- Experiences are Millennials and Gen Z’s new travel currency, with 63% prioritising
booking experiences before they fly - Social media is the #1 holiday inspiration tool, overtaking traditional search engines
and online guides - Travellers are increasingly intentional and plan in advance, opting for more short-haul trips focusing on exploration within the region
Singapore, 7 August 2023 — Travel is no longer about crossing destinations off a checklist for Millennials and Gen Zs in Asia Pacific. Experiences are now the first consideration factor when planning for a holiday, trumping accommodation and flight options for this group, and they’re willing to spend on it too.
According to a survey (1) conducted by leading travel and experiences platform Klook,
travellers are ready to spend big on travel. 1 in 3 Millennial and Gen Z travellers are willing to spend more than double of the average monthly income in Asia (US$1,069)
(2) on their next holiday, which amounts to US$2,000 and more.
Eric Gnock Fah, COO and co-founder of Klook, says “Embracing a new era of travel, experiences have emerged as a new coveted currency for the next generation of travellers, particularly among Millennials and Gen Zs. Unique experiences and activities take precedence in their travel plans as the first thing they look at, with 85% of travellers willing to invest in experiences during their holidays. This remarkable shift is a testament to their increasing desire for authentic experiences, with their decisions fueled by social media over traditional sources like search engines and travel guides before embarking on their next travel adventure.”
Experiences are Millennials’ and Gen Zs’ new travel currency
As travel becomes more intentional, a majority of travellers are also prioritising experiences and making them a focal point of their trip, with 63% booking their experiences before they fly.
More than 90% of Millennials and Gen Zs place importance on unique and memorable
experiences during their travels, with 85% signalling a willingness to invest in them during their holiday. Notably, 83% of travellers from Singapore are willing to invest in experiences, with a strong desire to spend more on nature and outdoor experiences like nature and outdoor activities (63%), theme parks (51%), massages and hot springs (56%).
Surprisingly, Gen Zs, who are just beginning to embark on their careers, are not far behind their Millennial counterparts in splurging on travel. 1 in 5 Gen Zs are willing to spend over US$3,000, slightly trailing 1 in 4 Millennials who share the same sentiment.
Social media will soon overtake traditional sources as the #1 holiday inspiration tool for Millennials and Gen Zs
Social media is the top inspiration tool for Gen Z travellers, with more than half using the
platform to discover new destinations and experiences, favouring it over search engines and travel guides. While Millennials still prefer to use search engines (59%), social media comes a very close second (55%) indicating its rising influence over how travellers seek out information.
In fact, 9 out of 10 millennials and Gen Zs check online reviews before making their bookings, and rely on travel content recommendations on social media when planning holidays. Findings show that creating social media-worthy content is of utmost importance for a large majority of travellers (87%) especially for travellers from India, the Philippines and Mainland China, and one of the main reasons for travel.
“The rise of social media as a travel inspiration and planning tool is largely due to their interactive nature, especially with short-form videos and mobile apps,” says Eric Gnock Fah. “It has undeniably become a powerful and dynamic source of travel inspiration among Millennials and Gen Zs. This lies in its ability to offer authentic storytelling and personalised real-time recommendations. This paradigm shift is indicative for the demographic’s desire for meaningful connections and seamless exploration.”
Millennials and Gen Zs are organised planners, opting for more intentional short-haul trips
Majority of Millennials and Gen Zs across Asia Pacific are becoming more intentional travel planners, with 65% planning their holidays at least two to six months in advance. Travellers ranking highest among this bracket come from Singapore (74%) and Australia (57%), while nearly half of travellers from Mainland China, Vietnam, and Thailand prefer to make holiday plans in less than two months.
Additionally, Millennials and Gen Zs are increasingly opting to travel closer to home
domestically (27%) or within Asia Pacific (52%), with the top three destinations on the travel list as Japan (41%), Malaysia (33%) and Korea (25%). These findings indicate a rising trend of younger explorers putting focus on the desire to explore and seek new experiences over the actual destination itself.
