Klook's survey was conducted in July this year, with a total of 2,400 respondents from 12 markets in Asia-Pacific such as Singapore, Malaysia, Philippines, Thailand, Vietnam, South Korea, Japan, Australia, China, India...
Klook found that millennials (those born between 1981 and 1996) and Gen Z (those born between 1996 and 2012) value unique and memorable experiences while traveling, with 85% expressing a willingness to invest in such experiences during their vacations.
According to the survey, among travelers across Asia-Pacific, travelers from Thailand, Vietnam, mainland China and India lead the way in wanting to spend more on outdoor and nature experiences such as island tours; or cultural experiences such as tours of historical sites.
Zhangjiajie tourist area (Hunan, China) is a favorite destination of Vietnamese youth.
About 20% of Gen Z travelers said they were willing to spend more than $3,000 on a trip, compared to 25% of Millennials. The majority of these travelers came from mainland China and Hong Kong. Notably, many travelers from India, Vietnam and the Philippines said they were willing to spend up to $2,000 on a trip – double the average monthly income of people in these countries.
The survey found that 65% of millennials and Gen Z travelers across Asia Pacific typically plan their vacations at least two to six months in advance. This trend is led by travelers from Singapore (74%) and Australia (57%). Travelers from mainland China, Vietnam and Thailand tend to make their decisions later, with nearly half reporting making travel plans less than two months in advance.
Additionally, Millennials and Gen Z are increasingly choosing to travel closer to home, either domestically (60%) or within the Asia-Pacific region (30%). Japan, Thailand and Singapore are the top three destinations on the travel wish lists of Millennials and Gen Z surveyed.
Gen Z travelers primarily use social media for travel inspiration, while Millennials prefer search engines (59%) and social media (55%). Overall, most travelers from these two generations will consult online reviews before booking and rely on travel content recommendations on social media when planning their vacations. The survey found that engaging social media content is extremely important to the majority of travelers (87%), especially travelers from India, the Philippines and mainland China.
“Social media has emerged as a source of inspiration and a travel planning tool, thanks to the interactivity of short videos and mobile apps. The key is the ability to deliver authentic storytelling and real-time, personalized recommendations to users,” Klook experts analyzed.
