How Asia’s Youth Are Redefining Luxury Travel.

Introduction

Luxury travel in Asia is getting a generational makeover. Forget the all-inclusive packages and velvet-rope perks. Gen Z travellers are rewriting the rules with a mix of value, vibe, and visual appeal.

This rising cohort isn’t chasing prestige. They’re chasing meaning. In a multi-country study of 2,465 travellers aged 16 to 30 across Singapore, Malaysia, Thailand, Hong Kong, Indonesia, Vietnam, and India, BurdaLuxury, Vero and Kadence International found that nearly half prefer a mix of boutique stays and luxury hotels chosen based on the destination, not the brand name. While the study includes older Gen Z and younger Millennials (ages 29–30), we have grouped them due to their shared travel attitudes and behaviours — a desire for flexibility, personalisation, and experiences that reflect who they are.

These travellers aren’t just aspirational; they’re active. On average, Gen Z across the region takes 2.9 leisure trips annually, and many spend over $2,500 USD per trip. Markets like India, Hong Kong, and Vietnam report even higher spending thresholds. This group is emerging as both frequent and high-value travellers. This cohort is crafting à la carte luxury: splurging on what matters (cultural festivals, spa retreats, food worth flying for) while cutting back on what doesn’t. One-size-fits-all travel? Not on their itinerary.

For brands in the travel and hospitality space, this is a strategic pivot. Gen Z travellers expect experiences that reflect their personality, values, and digital worldview. And with their rising influence across APAC’s leisure market, they’re not just disrupting but leading.

This report explores how young travellers across Asia are reshaping the meaning of luxury, from purpose-driven experiences and à la carte indulgence to wellness-first getaways and visual storytelling. Backed by fresh data and behavioural insights, it offers a blueprint for brands to stay relevant.

Gen Z Spends on Story, Not Status

When Gen Z opens their wallets on vacation, it’s not for room upgrades or luxury transport. It’s for unforgettable moments. Across Asia, 64% of Gen Z travellers say entertainment is their top travel splurge, outpacing wellness, food, and scenic appeal.

Instead of shrinking their travel spend, Gen Z is shifting it.

While Millennials spend on premium convenience, room upgrades, airport lounges, and first-class tickets, Gen Z is more deliberate. They’ll cut back on flights or accommodation to free up budget for emotional ROI: immersive festivals, unforgettable meals, or bucket-list experiences. It’s not about spending less. It’s about spending with intent. 

They’re spending on the story. From cultural festivals and music events to film-inspired travel and sporting events, the Gen Z traveller wants to be immersed, not just impressed.

With Asia’s consumers projected to drive half of global consumption growth by 2030, Gen Z’s preferences are set to shape the future of luxury travel in the region significantly.

(McKinsey & Company, 2024)

Food Comes First for Gen Z Travellers

Food isn’t just part of Gen Z’s travel experience in Asia; it is the experience. Whether slurping noodles in a Hanoi alley or dining at a chef’s table in Bangkok, 9 in 10 Gen Z travellers have chosen a destination for its food scene.

Forget white tablecloths. The new culinary luxury is found in contrast: Michelin stars and street food, in the same itinerary.

When asked what type of food experiences elevate their travels, Gen Z listed:

• Exploring local street food markets (35%)
  
• Dining at restaurants led by renowned chefs or featured in magazines (29%)
  
• Interactive cooking classes (13%)
  
• Fusion of traditional and innovative flavours (12%)
  
• Instagram-worthy meals (11%)

Their spending is shaped by more than just taste—ambiance, uniqueness, and story matter just as much. 58% say the atmosphere and dining experience influence their decisions, while 50% seek out unique culinary events like tasting menus and chef’s tables.

Micro-Trend: Food as Identity
For Gen Z, food is more than fuel or indulgence. It’s a form of self-expression. What they eat, where they eat it, and how it’s presented all say something about their values and aesthetics. In markets like Vietnam and Malaysia, Gen Z travelers seek food experiences that reflect cultural authenticity, innovation, or ethical sourcing. Dining is more than a stop on the itinerary; it’s a statement.

Case Study

TUNG Dining, Hanoi — Culinary Storytelling That Connects

Background

Gen Z isn’t just eating on vacation; they’re exploring identity through food. In Vietnam, where cuisine is culture, TUNG Dining shows how fine dining can preserve tradition, spark curiosity, and deliver Instagram-worthy storytelling in every course.

