Traveling used to be all about the GOAT, or the “greatest of all trips.” Now, the trend has shifted towards JOMO, or the “joy of missing out.”
Recent research by Expedia and Booking.com shows that tourists are moving away from well-known hotspots, opting instead for lesser-known, less crowded destinations in hopes of reducing stress, anxiety, and reconnecting with loved ones.
Expedia’s report revealed that flight search from September 1, 2023, to August 31, 2024, showed that travelers are increasingly interested in destinations like Reims (France), Brescia (Italy), Cozumel (Mexico), Santa Barbara (California), Waikato (New Zealand), Girona (Spain), Fukuoka (Japan), Abu Dhabi (United Arab Emirates), Krabi (Thailand), and Canmore (Canada).
Meanwhile, a survey by Booking.com highlighted growing year-on-year trend destinations by highlighting Sanya (China), Trieste (Italy), Joao Pessoa (Brazil), Tromso (Norway), Willemstad (Curaçao), Tignes (France), San Pedro de Atacama (Chile), Naha, Okinawa (Japan), Villajoyosa (Spain), and Houston (United States).
Both reports suggest that travelers now prefer places that have been less visited or have not been discovered by that many people. Additionally, Expedia points out that affordability plays a significant role.
Greg Schulze, Expedia Group’s Chief Commercial Officer, said in an interview with CNBC that prices have increased over the years, while visiting these destinations that are less known could offer a superior experience for less money.
