Posted by the TTG Asia, on 03 July 2023

A regional survey by Marriott International has coined a term to describe a new generation of travellers set to disrupt the industry over the next few years – Native Explorers.

It recognises a tribe of affluent millennial and Gen Z travellers in Asia-Pacific who are bucking the trend by traveling in reverse order to generations before them.

The survey across Australia, China, Japan, India, Singapore, and South Korea was commissioned to better understand the attitudes of affluent millennial and Gen Z travellers and help luxury brands meet their evolving aspirations.

While their predecessors may be saving up for more costly longhaul travel later in life, Native Explorers are already well-travelled at a younger age, with one in four notching up no less than two continents outside of Asia-Pacific by the time they hit 26.

Despite having the means, Native Explorers claim they will be spending their travel dollars closer to home for at least the next two years, as 85% believe that they have yet to fully discover all the region has to offer.

With their sights firmly set on holidays closer to home, Native Explorers rank Japan (52%), South Korea (42%), and New Zealand (39%) as their top three travel destinations. They are also seeking out the new in familiar hotspots such as Australia (39%) and Thailand (32%) through a culture-centric lens.

Although one in four Native Explorers would prefer to beat the jet lag and pick nearby, fuss-free holidays, their sense of adventure shouldn’t be underestimated: 43% look for nature escapes and wellness experiences and 36% are looking for hidden cultural gems they have yet to discover.

“Globally, we’re seeing an undeniable shift among travellers towards more meaningful, one-of-a-kind experiences in both new and familiar destinations. This is particularly evident in Asia-Pacific from our findings on Gen Z and millennials’ travel patterns and behaviours,” noted Bart Buiring, chief sales & marketing officer, Marriott International Asia-Pacific

To read the full report, visit the following link.