• TUNG (Twist—Uniqueness—Nature—Gastronomy) Dining was opened by Vietnamese chef Hoàng Tùng in 2018. Located in Hanoi’s Old Quarter, it offers a Nordic-style tasting menu that blends local ingredients with modern techniques.
  
• With a background in European culinary training, Chef Tùng returned to Vietnam to spotlight local ingredients in a refined global format.

Brand approach

• Tasting menus as narrative
  Each 18-course tasting menu is designed to tell a story, often inspired by Vietnamese heritage, local folklore, or seasonal ingredients.
  
• Local with a twist
  Ingredients like nước mắm (fish sauce), lotus root, and jackfruit are reimagined in globally inspired plating, merging Gen Z’s appetite for innovation with cultural grounding.
  
• Minimalist, visual-first interiors
  Designed for quiet, intentional dining that looks good on camera without being gimmicky.

At TUNG Dining in Hanoi, every course is a cultural remix. This Gen Z-favourite turns local ingredients into edible narratives, where Vietnam’s past meets a plated future.
Image Credit: Taste experience indulge

Why it works

• Cultural prestige
  Recognised on Asia’s 50 Best Restaurants list, elevating Hanoi as a fine dining destination.
  
• Gen Z appeal
  Popular among younger Vietnamese professionals and tourists who see food as an experience, not a utility.
  
• Social proof
  TUNG’s visually striking courses and storytelling format are frequently posted across Instagram and TikTok, making the restaurant a staple in travel-food guides.

Takeaways for Brands

• Food is identity
  In emerging markets like Vietnam, dining is a path to cultural expression, and brands that elevate local cuisine earn authenticity points.
  
• Design for discovery
  Gen Z diners share meals that feel curated and cinematic. Form, flavour, and format all matter.
  
• Heritage scales
  A modern twist on tradition lets brands speak to local pride and global curiosity in equal measure.

Social media plays a significant supporting role. A third of Gen Z rely on recommendations from influencers, but they rank behind authenticity and ambience. This generation doesn’t just eat with their eyes; they post with intention.

For Gen Z, luxury often smells like sizzling dumplings, tastes like heritage, and looks best under ambient lighting. The smart move for hospitality brands? Make your food offerings the destination.

Case Study

Hawker Chan Singapore — Michelin-Recognised Culinary Authenticity

Background

Hawker Chan proves you don’t need a luxe venue to capture Gen Z’s attention; just real flavour, cultural authenticity, and an irresistible story. It’s a powerful example of culinary tourism blending street food roots with global recognition.

• Chef Chan Hon Meng started his hawker stall in 2009 in Singapore’s Chinatown Complex, serving soya sauce chicken rice inspired by his farm-to-table upbringing.
  
• In July 2016, it became the world’s first Michelin-starred hawker stall. It offers award-winning chicken rice at around USD 2.25, making it the cheapest Michelin-starred meal globally.
  

Image Credit: Reporter Gourmet

Brand approach

1. Culinary craftsmanship at scale
   Chan maintained affordable pricing and high volume (150–180 dishes per lunch period) while preserving quality and Michelin standards.
   
2. Cultural storytelling
   The stall’s humble origins, rooted in farmer heritage, became part of its authentic appeal and social media narrative.
   
3. Expanded accessibility
   Post-Michelin, Chan partnered with Hersing Culinary, enabling franchising in Taiwan, Malaysia, Thailand, and beyond, bringing his brand to more Gen Z food explorers.

Why it works

• Massive demand
  Lunchtime lines extend for hours; daily sales rose from ~150 to ~180+ servings after the Michelin accolade.
  
• Global brand growth
  From a single hawker stall to a multi-country franchise, with ongoing Michelin Bib Gourmand recognition
  
• Authentic content fuel
  Real stories and affordable luxury created a powerful social media magnet, without polished aesthetic marketing.

Takeaways for Brands

• Quality storytelling
  Elevate everyday experiences (street food, local traditions) through authenticity and heritage.
  
• Affordable “luxury” moments
  Deliver real value through low-cost but high-impact experiences—ideal for younger travellers.
  
• Expand your narrative, not just your footprint
• Use storytelling to drive brand growth, not just physical expansion.

Gen Z Curates Their Feed and Their Travel Plans

For Gen Z in Asia, beauty isn’t skin deep. It’s feed-deep. They chose destinations that photograph well. 

