A survey by digital travel booking platform Klook has shown that millennial and Gen Z travellers in the Asia Pacific region are quite willing to splurge on their holidays. Specifically, the Travel Pulse survey noted that 81% of Malaysian travellers said that they are willing to spend an average of RM9,000 on their holidays – more than double the average monthly income across Asia of approximately RM4,800.

The survey also highlighted that experiences have become the new travel currency; about 81% of Malaysian millennial and Gen Z individuals in the survey said that memorable experiences are now a priority in their travels. In comparison, 90% of the overall survey participants said that they would invest in memorable experiences during their trips, including visits to theme parks, outdoor adventures, cave exploration, massages and hot springs, as well as island tours.

Aside from that, it was also revealed that Malaysian travellers favour travelling to Japan, Thailand, and Indonesia as their top destinations, with over 59% of them planning their trips about two to six months ahead of time. It was further found that 64% of Malaysians polled preferred to travel locally, and 87% enjoyed short-haul travels too (described as flights that take up to three hours in duration).

Aside from these details about Malaysian travellers, the Klook Travel Pulse survey also shared other discoveries found about Asia Pacific millennial and Gen Z travellers in general. For instance, one in five Gen Z individuals in Asia – and one in four millennials in Asia – is willing to spend nearly RM14,000 (about US$3,000) for holidays. Most of them are also now relying on social media platforms as their primary inspiration tool, shifting away from previous generations who typically depend on traditional sources like tours and search engines to plan their trips. Additionally, many check online reviews before making any bookings (nine out of ten travellers), such as for accommodations or an experience package.

“Experience and activities become the first thing they [young travellers] look at. This remarkable shift is a testament to their increasing desire for authentic experiences, with their decisions fuelled by social media over traditional sources like search engines and travel guides,” said the chief operating officer and co-founder of Klook, Eric Gnock Fah.

Gnock added that the rise of social media as a travel inspiration and planning tool – especially those that exist as mobile apps and come with short-form videos – is largely attributed to their interactive nature.

The Klook Travel Pulse survey was conducted in July 2023 with a total of 2,400 respondents across 12 markets, including Malaysia, Singapore, Thailand, Hong Kong, and Japan.

(Sources: The Star, TTG Asia)

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• Eric Gnock Fah
• Gen Z
• Holiday
• Holiday Planning
• Holidays
• Klook
• Klook Travel Pulse Survey
• Millennials
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