immersive, community-based tourism, with 59% preferring activities that give back to local economies. Positioning these offerings as sustainable choices benefits not only the planet and destinations but also strengthens customer loyalty and brand reputation by catering to the expectations of today's traveller.

Fortunately, our Sustainable Hotels Programme, offered due to our being part of HBX Group, provides instant access to certified sustainable hotels and resorts via either our web-based booking platform or by integrating our portfolio offering through our comprehensive API services for travel. 

The Sustainable Hotels Programme was established to provide hotels worldwide with a platform to demonstrate their commitment to transforming travel, catering to the growing importance of conscious travel choices for consumers, and facilitating the integration of sustainable options into the booking process for our registered partners.

To appear in our Sustainable Hotels Programme all hotels will have achieved one form of sustainability certification or another, by:

• Implementing the 12 basics of sustainability defined by WTTC. These basics include Measure & Reduce Energy Use, Measure & Reduce Water List, No SUP water bottles, Bulk amenity dispensers or Community Benefit, among others.
• Providing evidence of these sustainability efforts to their verification partner, to comply with the Basic Hotel Sustainability standard.
• Working with a Certification Body towards achieving full GSTC requirements compliance, the highest social and environmental standards on the market.

Discover more about how we help travel businesses promote sustainable travel - and sign up to capture even more conscious travellers today.

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Intersection of travel with wellness and mindfulness

Hilton’s Travel Trends Report identified ‘soft travel’ as a key trend, with more than 1 in 5 travellers seeking trips focused on self-discovery, mental health, or accessible adventure travel; outdoor experiences that are less ‘high-octane’ than traditional hard adventure travel. 

Nature tourism is experiencing a significant rise in interest among today’s travellers, and as such, a higher number of travellers across demographics are enjoying ‘soft adventure travel’-nature-based travel experiences that prioritise comfort and pleasure over extreme thrills. This type of travel combines an exploratory itinerary with leisure or wellness activities, providing an experience-led approach - an element of travel that is vital to today’s traveller. Cater to nature tourism demands by exploring some of the key nature travel and adventure travel trends popular for today’s traveller, from astro-tourism and dark-sky travel to ‘soft adventure’ and hands-on immersion.

Tour operators and OTAs can respond to this demand by curating packages that emphasise rest, wellness, and spontaneity - whether that’s through wellness retreats, spa days, relaxing beach experiences, a remote destination hotel where the focus is on slowing down, or cultural wellness experiences which allow travellers to immerse themselves fully in the culture of their chosen destination. 

Furthermore, ‘longevity’ wellness is a new sub-trend within the wider wellness tourism industry, and certainly one that intersects with the desire to reconnect with the mind and body, when it’s possible to find high-tech wellness programmes in medical spas, retreats, and wellness centres around the world. These programmes could be related to beauty, fitness, anti-aging, or mindfulness, helping clients reach their wellness goals.

Other latest findings also suggest a strong overlap with wellness tourism:

• 78% of travellers want the freedom to be spontaneous on their holidays.
• 60% are happy to spend their days relaxing by the pool or beach.
• 71% want to feel pampered during the holiday.

Causes Behind the Surge in JOMO Travel

Pandemic-era restrictions prompted a 33% increase in interest for rural and nature-based getaways (Airbnb, 2021) and sparked a re-evaluation of what matters most in travel, as seen with the recent significant rise in nature tourism and nature-based experiences.

Many travellers also now seek to avoid crowded attractions, what with the rise of overtourism, opting instead for deeper local engagement and personal well-being, with experience-led travel at the forefront of consideration for travellers across demographics. Additionally, increased awareness of sustainability and its importance within travel and tourism, coupled with social movements around mindfulness and well-being, is fuelling the popularity of JOMO travel and the desire for more intentional getaways. In fact, the Global Wellness Institute reports that the wellness tourism market is projected to reach $1.1 trillion this year, driven largely by travellers prioritising self-care and slow travel.

All of these factors – and many more – are contributing to the shift towards travel that encourages deep introspection, a refusal of the ‘bucket-list’ mindset and a prioritisation of immersive experiences. 

However, travel remains deeply personal, and as such, it’s impossible to offer generalised experiences that cater to each traveller’s unique understanding of what they need. This is where being able to provide comprehensive and varied travel opportunities benefits travel distributors, with strategic partnerships bolstering an impressive portfolio that accommodates the desire of today’s traveller for cultural immersion and self-reflection all neatly packaged into a product that can be bought seamlessly with minimal hassle.