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The age of soft travel has arrived
In the opening sequence of Mission Impossible 2 (2000), Ethan Hunt (Tom Cruise) is rock climbing, untethered, by himself on a rock formation at death-defying heights. As he reaches the summit, brimming with a sense of accomplishment, a helicopter appears and shoots down a canister that contains a pair of sunglasses and ear-piece. We hear a pre-recorded mission briefing – his next assignment for work. At the end of the recording, Anthony Hopkins states: “And Mr. Hunt, the next time you go on holiday, please be good enough to let us know where you are going.” Hunt throws the glasses off before they self-destruct and responds: “If I let you know where I was going, I wouldn’t be on holiday.”
Just one more moment in which Mr. Cruise was ahead of his time. It’s been 25 years since we saw his freeclimbing skills on the big screen, and only now we’re seeing 2024’s trend of Slow Travel evolve into “Soft Travel.” More than ever before, travelers are using their time on vacation to not only experience a destination at a slower pace, but to take more time to themselves. Rock climbing, anyone?
Soft travel is more about an individualized and inward-looking focus. We’ll see the idea of soft travel continue to rise as travelers prioritize mental health and seek out destinations that offer a respite from the relentless pace of modern life. Travelers are now seeking getaways that allow them to soothe their nervous system and let them explore at their own pace.
In fact, according to the Hilton Trends Report 2025, more than one in five travelers plan to get away for self-discovery or mental health when traveling for leisure. They are leaning into ‘soft travel’, or travel that encourages simplicity or spontaneity.
All too often, I’ve asked friends how their vacation was, and the response I hear back is “I need a vacation from my vacation. I’m exhausted.” With an increase in a focus on mental health, well-being, and the importance of simply taking time for yourself, travelers seem to be incorporating this focus into their leisure trips.
The Joy of Missing Out (JOMO).
In our always-on, perma-connected world, sometimes what we really seek is a place to switch off. To tune out from the noise and notifications; to take joy in letting life rush on somewhere over the horizon. The right trip can help with that. 62% of travelers said staying in a serene rental would reduce their stress and anxiety, while a huge 85% said they would be interested in taking a vacation to unplug.
Enter JOMO Travel. JOMO travel is a type of Soft Travel that sits alongside the more familiar Slow Travel. It’s less about the pace of seeing a place and more about doing less, feeling more, and sinking into the experience, the people you meet and who you’re with.
While getting away to experience a destination at their own pace, we see leisure travelers choosing places that are known for being relaxing and peaceful as opposed to packing in adventure and activities and embracing the notion of enjoying the benefits of being away, for themselves and the ones they are with. When there’s less to miss out on in the first place, JOMO can take over.
So, what can we as destination marketers do from to better connect with leisure travelers seeking a softer type of travel and see your destination as an escape from their daily lives?
- Incorporate creative elements in your marketing communications that demonstrate how your destination provides amenities and experiences that allow visitors to vacation at their own pace.
- Focus on imagery and visuals that feature your visitor(s) relaxing and experiencing your place at their own pace. This allows prospective visitors to identify with the people in your marketing. Put them front and center.
- Craft messaging that speaks to how your destination gives visitors a way to escape, move at slower pace, and take time for themselves.
- Allow room for your brand positioning to emphasize sinking into the experience of the destination and helping visitors recharge their personal batteries.
- Create positive associations through relevant content that establishes your location as a destination for soft travel and provides visitors with the respite they are seeking – that they can "leave it all behind" and take care of themselves while being in your destination.
- Reach and engage audiences via endemic and native placements to connect your destination to content focused on well-being.
With Soft Travel on the rise, it seems as though 2025 is the year of re-learning what ‘vacation’ truly means and how it can be good for their well-being. We as marketers need to be able to connect with them and demonstrate how your destination can provide the respite they’re seeking.
