How millennials and Gen Z are driving luxury travel brands to be more authentic and immersive

Between juggling work and running household errands on weekdays, YC Tan has little “me time,” apart from her gym sessions. Weekends are reserved for her four-year-old and husband, before the cycle repeats. She is, as the internet says, “peak adulting”.

But once a year, she ditches that life for a solo luxury travel experience abroad. Her most recent solo getaway? Bhutan – a destination she had always dreamt of visiting for its mystical culture, breathtaking landscapes, and of course, a chance to treat herself to an Aman resort stay.

Never mind that the dream trip was over in just five days and set her back her entire month's pay. To her, it was an experience that made her feel “blessed”.

Tan, 34, belongs to the generation of travellers that are changing the face of travel with their preference for immersive and experiential holidays – and they don’t mind paying a premium for it.“When I’m in Singapore, I’m like, ‘$5 for a coffee… should I?’ but when I’m overseas I’m like, ‘Aman? Oh, take my money!’” she said.

According to a 2023 survey by travel and experience booking platform Klook,one in four millennials surveyed in Asia are willing to spend more than US$3,000 (S$4,035) on their next holiday. That’s three times the median salary in Asia.

Gen Z, who are just at the start of their careers, are not far behind, with one in five sharing the same sentiment. The biggest spenders in the Asia Pacific region are from China, Hong Kong, South Korea, and Singapore, the report says.

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