Gen Z and Millennials in Asia Pacific look to unlock value and maximize their travel experience with one loyalty program
Marriott Bonvoy regional study reveals key characteristics of travel-oriented, values-driven Gen Z and Millennials
The majority of Gen Z and Millennials in Asia Pacific Excluding China (APEC) belong to one comprehensive loyalty travel program, according to research from Marriott Bonvoy, Marriott International’s award-winning travel program. It turns out that I like the simplicity of doing things.
60% of Gen Z and Millennials in APEC are actively participating in loyalty programs, but the challenge of juggling multiple loyalty programs means that most (57%) choose one that meets all their travel needs. I’m looking for a program. Marriott Bonvoy conducted a survey of his 1,000 respondents across her 10 markets in APEC to better understand the changing mindsets and travel behaviors of Millennials and Gen Z. The study identified APEC’s new generation of “smart explorers” who are travel-focused and value-driven, looking to get the most out of their travel dollars and unique travel experiences.
Travel in 2024 will be a priority for Gen Z and Millennials. 73% report that they intend to travel at least twice in the next 12 months, and 91% plan to spend the same amount or more on travel compared to the previous year. Travel is seen as an important part of lifestyle, with most people choosing to spend more on holidays by spending more on things like eating out (60%), shopping (57%) or getting their daily coffee (54%). Be willing to reduce your daily expenses.
“Our findings suggest that APEC’s Gen Z and Millennials are intentionally strategizing how to allocate the value of their daily spending to valuable travel experiences. They prefer to be part of one comprehensive loyalty travel program that meets their needs. To this end, we offer members access to over 30 brands in 10,000 destinations. Marriott Bonvoy is well-positioned to deliver greater value and unlock more experiences for Gen Z and Millennials,” said John Toomey, Chief Sales and Marketing Officer, Asia Pacific, Marriott International. says. Excluding China.
“As evidence of the program’s appeal, Marriott Bonvoy’s membership base in APEC has increased by more than 50% since 2019. Even more encouraging is that our membership remains highly active.” is putting their points to good use, earning 40% more points compared to 2022 and increasing their point redemption rate by over 55% over the same period,” he revealed.
The trend of increased membership and activity extends to the Marriott Bonvoy app. APEC member registrations via digital channels increased by more than 25%, and mobile app downloads and active users more than doubled in 2023 compared to pre-pandemic levels.
The regional study also revealed notable trends among Gen Z and Millennials across the 10 APEC countries. Market-specific trends are listed in Appendix A.
Unlocking the value of travel through everyday spending
Smart explorers take deliberate steps to extract the value of their travels through their daily expenses. APEC’s Gen Z and Millennials are taking advantage of their familiarity with loyalty programs and employing different strategies to make the most of their travel benefits. Four in five people say they intentionally use a travel-related credit card for everyday purchases, and 67% actively use it. A travel loyalty program that lets you book and redeem local experiences and staycations.
This trend is also supported by the usage behavior of Marriott Bonvoy members in APEC. He accumulated points through stays and everyday spending at over 8,800 Marriott International properties around the world. Redemptions for hotel stays in 2023 recorded a 130% increase compared to pre-pandemic and accounted for the majority of redemptions, followed by partner airline points-to-miles redemptions.
Hotels become important destinations for exploration
The hotel experience is key to winning the hearts and dollars of Gen Z and Millennials, with 99% of respondents believing their hotel choice will make or break their vacation. Hotels are also increasingly being seen as important destinations for exploration, moving beyond their role as ‘accommodation’. Nearly four in five respondents expect the hotels they stay in to offer carefully selected local programs and experiences, while 84% expect the design and activities to reflect the destination. I prefer staying in a hotel.
Known for its signature playful nature, innovative design, and contemporary amenities, Moxy Hotels’ recent debut in major APEC markets continues to bring new hospitality experiences to the region, says Marriott International. It embodies our efforts.
