TOKYO--(BUSINESS WIRE)--As Hilton releases its 2024 Trends Report, the leading global hospitality company has discovered an emerging generation of Asian travelers who are pursuing travel that will enable them to better understand their identity. Dubbed as the ‘GenerAsian traveler’ are Asians who are inspired by self-discovery and have a desire for a deeper understanding of their own cultural and ancestral heritage through travel.
In a global survey conducted in collaboration with Ipsos, a resounding chorus of travelers across Asia have expressed a growing confidence for self-exploration. In Asia, a staggering 83% of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 84% feeling honored about the international popularity and appreciation of Asian food, design, and culture.
The same sentiments are shared among Japanese travelers, with almost two-thirds (63%) of respondents from the country agreeing with these two statements. Interestingly, individuals aged 45 and above in Japan are more likely to feel proud about the rising popularity of their country of origin as a travel destination, with almost 70% of Baby Boomers and Gen Xs aligning with this sentiment. Half of Gen Xs (53%) and Gen Zs (51%) in Japan also indicated that they look to travel to destinations that allow them to better understand their cultural or ancestral heritage.
This shift in global taste can be attributed to globalization1, where international audiences now have better accessibility and insight into Asia through pop culture and social media. Alongside this, the region has seen much greater representation in entertainment, food and beverage, and other industries – from top-grossing Hollywood films, to restaurants around the region receiving internationally renowned recognition.
“We’re constantly monitoring the travel preferences of different generations to create tailored experiences that cater to their unique needs and desires. Fueled by a sense of pride that Asian food, design, and culture are gaining popularity globally, we know this will hold even greater significance and interest for travelers in the upcoming year,” Ben George, senior vice president and commercial director, Asia Pacific, Hilton commented.
“In fact, our research found that 77% of APAC travelers are seeking to better understand their own heritage through travel, with 75% looking to learn more about other Asian cultures. We believe that the heart of a great trip is a great stay, and so we remain committed to delivering innovative solutions to ensure our guests can fully immerse themselves in both our hotels and their communities,” he added.
Access to Gastronomic and Wellness Experiences are a Priority for Japanese travelers
When it comes to the types of experiences Japanese travelers seek during their trips, almost four in five (77%) ranked exploring local and traditional food and beverage as the most important to them. A notable majority (68%) also indicated a desire to connect with the local community when they travel, suggesting a reassuring desire for more authentic travel experiences2.
Food and beverage also showed as a unifying passion point across Asian respondents in Hilton’s 2024 Trends Report survey, with respondents across China, India, Japan, and Singapore all ranking culinary experiences as the top budget priority for their travel plans next year.
Resting and Recharging also Ranks as Key Motivation for Japanese Travel Plans
Perhaps as a reflection of the fast pace of life in the country, Japanese travelers across all generations ranked “rest and recharge” as their top purpose for travel next year3.
Aligned with these findings, Japanese travelers are the most likely to seek out resort destinations within their own country. 75% of Japanese respondents in Hilton’s survey reported a preference for resort vacations over city vacations, compared to the global average of 60%4. Almost 9 in 10 (87%) Japanese respondents also indicated an inclination for domestic versus international travel - significantly more than in the other Asian and global countries surveyed5.
Beyond a passion for their own culture, Japan’s demand for domestic travel may also be influenced by the country’s “Go To Travel” initiative. Launched in October last year, the government-backed National Travel Discount program was introduced in October 2022 in a bid to stimulate tourism demand and bolster the local economy. In some prefectures the program has been extended until the end of 20236.
“At Hilton, we’ve noticed a rising interest in self-discovery and the desire for an even deeper understanding of one’s heritage, and this will be an even more important consideration for travelers in 2024. From our ongoing brand innovation and dining experiences to our world-renowned hospitality, Hilton will enable guests to completely connect and immerse themselves in the destinations they chose to travel,” said Alexandra Jaritz, senior vice president, Brand Management, Asia Pacific, Hilton.
