Hilton, in its 2024 Trends Report, has identified a burgeoning generation of Asian travelers, referred to as ‘GenerAsian travelers.’ These individuals are motivated by a desire for self-discovery and a deeper understanding of their cultural and ancestral heritage through travel.
A global survey conducted in collaboration with Ipsos revealed a growing trend among travelers across Asia, who are increasingly confident about embarking on journeys of self-exploration. Notably, 85 percent of Indian respondents expressed pride in the rising popularity of their country as a travel destination, as well as the growing appreciation for Asian food, design, and culture on an international scale.
This shift can be attributed to globalization, which has made Asian culture more accessible to a global audience through pop culture and social media. Additionally, the region has seen increased representation in various industries, from reality dating shows featuring matchmaking traditions to international recognition for innovation, design, and cuisine.
Ben George, Senior Vice President and Commercial Director, Asia Pacific at Hilton, stated that the company continuously monitors the travel preferences of different generations to create tailored experiences. He noted that the increasing global popularity of Asian food, design, and culture will be of great interest to travelers in the coming year. The research also revealed that a significant portion of Indian travelers (82 percent) seeks to better understand their heritage through travel, with 84 percent expressing interest in learning about other Asian cultures.
One key priority for Indian travelers is access to unique local experiences, with 77 percent of Indian respondents indicating a preference for accommodations that offer such experiences, compared to the 65 percent average across all countries surveyed in Hilton’s global study. Local and traditional food and beverage (91 percent) tops the list of experiences Indian travelers seek during their trips, followed by a desire to connect with the local community (90 percent) and gain a deeper understanding of the destination’s history and heritage (87 percent).
Culinary experiences emerged as a shared passion among Asian respondents, with travelers from China, India, Japan, and Singapore all ranking them as the top budget priority for their travel plans in the upcoming year. To make travel a priority in 2024, 82 percent of Indian travelers are cutting back on spending in other areas, surpassing the global average of 64 percent. Additionally, a higher percentage of Indian travelers (81 percent) are willing to spend more on travel in 2024 compared to 2023, as they may have pandemic savings to draw from, distinguishing them from travelers in other countries.
Hilton’s 2024 Trends Report delves into the preferences and desires of different generations of travelers. It highlights four key themes that are expected to drive change and innovation in travel in 2024 and beyond. These themes include an emphasis on quality sleep, a growing importance of connectivity and personalization, and how Gen Z and Millennials are leading the charge in these areas.
In India, for instance, travelers prioritize sleep by considering factors such as listening to music or podcasts (51 percent) and selecting trusted hotel brands known for consistent mattress quality (41 percent). Connectivity and personalization also hold significance, with 85 percent of Indian travelers agreeing that it’s important to be able to book their entire trip online, reflecting the expectations of younger generations like Millennials and Gen Z. These insights help Hilton adapt and create experiences tailored to the evolving preferences of travelers in the years to come.