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Millennials and Gen Zs have a new “Love Language” through travel

In 2024, Millennial and Gen Z travelers in Asia Pacific (APAC) are declaring shared experiences through travel as their new love language, with almost every (9 in 10) traveler intending to pursue travel with their loved ones. For Millennials and Gen Zs, travel is more than a holiday; it is the ultimate canvas for building connections and creating shared memories that solidify bonds.

Klook’s latest Travel Pulse research also reveals that 3 in 5 travelers are set to splurge on 2024 adventures, dedicating up to half their budget to experiences and activities despite rising costs from global inflation.

Hong Kong-based travel and leisure e-commerce platform, Klook, observes that these travel trends are reflective of a post-pandemic world, where the pandemic-induced isolation and increased digitisation of lives have left people yearning for connection.

Connecting through meaningful journeys: travelers prioritise experiences over expenses

64% of Millennials and Gen Zs are increasing their travel budgets in 2024, with nearly half of them willing to spend up to 50% or more on their holidays. The focus for travelers continues to be on experiences that promise meaningful connections with their companions.

The availability of experiences and their uniqueness are among the top consideration factors for travelers when planning a holiday. Nature and outdoor adventures take the lead, followed by the thrill of theme parks, and the cultural richness of museums and historical sites.

Klook Travel Pulse research

Millennials and Gen Zs trade solitude for shared adventures

In 2024, Millennials and Gen Zs across Asia Pacific will break away from pandemic habits of me-time and solitary routines of self-care, and will actively choose to venture back on the road to connect and discover with their loved ones.

9 out of 10 APAC travelers want to pursue trips with others, be it family, partners, or close friends. Millennials also lean towards travel with their partners, while Gen Zs prioritise friend group travel.

65% of travelers are pursuing shared adventures through more frequent, shorter holidays rather than extended getaways, to maximise creating these core memories together. New destinations are also on the horizon for 70% of travelers in APAC, with the top destinations on the wishlist being Japan, South Korea, Thailand, and Singapore.

Social media is integral for shared experiences, driving shareability factor and travel intent

For most travelers (96%), posting about their journeys on social media platforms is more than just documentation—it’s to be shared with others. Social media continues to be a key source of travel inspiration, with Instagram (77%) and YouTube (77%) leading the way as primary enablers of wanderlust.

Trust dynamics in online travel recommendations are evolving, with non-celebrity figures being the most trusted source of recommendations, reflecting a broader trend towards authentic and relatable content. Online voices continue to be of considerable influence for travel inspiration, as over 80% base their travel bookings on recommendations from content creators, underscoring the pivotal role of digital influencers in shaping travel choices.

Spring is the season capturing the most hearts for travelers in APAC

For many travelers (65%), climate or season plays a huge part in the shared experience of travel. Spring in the early part of the year is the most popular season across APAC, and nearly half of travelers have booked travel within the first three months of 2024. Nature and outdoor activities are among the top ways travelers aim to fully enjoy this coveted season. However, preferences diverge across markets, presenting a diverse tapestry of seasonal affections.

Spring is most favored by travelers from Malaysia and Indonesia, while travelers from Australia and the Philippines want to embrace the warmth of Summer. Taiwan and Korea share an affection for the vibrant hues of Autumn, and Winter claims the spotlight for travelers from India, Thailand, and Singapore.

With experiences and social media fueling how travelers express this new love language in the coming year, Klook anticipates a year of renewed enthusiasm for travel, towards new destinations and things to do.

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