- 83% of Asian travelers have reported they feel proud about the
rising popularity of their country of origin as a travel
destination.
- 77% of Asian travelers are seeking to better understand their
own heritage through travel.
- Asian travelers unequivocally rank exploring local and
traditional food and beverage as the most important consideration
when it comes to planning travel for 2024, highlighting the
intrinsic connection between culture and cuisine.
- This research comes as Hilton releases its global 2024 Trends
Report, which uncovers four themes expected to be the catalysts of
change and innovation for travel in 2024 and beyond.
As Hilton releases its 2024 Trends Report, the leading global
hospitality company has discovered an emerging generation of Asian
travelers who are pursuing travel that will enable them to better
understand their identity. Dubbed as the ‘GenerAsian
traveler’ are Asians who are inspired by self-discovery and
have a desire for a deeper understanding of their own cultural and
ancestral heritage through travel.
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In a global survey conducted in collaboration with Ipsos, a
resounding chorus of travelers across the Asia Pacific region have
expressed a growing confidence for self-exploration. In fact, a
staggering 83% of respondents reported they feel proud about the
rising popularity of their country of origin as a coveted travel
destination, with 84% feeling honored about the international
popularity and appreciation of Asian food, design, and culture.
This shift in global taste can be attributed to globalization1,
where international audiences now have better accessibility and
insight into Asia through pop culture and social media. Alongside
this, the region has seen much greater representation in
entertainment, food and beverage, and other industries – from
top-grossing Hollywood films, to restaurants around the region
receiving internationally renowned recognition.
“We’re constantly monitoring the travel preferences of different
generations to create tailored experiences that cater to their
unique needs and desires. 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,” Ben George, senior vice president and
commercial director, Asia Pacific, Hilton commented.
“In fact, our research found that 77% of APAC travelers are
seeking to better understand their own heritage through travel,
with 75% looking to learn more about other Asian cultures. We
believe that the heart of a great trip is a great stay, and so we
remain committed to delivering innovative solutions to ensure our
guests can fully immerse themselves in both our hotels and their
communities,” he added.
Access to Local, Gastronomic Experiences are a Priority for
Asians
Priorities differ among travelers when it comes to selecting
their accommodation. For some, convenience might be key, but for
others, price point remains at top of mind. In line with their
travel motivations, Asian consumers are more likely than travelers
from other countries surveyed to book their accommodations based on
access to unique local experiences. A substantially higher
proportion of respondents from China (81%), India (77%) and
Singapore (70%) indicated that they always or often do so, compared
to the 65% average across all countries surveyed in Hilton’s global
study2.
When it comes to the types of experiences Asian travelers seek
during their trips, 88% of respondents unequivocally ranked
exploring local and traditional food and beverage as the most
important to them. A strong majority (84%) also indicated a desire
to deepen their understanding of the local history and heritage of
the destination they travel to, and connect with the local
community when they travel (78%) – suggesting a reassuring desire
for more authentic travel experiences3.
Food and beverage also showed as a unifying passion point across
Asian respondents in Hilton’s 2024 Trends Report survey, with
respondents across China, India, Japan, and Singapore all ranking
culinary experiences as the top budget priority for their travel
plans next year. In contrast, exploring and adventure experiences
as well as indulgence or pampering emerged as the top budget
priority in the majority of the other markets surveyed4.
To ensure they are able to prioritize travel in the coming year,
a higher percentage of consumers in Asian countries are reducing
spending on other areas of their life compared to other markets
surveyed (82% India, 74% China, and 74% Singapore versus 64%
global). Considerably more travelers from China (85%), India (81%)
and Singapore (73%) are also inclined to spend more on travel in
2024 than they did in 2023, compared to the global average of
65%5.
“At Hilton, we’ve noticed a rising interest in self-discovery
and the desire for an even deeper understanding of one’s heritage,
and this will be an even more important consideration for travelers
in 2024. Interestingly, 71% of all Asia Pacific respondents
reported they will prioritize traveling in the next 12 months,
supporting this notion of the GenerAsian traveler and their passion
to explore,” said Alexandra Jaritz, senior vice president, Brand
Management, Asia Pacific, Hilton.
“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 chose to
travel,” she added.
Understanding Generational Differences in Global Travelers’
Expectations
These insights were commissioned as part of research for
Hilton’s 2024 Trends Report, which sought to uncover the profile of
the 2024 traveler, while also zooming in to understand what the
desires and preferences will be for the different generations.
Following a global survey of more than 10,000 travelers from nine
countries, and in-depth interviews with dozens of Hilton travel
experts, the report uncovers four themes expected to be the
catalysts of change and innovation for travel in 2024 and
beyond:
- Travelers Will Invest in Their Sleep: Gen Zs are the
most intentional about winding down, with 21% regulating their
workout routine, and 25% avoiding alcohol before bedtime. In Asia
Pacific, respondents ranked listening to music or podcasts (33%)
and choosing a trusted hotel brand with consistent mattress quality
(27%) as their top sleep considerations.