A destination’s aesthetic value is often the deciding factor between “maybe” and “booked.” Six in 10 Gen Z rank scenic and aesthetic appeal among their top three travel spending priorities, and 77% say it influences where they choose to go.

But this isn’t just about viral views. It’s about how the destination reflects who they are. 84% of Gen Z value shareable destinations on social media, not because they crave validation, but because travel has become a canvas for self-expression.

Their favourite sources of visual inspiration:

• Natural beauty and landscapes – 58%
  
• Destinations trending on social media – 44%
  
• Special events and festivals – 42%
  
• Celebrity/influencer-endorsed places – only 27%

Younger Gen Z leans more heavily on TikTok and Instagram, with visual discovery shaping their wishlist. Older Gen Z, on the other hand, are more likely to appreciate scenic value even without online buzz, suggesting a maturing definition of what makes a place worth visiting.

Micro-Trend: The Photo Drives the Plan
For many younger Gen Z travelers, the planning process starts with a single photo. A dramatic cliff, neon-lit alleyway, or waterfall on TikTok becomes the anchor, and the itinerary is built around recreating that moment. This image-first mindset makes visual storytelling a key conversion tool for travel brands.

The bottom line? If it’s not visually striking, it’s not worth the flight. For travel marketers, this means building campaigns around real, aesthetic appeal, not polished perfection. Think sunsets over curated filters. Think authenticity over algorithm.

Case Study

Rumah Pohon Treehouse, Nusa Penida — Design for the Scroll

Background

The Rumah Pohon Treehouse in Bali has become a social media sensation. Built atop a cliff on Nusa Penida, it combines rustic architecture, dramatic views, and user-generated content to create an irresistible feed-worthy experience.

• Located on Nusa Penida, a short ferry ride from Bali, the treehouse was built in 2015 to offer eco-luxury balcony perches for travellers seeking nature immersion.
  
• It gained global attention after going viral on Instagram and blog travel sites, earning coverage as one of the most “photographed spots in Southeast Asia.”

Brand approach

• Visually compelling architecture
  A simple wooden platform encased by tree branches becomes a natural photo “frame.” The dramatic cliffs and ocean horizon serve as living backdrops.
  
• Nature-first storytelling
  The structure harmonises with its environment, giving guests a sense of adventure, wellness, and authenticity.
  
• Amplified by user content
  Without paid ad campaigns, most of its reach came from visitor photos and travel influencers sharing stories of standing among treetops overlooking the sea.
  

The viral Rumah Pohon Treehouse in Nusa Penida shows how travel experiences designed for the scroll can drive bookings and brand storytelling, without ad spend.
Image Credit: Jonny Melon

Why it works

• Booming occupancy
  Bookings frequently fill weeks in advance; the space is often mentioned for its Instagram appeal.
  
• Earned media spike
  Travel blogs, influencer spotlights, and social posts fueled global interest without heavy marketing spend.
  
• Pipeline effect
  The treehouse helped boost broader tourism to Nusa Penida, emerging as a top destination on travellers’ wishlists.
  

Takeaways for Brands

• Design for shareability
  Prioritise standout visual elements that align with your brand identity and destination story.
  
• Leverage natural content
  Encourage guests to share their photos with branded hashtags, not just neatly staged campaigns.
  
• Scale via experiences
• Rather than adding budgets to paid ads, enhance experiential appeal that organically drives exposure.

Wellness Has Become Core to Gen Z Travel

Gen Z’s version of luxury isn’t always loud. Increasingly, it’s quiet, remote, and regenerative. 85% of Gen Z travellers across Asia have chosen a destination specifically for its wellness offerings, making rest and recovery a priority, not an afterthought.

This aligns with the broader trend of the wellness economy’s rapid growth, projected to reach nearly $6.8 trillion in 2024, reflecting a global shift towards health-focused travel experiences. (Global Wellness Institute – 2024 report)

This isn’t the old spa-and-steam model. For Gen Z, wellness means personalisation, privacy, and purpose. Their top spending priorities in this space include:

• Nature therapy — 59%
  
• Spa treatments — 53%
  
• Sound healing and breathwork — 35%
  
• Yoga and meditation retreats — 33%

Luxury wellness is defined by experience, not just expense. 45% cite personalised wellness programs as their ideal, followed by exclusive, private retreats (43%) and access to wellness experts (42%). Even digital detox is rising, as a counterweight to their always-on lifestyle.

