Digital travel platform Agoda has outlined how hotels across Asia can embrace the preferences of Gen Z travelers to ensure they are adequately future proofing their business.
The call comes as Agoda research reveals the top five travel habits of Asian Gen Z, outlining a generation that finds inspiration in the digital realm, embraces spontaneity, and values shared experiences.
The survey highlights the unique ways travelers aged 18-27, more commonly known as Gen Z, are shaping the future of travel in Asia with a fresh perspective, not only by influencing travel trends but also by setting the stage for future generations to explore the world in innovative 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.”
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How To Attract Gen Z Travelers |
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● 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 can draw others
● Social Media Trends: Keep abreast of TikTok trends and seek to replicate them at the hotel to drive more experience-driven travelers
● Personalisation: Keep the experience as personal as possible to ensure Gen Z leave positive reviews in line with their focus on developing self
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1. TikTok inspiration: Social media is the new travel guide
Gen Z is blazing a trail on social media, with TikTok leading the way as their top source for travel inspiration. While Millennials lean on friends and family as their preferred source of recommendations, Gen Z is scrolling through TikTok (20%) and Instagram (14%) to discover their next adventure. Despite the digital influence, personal recommendations remain a close second (17%), proving that word-of-mouth still holds sway.
2. Spontaneous spirit: Last-minute bookings on the rise
In a world where plans can change in an instant, Gen Z embraces the thrill of last-minute travel more than any other generation. 20% of Gen Z say they book flights less than a week in advance, outpacing Millennials, Gen X, and Boomers. Accommodations follow suit, with one in four Gen Z travelers reporting they make bookings at the eleventh hour, showcasing their penchant for spontaneity.
3. Traveling in tandem: Partnered adventures take the lead
For Gen Z, travel is a shared experience, with 38% preferring to explore the world with a partner. Group trips with friends and family vacations also rank high, highlighting the importance of connection and companionship in their journeys. Millennials, on the other hand, prioritize family trips, reflecting a generational shift in travel dynamics.
4. 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.
5. Wanderlust unites: The desire to travel transcends generations
Despite differing preferences in where different generations find travel inspiration, when they book their travels, and who they go with, the desire to explore the world is universal. Nearly half of Gen Z and Millennials plan to embark on 1-3 trips this year, while a third are aiming for 4-6 adventures. This shared wanderlust bridges generational gaps, proving that the love for travel knows no bounds.
