In a dynamic shift, Asia Pacific’s youngest generations are transforming the way families travel. Hilton’s latest 2025 Trends Report reveals how Generation Alpha (aged 14 and younger) and Generation Z (born between 1997 and 2012) are actively shaping travel experiences across the region. With a growing influence on vacation choices, these tech-savvy and culture-driven generations are redefining family travel in unprecedented ways.
The Rise of Young Travel Influencers
According to Hilton’s report, an astounding 87% of young travelers in Asia Pacific are taking charge of family vacation planning, especially in countries like China (98%) and India (93%). They actively participate in choosing destinations and activities, leaving logistics such as accommodation, dining, and budgeting to their parents. Ben George, Hilton’s senior vice president and commercial director, Asia Pacific, remarked, “The growing influence of Generation Alpha on family travel signals a transformative shift in the travel industry – one that Hilton is excited to embrace.”
Cultural Pride Drives APAC Family Adventures
For many Gen Alpha and Gen Z travelers, exploring their cultural heritage is a top priority. Hilton’s report shows that 75% of these young travelers take pride in the region’s global cultural influence, while 73% are eager to connect with their roots through travel. Parents in the region are on board with this trend, as 61% select destinations that resonate with their family’s traditions and values.
Entertainment, Sports, and Adventure: Key Travel Trends
When it comes to the types of travel experiences that resonate with the younger generations, sports tourism, nature events, and music festivals are high on the agenda. As per Hilton’s data, sports events such as the ODI World Cup for Women and FIFA Club World Cup will be among the most popular attractions in 2025. This interest in sports tourism is also evident from Hilton’s Worldwide Sport Sales revenue, which has tripled in volume since 2019. Following this trend, nature events like cherry blossom festivals and K-pop concerts are also gaining popularity among young travelers.
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Young and Tech-Savvy: The Role of Technology in Travel
For these emerging generations, technology is integral to the travel experience. APAC families stay online throughout their trips, with Gen Z spending an average of three hours per day on their devices, compared to Gen Alpha’s two hours. Smartphones, tablets, and smartwatches are essential travel companions, with many using them for streaming, gaming, staying connected, and sharing travel moments on social media. Hilton’s team member survey echoed this sentiment, confirming that technology access is the top priority for Gen Alpha travelers and their families.
Local and Global Travel Preferences: APAC’s Young Explorers
Gen Alpha and Gen Z’s enthusiasm for travel extends to both local and international destinations, although a strong preference for domestic travel prevails across most APAC markets. Notably, Singapore stands out, with more interest in exploring beyond Asia. Popular destinations include Australia, Japan, and South Korea.
Quotes From Industry Experts
Ben George added, “As these trends accelerate, we recognize the importance of adapting to evolving preferences. Hilton is set to exceed 1,000 hotels in APAC by 2025, and we’re focused on creating new experiences to capture the imagination of this emerging generation and their families.”
Alexandra Jaritz, Hilton’s senior vice president, Brand Management, Asia Pacific, commented, “As Generation Alpha and Z step into the role of key influencers in family travel decisions, they are redefining the landscape of travel. Their evolving preferences are driving the industry to innovate, creating opportunities for more meaningful, immersive, and culturally enriching experiences that align with their values.”
About Hilton
Hilton stands as a leading global hospitality company with a portfolio of 24 world-class brands. With nearly 7,800 properties across 126 countries, Hilton remains dedicated to fulfilling its vision of bringing warmth and hospitality to travelers around the world. For more insights, check out Hilton’s full report at stories.hilton.com/2025trends.
