Gen Z travelers are willing to spend generously on their trips.

Klook's survey was conducted in July this year, with a total of 2,400 participants from 12 markets in the Asia-Pacific region, including Singapore, Malaysia, Philippines, Thailand, Vietnam, South Korea, Japan, Australia, China, and India.

Klook notes that Millennials (born between 1981 and 1996) and Gen Z (born between 1996 and 2012) value unique and memorable travel experiences, with 85% expressing a willingness to invest in such experiences during their vacations.

According to the survey, among travelers across the Asia-Pacific region, visitors from Thailand, Vietnam, mainland China, and India lead in their desire to spend more on outdoor and nature experiences such as island tours; or cultural experiences such as historical site tours.

Approximately 20% of Gen Z travelers say they are willing to spend more than $3,000 on a trip, compared to 25% of Millennials. The majority of these travelers come from mainland China and Hong Kong. Notably, many travelers from India, Vietnam, and the Philippines say they are willing to spend up to $2,000 on a trip – double the average monthly income in these countries.

Surveys show that 65% of Millennials and Gen Z travelers across Asia Pacific typically plan their holidays at least two to six months in advance. Leading this trend are travelers from Singapore (74%) and Australia (57%). Travelers from mainland China, Vietnam, and Thailand tend to make decisions later, with nearly half reporting planning their trips less than two months prior.

Additionally, Millennials and Gen Z are increasingly choosing to travel closer to home, such as domestically (60%) or within the Asia-Pacific region (30%). Japan, Thailand, and Singapore are the top three desired travel destinations for Millennials and Gen Z surveyed.

Gen Z travelers primarily find travel inspiration through social media, while Millennials prefer search engines (59%) and social media ranks second (55%). Overall, the majority of travelers from both generations will consult online reviews before booking and rely on travel 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 those 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 applications. The key factor is the ability to provide authentic storytelling and real-time, personalized recommendations to users," a Klook expert analyzed.