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Holiday’s Cultural Renaissance: Millennials And Gen Zs In Malaysia Seek The Sense Of Freedom By Being Outdoor, According To Klook

Millennial and Gen Z

The sun, sand, and sea best represent the ideal holidays of Millennial and Gen Z travellers in Malaysia who want to feel free when travelling.  Klook unveils insights into the vibrant travel motivations of these demographics for this season.

“More than half (53%) of Millennials and Gen Zs in Asia are ready to travel abroad this coming holiday, and they are looking to make their holidays more colourful and memorable through inspiring experiences,” shares Marcus Yong, Vice President of Global Marketing at Klook. “This coming holiday season marks a milestone as Asia fully reopens after three years, and we witness these travellers ramping up on their plans for an unforgettable getaway.”

2023’s holiday palette seeks to inspire

When planning a holiday, many travellers focus on practical details such as accommodation, transportation, and a well-planned itinerary. However, one aspect that is often overlooked is the power of using colours and the feelings they can evoke.

In Asia, some of the ways travellers find inspiration is by being out in nature and exploring a city. Interestingly, Millennials (49%) prefer being out in nature compared to Gen Zs (39%), who leans towards city-based activities. One-third of these travellers are interested in immersive experiences such as museum visits and art jamming workshops, with Klook seeing over 30% increase in bookings for these cultural activities in 2023 compared to the end of 2022.

When it comes to regional differences, travellers from Malaysia are most likely to go for a beach day (52%), road trip (26%), skiing (15%) and bungy jumping (7%); whereas travellers from Hong Kong (44%) are most likely to find inspiration by hitting the concrete to get to know a city better; while travellers from the Philippines (55%) are more drawn to the outdoors and nature. Some of the top outdoor experiences across APAC include island hopping and boat tours, strolls through botanical gardens and canopy walks.

Getting that perfect holiday with colour psychology

When it comes to making this coming holiday one to remember, colour can play a significant role in shaping travellers’ experiences.

According to Principal Psychologist Dr Geraldine Tan from The Therapy Room, colour can influence travellers in subtle but significant ways, affecting their mood, behaviour, and overall enjoyment of their trip.

“The colours and environments we come across during travel can strongly affect our emotional state and influence our actions, making us more inclined towards certain activities. On a beach vacation, the cool colours of the ocean and sky might help travellers feel more free and calm and be more inclined towards relaxing activities. Or when they visit a bustling city, the bright colours might make them feel energised and excited and more inclined to participate in hands-on experiences.” says Dr Geraldine Tan. 

Here are some ways in which travellers can use colour psychology to hack that holiday feeling they are after.

Seek blue for freedom

Blue evokes a sense of freedom and limitlessness. 52% of travelers across Asia Pacific associate the color blue with the feeling of freedom during their summer journeys, with top holiday activities being beach days and road trips. In 2023, road trips are one of the most sought-after activities, with car rental bookings growing more than a third since the start of the year.

Embrace purple for inspiration

Purple symbolizes inspiration and creativity. It sparks the imagination and encourages exploration of new experiences. The top destinations with travelers searching for inspiration through cultural activities this holiday are Vietnam (33%), Singapore (28%), Thailand (28%), and Malaysia (27%).

Find peace in green for relaxation

The colour green is often linked to nature, which brings about healing and renewal, and can evoke a sense of peacefulness. Travellers from Singapore (60%) and the Philippines (57%) seek relaxation through wellness-based activities such as a spa session, while travellers from Taiwan (32%) and Thailand (30%) find it through nature-based physical activities like hiking instead.

Discover joy in orange

Bright colours like orange evoke feelings of joy, happiness, and optimism. While joy is a significant holiday feeling for 47% of travellers across APAC, the experiences that bring them joy vary. Gen Zs prefer seeking joy through the adrenaline of theme parks (46%) compared to Millennials (32%), who find more delight in being outdoors in nature.

By understanding and utilising colour psychology principles, travellers can chase that perfect summer vibe and create unforgettable memories. What does your summer palette look like? Find your shade of summer on Klook now.

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