Millennial & Gen Z travellers to stay closer to home
In what could be a major boost to recovery of travel and tourism in Asia Pacific region, a survey conducted by global luxury hospitality brand Marriott International says that most Millennial and Gen Z travellers from the most populous part of the world want to first discover countries in their vicinity, before striking out to distant lands.
In a press statement Marriott says that ‘Native Explorers’ or affluent millennial and Gen Z travellers in Asia Pacific are bucking the trend by travelling in reverse order to generations before them.
Marriott says that as per the findings of a recent survey that it conducted, while their predecessors may be saving up for more costly long-haul travel later in life, the ‘Native Explorers’ are already well-travelled at a younger age, with one in four notching up no less than two continents outside of Asia Pacific by the time they hit 26.
Despite having the means, ‘Native Explorers’ claim they will be spending their travel dollars closer to home for at least the next two years, as 85 pc believe that they have yet to fully discover all the region has to offer, says Marriott.
‘The survey across Australia, China, Japan, India, Singapore, and South Korea was commissioned to better understand the attitudes of affluent millennial and Gen Z travellers and help luxury brands meet their evolving aspirations, it adds.
With their sights firmly set on holidays closer to home, Native Explorers, 52 pc rank Japan, 42 pc rank South Korea and 39 pc put New Zealand as their top three travel destinations.
They are also seeking out the new in familiar hotspots, with 39 pc headed to Australia and 32 pc to Thailand through a culture-centric lens. Although one in four ‘Native Explorers’ would prefer to beat the jetlag and pick nearby, fuss-free holidays, their sense of adventure shouldn’t be underestimated, says Marriott. About 43 pc look for nature escapes and wellness experiences and 36 pc are looking for hidden cultural gems they have yet to discover.
“Globally, we’re seeing an undeniable shift among travellers towards more meaningful, one-of-a-kind experiences in both new and familiar destinations. This is particularly evident in Asia Pacific from our findings on Gen Z and Millennials’ travel patterns and behaviours,” says Bart Buiring, Chief Sales & Marketing Officer, Marriott International Asia Pacific.
“With young affluent travellers in Asia Pacific gravitating towards under-the-radar holidays and culturally-rich itineraries, we’re expanding our luxury portfolio in the region’s most sought-after destinations like Nara, Sydney and Jiuzhaigou in China with a target of opening 12 properties in 2023 alone,” he adds.
Marriott says that the ‘Native Explorers’ are redefining what luxury travel means – from elusive and exclusive to meaningful connection and experiences. As they transition towards understated and authentic holidays, about 37 pc called out human connection, genuine hospitality, and being part of a community as critical components of luxury travel.
A majority or 58 pc believe once-in-a-lifetime experiences and pinch-me moments are what make the luxury travel experience. Top picks include VIP access to sold-out concerts of their favourite artists, with 52 pc, and exclusive culinary workshops with celebrity chefs with 36 pc travellers.
Craftsmanship remains crucial to luxury travel, over 50 pc believe service excellence and state-of-the-art facilities are key tenets. Personalisation remains a key deciding factor in choosing a luxury hotel, with 32 pc expecting bespoke services such as a dedicated travel advisor and 32 pc preferring to stay with hotels that offer tailored itineraries and customized amenities.
Caught between their desires to discover and luxuriate, a staggering nine in 10 respondents prefer to explore the destination with assistance from their luxury hotel, rather than research and hire a local guide of their own. Almost half or 45 pc prefer to sample local cuisine through the property’s gourmet dining, 39 pc want to experience the local culture through the hotel’s curated programming, and 34 pc are keen to try local wellness rituals available at the hotel spa.
Marriott says that ‘Native Explorers’ thirst for cultural discovery extends to their accommodation choices, with 76 pc of respondents opting for hotels and resorts with destination-inspired concepts. Brand affinity remains key for ‘Native Explorers’ with approximately one in three opting for destination-inspired abodes under an established luxury brand. Marriott International today operates nearly 500 luxury hotels and resorts in 68 countries and territories, including 159 properties presently in Asia Pacific. The region contributes half of the company’s global development pipeline of nearly 200 luxury properties, says the statement.
