Millennials and Gen Zs take flight as culture vultures – Klook
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Summer typically brings to mind the sun, sand, and sea, but this year, Millennial and Gen Z travelers across Asia-Pacific (APAC) are embracing their inner culture vultures and seeking inspiration from their travels. Klook unveils insights into the vibrant travel motivations of these demographics for this season.
2023’s summer palette seeks to inspire
When planning a holiday, many travelers focus on practical details such as accommodation, transportation, and a well-planned itinerary. However, one aspect that is often overlooked is the power of using colors and the feelings they can evoke.
This summer, the color purple takes center stage as the symbol of inspiration, with Millennials and Gen Zs eagerly embracing cultural experiences to find inspiration during their travels.
“Traveling is a gateway to self-discovery and personal growth, with a growing trend among Millennials and Gen Zs seeking inspiration through immersive experiences. They crave connections with diverse cultures, artistic expressions, and the inspiration that the world offers,” says Marcus Yong.
Some of the ways travelers find inspiration is by being out in nature and through exploring a city. Interestingly, Millennials (49%) prefer being out in nature compared to Gen Zs (39%), who lean towards city-based activities. One-third of these travelers are interested in immersive experiences such as museum visits and art jamming workshops, with Klook seeing over 30% increase in bookings for these cultural activities in 2023 compared to end 2022.
When it comes to regional differences, travelers from Hong Kong (44%) are most likely to find inspiration by hitting the concrete to get to know a city better while travelers from the Philippines (55%) are more drawn to the outdoors and nature. Some of the top outdoor experiences across APAC include island hopping and boat tours, strolls through botanical gardens and canopy walks.
Getting that perfect summer holiday with color psychology
When it comes to making this summer holiday one to remember, colour can play a big role in shaping travelers’ experiences.
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