Hilton’s 2024 Trends Report Unveils Emergence of ‘GenerAsian Travelers’ and Shifting Preferences

Hilton’s 2024 Trends Report sheds light on a new wave of Asian travelers, termed as ‘GenerAsian Travelers,‘ who are on a quest for self-discovery through travel. According to the report, this emerging generation prioritizes a deeper understanding of their cultural and ancestral heritage.

The global survey, conducted in collaboration with Ipsos, reveals a substantial shift in the preferences of Asia Pacific travelers. A remarkable 83% express pride in the increasing popularity of their home country as a sought-after travel destination, with 84% feeling honored by the global acclaim of Asian food, design, and culture.

Ben George, Senior Vice President, and Commercial Director, Asia Pacific, Hilton, notes, “Fueled by a sense of pride that Asian food, design, and culture are gaining popularity globally, we know this will hold even greater significance and interest for travelers in the upcoming year.”

One of the key motivations for this shift is attributed to globalization, providing international audiences with better accessibility and insight into Asian culture through pop culture and social media. The region’s increased representation in various industries, including entertainment and food, contributes to this changing global taste.

The report underscores that 77% of Asia Pacific travelers aim to better understand their own heritage through travel, with 75% expressing an interest in learning about other Asian cultures.

As part of this trend, Asian consumers are more likely to choose accommodations based on access to unique local experiences. Notably, 88% of respondents prioritize exploring local and traditional food and beverage, emphasizing a desire for more authentic travel experiences. The report also reveals that food and beverage remain a top budget priority for Asian travelers, with culinary experiences ranking high in China, India, Japan, and Singapore.

Alexandra Jaritz, Senior Vice President, Brand Management, Asia Pacific, Hilton, emphasizes the rising interest in self-discovery and a deeper understanding of heritage. “From our ongoing brand innovation and dining experiences to our world-renowned hospitality, Hilton will enable guests to completely connect and immerse themselves in the destinations they choose to travel,” she adds.

The report also delves into global trends, revealing that Gen Z and Millennials prioritize sleep quality, connectivity, and personalization in their travel experiences. Additionally, cultural experiences and exploration are driving leisure travel decisions across generations globally.

Hilton’s 2024 Trends Report aims to anticipate the catalysts of change and innovation in travel for 2024 and beyond, drawing insights from a global survey of more than 10,000 travelers and in-depth interviews with Hilton travel experts.