How Are Asian Travelers Curating Their 2025 Getaways? What Revelations Can Expedia Provide About the Shift in Travel Preferences from JOMO to Set-Jetting?

Published on November 4, 2024

As the end of the year approaches, it becomes crucial for travelers to start considering their plans for 2025. With an array of options available, from the best destinations in Asia to lesser-known locales, there’s much to explore. Recent insights from Expedia Group’s Unpack ’25 travel trends report, which analyzed data from 25,000 travelers, reveal significant preferences and expectations for the upcoming year. These insights highlight key trends that will influence where Asian travelers decide to go in 2025.

The Rise of JOMO Travel

In a notable shift, Asian travelers are moving away from the concept of FOMO (Fear of Missing Out) to embrace JOMO (Joy of Missing Out). For many, the ideal vacation now involves retreating to tranquil places such as quiet seaside chalets or secluded mountain lodges. According to the findings, around 25% of travelers in Asia express a desire for these types of getaways every few months. More than half believe that choosing JOMO vacations enhances their relaxation and helps alleviate stress and anxiety. This trend suggests a potential increase in demand for accommodations that provide peaceful, restorative environments, thus influencing the hospitality sector to adapt accordingly.

Goods Getaways: Traveling for Unique Purchases

Another intriguing trend is the emergence of goods getaways. Research indicates that 54% of Asian travelers are willing to board flights specifically to purchase items unavailable in their home countries. Notably, many are drawn to Japanese candy (31%), South Korean skincare products (23%), and trendy treats like pistachio chocolate from Dubai (21%). Almost half make it a priority to visit local grocery stores during their travels to collect snacks and beverages. This phenomenon could lead to increased travel traffic to specific countries known for particular products, thereby impacting local economies and the international retail landscape.

Key Insights:

• 54% of Asian travelers are inclined to travel for unique goods.
• Popular items include Japanese candy and Korean beauty products.

Chasing Natural Phenomena

The interest in witnessing natural phenomena continues to flourish among Asian travelers. An impressive 87% indicate a strong desire to travel specifically to experience these wonders. From the Northern Lights to the cherry blossoms in Japan, this trend demonstrates travelers’ enthusiasm for extraordinary sights. Additionally, many travelers are keen to explore natural marvels closer to home, such as the elegant dance of Japanese cranes in Hokkaido or the stunning volcanoes and crater lakes in Indonesia. This increasing focus on eco-tourism and nature-based experiences may push destinations to promote and protect their natural resources more vigorously.

The Hotel Restaurant Renaissance

In terms of culinary experiences, Asian travelers expect exceptional dining options during their trips. Approximately 76% express interest in booking hotels that feature notable restaurants, whether they serve seasonal menus or boast Michelin-starred chefs. This trend emphasizes the importance of integrating high-quality dining experiences into hotel offerings. Accommodations with renowned restaurants, such as Tin Lung Heen at The Ritz-Carlton in Hong Kong and JAAN at Swissotel The Stamford in Singapore, are likely to attract more guests seeking memorable culinary adventures.

Exploring Detour Destinations

A marked preference for off-the-beaten-path travel is evident, with 64% of Asian travelers expressing a desire to visit lesser-known, less crowded destinations. This inclination leads many to seek alternatives to well-trodden cities like Paris or Los Angeles. For instance, destinations like Fukuoka in Japan and Krabi in Thailand are becoming popular choices over their more famous counterparts. As travelers increasingly seek hidden gems, local economies may benefit from this diversification, prompting a shift in tourism marketing strategies.

Set-Jetting Influence

The influence of media on travel choices remains significant, with many travelers eager to visit locations featured in popular films and TV shows. Despite much of the Netflix series “Shogun” being filmed in Canada, Japan continues to attract attention as a favored set-jetting destination, alongside South Korea (influenced by “Squid Game”) and Hawaii (from “Moana”). Over half of Asian travelers acknowledge that television and movies play a substantial role in shaping their travel decisions, a trend anticipated to grow in the coming years.

The All-Inclusive Resort Revival

Once primarily associated with families and retirees, all-inclusive resorts are regaining popularity among Asian travelers. More than half are likely to opt for these packages in 2025, especially those located on picturesque beaches. This resurgence stems from the convenience and potential cost savings that all-inclusive stays offer. Many travelers prefer the stress-minimizing benefits of having meals, activities, and accommodations bundled together, which could encourage more resorts to adopt this model.

Embracing One-Click Trips

Finally, the influence of social media on travel planning is evident, with many travelers expressing a desire to replicate itineraries seen online. More than half of Asian travelers indicate they wish to book entire trips—down to the specific activities and restaurants—based on social media inspirations. To address this growing trend, Expedia has introduced Travel Shops, a one-click booking service that simplifies the planning process. This innovation is expected to enhance travelers’ experiences by making it easier to explore and book their dream trips.

Anticipating Change in the Travel Industry

As 2025 approaches, these emerging trends are set to reshape the travel experiences of Asian travelers and influence global tourism dynamics. Destinations and the travel industry must adapt to these shifting preferences to meet the evolving needs of their customers, fostering a vibrant and responsive landscape.