Case Study

Ananda in the Himalayas — Ancient Wellness Meets Elevated Luxury

Background

As wellness becomes a priority, Ananda in the Himalayas has carved a niche by fusing ancient Indian healing traditions with high-end hospitality. It’s proof that when luxury meets authenticity, wellness becomes the new status symbol.

• Nestled in the Himalayan foothills near Rishikesh, India, Ananda opened in 2001 as one of the first destination spas rooted in Ayurveda, yoga, and Vedanta philosophy.
  
• The property was originally a Maharaja’s palace estate, repurposed into a world-class wellness retreat that draws travellers seeking rejuvenation and spiritual depth.

Brand approach

1. Personalised wellness programs
   Guests begin with consultations to tailor regimens around Ayurvedic body types, mental well-being, and physical goals.
   
2. Heritage-led luxury
   Ananda integrates traditional Indian practices like Panchakarma detox and Himalayan salt therapy with modern spa amenities, gourmet sattvic cuisine, and 5-star service.
   
3. Long-stay transformation
   Unlike quick-fix spa weekends, Ananda emphasises longer stays (7–21 days) with life-reset goals, aligned with Gen Z and Millennial desires for intentional travel.

At Ananda in the Himalayas, wellness isn’t an amenity; it’s the main event. Programs grounded in Ayurveda and mindfulness are drawing experience-first travellers in search of transformation.
Image Credit: TripAdvisor

Why it works

• Global recognition
  Named among the world’s top destination spas by Condé Nast, Travel + Leisure, and Tatler.
  
• Premium price, high retention
  Despite its price tag of upwards of USD 700 per night, it attracts strong repeat bookings and high satisfaction scores from international visitors.
  
• Wellness as social currency: Visitors post less about the spa’s opulence and more about their personal breakthroughs, turning healing into shareable content with credibility.

Takeaways for Brands

• Cultural depth is a luxury asset.
  Travel brands can elevate wellness by anchoring it in local heritage and traditions.
  
• Personalisation adds value.
  Individualised programs transform hospitality into a journey of transformation.
  
• Slow travel wins trust.
  Extended stays deliver long-term brand loyalty and long-form storytelling from guests when designed with purpose.

Micro-Trend: Regenerative Travel
Beyond traditional wellness, Gen Z is embracing experiences that give back, not just to themselves, but to the destination. Think nature-based retreats that support reforestation, wellness stays that fund community health, or volunteer-led conservation programs. In Thailand and Indonesia, these “do good, feel good” packages are growing in appeal.

Older Gen Z travellers lead the shift, showing greater willingness to spend on high-end spa treatments and tailor-made programs. But younger travellers aren’t far behind, as many say they “would consider wellness-focused travel” even if they haven’t done so yet.

The message for destination brands and hospitality players is clear: curate wellness like you would a five-star menu – not generic, but crafted to restore, recharge, and resonate.

Sustainability Matters but Still Lags in Spending

Gen Z talks sustainability, but the follow-through of travel spending varies. While 7 in 10 Gen Z in Asia consider sustainability when booking luxury travel, only 52% rank it among their top three spending priorities. The intent is strong, but convenience and cost still win out.

This gap between values and action isn’t apathy; it’s economics. Many travellers say they want to choose eco-friendly options, but only 35% consistently prioritise sustainability in their travel decisions. Still, there is a willingness to pay more, as about 6 in 10 would pay extra for eco-friendly accommodations, especially if paired with modern design and social impact.

Micro-Trend: Low-Impact Luxury
Gen Z isn’t impressed by over-the-top eco claims. They want subtle, stylish, and real sustainability. In Singapore and Indonesia, luxury travelers increasingly choose boutique stays that blend minimalist design with local craftsmanship, solar-powered operations, and plastic-free living, not because they’re marketed as green but because they feel intentional.

As the Travel & Tourism sector contributes significantly to the global economy, there’s an increasing focus on integrating sustainable practices to meet the expectations of environmentally conscious travelers like Gen Z.

(World Travel & Tourism Council – 2024 sustainability policy brief)

What sustainability features stand out to Gen Z?

• Eco-conscious architecture and operations — 45%
  
• Locally sourced, organic amenities — 43%
  
• Support for local communities — 42%
  
• Low-impact transportation — 39%
  

Interestingly, older Gen Z travellers are significantly more inclined to factor sustainability into their choices – a signal that sustainable preferences may convert into behaviour as this segment matures.

