Rise of the new “GenerAsian traveler”

By Mata Press Service

A new wave of Asian travellers is keen to take to the skies, even if it means cutting back on spending in other areas of their lives.

This trend, the survey says, is particularly pronounced in countries like India, China, and Singapore, according to a new survey by Hilton which released its 2024 Trends Report.

The global hospitality company has discovered an emerging generation of Asian travellers who are pursuing travel that will enable them to understand their identity better.

Dubbed the ‘GenerAsian traveller’ are Asians who are inspired by self-discovery and desire a deeper understanding of their own cultural and ancestral heritage through travel.

In the global survey conducted in collaboration with Ipsos, a resounding chorus of travellers across the Asia Pacific region have expressed growing confidence in self-exploration.

 In fact, a staggering 83% of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 84% feeling honoured about the international popularity and appreciation of Asian food, design, and culture.

This shift in global taste can be attributed to globalization1, where international audiences now have better accessibility and insight into Asia through pop culture and social media. Alongside this, the region has seen much greater representation in entertainment, food and beverage, and other industries – from top-grossing Hollywood films, to restaurants around the region receiving internationally renowned recognition.

“We’re constantly monitoring the travel preferences of different generations to create tailored experiences that cater to their unique needs and desires. Fueled by a sense of pride that Asian food, design, and culture are gaining popularity globally, we know this will hold even greater significance and interest for travellers in the upcoming year,” said Ben George, senior vice president and commercial director, Asia Pacific, Hilton.

“In fact, our research found that 77% of APAC travellers are seeking to better understand their own heritage through travel, with 75% looking to learn more about other Asian cultures. We believe that the heart of a great trip is a great stay. So we remain committed to delivering innovative solutions to ensure our guests can fully immerse themselves in both our hotels and their communities,” he added.

Priorities differ among travellers when it comes to selecting their accommodation. For some, convenience might be key, but for others, price point remains at the top of mind. In line with their travel motivations, Asian consumers are more likely than travellers from other countries surveyed to book their accommodations based on access to unique local experiences.

A substantially higher proportion of respondents from China (81%), India (77%) and Singapore (70%) indicated that they always or often do so, compared to the 65% average across all countries surveyed in Hilton’s global study2.

When it comes to the types of experiences Asian travellers seek during their trips, 88% of respondents unequivocally ranked exploring local and traditional food and beverage as the most important to them. A strong majority (84%) also indicated a desire to deepen their understanding of the local history and heritage of the destination they travel to and connect with the local community when they travel (78%) – suggesting a reassuring desire for more authentic travel experiences3.

Food and beverage also showed as a unifying passion point across Asian respondents in Hilton’s 2024 Trends Report survey, with respondents across China, India, Japan, and Singapore all ranking culinary experiences as the top budget priority for their travel plans next year. In contrast, exploring and adventure experiences as well as indulgence or pampering emerged as the top budget priority in the majority of the other markets surveyed4.

To ensure they are able to prioritize travel in the coming year, a higher percentage of consumers in Asian countries are reducing spending on other areas of their lives compared to other markets surveyed (82% India, 74% China, and 74% Singapore versus 64% global). Considerably more travellers from China (85%), India (81%) and Singapore (73%) are also inclined to spend more on travel in 2024 than they did in 2023, compared to the global average of 65%.

The global survey of more than 10,000 travellers from nine countries, also uncovered four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond:

1. Travelers Will Invest in Their Sleep

2. Travelers Will Value Connectivity and Personalization

3. Culture and Experiences Will Drive Leisure Travel Decisions

4. Business Travel Trends Will Redefine Expectations