Millennial and Gen Z travellers in Asia-Pacific are drawn to varied destination experiences away from the crowds, and their desires are encouraging meaningful tourism developments Asia-Pacific is the most youthful region in the world, with Gen Z people (born between 1996 and 2012) and the millennials (born between 1980 and 1995) each making up a quarter of the population. These population segments are one to watch, as their spending habits will impact businesses – including that of travel and tourism companies – around the world. Studies on these travellers by various organisations have identified unique characteristics that could drive meaningful tourism development.
They are not just looking for a place to stay, they are looking for a story to tell,” said the report. This shift in consumer behavior has significant implications for the travel retail industry, particularly for luxury brands. Luxury brands are traditionally associated with material possessions and exclusivity, but they are now facing a new challenge: how to cater to the experience-driven consumer.
The travel industry is undergoing a significant transformation, driven by the rise of young travellers. This demographic is characterized by its digital fluency, desire for authentic experiences, and willingness to pay a premium for unique offerings. Young travellers are also budget-conscious, requiring pricing adjustments to ensure sustainability.
Banyan Group’s senior vice president, head of regional operations and group specialist services and deputy managing director of hospitality management, Philip Lim, echoed these observations. Banyan Group’s long-held strategy of incorporating local culture into the guest experience has earned it a place in the hearts of millennials and Gen Z travellers. Citing examples of such experiences, Lim said: “At Garrya Nijo Castle Kyoto and Dhawa Yura Kyoto (both in Japan), our guests can participate in kintsugi (art of mending pottery with lacquer and powdered gold, silver, or platinum) workshops and zen meditation sessions with local monks. These experiences not only enrich their stay, but also foster a deep connection with the destination, aligning perfectly with the experiential priorities of these travellers.”
A. Millennials and Gen Z Seek Unique Travel Experiences
B.
The company is focusing on providing unique and personalized travel experiences for millennials and Gen Z travelers. They are leveraging artificial intelligence to tailor marketing and personalize travel experiences. This focus on personalization is driven by the growing demand for unique experiences and the desire to avoid the typical tourist traps.
They may worry about safety, lack of information, and difficulty finding accommodation. However, these concerns are often unfounded and can be easily addressed with proper planning and research. The benefits of exploring lesser-known destinations are numerous.
