How tourism marketers exploit FOMO

based on how friends are portraying theirs.

FOMO (Fear of Missing Out) is so real that in 2013 it was added to the Oxford Dictionary. Its defined as anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media.

In other words, the grass is greener on the other side.

Marketers leverage off it in any sector but perhaps never as much as promoting holiday destinations.

Holidayers are more likely than, with any other experience, to be sharing their trip online for a sustained period: researching, booking, experiencing and remembering.

And often, normal social media etiquette goes out the window on holiday.

There’s a rush of excitement on arrival, the blast of a new temperature, the noise, the smells. Instantly you post a selfie and comment: ‘look we’re in New York, look the hotel view, see me in Central Park.’

Food photos become acceptable to impress your social media friends with the rare treats you’re discovering. Suddenly you’re posting 28 pictures at a time.

It starts to gnaw away at those left behind. Soon we realise we’re a FOMO victim.

New database capabilities mean that tourism marketers are able to pinpoint these customer FOMO moments.

If you’re already on a destination or travel operator’s database, they’ll know the places you’ve been and those you’re researching.

They’ll know where you live, that you’re cold and craving summer, even if you’re a spur of the moment traveller or a planner.

Add that to your social media profile and they’ll have a pretty good idea of whether you’re keen on Spain or Shanghai; a day spa or a day fishing.

Meanwhile, friend’s posts bombard you with the subliminal message. ‘We’re having a better time than you. ‘

Don’t think you’re hiding if you’re not into social media either, because the good old ‘word of mouth’ form of marketing will get you too.

Colleagues will return from holiday refreshed and tanned with fabulous stories to tell.

Your partner will start to gently nag about the neighbour’s trip and if you’re blessed with teenagers they’re guaranteed to fling a large dollop of guilt your way about the exotic places their friends have just been.

Missing out can often bring out stronger emotions than the enjoyment of actually booking a holiday. You can actually suffer from a condition called loss aversion where if you don’t make that purchase, marketers will make you feel like you’ve lost something that you never had. And that’s just sad.

Like every good battle it’s likely the most resourced will win.

On my side there’s me, on the other there’s my social media friends, my colleagues, the entire tourism industry and an increased marketing budget of $30million for Tourism Fiji this year.

Call me weak willed and insecure – but I’m off to Nadi.