- A striking 81% of Generation Alpha and Generation Z in Japan actively shape family travel plans, now positioning them as key decision-makers in the travel process.
- With 68% of these young travelers expecting to travel at least once a year, they view travel as both a reward and essential for their personal growth.
- Outdoor activities, sports events, and music concerts top the list of travel motivations for Generation Alpha and Generation Z in 2025.
- Digital connectivity is central to the travel experience for Japanese travelers, who spend up to four hours daily on devices during trips.
TOKYO, Japan – In a significant shift, Japan’s youngest generation is now leading the charge in family travel planning with their distinct preferences shaping the future of the travel industry. Hilton’s 2025 Trends Report reveals how Generation Alpha and Generation Z are reshaping travel, and prioritizing experiences that reflect their personal interests and cultural pride.
"The growing influence of Generation Alpha on family travel signals a transformative shift in the travel industry - one that Hilton is excited to embrace."
“The growing influence of Generation Alpha on family travel signals a transformative shift in the travel industry - one that Hilton is excited to embrace,” said Ben George, senior vice president and commercial director, Asia Pacific, Hilton. “As these trends accelerate, we recognize the importance of adapting to evolving preferences. Hilton is set to exceed 1,000 hotels in APAC by 2025, and we’re focused on creating new experiences to capture the imagination of this emerging generation and their families.”
Next-Gen Navigators: How Young Travelers Are Steering Family Travel
In Asia Pacific, family travel is increasingly guided by the preferences of Gen Alpha and Gen Z. In Japan, 81% of young travelers actively contribute to their family’s vacation planning. Moreover, almost two thirds (62%) of Japanese parents choose vacation destinations based on their children’s interests.
While these young travelers’ input is strong in picking activities and destinations, logistical decisions - such as dining (33%), accommodation (31%), transportation (25%), budgeting (16%), and trip duration (16%) - are still primarily managed by parents. This growing involvement highlights the evolving dynamic of family travel, with younger generations taking the lead in creating memorable experiences, while still leaning on their families for practical planning.
Cultural Pride: Japanese Families Turning Travel into Growth Experiences
For Gen Alpha and Gen Z in Japan, travel is a journey of self-discovery and personal growth. A strong connection to cultural heritage drives these young travelers, with 47% taking pride in Japan’s global cultural influence and 45% eager to explore their roots through travel.
Japanese families use travel as a way to connect with their cultural identities. Notably, about a third (31%) of parents choose destinations that reflect their heritage, traditions, and values.
Beyond cultural exploration, 39% of young travelers in Japan view travel as a key to enhancing their education and personal development. Japanese parents agree, with 43% selecting culturally significant destinations to support their children’s learning and growth.
From Sports to K-Pop: The Key Travel Trends for Gen Alpha and Gen Z in 2025
For Japan’s Gen Alpha and Gen Z travelers, trips centered around entertainment, sports, adventure, and meaningful connections with loved ones are at the top of their agenda.
Outdoor events like the Sapporo Snow Festival, ski camps and forest schools, are the most anticipated travel activities in 2025, with 37% of young travelers in Japan planning their trips around these events. Coming in second for Japan’s Gen Alpha and Gen Z travelers are sports events (19%) such as the FIFA Club World Cup and World Masters Games. This growing interest in sports tourism is also reflected in Hilton's own data. From 2019 to 2024, Hilton Worldwide Sport Sales revenue tripled in volume, with 80% of this growth driven by youth or amateur sports. Music concerts and festivals (17%) – particularly K-pop concerts, emerged as key travel draws for this generation as well.
Young and On the Move: Japan’s Gen Alpha and Gen Z Embrace Annual Travel
Gen Alpha and Gen Z across Asia Pacific are avid travelers, with 92% taking at least one trip in the past year. In Japan, this enthusiasm is even more pronounced, with young travelers averaging two trips annually, and 82% traveling at least once.
This passion for travel is evident in their future plans, with four in five (80%) Gen Alpha and Gen Z in Japan likely to travel in the next year. Additionally, 44% take pride in their ability to explore new destinations. These findings highlight the strong and growing demand for travel among younger generations.
Digital Nomads: The Role of Technology in Gen Alpha and Gen Z Travel
In today’s digital age, technology is central to the travel experience for Gen Alpha and Gen Z. In Japan, parents and children stay online throughout their trips, spending up to four hours a day on their devices. Gen Z, in particular, spends more time online, averaging three hours daily, compared to Gen Alpha’s two hours.
