Hilton’s 2025 Trends Report has revealed how Gen Alpha and Gen Z in Asia-Pacific are now leading the charge in family travel planning, reshaping travel and prioritising experiences that reflect their personal interests and cultural pride.
The report surveyed over 13,000 global travellers across 13 countries, comprising insights from more than 4,100 Hilton Team Members, and in-depth interviews with Hilton travel experts.
A majority of Asia-Pacific parents choose vacation destinations based on their children’s interests
Key insights in the report include how travellers are embracing slow travel to deeply immerse themselves in local cultures; more global travellers seeking adventure travel and sleep retreats; dining decisions are being led by children; and global travellers hunting for more culinary experiences, booking restaurant reservations before their flights.
How young travellers are steering family travel
In Asia-Pacific, family travel is increasingly guided by the preferences of Gen Alpha and Gen Z, with 87% of young travellers actively contributing to their family’s vacation planning. This is particularly so in China (98%) and India (93%), where more than nine in 10 Gen Alpha and Gen Z are somewhat or very involved in trip planning. Moreover, 69% of Asia-Pacific parents choose vacation destinations based on their children’s interests.
While these young travellers’ input is strong in picking activities and destinations, logistical decisions – such as dining (39%), transportation (38%), accommodation (32%), budgeting (20%), and trip duration (18%) – are still primarily managed by parents. This growing involvement highlights the evolving dynamic of family travel, with younger generations taking the lead in creating memorable experiences, while still leaning on their families for practical planning.
Turning travel into growth experiences
For Gen Alpha and Gen Z in the region, travel is a journey of self-discovery and personal growth. A strong connection to cultural heritage drives these young travellers, with 75% taking pride in the region’s global cultural influence and 73% eager to explore their roots through travel.
Asia-Pacific families use travel as a way to connect with their cultural identities. Notably, 61% of parents choose destinations that reflect their heritage, traditions, and values.
Key travel trends in 2025
Beyond cultural exploration, 68% of young travellers in the region view travel as a key to enhancing their education and personal development, and the parents agree, with 60% selecting culturally significant destinations to support their children’s learning and growth.
In addition, trips centred around entertainment, sports, adventure, and meaningful connections with loved ones are at the top of their agenda. Sports events, like the ODI World Cup for Women, Table Tennis World Championships and FIFA Club World Cup, are the hottest tickets in 2025, with 35% of young travellers in Asia-Pacific planning their trips around these events.
This growing interest in sports tourism is also reflected in Hilton’s own data. From 2019 to 2024, Hilton Worldwide Sport Sales revenue tripled in volume, with 80% of this growth driven by youth or amateur sports. Following closely for Asia-Pacific’s Gen Alpha and Gen Z travellers are nature events and camps (34%) such as cherry blossom festivals and ski trips, and music concerts and festivals (26%), particularly K-pop concerts.
Gen Alpha and Gen Z embrace annual travel
Gen Alpha and Gen Z across Asia-Pacific are avid travellers, with 92% taking at least one trip in the past year. Gen Alpha and Gen Z’s appetite for travel is particularly pronounced in China, India and Singapore, where young travellers have gone on two to three trips on average in the past year.
This passion for travel is evident in their future plans as well, with 88% of Gen Alpha and Gen Z in Asia-Pacific likely to travel in the next year. Additionally, 72% take pride in their ability to explore new destinations. These findings highlight the strong and growing demand for travel among younger generations.
The role of technology in Gen Alpha and Gen Z travel
In today’s digital age, technology is central to the travel experience for Gen Alpha and Gen Z. In Asia-Pacific, parents and children stay online throughout their trips, spending up to four hours a day on their devices. Gen Z, in particular, spends more time online, averaging three hours daily, compared to Gen Alpha’s two hours.
Smartphones (64%), digital tablets (38%), and smartwatches (33%) are travel essentials for these young adventurers, primarily being used to stream videos (55%), play games (45%), and stay in touch with loved ones via messaging apps (44%). Additionally, more than a third (42%) use their devices to listen to music and 30% share their experiences on social media.
These trends are consistent with Hilton’s team member survey findings, showing that access to technology is ranked as the top amenity for Gen Alpha travellers and their families, with entertainment and child-friendly activities also high on the list.
Domestic versus global travel
Gen Alpha and Gen Z travellers in Asia-Pacific are excited about exploring both local and international destinations. With the exception of Singapore, there is a strong preference for domestic travel among Gen Alpha and Gen Z across all Asia-Pacific markets.
This emerging generation is also increasingly interested in travelling beyond Asia to immerse themselves in diverse cultures, with Australia, Japan and South Korea emerging as top destinations across the markets surveyed. Other popular holiday destinations for Gen Alpha and Gen Z in Asia-Pacific comprise China, India, Singapore, Hawaii, the US, New Zealand, and Malaysia.
“The growing influence of Gen Alpha on family travel signals a transformative shift in the travel industry – one that Hilton is excited to embrace. As these trends accelerate, we recognise the importance of adapting to evolving preferences,” said Ben George, senior vice president and commercial director, Asia Pacific, Hilton.
Alexandra Jaritz, senior vice president, brand management, Asia Pacific, Hilton, added: “As Gen Alpha and Gen 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.
“This shift is not just about the destinations they choose, but how they interact with and experience the world,” concluded Jaritz.
