Global hospitality company Hilton has pinpointed an emerging generation of Asian travellers who are pursuing travel that will enable them to better understand their identity.

Dubbed the “GenerAsian traveller”, a global survey conducted in collaboration with Ipsos shows how travellers across Asia are expressing a growing confidence in self-exploration.

This shift in global taste can be attributed to globalisation, which gives international audiences better accessibility and insight into Asia through pop culture and social media.

Spotlighting Singapore for Asian travellers

In Singapore, a staggering 87% of respondents reported pride in the rising popularity of their country of origin as a coveted travel destination, with 92% feeling honoured about the international popularity and appreciation of Asian food, design and culture.

From the island city serving as the backdrop of top-grossing Hollywood films, to its restaurants receiving internationally renowned recognition, Singapore has maintained itself as one of the top travel destinations for global travellers.

In 2022, international departures from Singapore grew by 3,209%. Outbound travel from Singapore is not dominated by any single destination, but intraregional travel is a noticeable trend. Eight of the ten most popular destinations are located in Asia Pacific, according to GlobalData’s travel and tourism intelligence.

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Singaporeans are more likely than travellers from other countries surveyed to book their accommodation based on access to unique local experiences: a substantial 70% of Singapore respondents indicated that they are likely to do so. This compares with a 65% average across all countries surveyed in Hilton’s global study.

When it comes to the types of experiences Singaporean travellers seek during their trips, 92% of respondents unequivocally ranked exploring local and traditional food and beverage as the most important to them.

A strong majority (84%) also indicated a desire to connect with the local community when they travel, and gain a deeper understanding of the local history and heritage of their destination, suggesting a reassuring desire for more authentic travel experiences.

To ensure that they are able to prioritise travel in the coming year, more than two-thirds of Singaporeans (74%) are reducing spending on other areas of their life, which is considerably higher than the global average of 64%. Travellers in Singapore are also more inclined than the majority of their global counterparts to spend more on travel in 2024 than they did in 2023 (73% in Singapore versus 65% globally).

Food and beverage showed as a unifying passion point across Asian respondents in Hilton’s 2024 Trends Report survey, with respondents across Singapore, China, India and Japan all ranking culinary experiences as the top budget priority for their travel plans next year.

Hilton Asia-Pacific senior vice-president and commercial director Ben George commented: “Fuelled by a sense of pride that Asian food, design, and culture are gaining popularity globally, we know this will hold even greater significance and interest for travellers in the upcoming year.”