BANGKOK – JUNE 27, 2025: Gen Z travelers in the Asia Pacific region are moving away from all-inclusive luxury travel toward a more flexible and personalised approach, choosing to invest in specific experiences that bring personal fulfillment. Unveiled at Travel + Leisure Southeast Asia, Hong Kong and Macau’s inaugural Luxury Summit Asia held at The Four Seasons Hotel, Bangkok, these findings highlight a shift in values among a generation set to become the region’s largest spenders.
“À La Carte Luxury: Gen Z’s Selective Indulgence Approach to Travel," a collaborative study by BurdaLuxury and Vero, explores the travel spending priorities of Gen Zs in the region. The insights were drawn from an online survey of nearly 2,500 Gen Z respondents, conducted by Kadence International across Hong Kong, India, Indonesia, Malaysia, Singapore, Thailand, and Vietnam.
Entertainment tops the list of spending priorities among Gen Z travelers, especially those from Singapore, Malaysia, Hong Kong, and India. With 64% of the total respondents viewing travel as a form of entertainment, the growing premium placed on experiences that blend fun with meaning validates Gen Z’s experience-driven lifestyle. When asked which form of entertainment they are most likely to invest in, 61% of Gen Z respondents cite cultural festivals. Meanwhile, over 40% of respondents say concerts, musical festivals, and film or TV set-jetting are worth the splurge.
While entertainment leads in spending priorities, culinary indulgence (92%) holds the most influence on how and where this young generation travels. Exploring local food markets (35%) and dining at restaurants helmed by renowned local chefs (29%) are particular favorites across markets. This growing appetite for gastronomic adventures underscores the importance of local cuisines as a key tourism component, connecting travelers to the heart and culture of a destination.
Ranking close second is wellness (85%). Gen Z’s progressive mindset toward mental health has brought renewed focus to travel as an avenue for emotional nourishment and recalibration. And it is no longer just about luxurious spa treatments or yoga sessions; 59% of Gen Z respondents are willing to splurge on more immersive nature-based rituals such as forest bathing and guided hikes.
Sustainability, while not a primary spending focus for now, matters to Gen Z travelers, with nearly 7 in 10 considering more sustainable and ethical choices when planning luxury travel. Gen Z travelers emphasize sustainability through on-the-ground practices and real-world actions that have visible and tangible impacts. Across markets, 59% and 52% of the respondents are willing to pay more for eco-friendly accommodations and sustainable dining options, respectively, while 45% appreciate eco-conscious architecture and operations. This strong sense of stewardship is translating Gen Z’s values into conscious travel—an approach that, as several other studies suggest, will only continue to grow in influence.
The aesthetic and scenic appeal of a destination proves to be a major travel expenditure, too. This is especially true in Indonesia and Thailand, where 75% and 71% of respondents, respectively, prioritize scenery over other travel components. As a generation that grew up with social media and the influence of their social peers, Gen Z seeks beautiful landscapes and visually inspiring spaces that offer a sensory journey that they can eventually turn into stories shared with their online communities. In fact, 77% of respondents across all markets say they have chosen a destination because it was trending online.
“The rise of à la carte luxury reflects Gen Z’s desire for personalization, enrichment, and selective indulgence," said Vero Chief Commercial Officer Umaporn Whittaker-Thompson. “To truly engage this generation, brands must position themselves as trusted travel companions—offering culturally relevant, shareable experiences and focusing on what genuinely matters to them. Consistency between communication and execution is key. When it comes to influencer campaigns, it’s not about celebrity status—it’s about authenticity. Gen Z values real voices and meaningful connections. In fact, they often become the most powerful advocates when an experience truly resonates. They’re not just chasing ROI—they’re seeking ROX: Return on Experience."
As Gen Z travelers put more weight on purpose and meaning in travel, the tourism industry as a whole—from hospitality brands to experience curators, F&B operators, and even lifestyle and finance players—can position itself as a travel companion rather than just a service provider. Brands should make every stage of their travel rewarding and resonant, offering Gen Z travelers an experience of a lifetime with thoughtful touches of luxury, all without overshadowing the authenticity and meaning of their journey.
“Brands have the opportunity to create truly meaningful and personal experiences—ones that don’t just appear curated, but genuinely feel lived," said Christoph Pagel, Chief Operating Officer at BurdaLuxury. “Travel for Good is more than just a concept—it’s embedded in every part of the journey. It starts from how guests arrive at a property, to the food they enjoy, to the sense of wellbeing they carry with them throughout. Whether it’s a nature-led walk, visiting a film location, or exploring local flavours from street food to fine dining with the story of each ingredient, it all needs to feel purposeful and reflect who the traveller is. It’s not about ticking boxes—it’s about aligning every touchpoint with what truly matters to them. That’s what makes it memorable."
To learn more about Gen Z’s travel spending priorities and how brands can nurture deeper, lasting relationships with modern travelers, read the full white paper for free on the Vero website.
