Travellers are swapping ‘must-see’ FOMO-fuelled itineraries for more intentional, restorative experiences – and OTAs are taking notice.
At WiT Indie in Penang, held from 24 to 25 July 2025 and organised by Northstar Travel Media, leading online travel agencies gathered for a panel titled ‘Next Generation Trends in Tours & Activities: The OTA View’ to discuss how they’re adapting to this shift and how suppliers can collaborate more effectively.
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; and Fabian Teja, country director, Malaysia & Brunei, Agoda.
Private tours, public demand
Globaltix’s Chan highlighted a growing interest in private tours, noting that “about 45% of European travellers have gone on private tours in the last year”.
Tours and activities – valued at US$279 billion this year according to Phocuswright – are seeing more activity booked online, with 30% of the segment's value (around US$72 billion) now digital.
The rise of JOMO
Pillai at Booking.com, observed a shift towards wellness travel and a slower pace. “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 said.
He also noted a rise in multigenerational travel and purposeful family trips – not just to reunite, but to create shared experiences in new destinations.
Travellers are also increasingly opting for add-ons such as car rentals, activities and travel insurance. “Safety is one of their priority concerns because they want to visit areas where they've never been before,” he added.
Travelling to connect
Traveloka’s Li, said about 30% of their customers now prioritise rest and rejuvenation.
“People are really looking for something authentic,” said Li. “Traveloka helps them connect with nature, the local community and, most importantly, with themselves.”
Think local, travel short
Teja from Agoda highlighted a rise in short trips and domestic tourism in Malaysia.
“Non-overnight travels have risen 30% to 40%,” he said, citing activities like food farm visits and hill tours. Local attractions are also drawing interest, with 50% of tickets sold for attractions and 30% for activities.
TikTok knows where they’re going
Young travellers increasingly turn to social platforms like TikTok and YouTube to research trips, Chan noted.
“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 not investing enough in these platforms. “It is very low on YouTube and TikTok.”
Follow the money (and the Gen Zs)
Chan pointed out Booking.com’s US$1.8 billion Q1 2025 marketing budget, asking how it’s being spent. Joshua explained that a portion is targeted at younger users. “They spend so much time on their mobile devices. I think those are the segments we want to penetrate,” he said.
He added that Booking.com is also focusing on newer markets including the Middle East, Africa and the US, to grow visibility and gain traction in regions where it’s currently a smaller player.
OTAs to operators: Let’s collaborate
On how indie operators can work with OTAs, Traveloka’s Li shared that the platform uses a system to match user preferences with partner offerings. “We’ll be able to really bring the right customer to the right offer,” she said.
Booking.com’s Joshua urged operators to get more involved: “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 largest OTA user base in Southeast Asia, provides strong reach in Malaysia.
“About half of OTA traffic in Malaysia goes to Agoda,” he said. “You’ll see the biggest leverage with us.”