Millennials', Gen Zs' new love language: 3 out of 5 are 'willing to pay the price' for it

MANILA, Philippines — These days, it is no longer enough to say "I love you" to show how much you love a person. No amount of flowers and chocolates will do. 

Millennials and Gen Zs, particularly those in the Asia Pacific region including the Philippines, have found a new love language — shared travel experiences.

Booking site Klook says that 9 out of 10 travelers intend to pursue travel with their loved ones this 2024 after being cooped up for so long during the pandemic.

The travel platform has also just released its latest Travel Pulse research (conducted in November 2023 with a total of 2,600 respondents across 13 countries in the Asia Pacific region), which shows that 3 out of 5 travelers are set to splurge on 2024 adventures and dedicate up to half of their budget to experiences and activities despite rising costs from global inflation.  

Travel is the new love language

For Millennials and Gen Zs, travel is now more than just a holiday and a reward for oneself after working so hard for a long period. It has become the ultimate canvas for building connections and creating shared memories that solidify bonds.

Klook chief operating officer and co-founder Eric Gnock Fah observed that these travel trends are reflective of a post-pandemic world, where the pandemic-induced isolation and increased digitization of lives have left people yearning for connection.

“As we move past the pandemic and era of revenge travel, we observe a transformative shift in travel dynamics. It's no longer just a journey; it's the embodiment of a new love language shared experiences. Travel has become an essential outlet, offering individuals the chance to connect genuinely with themselves, their loved ones, and the world around them,” said Gnock Fah.

A total of 64% of Millennials and Gen Zs in Asia Pacific (APAC) and 66% in the Philippine market are increasing their travel budgets in 2024, with nearly half of them willing to spend up to 50% or more on their holidays. The focus for travelers continues to be on experiences that promise meaningful connections with their companions. This aligns with the finding that 34% of Filipinos prefer to travel with their partners and immediate family. In APAC, 69% of respondents were also found to have booked activities before taking flight.

The study shows that availability and prices of experiences are a priority for 68% of Filipinos. It also finds that 4 in 10 (45%) Filipinos prioritize a destination’s uniqueness as among the top factors when planning a holiday. Nature and outdoor adventures take the lead at 59%, followed by the thrill of theme parks (53%), and the cultural richness of museums and historical sites (51%).

Trade solitude for shared adventures

In 2024, Millennials and Gen Zs across the Asia Pacific will break away from pandemic habits of me-time and solitary routines of self-care, and will actively choose to venture back on the road to connect and discover new things with their loved ones.

Nine out of 10 APAC travelers want to pursue trips with others, be it family, partners, or close friends. Some 30% are opting for getaways with partners (1 in 3), while 26% prefer family adventures (1 in 4), and 21% choose to venture with friends (1 in 5). Millennials also lean towards travel with their partners, while Gen Zs prioritize friend group travel.

A total of 65% of travelers are pursuing shared adventures through more frequent, albeit shorter, holidays than less frequent but extended getaways, to maximize creating these core memories together. New destinations are also on the horizon for 70% of travelers in APAC, with the top destinations on the wish list being Japan, South Korea, Thailand and Singapore.

According to the survey, Filipino respondents expressed their preference for the following destinations: Japan leads with 61%, South Korea follows with 37%, the Philippines (domestic tourism) lands at a fair 36%, and Singapore with a good number at 33%.

Shareability factor through social media

For most travelers (96%), posting about their journeys on social media platforms is more than just documentation — it's to be shared with others. This act of online sharing becomes a means of capturing and cherishing memories with their social circles, as these shared experiences take root as constants in digital lives.

Social media continues to be a key source of travel inspiration, with Instagram (77%) and YouTube (77%) leading the way as primary enablers of wanderlust. As seen in the Philippines, 8 out of 10 (86%) have booked a travel experience based on social media recommendations from content creators. This is why 1 in 3 travelers engage with travel content daily and more than half regularly share their travel experiences on social media.

Trust dynamics in online travel recommendations are evolving, with non-celebrity figures being the most trusted source of recommendations, reflecting a broader trend towards authentic and relatable content. Online voices continue to be of considerable influence for travel inspiration, as over 80% base their travel bookings on recommendations from content creators, thus underscoring the pivotal role of digital influencers in shaping travel choices.

Spring is the season of love

For many travelers (65% in APAC, and 78% in the Philippines), climate or season plays a huge part in the shared experience of travel. Spring in the early part of the year is the most popular season across APAC, and nearly half of travelers have booked travel within the first three months of 2024.

Nature and outdoor activities are among the top ways travelers aim to fully enjoy this coveted season. However, preferences differ across countries, presenting a diverse tapestry of seasonal affections.

Spring is most favored by travelers from Malaysia and Indonesia, while travelers from Australia and more than half (55%) of the Philippine market want to embrace the warmth of summer. Taiwan and Korea share an affection for the vibrant hues of autumn, and winter claims the spotlight for travelers from India, Thailand and Singapore.

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