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[Report] How Asia’s Youth Are Redefining Luxury Travel.

How do today’s young travelers think about luxury?

Not in the traditional sense.

This regional study by BurdaLuxury, Vero and Kadence draws insights from 2,465 Gen Z and young travelers (ages 16–30) across Singapore, Malaysia, Thailand, Hong Kong, Indonesia, Vietnam, and India. It reveals how they’re building highly personalized, values-driven travel experiences that blend indulgence, purpose, and digital influence.

From boutique stays and eco-conscious splurges to food-inspired itineraries and social media-worthy moments, Asia’s youth are curating their own version of luxury, one that’s flexible, expressive, and deeply experiential.

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Inside this report:

What Gen Z considers “worth the splurge” when planning a trip.
The emotional and social motivations behind luxury travel choices.
Regional differences in travel spending, priorities, and preferences.
How entertainment, wellness, and culinary exploration shape destination decisions.
The role of sustainability in shaping future travel.
A market-by-market breakdown of Gen Z leisure behaviors across seven Asian countries.
Whether you’re in strategy, brand, food innovation, or customer experience, this report breaks down the five trends every QSR leader needs to watch.

Helping brands uncover valuable insights

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Arla Foods

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Bridgestone

Kadence helped us not only conduct a thorough and insightful piece of research, its interpretation of the data provided many useful and unexpected good-news stories that we were able to use in our communications and interactions with government bodies.
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Mitsubishi

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Vital Strategies

Kadence were an excellent partner on this project; they took time to really understand our business challenges, and developed a research approach that would tackle the exam question from all directions. The impact of the work is still being felt now, several years later.
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Wall Street Journal

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