Asia Pacific Gen-Zs and Millenials seek to unlock value

Regional survey by Marriott Bonvoy uncovers key traits of travel-oriented, value-driven Gen-Zs and Millennials

Apr 29, 2024

A survey by Marriott Bonvoy has found that travel in 2024 is a priority for Gen Zs and Millennials: 73% report their intentions to take at least two trips in the next 12 months and 91% plan to spend the same, if not more, on their trips compared to the year before.

Key takeaways

  • Hotel experience is key to winning the hearts and dollars of the Gen Z and Millennial segment, with 99% of respondents believing their hotel choice can make or break their holiday;
  • Hotels are also increasingly viewed as a key destination for exploration, going beyond the role of ‘accommodation’. Nearly four in five respondents expect their hotel to provide curated local programming and experiences, whilst 84% prefer to stay at a hotel with designs and activities reflective of its destination;
  • Top motivations for new-generation travelers to splurge include the hotel’s room offerings (48%) and location (42%). Whilst amenities remain key considerations, these guests value a seamless travel experience, with mobile-first customer service (61%), reliable WiFi (68%) and flexible check-out (64%) outpacing traditional benefits like lounge access (42%).

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