A more introspective way to travel: Hilton unveils 2024 trends shaping travel across Asia Pacific
As a new “GenerAsian” of travellers emerges, the quest for self-discovery through cultural immersion has become the heart of modern travel in this region.
In the year ahead, cultural explorations and culinary experiences will drive travel decisions, particularly for GenerAsian travellers. Photos, video: Hilton
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Inspired by the global prominence of Asian food, design and culture, a new generation of travellers from Asia is taking pride in exploring destinations within the region.
These “GenerAsian” travellers are seeking journeys of self-discovery by acquainting themselves more intimately with their cultural roots. Immersing in the art of Japanese winemaking with a visit to a private vineyard overlooking Mount Fuji or navigating the lush Goan mangroves in India with an expert birdwatcher are just some of the culturally immersive experiences on their itineraries.
According to Hilton’s 2024 Trends Report, 77 per cent of travellers in Asia Pacific are looking to deepen their understanding of their own heritage through travel, while 75 per cent are eager to learn about other Asian cultures. The survey also found that more than four in five respondents now take pride in their home country’s growing popularity as a travel destination, and feel honoured by the international appreciation of Asian food, design and culture.
“At Hilton, we’ve noticed a rising interest in self-discovery and the desire for an even deeper understanding of one’s heritage, and this will be an even more important consideration for travellers in 2024,” said Mr Ben George, senior vice-president and commercial director of Hilton, Asia Pacific.
ON A QUEST FOR CULTURAL CONNECTION
GenerAsian travellers exhibit a profound interest in immersing themselves in local cultures. Based on the report, 84 per cent of respondents want to delve into the historical and cultural fabric of the places they visit, while almost four in five (78 per cent) aspire to build genuine connections with local communities.
As such, they are more likely to book accommodations based on access to unique local experiences. A substantial majority of travellers from China (81 per cent), India (77 per cent) and Singapore (70 per cent) prioritise booking hotels that offer such access, compared to the global average of 65 per cent.
ROKU KYOTO, LXR Hotels & Resorts, for instance, enables guests to experience the traditional art of washi paper-making and kintsugi – reviving broken pottery pieces with gold and lacquer – in workshops guided by local masters in Kyoto, Japan.
In Bali, Indonesia, GenerAsian travellers might seek out one of Conrad Bali’s Signature Sensory Odyssey experiences, such as sound healing sessions, fragrance design workshops and Balinese cultural activities. Other one-of-a-kind experiences include stargazing with a resident astronomer and Layang Layang kite-making with a master kite builder at the newly opened Umana Bali, LXR Hotels & Resorts.
And in Goa, India, travellers can interact with local communities through various walking trails, village excursions, culinary journeys and nature explorations – such as a birding trip through the mangroves followed by a hearty meal in the home of a local family. Offered by Hilton Goa Resort, these experiences provide a rare look into the Goan way of life.
“We believe that the heart of a great trip is a great stay, and so we continue to invest in delivering authentic experiences to ensure our guests can fully immerse themselves in both our hotels and their communities,” said Mr George.
A FEAST FOR THE SENSES
A deep appreciation for food stands as a unifying passion for GenerAsian travellers. While travellers from other regions lean towards relaxation or adventure, an overwhelming 88 per cent of respondents from Asia Pacific rank discovering local and traditional culinary delights as the most important.
These epicurean explorers revel in novel experiences. For instance, at Conrad Shenzhen, guests can indulge in Chaoshan cuisine at CH’AO Chinese Restaurant, where time-honoured flavours from the Chinese cities of Shantou, Chaozhou and Jieyang are reimagined around locally sourced seasonal ingredients.
At Hilton’s various properties, gourmands will find themselves spoiled for choice, with dining experiences curated to align with their expectations. Ms Alexandra Jaritz, senior vice-president of brand management at Hilton, Asia Pacific, commented: “We’re constantly monitoring the travel preferences of different generations to create tailored experiences that cater to their unique needs and desires. Fuelled by a sense of pride that Asian food, design and culture are gaining popularity globally, we know this will hold even greater significance and interest for travellers in the upcoming year.”
This commitment is evident across its DoubleTree by Hilton properties in Asia Pacific, where regional specialities like dosa in India, nasi lemak in Malaysia and doenjang jjigae in South Korea are included on the menu, allowing guests to discover well-loved local dishes and savour familiar comfort food.
Elevated renditions of classic Sri Lankan dishes are a highlight at Hilton Yala Resort, courtesy of restaurants Dhira and Sandali. A prime example is their take on traditional egg hoppers, transformed into luxurious eggs benedict featuring bacon seeni sambol (caramelised onion jam) and curry leaf hollandaise. Further enhancing the culinary experience, Lantaaruma offers fully customised dinner menus. Here, chefs craft bespoke dining experience under the stars, continuing the theme of novel culinary creativity.
Hilton Honors members can further leverage the hotel group’s expansive network across Asia Pacific when planning their culinary adventures. With the Like A Member dining offer, they can enjoy exclusive discounts and earn bonus points when dining at over 900 outlets across Hilton hotels in the region.
With 71 per cent of respondents from Asia Pacific planning to prioritise travel in the upcoming year, the emphasis is on understanding travellers’ expectations and creating unforgettable experiences.
Said Ms Jaritz: “From our ongoing brand innovation and dining experiences to our world-renowned hospitality, Hilton will enable guests to connect and immerse themselves in the destinations they choose to travel to.”
Discover further insights on the GenerAsian traveller and other travel trends for the year ahead with the Hilton 2024 Trends Report.