For travel brands, that means now is the time to design low-impact options that don’t look like a compromise. Gen Z won’t pick sustainability out of guilt. They’ll choose it if it looks good, feels authentic, and fits their itinerary.

Case Study

The Datai Langkawi, Malaysia — Where Wellness Heals the Land Too

Background

Today’s luxury traveller isn’t looking for excess. They’re looking for alignment. The Datai Langkawi proves that indulgence and impact aren’t opposites. For Gen Z and millennial travellers who crave meaning with their massage, this resort is a blueprint for regenerative luxury.

• Nestled in a 10-million-year-old rainforest on Langkawi Island, The Datai is one of Malaysia’s most acclaimed luxury eco-resorts.
  
• It attracts affluent travellers across Asia, especially from Singapore and India, seeking nature-driven escapes that blend privacy, sustainability, and personalised wellness.
  
• The property launched the Datai Pledge in 2019, a comprehensive sustainability and conservation framework integrating environmental responsibility into every guest’s stay.

Brand approach

• Regenerative hospitality
  Instead of minimising harm, The Datai’s model focuses on active restoration through four core pillars: Pure for the Future (sustainable operations), Fish for the Future (marine life protection), Wildlife for the Future (rainforest protection), and Youth for the Future (local education).
  
• Guest-participation programs
  Visitors can participate in coral reef rehabilitation, beach cleanups, and rainforest walks led by naturalists, turning passive stays into purposeful experiences.
  
• Wellness intertwined with ecology
  Spa treatments use rainforest-sourced botanicals, and wellness retreats include forest bathing, local healing practices, and biodiversity immersion.

Why it works

• Tourism awards and recognition
  Named among the world’s top sustainable resorts by National Geographic Traveller and Condé Nast Traveller.
  
• Strong regional draw
  High occupancy from regional travellers looking for “sustainable wellness” destinations, especially among HNWIs from Singapore and India.
  
• Environmental impact
  Over 7,000 trees were planted, marine biodiversity restoration projects were underway, and local communities were actively involved.

Takeaways for Brands

• Sustainability can sell when it’s structured
  The Datai doesn’t just tell a green story; it shows measurable action through a clear framework.
  
• Make guests part of the mission
  Participation-based models turn consumers into co-creators of impact.
  
• Nature is the new luxury
  For modern travellers, pristine ecosystems and cultural immersion outrank infinity pools.

How Social Media Shapes Gen Z Travel Decisions

To understand Gen Z’s travel choices, look at their scroll history. While they may not admit to being influenced, the numbers tell a different story: 77% of Gen Z travellers in Asia have picked a destination because it was trending online.

But influence isn’t about blindly following hashtags. For Gen Z, it’s about discovery — natural beauty and scenic appeal still outweigh influencer endorsements. The platforms that shape their plans most:

• YouTube – 70%
  
• Instagram – 67%
  
• TikTok – 60%
  
• Facebook – 52%

Micro-Trend: Scroll-to-Book Behaviour
Discovery, decision, and booking are collapsing into a single mobile journey. In Vietnam and Malaysia, Gen Z travelers often go from TikTok to travel agency DMs to payment, without ever opening a search engine. This is driving the rise of chat-based bookings and live video selling in travel.

What’s changing is the why behind the sharing. 84% say they seek destinations that offer social media-worthy moments, not to flex, but to capture how travel reflects their identity. For Gen Z, every destination is a storytelling tool, and every experience must look as good as it feels.

If brands want to appear in the scroll, the strategy isn’t just digital; it’s visual, emotional, and deeply personal.

Regional Priorities: What Luxury Looks Like Across Asia

While Gen Z across Asia shares a preference for flexible, personalised luxury, what they value most still varies by country. From Indonesia’s ethical leanings to Vietnam’s food-first mindset, the report reveals that luxury is deeply local, even for the most global generation.

Here’s what stands out across key markets:

Vietnam
Wellness takes the lead. 70% of Vietnamese Gen Z travellers prioritise wellness in their travel spending, the highest in the region. Culinary still plays a strong role, with nearly 6 in 10 saying food influences their destination choice.

Thailand
Scenic and aesthetic appeal lead spending priorities. Thai Gen Z values beauty, and wellness follows closely, especially among older travellers.

