International travelers are increasingly turning away from crowded hotspots and social-media-fueled itineraries, according to the latest Global Rescue Traveller Sentiment and Safety Survey. The findings, released this week, reveal a pronounced shift toward YOLO (You Only Live Once) experiences and quieter escapes, a trend with direct implications for airlines, hoteliers, tour operators, and destination marketers.
The survey, conducted between 30 June and 6 July 2026, polled a global sample of frequent travelers. It found that 68% of respondents are now more interested in once-in-a-lifetime adventures compared to the previous year. At the same time, 66% say they prefer less crowded destinations, embracing the Joy of Missing Out (JOMO) over the Fear of Missing Out (FOMO). Only 15% are more inclined to pack their holidays with numerous activities to avoid missing out.
Dan Richards, CEO of The Global Rescue Companies, commented: "Experienced travelers are becoming more intentional about how they spend their time abroad. They're choosing experiences that are personally meaningful rather than simply popular."
From FOMO to JOMO: A Maturing Traveler Mindset
The data points to a broader evolution in traveler behavior. Rather than chasing viral destinations or cramming itineraries, today's travelers are prioritizing authenticity and personal resonance. This aligns with other industry signals, such as the rise of quiet luxury in hospitality design, where hotels are increasingly focusing on place-based, understated experiences over ostentatious amenities.
Value is also playing a larger role. While 31% of respondents are more interested in selecting destinations based on value, 58% report no change in their approach. This suggests that cost-consciousness is not replacing the desire for meaningful travel but rather complementing it.
Richards added: "Today's experienced traveler isn't abandoning adventure. They're redefining it. The emphasis has shifted from seeing the most places to having the most meaningful experiences."
For travel suppliers, the implications are clear. Airlines may need to adjust route planning to serve secondary airports near quieter destinations, as seen with recent data on quieter Spanish beach alternatives near major hubs. Hotel groups could accelerate investments in boutique properties and wellness-focused retreats, while tour operators might design more personalized, small-group itineraries that emphasize depth over breadth.
The trend also intersects with the growing influence of social commerce and AI in travel distribution. As younger travelers book based on influencer recommendations, the industry is seeing a shift toward social commerce and AI reshaping travel distribution. Yet the Global Rescue data suggests that even as discovery becomes more digital, the ultimate choice is increasingly driven by a desire for genuine, less-touristed experiences.
For destination management organizations, the message is to promote off-the-beaten-path attractions and sustainable tourism practices. For travel advisors, it means curating bespoke journeys that cater to individual passions—whether that's a private culinary tour in Tuscany or a remote lodge in Patagonia—rather than one-size-fits-all packages.
The survey's findings echo a sentiment that has been building across the industry. As travelers become more seasoned, they are seeking a deeper connection to the places they visit. This is not a rejection of travel but a redefinition of what makes a journey worthwhile.
With the global travel industry continuing to recover and evolve, the shift toward YOLO and JOMO could reshape everything from marketing campaigns to product development. As Richards noted, the focus is no longer on ticking off destinations but on creating memories that last a lifetime.