- Travelers Will Value Connectivity and Personalization:
80% of global travelers and 83% in Asia Pacific surveyed said it’s
important to be able to book their trip entirely online, with 86%
of Millennials and 83% of Gen Zs leading the charge.
- Culture and Experiences Will Drive Leisure Travel
Decisions: Across generations globally and in the Asia Pacific
region, travelers’ top focus is on culinary (49%) as well as
exploration and adventure experiences (47%). Gen Xs (48%) and Baby
Boomers (45%) are the most passionate about their dining budget
plans, while Gen Zs and Millennials (52% for both) are carving out
more budget for exploration and adventure experiences than other
generations.
- Business Travel Trends Will Redefine Expectations: More
than a third of Gen Z and Millennial business travelers say they
plan to extend a business trip to enjoy leisure time before or
after their work obligations, and 24% of global business travelers
plan to take a friend or family member with them on a business trip
next year.
Hilton’s 2024 Trends Report can be found at
Stories.Hilton.com/2024trends, and to learn more specifically about
the GenerAsian traveler, go to Stories.Hilton.com/GenerAsian. To
start planning 2024 travel, visit Hilton.com.
1 Source: Asia Society, 28 January 2019,
How Asia Is Shaping the World's Future
2 Refer to Annex Table 1
3 Refer to Annex Table 2
4 Refer to Annex Table 3
5 Refer to Annex Table 4
Methodology
Both qualitative and quantitative methods were used to determine
the emerging trends detailed in this report. Hilton conducted
stakeholder interviews across the organization to gain perspectives
on what travel looks like today and determine what is top of mind
going into 2024, with business divisions including: Business
Travel/Events, Food & Beverage, Wellness, Sustainability,
Design, Digital Innovation and Workplace Culture. Hilton
commissioned two phases of research with Ipsos, one of the largest
market research and polling companies globally. First, Ipsos
conducted 60 qualitative online video diaries in the U.S. between
April and May 2023. Then Ipsos fielded a quantitative online survey
in July 2023 among a nationally representative sample in Germany,
Great Britain, Japan and the U.S. of adults under age 75. The
samples in China, India, Mexico, Singapore and U.A.E. are more
urban, more educated and/or more affluent than the general
population. The survey results for these markets should be viewed
as reflecting the views of the more “connected” segment of their
population. Each country included an oversample of n=200 Gen Z to
increase analytic capability for this age group. The age breakdown
used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby
Boomers: 59-77.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with
a portfolio of 22 world-class brands comprising nearly 7,300
properties and more than 1.1 million rooms, in 123 countries and
territories. Dedicated to fulfilling its founding vision to fill
the earth with the light and warmth of hospitality, Hilton has
welcomed more than 3 billion guests in its more than 100-year
history, earned a top spot on Fortune's 100 Best Companies to Work
For list and been recognized as a global leader on the Dow Jones
Sustainability Indices for six consecutive years. Hilton has
introduced several 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 165 million 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, Twitter, LinkedIn, Instagram and
YouTube.
ANNEX
Table 1: Travelers’
inclination to book accommodation based on access to unique local
experiences
Global
China
United Arab Emirates
India
Singapore
Mexico
United States
Great Britain
Germany
Japan
65%
81%
79%
77%
70%
69%
62%
57%
43%
42%
Table 2: Top travel
experiences ranked by Asian respondents
1. Exploring local and traditional food
and beverage (88%)
2. Gaining a deeper understanding of the
local history and heritage of the destination traveled to (84%)
3. Getting to know the local community
when traveling (78%)
Table 3: Top three budget
priorities of travelers worldwide
First priority
Second Priority
Third Priority
China
Restaurants or culinary
experiences
Exploring and adventure
experiences
Design or cultural events
India
Wellness-focused experiences
Singapore
Indulgence or pampering
experiences
Japan
Wellness-focused experiences
Germany
Indulgence of Pampering
Exploring and adventure
experiences
Restaurants or culinary
experiences
United Arab Emirates
Exploring and adventure
experiences
Restaurants or culinary
experiences
Design or cultural events
Mexico
Wellness-focused experiences
Great Britain
Live music events or
experiences
United States
Restaurants or culinary
experiences
Exploring and adventure
experiences
Table 4: 2024 travel budgeting
of global respondents
I plan to spend more on travel
in 2024 than I did in 2023
I am reducing spending on
other areas of my life so that I can prioritize travel in the next
12 months
Global
65%
64%
China
85%
74%
United Arab Emirates
83%
82%
India
81%
82%
Singapore
73%
74%
Mexico
67%
71%
Great Britain
56%
52%
United States
56%
51%
Germany
40%
48%
Japan
39%
34%
View source
version on businesswire.com: https://www.businesswire.com/news/home/20231009763957/en/
Daphne Tan Hilton – Asia Pacific daphne.tan@hilton.com
Hilton Worldwide (NYSE:HLT)
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