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Millennials and Gen Zs have a New Love Language, and Klook says 3 in 5 Travelers are Willing to Invest up to Half of Their Travel Budget on it

Millennial and Gen Z

In 2024, Millennial and Gen Z travellers in Asia Pacific (APAC) are declaring shared experiences through travel as their new love language, with almost every (9 in 10) traveller intending to pursue travel with their loved ones. Klook’s latest Travel Pulse research also reveals that 3 in 5 travellers are set to splurge on 2024 adventures, dedicating up to half their budget to experiences and activities despite rising costs from global inflation.

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 COO and Co-Founder Eric Gnock Fah 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. “As we move past the pandemic and era of revenge travel, we observe a transformative shift in travel dynamics. It’s no longer just a journey; it’s the embodiment of a new love language — shared experiences. Travel has become an essential outlet, allowing individuals to connect genuinely with themselves, their loved ones, and the world around them.”

Connecting through meaningful journeys: travellers 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 more up to 50% or more on their holidays. The focus for travellers continues to be on experiences that promise meaningful connections with their companions, with 69% of them booking activities before taking a flight.

The availability of experiences and their uniqueness are among the top consideration factors for travellers when planning a holiday. Nature and outdoor adventures take the lead at 59%, followed by the thrill of theme parks (53%), and the cultural richness of museums and historical sites (51%).

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 travellers want to pursue trips with others, be it family, partners, or close friends. 30% are opting for getaways with partners (1 in 3), while 26% prefer family adventures (1 in 4), and 21% choose to venture with friends (1 in 5). Millennials also lean towards travel with their partners, while Gen Zs prioritise friend group travel.

65% of travellers 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 travellers in APAC, with the top destinations on the wishlist being Japan, South Korea, Thailand, and Singapore. Malaysian travellers, in particular, show a strong preference for Japan, with 47% favouring it as their top destination in 2024. Thailand follows closely at 36%, while Indonesia and South Korea both garner significant interest, each capturing 29% of the Malaysian travel market.

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

For most travellers (96%), posting about their journeys on social media platforms is more than just documentation—it’s to be shared with others. This act of online sharing becomes a means of capturing and cherishing memories with their social circles, as these shared experiences take root as constants in digital lives.

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. 1 in 3 travellers engage with travel content daily, and more than half regularly share their travel experiences on social media.

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 of love and shared experiences, capturing the most hearts for travellers in APAC

For many travellers (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 the travellers have booked travel within the first three months of 2024. Nature and outdoor activities are among the top ways travellers aim to fully enjoy this coveted season. However, preferences diverge across countries, presenting a diverse tapestry of seasonal affections.

Spring is most favoured by travellers from Malaysia and Indonesia, while travellers 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 travellers from India, Thailand, and Singapore.

With experiences and social media fueling how travellers 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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