Title: The Rising Influence of Generation Alpha and Gen Z on Travel Decisions
Timestamp: 1st Oct, 2024, 10:32 PM
Author: Sarah Pollok
The burgeoning power of Generation Alpha and Generation Z can’t be disregarded in various sectors. The travel industry isn’t an exception according to Hilton’s 2025 Trends Report. A shift away from traditional decision-making methods is evident as the younger generations begin to substantially control family travel plans.
Family excursions are gradually shaped by the inclinations of travellers aged 27 and below in the Asia Pacific region. The exhaustive study encapsulates the responses from more than 13,000 globe-trotters across 13 nations. In particular, note should be taken of our friends across the Pacific, where young travellers actively contribute to 71% of family travel plans. Besides, 62% of guardians keep their children’s interests in mind while finalizing vacation spots.
The soaring authority of Generation Alpha in directing family holiday plans is a significant indicator of the transformation in the travel sector as cited by Ben George, Hilton Asia Pacific’s Senior Vice President, and Commercial Director. Albeit these young explorers aren’t handling credit cards or booking hotels, their influence on travel decision-making is escalating. Most of them contribute to critical subjects such as selecting accommodation (31%), transportation options (20%), trip duration (12%), and budgeting (10%).
To keep a steady pace with these developments, travel providers will need to adapt to the preferences centred around meaningful and immersive experiences popular within the younger generation. Alexandra Jaritz, the Hilton Asia-Pacific’s Senior Vice-President of Brand Management, notes that they play a crucial role in influencing travel decisions within the family. This evolving trend doesn’t just shape the choice of destination but also redefines how these individuals interact and experience the world, leading to innovation and expansion of opportunities for more significant, immersive, and culturally rich experiences.
The report also uncovers that multigenerational trips maintain their popularity with 37% of travellers vacationing with their parents and 40% welcoming extended family members. This trend is particularly trendy in countries like India, Mexico, and Saudi Arabia. It may seem familiar as families have often embarked on trips across their countries and the globe together, especially travellers from collectivist cultures where family units generally live together even after adulthood.
Despite the apparent challenges associated with multigenerational travel, such as satisfying varied age groups, it holds meaningful value. The person in charge of planning the trip, usually the family’s senior-most female member, endeavours to discover destinations and activities that would please all.
Generation Alpha and Gen Z aren’t merely looking for deep-rooted experiences but also acquiring them in the Asia Pacific region. The frequency of their travels is noteworthy, with around 92% of them having travelled at least once in the past year. In Australia, for example, young travellers average two trips annually.
In connection with the 2025 trend report, Hilton also introduced a “Generational Alpha Personality Test,” allowing travellers to identify their category. This ongoing shift by younger generations in travel decision-making reflects their quest for immersive and meaningful experiences that are shaping the travel landscape. As these age groups step into their influential roles, one can expect evolving and exciting innovations in this industry.
