Digital travel platform Agoda has shared how hotels across Asia can cater to Gen Z’s preferences to future-proof their businesses. According to Agoda research, the top five travel habits of Asian Gen Z reveal a generation inspired by the digital world, embracing spontaneity, and valuing shared experiences.
The survey highlights how travelers aged 18-27, known as Gen Z, are reshaping the future of travel in Asia with a fresh perspective, influencing trends and paving the way for future generations to explore the world in new ways.
“It’s hard to understate the importance of Gen Z in determining the future of travel,” said Andrew Smith, Senior Vice President Supply, Agoda. “This is the first generation never to have known the world without the internet and one that is developing increasing spending power, with Neilsen’s Spend Z report expecting $12T growth by 2030. It is no surprise that they place a premium on opportunities to capture instaworthy content and are constantly looking for unforgettable experiences. The most forward-thinking hotels are those adapting their marketing strategies to thoughtfully cater to this group.”
How to attract Gen Z travellers
Instagrammable Spaces: Create and encourage instaworthy photo opportunities throughout the accommodation with visible/topical hashtags that relate back to the property.
Live Events: Stay alert to upcoming concerts and festivals and start working them into marketing strategies at an early stage.
Themed Experiences: Capitalize on opportunities that link the hotel with famous media moments in a meaningful way, such as launching White Lotus dinner menus in Thailand.
Social Media Influencers: Invite influencers to visit the property and ensure they can capture unforgettable experiences that draw others.
Social Media Trends: Keep abreast of TikTok trends and seek to replicate them at the hotel to drive more experience-driven travelers.
Personalization: Keep the experience as personal as possible to ensure Gen Z leaves positive reviews in line with their focus on self-development.
Key travel habits of Gen Z
TikTok inspiration: Social media is the new travel guide
Gen Z is using TikTok (20%) and Instagram (14%) as their main sources for travel inspiration. Despite this digital influence, personal recommendations still hold value, ranking second at 17%.
Spontaneous spirit: Last-minute bookings on the rise
Gen Z embraces the thrill of last-minute travel, with 20% booking flights less than a week in advance, surpassing Millennials, Gen X, and Boomers. Additionally, one in four Gen Z travelers books accommodations at the eleventh hour, highlighting their love for spontaneity.
Traveling in tandem: Partnered adventures take the lead
Gen Z values shared experiences, with 38% preferring to travel with a partner. Group trips with friends and family also rank highly, emphasizing connection and companionship. In contrast, Millennials tend to prioritize family trips, highlighting a generational shift in travel preferences.
Cost-conscious journeys: Spending habits align across generations
When it comes to travel spending, Gen Z and Millennials are on the same page. Both generations prefer to keep accommodation costs under USD 50 per person per night, with Gen Z more inclined to do so (56%) than their Millennial counterparts (44%). Meanwhile, 32% of Gen Z plan to spend between USD 51-100 per person per night compared to 41% of Millennials. This trend underscores a shared commitment to affordable travel without compromising on experiences.
Wanderlust unites: The desire to travel transcends generations
Despite differences in travel inspiration, booking habits, and travel companions, the desire to explore the world remains universal. Nearly half of Gen Z and Millennials plan to take 1-3 trips this year, with a third aiming for 4-6. This shared wanderlust bridges generational gaps, showing that the love for travel transcends all.
