Hilton Research Identifies a New Generation of Asian Travelers - The ‘GenerAsian’ Traveler

• 83% of Asian travelers have reported they feel proud about the rising popularity of their country of origin as a travel destination.
• 77% of Asian travelers are seeking to better understand their own heritage through travel.
• Japanese travelers rank exploring local and traditional food and beverage as the most important consideration when it comes to planning travel for 2024, highlighting the intrinsic connection between culture and cuisine
• This research comes as Hilton releases its global 2024 Trends Report, which uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond.

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:

1. 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.
2. 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.
3. 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.
4. 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.