LOVE LANGUAGE: SHARED EXPERIENCES THROUGH TRAVEL

MILLENNIALS ANG GEN ZS HAVE A NEW LOVE LANGUAGE, AND ARE INCREASING THEIR TRAVEL BUDGETS

In 2024, Millennial and Gen Z travelers in Asia Pacific (APAC) are declaring shared experiences through travel as their new love language, with almost 9 in every 10 travelers intending to pursue travel with their loved ones. Klook’s latest Travel Pulse research also reveals that 3 in 5 travelers are set to splurge on 2024 adventures, dedicating up to half their budget to experiences and activities despite rising costs from global inflation.

For Millennials and Gen Zs, travel is more than a holiday; it is the ultimate canvas for building connections and creating shared memories that solidify bonds. Klook COO and co-founder Eric Gnock Fah observes that these travel trends are reflective of a post-pandemic world, where the pandemic-induced isolation and increased digitization of lives have left people yearning for connection. “As we move past the pandemic and era of revenge travel, we observe a transformative shift in travel dynamics. It’s no longer just a journey; it’s the embodiment of a new love language — shared experiences. Travel has become an essential outlet, offering individuals the chance to connect genuinely with themselves, their loved ones, and the world around them.”

Connecting through meaningful journeys: travelers prioritize experiences over expenses

64% of Millennials and Gen Zs in APAC, and 66% in the Philippine market are increasing their travel budgets in 2024, with nearly half of them willing to spend up to 50% or more on their holidays. The focus for travelers continues to be on experiences that promise meaningful connections with their companions. This aligns with the finding that 34% of Filipinos prefer to travel with their partners and immediate family. In APAC, 69% of respondents were also found to have booked activities before taking flight.