As Hilton released its 2024 Trends Report, it was discovered that an emerging generation of Asian travellers, dubbed as the ‘GenerAsian traveller’, are pursuing travel that will enable them to better understand their identity.
To help explore why these travellers are inspired now more than ever to find a deeper understanding of their own cultural and ancestral heritage through travel, this ‘GenerAsian Conversations’ mini-series explores how culture, design, and food can further immerse guests in both our hotels and their communities.
The GenerAsian Traveller is Inspired by Self-Discovery Through Travel
In a survey conducted in collaboration with Ipsos, 64% of global travellers reported they aim to reduce other areas of their personal spending to prioritize leisure travel in 2024, as the world holds onto a renewed sense of wanderlust following the pandemic.
In the Asia Pacific region, 77% of travellers said they will look to travel to destinations that allow them to better understand their cultural or ancestral heritage, with 75% looking to learn more about other Asian cultures.
Rachel Lim, co-founder & executive chairwoman at Love, Bonito, and Leonard Lee, founder and creative director at O37 Design, talk through the growing appreciation for Asian culture and how this recognition has enabled them to feel an even greater sense of pride for their heritage.
Hotel Design is Influencing Travel Decisions
Travellers’ interests when they reach their destinations are evolving with an increased curiosity around hotel design to help better connect with the local culture.
In fact, 83% of travellers across Asia Pacific shared they feel proud about the rising popularity of their country of origin as a travel destination, with 84% feeling honoured about the international popularity and appreciation of Asian food, design, and culture.
Victoria Lilian Arnold, director of strategy at Brand Bureau Bangkok, and Clint Nagata, founder and creative partner of BLINK Design Group, share how hotel design can further immerse guests in both our hotels and their communities.
Food & Beverage is Shaping the Asian Travel Experience
Food and beverage showed as a unifying passion point amongst Asian travellers, with respondents across China, India, Japan, and Singapore all ranking culinary experiences as the top budget priority for their travel plans in 2024.
Furthermore, 88% of respondents ranked exploring local and traditional food and beverage as the most important to them, highlighting the intrinsic connection between culture and cuisine.
Dave Pynt, chef-owner at Burnt Ends Hospitality Group, and Chef Vijay, director of culinary at Hilton Singapore Orchard, highlight the intrinsic connection between culture and cuisine.
Hilton’s 2024 Trends Report can be found at stories.hilton.com/2024Trends. To learn more about the GenerAsian traveller, visit stories.hilton.com/GenerAsian.
To start planning 2024 travel, visit Hilton.com.