Digital Disconnection and the JOMO Trend in European Tourists' Holiday Preferences
The tendencies of European vacationers to disconnect from the digital world and travel alone are forcing tourism strategies to be reshaped.
According to the 2026 European Travel Trend Report prepared by the DERTOUR Group, a large portion of European tourists view holidays as an opportunity to avoid being constantly connected, adopting the JOMO approach while turning toward solo travel.
The JOMO Approach and Digital Disconnection
The 2026 European Travel Trend Report prepared by the DERTOUR Group reveals a radical transformation in the travel habits of European tourists. According to the data, 75.8 percent of tourists see travel as an important opportunity to get away from the state of being constantly connected.
The Joy of Missing Out (JOMO) approach highlighted by the research draws attention as one of the main indicators of this change. Tourists who adopt the JOMO trend choose to consciously leave behind certain digital experiences and current events during their holiday.
Trend Concentrated in Younger Age Groups
The desire to get away from the intensity of digital life and constant communication is notably prominent, especially in the 25 to 44 age group. According to the research results, 52 percent of individuals in this age group harbor a desire for a digital detox and escape.
Kaan Kavaloğlu, President of the Mediterranean Touristic Hoteliers and Investors Association, emphasizes that this change revealed by the research does not only mean a new tourist profile for Turkey, but that tourism strategies must also be reconsidered in this direction.
Solo Travel and Accommodation Demands
Thirty percent of individuals planning to travel within the next 12 months state that they want to spend their holidays alone. This rate rises to 32.6 percent among the young demographic aged 25-34.
38.4 percent of this tourism segment that prefers to travel alone request single rooms for accommodation. The research also reveals that this tourist profile does not only want to rest, but also wishes to closely get to know the local culture of the city they visit.
New Strategic Approaches for Turkey
The changing European tourist profile and expectations closely concern Turkey's current activities and planning in the field of tourism. Industry representatives state that this situation must be read well.
In his evaluation on the subject, Mediterranean Touristic Hoteliers and Investors Association President Kaan Kavaloğlu stated that the main issue for Turkey is not just bringing the tourist to the hotel, but also getting them out of the hotel and integrating them into the destination.