Smartphones (64%), gaming systems (26%), and digital tablets (24%) are travel essentials for these young adventurers, primarily being used to stream videos (59%), share their experiences on social media (39%), and play digital games (28%). Additionally, a quarter (26%) use their gadgets to listen to music.
These trends are consistent with Hilton’s team member survey findings, showing that access to technology is ranked as the top amenity for Gen Alpha travelers and their families, with entertainment and child-friendly activities also high on the list.
Domestic vs. Global Travel: The Travel Preferences of Japan’s Young Explorers
Unlike their regional peers, the majority of Japanese Gen Alpha and Gen Z travelers and their parents (59%) are excited about exploring local destinations. While they eagerly seek out Japan’s rich landscapes and cultural heritage, they also show an interest in global adventures. Beyond Japan, Hawaii, South Korea, America and Australia emerged as top destinations for Japanese families.
Top Holiday Destinations for Families in Japan
| Gen Alpha and Gen Z | Millennial (Gen Y) |
| Japan (59%) | Japan (56%) |
| Hawaii (21%) | Hawaii (28%) |
| South Korea (17%) | South Korea (23%) |
| America (15%) | America (15%) |
| Australia (8%) | Australia (14%) |
"As Generation Alpha and Z step into the role of key influencers in family travel decisions, they are redefining the landscape of travel. Their evolving preferences are driving the industry to innovate, creating opportunities for more meaningful, immersive, and culturally enriching experiences that align with their values,” said Alexandra Jaritz, senior vice president, Brand Management, Asia Pacific, Hilton. “This shift is not just about the destinations they choose, but how they interact with and experience the world. At Hilton, we’re focused on aligning our strategy to meet these expectations, offering brands and experiences that inspire and enhance their journeys.”
Hilton’s 2025 Trends Report: Key Insights for 2025 and Beyond
These insights were commissioned as part of research for Hilton’s 2025 Trends Report, dubbed the ‘Year of the Travel Maximizer’, revealing how travelers are seeking to blend relaxation with impactful adventures. As the post-pandemic travel boom stabilizes, Hilton’s comprehensive survey of over 13,000 global travelers across 13 countries, insights from more than 4,100 Hilton Team Members, and in-depth interviews with Hilton travel experts, highlights several additional trends:
- Slow Travel Gains Popularity: With fast-paced lives, travelers are embracing “Slow Travel” to deeply immerse themselves in local cultures. One in four global travelers seeks cultural learning experiences, and 65% of those that travel with children (31% in Japan) often explore their family’s heritage through travel.
- Adventure-Seeking “Go Getaways” Take on Sleep Retreats: While nearly 7 in 10 global travelers (43% in Japan) enjoy being active during their travels, with 20% planning outdoor adventures in 2025, there is also a growing trend toward relaxation and rejuvenation. In fact, 1 in 5 global travelers (7% in Japan) embrace the art of “hurkle-durkling” - a Scottish phrase for lying in - during their vacations. Additionally, more than a quarter of travelers are expected to book a spa or wellness treatment specifically aimed at enhancing their sleep quality.
- Dining Decisions Led by Young Palates: Globally, 63% of parents (51% in Japan) let their children pick restaurants while traveling, reflecting Gen Alpha’s evolving taste preferences from pizza to sashimi.
Discover what type of traveler you are with Hilton’s Generation Alpha Personality Test. Read Hilton’s full report at stories.hilton.com/2025trends. Or, to start planning for 2025 travel, visit Hilton.com.
These findings are based on two surveys: a global Ipsos poll conducted from June 5 - 26, 2024, and an APAC-focused survey by OnePoll conducted from August 12 - 26, 2024. The Ipsos survey sampled 13,001 adults (18+) across 13 countries — Australia, Brazil, mainland China, Germany, India, Japan, Mexico, Saudi Arabia, Singapore, Turkey, the United Arab Emirates, the United Kingdom, and the United States — all of whom plan to travel in the next 12 months. The OnePoll survey included 8,000 Gen Z and Millennial parents (born in or after 1981) with children aged 6 to 19, from Australia, mainland China, India, Japan, and Singapore. Both surveys used non-probability samples, and post-hoc weighting was applied to the Ipsos survey to ensure the samples reflected the population characteristics in terms of gender, age, race/ethnicity, region, and education
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,300 properties and over 1.25 million rooms, in 138 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No.1 World's Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced 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 200 million Hilton Honors 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, X, LinkedIn, Instagram and YouTube.