Travellers are swapping ‘must-see’ FOMO-fuelled itineraries for extra intentional, restorative experiences – and OTAs are taking discover.
At WiT Indie in Penang, held from 24 to 25 July 2025 and organised by Northstar Travel Media, main on-line journey companies gathered for a panel titled ‘Next Generation Trends in Tours & Activities: The OTA View’ to debate how they’re adapting to this shift and the way suppliers can collaborate extra successfully.
Moderated by Chan Chee Chong, CEO and co-founder of GlobalTix, the session featured:
-
Baidi Li, VP Commercial, Travel Activities, Traveloka
-
Joshua Joel Pillai, Market Team Manager, Booking.com
-
Fabian Teja, Country Director, Malaysia & Brunei, Agoda
Private excursions, public demand
Globaltix’s Chan highlighted a rising curiosity in personal excursions, noting that “about 45% of European travellers have gone on private tours in the last year”.
Tours and actions – valued at US$279 billion this 12 months in keeping with Phocuswright – are seeing extra exercise booked on-line, with 30% of the phase’s worth (round US$72 billion) now digital.
The rise of JOMO
Pillai at Booking.com, noticed a shift in the direction of wellness journey and a slower tempo. “JOMO is the post-FOMO. We see more and more people going to wellness resorts. They go into the forest or go diving. It’s about being connected, in that sense,” he stated.
He additionally famous an increase in multigenerational journey and purposeful household journeys – not simply to reunite, however to create shared experiences in new locations.
Travellers are additionally more and more choosing add-ons equivalent to automotive leases, actions and journey insurance coverage. “Safety is one of their priority concerns because they want to visit areas where they’ve never been before,” he added.
Travelling to attach
Traveloka’s Li, stated about 30% of their prospects now prioritise relaxation and rejuvenation.
“People are really looking for something authentic,” stated Li. “Traveloka helps them connect with nature, the local community and, most importantly, with themselves.”
Think native, journey quick
Teja from Agoda highlighted an increase briefly journeys and home tourism in Malaysia.
“Non-overnight travels have risen 30% to 40%,” he stated, citing actions like meals farm visits and hill excursions. Local points of interest are additionally drawing curiosity, with 50% of tickets offered for points of interest and 30% for actions.
TikTok is aware of the place they’re going
Young travellers more and more flip to social platforms like TikTok and YouTube to analysis journeys, Chan famous.
“It used to be only dominated by Google but I wouldn’t be surprised if, in a couple of years, TikTok and YouTube overtake Google.”
Ironically, he added, operators are usually not investing sufficient in these platforms. “It is very low on YouTube and TikTok.”
Follow the cash (and the Gen Zs)
Chan identified Booking.com’s US$1.8 billion Q1 2025 advertising price range, asking the way it’s being spent. Joshua defined {that a} portion is focused at youthful customers. “They spend so much time on their mobile devices. I think those are the segments we want to penetrate,” he stated.
He added that Booking.com can also be specializing in newer markets together with the Middle East, Africa and the US, to develop visibility and achieve traction in areas the place it’s presently a smaller participant.
OTAs to operators: Let’s collaborate
On how indie operators can work with OTAs, Traveloka’s Li shared that the platform makes use of a system to match person preferences with accomplice choices. “We’ll be able to really bring the right customer to the right offer,” she stated.
Booking.com’s Joshua urged operators to get extra concerned: “Use your content and your experience to reach out to travellers across the globe… Go into TikTok or X (formerly Twitter), and upload your attractions and reviews – we’ll translate them into 45 languages and bring that customer to your doorstep.”
Teja added that Agoda, with the biggest OTA person base in Southeast Asia, supplies robust attain in Malaysia.
“About half of OTA traffic in Malaysia goes to Agoda,” he stated. “You’ll see the biggest leverage with us.”