Millennials and Gen Zs Have a New Love Language, and They Are Ready to Splurge on 2024 Travels

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. 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.

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Photo by Erik Odiin on Unsplash

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 digitization 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, offering individuals the chance to connect genuinely with themselves, their loved ones, and the world around them.”

Connecting through meaningful journeys: travelers prioritize experiences over expenses

64% of Millennials and Gen Zs in APAC, and 66% in the Philippine market 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. This aligns with the finding that 34% of Filipinos prefer to travel with their partners and immediate family. In APAC, 69% of respondents were also found to have booked activities before taking flight.

Taipei Fun Pass Klook

The study shows that availability and prices of experiences are a priority for 68% of Filipinos. It also finds that 4 in 10 (45%) Filipinos prioritize a destination’s uniqueness as among the top factors 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 travelers 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. The Klook Travel Pulse survey was conducted in November 2023 through Milieu with a total of 2,600 respondents across 13 markets including Hong Kong, Taiwan, Singapore, Malaysia, Philippines, Thailand, Vietnam, South Korea, Japan, Australia, Mainland China, India, and Indonesia 2024 Global Business Travel Forecast published by Global Business Travel Association (GBTA) and CWT (1 in 4), and 21% choose to venture with friends (1 in 5). Millennials also lean towards travel with their partners, while Gen Zs prioritize friend group travel.

65% of travelers are pursuing shared adventures through more frequent, shorter holidays rather than extended getaways, to maximize 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. According to the survey, Filipino respondents expressed their preference for the following destinations: Japan leads with 61%, South Korea follows with 37%, the Philippines (domestic tourism) lands at a fair 36%, and Singapore with a good number at 33%.

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. 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. As seen in the Philippines, 8 in 10 (86%) have booked a travel experience based on social media recommendations from content creators. 1 in 3 travelers engage with travel content daily and more than half regularly share their travel experiences on social media.

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Photo by Priscilla Du Preez on Unsplash

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 travelers in APAC

For many travelers (65% in APAC, and 78% in the Philippines), 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 countries, presenting a diverse tapestry of seasonal affections.

Spring is most favored by travelers from Malaysia and Indonesia, while travelers from Australia and more than half (55%) of the Philippine market 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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