Millennials and Gen Zs: Craving Simplicity, Seeking Value – The New Travel Paradigm in Asia Pacific

A recent survey conducted by Marriott Bonvoy, the esteemed travel program of Marriott International, reveals a prevailing preference among Gen Zs and Millennials in Asia Pacific (excluding China) for the simplicity of belonging to a single comprehensive loyalty travel program. With 60% actively subscribed to loyalty programs, the survey, encompassing 1,000 respondents across ten APEC markets, underscores the growing trend of consolidating travel loyalty memberships. This shift is driven by the desire of these emerging “Savvy Explorers” to maximize their travel value and unique experiences.

In 2024, travel remains a top priority for Gen Zs and Millennials, with 73% planning at least two trips in the coming year. This demographic views travel not just as a leisure pursuit but as an essential aspect of their lifestyle, demonstrated by their willingness to adjust everyday spending habits to allocate more funds for travel experiences.

“Survey results suggest that Gen Zs and Millennials in APEC are purposefully strategizing how they can channel value from their everyday spend toward rewarding travel experiences. They also prefer to be part of only one all-encompassing loyalty travel program which fulfills their needs. To this end, Marriott Bonvoy – which gives members access to over 30 brands in 10,000 destinations — is well positioned to deliver greater value and unlock more experiences for Gen Zs and Millennials,” says John Toomey, Marriott International’s Chief Sales and Marketing Officer, Asia Pacific excluding China.

Membership in APEC has seen remarkable growth, indicating strong engagement among members who actively earn and redeem points for rewarding travel experiences. Some excerpts from the survey are as follows:

1. Unlocking Travel Value: Savvy Explorers leverage loyalty programs, using travel-linked credit cards and redeeming points for local experiences, driving a 130% increase in hotel redemptions post-pandemic.
2. Hotels as Destinations: Gen Z and Millennials prioritize hotels for immersive experiences, favoring unique designs and local programming, exemplified by the debut of Moxy Hotels, with 84% willing to invest in quality rooms and mobile-first services.
3. Intra-regional Travel Trend: “Destination Dupes” surge as 55% choose regional experiences, reflecting accessibility and cost-effectiveness, with over 60% of bookings within APEC, while bleisure travel rises, with 84% extending trips for multi-destination tours.
4. Off-peak Exploration: 71% prefer off-peak travel for enhanced experiences, citing relaxed environments and rejuvenation, showcasing a strategic approach by Gen Zs and Millennials to maximize trip enjoyment.