Hilton’s 2025 Trends Report has revealed how Gen Alpha and Gen Z in Asia-Pacific are now leading the charge in family travel planning, reshaping travel and prioritising experiences that reflect their personal interests and cultural pride.
The report surveyed over 13,000 global travellers across 13 countries, comprising insights from more than 4,100 Hilton Team Members, and in-depth interviews with Hilton travel experts.
Key insights in the report include how travellers are embracing slow travel to deeply immerse themselves in local cultures; more global travellers seeking adventure travel and sleep retreats; dining decisions are being led by children; and global travellers hunting for more culinary experiences, booking restaurant reservations before their flights.
How young travellers are steering family travel
In Asia-Pacific, family travel is increasingly guided by the preferences of Gen Alpha and Gen Z, with 87% of young travellers actively contributing to their family’s vacation planning. This is particularly so in China (98%) and India (93%), where more than nine in 10 Gen Alpha and Gen Z are somewhat or very involved in trip planning. Moreover, 69% of Asia-Pacific parents choose vacation destinations based on their children’s interests.
While these young travellers’ input is strong in picking activities and destinations, logistical decisions – such as dining (39%), transportation (38%), accommodation (32%), budgeting (20%), and trip duration (18%) – are still primarily managed by parents. This growing involvement highlights the evolving dynamic of family travel, with younger generations taking the lead in creating memorable experiences, while still leaning on their families for practical planning.
Turning travel into growth experiences
For Gen Alpha and Gen Z in the region, travel is a journey of self-discovery and personal growth. A strong connection to cultural heritage drives these young travellers, with 75% taking pride in the region’s global cultural influence and 73% eager to explore their roots through travel.
Asia-Pacific families use travel as a way to connect with their cultural identities. Notably, 61% of parents choose destinations that reflect their heritage, traditions, and values.
Key travel trends in 2025
Beyond cultural exploration, 68% of young travellers in the region view travel as a key to enhancing their education and personal development, and the parents agree, with 60% selecting culturally significant destinations to support their children’s learning and growth.
In addition, trips centred around entertainment, sports, adventure, and meaningful connections with loved ones are at the top of their agenda. Sports events, like the ODI World Cup for Women, Table Tennis World Championships and FIFA Club World Cup, are the hottest tickets in 2025, with 35% of young travellers in Asia-Pacific planning their trips around these events.
This growing interest in sports tourism is also reflected in Hilton’s own data. From 2019 to 2024, Hilton Worldwide Sport Sales revenue tripled in volume, with 80% of this growth driven by youth or amateur sports. Following closely for Asia-Pacific’s Gen Alpha and Gen Z travellers are nature events and camps (34%) such as cherry blossom festivals and ski trips, and music concerts and festivals (26%), particularly K-pop concerts.
Gen Alpha and Gen Z embrace annual travel
Gen Alpha and Gen Z across Asia-Pacific are avid travellers, with 92% taking at least one trip in the past year. Gen Alpha and Gen Z’s appetite for travel is particularly pronounced in China, India and Singapore, where young travellers have gone on two to three trips on average in the past year.
This passion for travel is evident in their future plans as well, with 88% of Gen Alpha and Gen Z in Asia-Pacific likely to travel in the next year. Additionally, 72% take pride in their ability to explore new destinations. These findings highlight the strong and growing demand for travel among younger generations.
The role of technology in Gen Alpha and Gen Z travel
In today’s digital age, technology is central to the travel experience for Gen Alpha and Gen Z. In Asia-Pacific, parents and children stay online throughout their trips, spending up to four hours a day on their devices. Gen Z, in particular, spends more time online, averaging three hours daily, compared to Gen Alpha’s two hours.
Smartphones (64%), digital tablets (38%), and smartwatches (33%) are travel essentials for these young adventurers, primarily being used to stream videos (55%), play games (45%), and stay in touch with loved ones via messaging apps (44%). Additionally, more than a third (42%) use their devices to listen to music and 30% share their experiences on social media.
These trends are consistent with Hilton’s team member survey findings, showing that access to technology is ranked as the top amenity for Gen Alpha travellers and their families, with entertainment and child-friendly activities also high on the list.
Domestic versus global travel
Gen Alpha and Gen Z travellers in Asia-Pacific are excited about exploring both local and international destinations. With the exception of Singapore, there is a strong preference for domestic travel among Gen Alpha and Gen Z across all Asia-Pacific markets.
This emerging generation is also increasingly interested in travelling beyond Asia to immerse themselves in diverse cultures, with Australia, Japan and South Korea emerging as top destinations across the markets surveyed. Other popular holiday destinations for Gen Alpha and Gen Z in Asia-Pacific comprise China, India, Singapore, Hawaii, the US, New Zealand, and Malaysia.
“The growing influence of Gen Alpha on family travel signals a transformative shift in the travel industry – one that Hilton is excited to embrace. As these trends accelerate, we recognise the importance of adapting to evolving preferences,” said Ben George, senior vice president and commercial director, Asia Pacific, Hilton.
Alexandra Jaritz, senior vice president, brand management, Asia Pacific, Hilton, added: “As Gen Alpha and Gen 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.
“This shift is not just about the destinations they choose, but how they interact with and experience the world,” concluded Jaritz.
Read Hilton’s full report here.