Gen Z’s next trip? A hidden experience, not viral hotspot

Asia’s Gen Z and millennial tourists are now chasing exclusive temple visits, secret food festivals, and immersive cultural experiences that can’t be replicated on social media — leaving luxury brands scrambling to keep up. Trip.com Group’s “Momentum 2025” survey of 6,000 respondents across six APAC markets reveals a distinctly Asian evolution of luxury travel that belies the simplified narrative of young travelers prioritizing experiences over traditional status markers. Experience as status symbol Trip.com’s data reveals a significant shift: 60% of users now specifically search for food-related content when planning trips, compared to previous years when shopping destinations dominated search activity. Food festivals (62%), hotel dining experiences (60%), and guided street food tours (52%) have become central to travel itineraries. Urban food lovers from Hong Kong and Singapore are particularly drawn to street food tours, while travelers from Japan and South Korea favor hotel dining. Demographics shape preferences: wine and beer tastings attract more male travelers, while women gravitate toward cookery classes. Millennials, meanwhile, prefer interactive food art events. This transformation reflects what trend forecasters identify as “lo-fi luxury” — where high-end hospitality, cultural immersion, and rare excursions have replaced product acquisition as status symbols. China’s Aranya coastal resort exemplifies this trend, delivering what Trip.com's research shows Gen Z craves: a fusion of cultural programming, community engagement, and mindfulness.The fandom effect: Entertainment redraws travel maps Entertainment’s influence on travel decisions has surged. The report shows that 70% of Asia-Pacific travelers now plan journeys based on films and TV shows they've watched — a substantial increase from pre-pandemic patterns. Millennials (72%) lead the entertainment-driven travel trend, largely inspired by romantic comedies and adventure films. Popular films and shows, like Emily in Paris and Running Man, are driving tourism, especially in Malaysia. Live events have become significant travel motivators, with 66% of respondents organizing entire international trips around concerts and sporting events. This represents a marked evolution from previous generations’ travel habits, transforming cities like Tokyo, Seoul, and Bangkok into cultural pilgrimage sites for entertainment-focused travelers. Trip.com’s research indicates a meaningful shift toward local cultural narratives. Traditional concepts like Taoism in China are being actively integrated into modern travel experiences, reflecting Gen Z’s preference for cultural authenticity over global luxury standardization. Even cruise tourism, which is growing in popularity, reflects this evolving preference. The most popular destinations — Tokyo, Jeju Island, and the Maldives — are increasingly valued for authentic cultural immersion rather than amenities alone, with 44% of travelers prioritizing experiential elements like onboard dining. While rare cultural experiences are gaining traction, destinations like Tokyo and Bali still benefit from viral travel appeal. The social media paradox: Viral travel content gives way to authenticity Social media remains a key influence, but its impact has evolved, with 45% of travelers driven by viral travel content. The trend shows a notable shift: content showcasing rare cultural experiences is replacing conventional luxury hotel imagery. Social sharing is increasingly centered on cultural discovery rather than conspicuous consumption. For luxury brands, the implications are significant and immediate. With 58% of Trip.com users already employing AI for travel recommendations — a percentage that will continue to rise — brands must develop technological capabilities that facilitate access to authentic cultural experiences. Success will require brands to function as cultural collaborators, partnering with local artists, entertainment franchises, and cultural institutions to create genuinely immersive experiences. The Jing Daily Data Snapshot analyzes the latest data on China’s luxury and lifestyle markets.

Sectors

Insights

Company

Gen Z’s next trip? A hidden experience, not viral hotspot