Understanding Generational Differences in Global Travelers’ Expectations
These insights were commissioned as part of research for Hilton’s 2024 Trends Report, which sought to uncover the profile of the 2024 traveler, while also zooming in to understand what the desires and preferences will be for the different generations. Following a global survey of more than 10,000 travelers from nine countries, and in-depth interviews with dozens of Hilton travel experts, the report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond:
- Travelers Will Invest in Their Sleep: Gen Zs are the most intentional about winding down, with 21% regulating their workout routine, and 25% avoiding alcohol before bedtime. In Asia Pacific, respondents ranked listening to music or podcasts (33%) and choosing a trusted hotel brand with consistent mattress quality (27%) as their top sleep considerations.
- Travelers Will Value Connectivity and Personalization: 80% of global travelers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zs leading the charge. In Japan, 68% of travelers also agreed, with 73% of Millennials and 70% of Gen Zs driving these expectations.
- Culture and Experiences Will Drive Leisure Travel Decisions: Across generations, Japanese travelers’ top focus is on culinary (41%) as well as wellness-focused experiences (38%). Gen Xs (46%) and Millennials (44%) in the country are the most passionate about their dining budget plans, while Baby Boomers (45%) and Gen Xs (40%) are carving out more budget for wellness-focused experiences than other generations.
- Business Travel Trends Will Redefine Expectations: 77% of those planning to travel less for business are committed to maximizing that time on the road by incorporating opportunities for work, family or friends, and leisure.
Hilton’s 2024 Trends Report can be found at stories.hilton.com/2024trends, and to learn more specifically about the GenerAsian traveler, go to stories.hilton.com/generasian and see here for media assets. To start planning 2024 travel, visit Hilton.com.
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Methodology
Both qualitative and quantitative methods were used to determine the emerging trends detailed in this report. Hilton conducted stakeholder interviews across the organization to gain perspectives on what travel looks like today and determine what is top of mind going into 2024, with business divisions including: Business Travel/Events, Food & Beverage, Wellness, Sustainability, Design, Digital Innovation and Workplace Culture. Hilton commissioned two phases of research with Ipsos, one of the largest market research and polling companies globally. First, Ipsos conducted 60 qualitative online video dairies in the U.S. between April and May 2023. Then Ipsos fielded a quantitative online survey in July 2023 among a nationally representative sample in Germany, Great Britain, Japan and the U.S. of adults under age 75. The samples in China, India, Mexico, Singapore and U.A.E. are more urban, more educated and/or more affluent than the general population. The survey results for these markets should be viewed as reflecting the views of the more “connected” segment of their population. Each country included an oversample of n=200 Gen Z to increase analytic capability for this age group. The age breakdown used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby Boomers: 59-77.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 22 world-class brands comprising nearly 7,300 properties and more than 1.1 million rooms, in 123 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune's 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for six consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 165 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
ANNEX
Table 1: Top travel experiences ranked by Japanese respondents |
1. Exploring local and traditional food and beverage (77%) |
2. Gaining a deeper understanding of the local history and heritage of the destination traveled to (68%) |
3. Immersive travel experiences (e.g. workshops, tours, etc.) that showcase local culture (52%) |
Table 2: Top reasons for travel reported by Japanese respondents |
1. To rest and recharge (62%) |
2. To reconnect with friends and family (40%) |
3. To learn about different cultures and/or destinations (25%) |
Table 3: Travelers’ preferences for resort versus city vacation |
|||||
|
Global |
Japan |
China |
India |
Singapore |
I prefer a resort vacation |
60% |
75% |
74% |
59% |
53% |
I prefer a city vacation |
40% |
25% |
26% |
41% |
47% |
Table 4: Travelers’ preferences for domestic versus international travel |
|||||
|
Global |
Japan |
China |
India |
Singapore |
I prefer domestic travel |
52% |
87% |
70% |
53% |
13% |
I prefer international travel |
49% |
13% |
30% |
47% |
87% |
1 Source: Asia Society, 28 January 2019, How Asia Is Shaping the World's Future
2 Refer to Annex Table 1
3 Refer to Annex Table 2
4 Refer to Annex Table 3
5 Refer to Annex Table 4
6 Source: The Japan Times, 9 March 2023, Japan to extend domestic travel subsidy program beyond April