Indonesia
62% say sustainability is a key influence, suggesting a more conscious luxury mindset. Cultural and natural immersion also rate highly.

Singapore
Entertainment dominates. 74% rank it as their top spending category, reflecting a preference for high-energy, high-impact experiences like concerts and set-jetting.

Malaysia
Balance is key. Gen Z travellers here split their spending across entertainment, wellness, and culinary experiences, showing no dominant pillar but consistently high engagement.

India
Older Gen Z travellers show elevated interest in wellness and self-care (93%) and culinary delights (93%), outpacing younger peers in spending and influence.

Hong Kong
Aesthetics and wellness take precedence. Gen Z travellers here are most likely to choose destinations for mental rejuvenation and prefer unique boutique stays.

These differences matter. Brands that generalise across APAC risk are missing the mark. The future of luxury travel will be driven by how well companies adapt to hyper-local tastes within a hyper-connected world.

Brand Playbook: How Travel Brands Can Win with Gen Z

Gen Z is rewriting the luxury travel rulebook, and brands that fail to adapt will be left behind. This generation doesn’t want blanket offers or legacy perks. They want value-driven choices that reflect who they are and how they live. Here’s how to meet them where they’re going:

Ditch the Package, Offer the Puzzle

Gen Z wants control. Create modular, à la carte travel products where they can mix and match:

• Boutique lodging + culinary pass
  
• Nature escape + spa + guided meditation
  
• Festival tickets + local eats + scenic tours

This generation isn’t anti-luxury; they’re anti-rigid.

Build Around Identity, Not Income

Travel is a form of self-expression. Gen Z seeks experiences that:

• Reflect their values (eco options, ethical food)
  
• Showcase their personality (aesthetic, niche, adventurous)
  
• Tell a story they can share

You’re not just selling destinations. You’re selling them the chance to be seen.

Design for Visual Discovery

Make every product visually compelling. That doesn’t mean glossy; it means real, immersive, and shareable. Destinations that look good online are half the sell:

• Include photo-op spots in itineraries
  
• Use social-first content for marketing
  
• Partner with micro-influencers who match local Gen Z aesthetics

Hardwire Wellness into the Experience

Gen Z is also engaging with loyalty programs differently. While points and perks still matter, this cohort values exclusive access and personalised rewards over generic upgrades. Room flexibility, curated VIP experiences, and locally inspired benefits stand out far more than traditional tiers. This generation is burned out. Make rest and reset central to the value proposition:

• Nature therapy as a default add-on
  
• Spa access that’s not just premium, but curated
  
• Wellness guides built into trip planning tools

They’re looking for escape, not just a change of scenery, but a change of pace.

Make Sustainability Feel Effortless

The desire is there, but the friction is real. Brands must:

• Surface eco options early in the booking flow.
  
• Make sustainability “opt-out”, not “opt-in.”
  
• Show transparency – not marketing gloss – in green claims.

Gen Z rewards what feels authentic and easy.

The playbook is simple for travel, hospitality, and tourism brands: Design experiences that reflect identity, respect choice, and invite participation. That’s what turns a trip into a brand memory.

Gen Z’s Blueprint for the Future of Luxury

Luxury travel is no longer defined by exclusivity or excess. It’s shaped by values, flexibility, and identity. Gen Z’s rise across Asia’s travel markets has turned the old model on its head. Instead of buying prestige, they’re investing in meaning.

From spa retreats in the hills of Bali to night markets in Ho Chi Minh City, the new luxury is personal, intentional, and highly visual. People want experiences that recharge them, express them, and leave a trace of purpose, not just carbon footprints.

This study confirms what many brands are beginning to sense:

• Entertainment is where they splurge — not for thrill, but for story.
  
• Food shapes their itineraries, not just their appetites.
  
• Wellness is now core, not a bonus.
  
• Sustainability matters — but only if it feels accessible and genuine.
  
• Aesthetic value drives decision-making as much as functionality.

Travel brands in the travel and hospitality industry must move faster, listen harder, and design smarter. What worked for Millennials won’t work with Gen Z, and what worked in the West won’t resonate the same way across Asia.

What will?

• Giving them agency, not packages.
  
• Creating immersive, story-rich moments, not just services.
  
• And anchoring those moments in values they care about, whether wellness, creativity, sustainability, or authenticity.

This is not a passing trend. This is the future of high-end travel.

Want to go deeper?

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