Their spending reflects a unique sense of value, identity, and a desire to “travel for good.”
I recently returned from Bangkok, armed not just with boxes of curry crab cookies to gift friends and family, but also with a fresh, eye-opening perspective on today’s evolving travel trends. From fandom tourism—driven by film locations and concerts—to after-dark adventures and purpose-driven experiences, there’s a noticeable shift in how we explore the world.
Invited by Jeninne Lee-St. John, editor-in-chief of Travel + Leisure Southeast Asia, Hong Kong & Macau, I had the privilege of joining a panel discussion at the magazine’s first-ever Luxury Summit Asia—a sold-out gathering of the region’s hospitality leaders, held at the grand ballroom of the Four Seasons Hotel Bangkok. Our panel focused on culinary tourism in the Philippines, one of several sessions offering sharp insights into the future of luxury travel.
The summit was a mix of industry gravitas and creative energy. Visionary interior designer Bill Bensley led art workshops and presented his inspiring work with the Shinta Mani Foundation, which uplifts Cambodian families through sustainable tourism. Experts like Jo-Hendry-Prior of Alchemist Travel and Mei Mei Song of the Plaza Premium Group shared strategies for curating hyper-personalized guest experiences. Meanwhile, Hugo Montanari, managing director of Rosewood Hong Kong, and Ronald Akili, founder of Potato Head, unpacked leadership strategies rooted in compassion and community.
Related story: New study ranks Vietnam, Taiwan and Thailand as Gen Z, Millennials’ top destinations
Related story: Millennials and Gen Zs have a new love language—and they’re willing to spend for it
Related story: 10 fun facts about Gen Z and millennial travelers in Asia Pacific
On my panel, I was joined by Siradej Donavanik, VP of development at Dusit International; Petty Elliott, an award-winning Indonesian chef; and Lolita Goh, founder of Junglebird Kuala Lumpur. Moderated by cookbook author Christopher Tan, our discussion explored how gastronomy drives tourism and cultural discovery—touching on everything from under-the-radar cuisines to the influence of “best-of” lists on travel behavior.
Gen Z is redefining luxury travel
It was a full day of conversations, connections, and revelations. One insight that stood out? Generation Z is rewriting the rules of luxury travel in Asia-Pacific, favoring personalized, purpose-driven experiences over traditional markers of status.
To better understand this shift, Travel + Leisure, in partnership with BurdaLuxury, Vero, and Kadence International, conducted a regional study involving 2,463 Gen Z respondents (ages 16–30) from Singapore, Malaysia, Thailand, Hong Kong, Indonesia, Vietnam, and India. The results were nothing short of illuminating.
This generation isn’t just traveling more—they’re frequent, high-value travelers, averaging 2.9 leisure trips per year and spending roughly $2,500 per trip.
Their top priority? Entertainment (64%), particularly cultural festivals and live music events. Think Taylor Swift in Singapore or Wonderfruit in Pattaya—experiences that blend joy, identity, and community.
But for Gen Z, it’s never just about the fun. They seek deeper meaning, whether through fan-driven gatherings, cultural collaborations, or socially conscious programming. Travel has to feed the soul—not just the feed.
Wellness and self-care are also top of mind (61%), with travelers designing itineraries that nurture both body and mind—from nature retreats and mindful movement to nourishing meals. And when it comes to food (also 61%), Gen Z values authenticity, heritage, and adventure: dishes rooted in tradition, made by local artisans, served with innovation, and always connected to place.
Other major decision factors include aesthetic appeal (61%)—because if it’s not shareable, is it even real?—and sustainability and ethics (52%), such as choosing eco-friendly stays or supporting local communities.
Related story: One visa, six Middle East countries: GCC approves Schengen-style tourist pass
Related story: What to know about Jetstar Asia’s shutdown amid global travel boom
Related story: 2,000 floating lanterns light up this magical Tokyo festival every July
More than just a vacation
For Gen Z, travel is no longer about luxury defined by price—it’s luxury defined by purpose. Their spending reflects a unique sense of value, identity, and a desire to “travel for good.”
They’re going beyond the surface level and are seeking powerful, meaningful and tailored experiences with intention—very much like this quick Bangkok trip where I was able to bring home a whole lot of knowledge and inspiration.
Follow the author at @fooddudeph in Instagram. Or email at angelocomsti@yahoo.com.
