83 PCT ASIAN TRAVELLERS GLAD HOMELAND GAIN ATTENTION AS TRAVEL DESTINATION - HILTON RESEARCH
KUALA LUMPUR, Oct 10 (Bernama) -- Hilton, the global hospitality company has discovered an emerging generation of Asian travellers who are pursuing travel that will enable them to better understand their identity, according to its 2024 Trends Report.
Dubbed as the ‘GenerAsian traveller’ 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.
According to a statement, in a global survey conducted in collaboration with Ipsos, a resounding chorus of travellers across the Asia Pacific region have expressed a growing confidence for self-exploration.
In fact, a staggering 83 per cent of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 84 per cent feeling honoured about the international popularity and appreciation of Asian food, design, and culture.
This shift in global taste can be attributed to globalisation, 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.
Priorities differ among travellers when it comes to selecting their accommodation, in which Asian consumers are more likely than travellers from other countries surveyed to book their accommodations based on access to unique local experiences.
The research also found that 77 per cent of Asian travellers are seeking to better understand their own heritage through travel and when it comes to the types of experiences they seek during their trips, 88 per cent of respondents ranked exploring local and traditional food and beverage as the most important to them.
Food and beverage showed as a unifying passion point across Asian respondents in the survey, with respondents across China, India, Japan, and Singapore all ranking culinary experiences as the top budget priority for their travel plans next year.
Following a global survey of more than 10,000 travellers 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.
The themes included are travellers will invest in their sleep; travellers will value connectivity and personalisation; culture and experiences will drive leisure travel decisions; and business travel trends will redefine expectations.
-- BERNAMA
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