- Time, Work, and Money: Millennials and Gen Z cite limited travel opportunities due to time constraints, work commitments, and financial concerns.
- Social Media Dominates Travel Planning: Leading source of travel information, driving 79% of travelers to book experiences from recommendations.
- Wanderlust Prevails: 84% of travelers have already planned for international[1] trips for 2025, with Japan topping the list and Mainland China a close second, with a 7x increase in yearly demand.
Kuala Lumpur, 26 February 2025 — Millennials and Gen Z crave travel as a vital form of self-care and rejuvenation, yet their wanderlust remains out of reach. In partnership with consumer insights platform GWI, Klook’s latest Travel Pulse research across 14 markets[2] reveals that nearly all young travelers see travel as a powerful stress reliever. However, a staggering 9 in 10 feel frustrated from not being able to take these much-needed journeys, held back due to barriers like time constraints, work commitments, and financial concerns.
“Millennials and Gen Z increasingly turn to travel as their ultimate form of therapy,” says Eric Gnock Fah, President and Co-Founder, Klook. “While life’s stressful demands often leave many frustrated, the transformative power of travel is undeniable. With 92% hit hard by post-travel blues, and nearly 40% immediately planning their next getaway, it’s clear that travel offers more than just a break—it’s a force for self-discovery, creativity, and renewal.”
For 64% of these travelers, travel isn’t just a getaway—it’s their reset button to escape from monotony and boost their self-confidence. All respondents (100%) from Malaysia agree that travel is effective in managing stress and improving well-being, highlighting a strong perception of travel as a therapeutic tool. Travel has significantly reduced their stress levels for 2 in 3 (69%). Time is revealed as travel’s biggest enemy, with travelers from Mainland China feeling the most time-strapped (74%), while Australian travelers (38%) enjoy the most flexibility for their schedules.
Stretching Budgets For Social-Worthy Experiences That Matter
Millennials and Gen Z know where to invest in when it comes to achieving self-care. While budgets may weigh high on travelers’ minds, they are not willing to compromise on experiences with 91% willing to allocate up to half travel budget on experiences; instead of splurging on other areas like flight costs[3] to maximize their trips.
Gen Z travelers, in particular, are more budget-conscious, favoring bundled travel packages to stretch their spending further. While affordability is key, unique and authentic experiences remain a top priority, with local cuisine and off-the-beaten-path destinations topping the list.
Social Media Dominates Travel Planning for Inspiration and Bookings
Inspiration is fuelled by the power of social media, which emerges as the top source of information for holiday planning[4]. According to the study:
- 79% of travelers have booked activities, accommodations, and dining experiences based on social media recommendations, proving its mighty influence on travel decisions.
- Travelers from Indonesia, Thailand, Vietnam, and the Philippines tend to act on social recommendations, while those from Australia, Japan, and the US are less swayed.
- For aesthetic-driven travelers, 27% are willing to pay up to 20% more to visit trendy and social media-worthy spots.
Travelers Can’t Wait to Embark on New Adventures in 2025
Despite the hurdles, travelers are undeterred. 84% are already preparing to take at least one international trip[5] in 2025, compared to 71% in 2024[6]. When choosing their next destination, 28% seek out entirely new places they’ve never visited. Japan continues its reign as the top must-go destination for 2025, with Mainland China as a second, with demand increasing over 7 times[7] compared to last year. Klook has also identified 25 up-and-coming destinations making their mark on travelers’ radar, featuring a mix of city and natural wonders.
Travel has evolved beyond just a trip, it’s therapy, self-discovery, and a ticket to a more balanced life. As this generation seeks renewal and purpose, the future of travel will continue deliver experiences that rejuvenate, inspire, and empower travelers to reconnect with their best selves.
[1] Referring to flights more than 4 hours
[2] The Klook Travel Pulse survey was conducted in December 2024 through GWI with over 7,000 respondents across 14 markets including Hong Kong, Taiwan, Singapore, Malaysia, Philippines, Thailand, Vietnam, South Korea, Japan, Australia, Mainland China, India, Indonesia, and the United States.
[3] Using GWI Travel data on travelers’ spending in 2024
[4] Using GWI Travel data on top sources for vacation planning in 2024
[5] Referring to flights more than 4 hours
[6] Using GWI Travel data on travel intent in 2024
[7] Using GWI Travel data on must-go destinations in 2024
