Skift Take
What remains in a name? Call them GenerAsian Travelers or Native Explorers, a majority of Asian travelers share a strong fondness for travel experiences rooted in culture and heritage. Their shared enthusiasm encompasses checking out the wider region as well.
Peden Doma Bhutia
In the evolving landscape of post-Covid travel, Hilton has actually cast its spotlight on a brand-new group, the “GenerAsian Traveler.” Hilton says this group is driven by a strong desire for self-discovery and a deep interest in exploring their cultural and ancestral roots through travel.
The insights follow a survey Hilton carried out with Ipsos, clarifying the expectations and aspirations of these travelers.
The Hilton survey states that this new wave of Asian travelers is eager to take a trip, even if it means cutting down on costs in other locations of their lives. This trend, the survey says, is especially pronounced in nations like India, China, and Singapore.
What sets the GenerAsian Traveler apart is sense of pride and honor in the international appeal of Asian culture and heritage. The study revealed that these travelers take pride in the worldwide recognition and appreciation accorded to Asian food, style, and culture– think Squid Games, K Pop, manga and more.
In late 2019, a McKinsey paper noted: “In contrast to the past when the region was mainly a recipient of Western culture with Asian citizens passionate consumers of Hollywood motion pictures and British pop music, for instance, today cultural flows go in both directions. Asia has enough scale, cultural content, and variety to produce its own home entertainment hits.”
GenerAsian Travelers are stated to prioritize lodgings that use unique local experiences, with China, India, and Singapore becoming the frontrunners in this choice. What these travelers focus on above all else is the exploration of local and traditional food, emphasizing their desire for genuine cooking experiences.
In regards to spending plan allowance, Asian travelers are assigning a considerable portion of their resources to food and beverage experiences, underscoring their passion for gastronomic expedition. Meanwhile, adventure and exploration experiences take precedence in other markets.
Other hotel chains are trying to figure out how to target tourists in the region. In July, Marriott International presented the concept of “Native Explorers” in a regional study report focusing on the Asia-Pacific area. These “Native Explorers” represent a group of affluent and well-traveled Gen Z and millennial tourists, who are now looking to travel to locations in nearby areas.
The favored travel destinations for these young travelers include Japan, South Korea, and New Zealand, with an interest in checking out culturally-rich locations such as Australia and Thailand, among others.