Despite their desire to get the most out of their travel budgets wherever possible, their hotels are one area where APEC’s Gen Z and Millennials are willing to invest additional travel funds. The main motivators for a new generation of travelers to splurge are on hotel room quality (48%) and location (42%). While amenities remain a key consideration, these guests are also looking forward to a seamless travel experience, including mobile-first customer service (61%), reliable WiFi (68%), and flexible checkout (64%). and outweigh traditional benefits such as lounge access (42%). .
Destination “kamo” drives intra-regional travel demand
International travel is back, but APEC’s Gen Z and Millennials remain keen on destinations closer to home. Iconic holiday destinations like the Swiss Alps and Bora Bora maintain their appeal, but 55% choose destinations within the region that offer a similar experience. These so-called “destination ducks” are among Gen Z and Millennials as they spend more on travel (69%), discover new things (63%), and are more easily accessible (62%). is rapidly attracting attention.
Reflecting strong intra-regional travel demand in 2023, Marriott International saw more than 60% of APEC bookings coming from within the region.
Business backpackers are on the rise
Gen Z and Millennials are also taking their leisure travel to the next level by taking advantage of business opportunities to take multi-destination tours. In addition to extending their travel plans (68%), 84% plan to explore a nearby city or country as part of their after-work itinerary.
With 24 brands and more than 560 properties to choose from in 22 APEC countries and territories, Marriott International offers customers countless options to balance work and fun.
Off-peak travel maximizes your destination experience
Gen Z and Millennials are also carefully planning their travel dates to maximize their travel experience. The majority (71%) of Gen Z and Millennials say they choose to travel during off-peak seasons to avoid crowds and get more value from their trip. 67% feel they can do more during the off-season, and 77% feel more relaxed and rejuvenated on holiday.
The survey results were surveyed in April 2024 among 1,000 Gen Z (ages 18-24) and Millennials (ages 25-41) based in Japan, South Korea, India, Australia, Singapore, Indonesia, Thailand, and Malaysia. This is based on a survey commissioned by Marriott International. , Vietnam and the Philippines to budget their own travel.
The term “Savvy Explorer” refers to Gen Z and Millennials who continue to prioritize travel as an important part of their lifestyle and are always looking for ways to add maximum value to their planned trips through carefully selected accommodations. refers to travelers. Experiences and new destinations.
10 interesting facts about the new generation of travelers in the APEC region
Australian (76%), Japanese (74%) and Indonesian (68%) travelers are most likely to sacrifice eating out for a holiday. Despite being famous for its culinary versatility, the majority of people would rather eat out less than give up everyday luxuries like monthly subscriptions. Gen Z and Millennials from Southeast Asia are the most frequent travelers to APEC, with more than a third planning three or more trips in the next 12 months. Indonesian (51%), Thai (39%) and Filipino (34%) travelers are looking to outperform other travelers in the region. The top regional travelers are Japanese (71%), Thai (69%), and Korean (66%) Gen Z and Millennials who prefer to vacation close to home. But bucking this trend are Indian and Filipino travelers, with over 60% opting for far-flung destinations. The top off-peak travelers are Japanese (87%), Australian (81%) and Singaporean (79%) Millennials and their Gen Z counterparts. Interestingly, the high season is led by Indian travelers, with 58% preferring to travel during the high season. Gen Z and Millennials are the most discerning when choosing a hotel: Indonesians, Thais, Vietnamese I like the design. The biggest motivator for Gen Z and Millennials in Australia, Indonesia and Singapore to splurge is quality factors such as a hotel’s reputation and location. In contrast, Japanese and Vietnamese travelers place more value on experiences such as in-hotel dining (Japan: 59%, Vietnam: 47%), while Thais prioritize the beauty of their hotel. (41%). Top countries for business travel include Vietnam (85%), India (81%) and Indonesia (78%). Over 80% are also likely to extend their business trip for leisure (Vietnam: 82%, India: 83%, Indonesia: 80%). For APEC’s Gen Z and Millennials, the most valuable travel perk is an elevated hotel experience, including complimentary dining, spas, and room upgrades. Nearly two in three Indian travelers (67%) are also more likely to take advantage of a unique travel experience, while more than half of Thai travelers (51%) are likely to receive exclusive merchandise. I hope.
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