Klook shares insights into travel motivations for millennials and Gen Zs this summer

This summer, millennial and Gen Z travellers across Asia-Pacific are embracing their inner culture vultures and seeking inspiration from their travels, revealed Klook. In fact, one in four of these travellers actively search for inspiration in their journeys.

Unveiling insights into the vibrant travel motivations of these demographics for this season, Klook’s vice president of global marketing, Marcus Yong, shared: “More than half (53%) of millennials and Gen Zs are ready to travel abroad this summer, and they are looking to make their summer holidays more colourful and memorable through inspiring experiences.”

Millennials and Gen Z travellers search for inspiration in their journeys

When planning a holiday, many travellers focus on practical details such as accommodation, transportation, and a well-planned itinerary. However, one aspect that is often overlooked is the power of using colours and the feelings they can evoke.

This summer, the colour purple takes centre stage as the symbol of inspiration, with millennials and Gen Zs eagerly embracing cultural experiences to find inspiration during their travels.

“Traveling is a gateway to self-discovery and personal growth, with a growing trend among millennials and Gen Zs seeking inspiration through immersive experiences. They crave connections with diverse cultures, artistic expressions, and the inspiration that the world offers,” said Yong.

Travellers find inspiration by being out in nature and through exploring a city. Millennials (49%) prefer being out in nature compared to Gen Zs (39%), who lean towards city-based activities. One-third of these travellers are interested in immersive experiences such as museum visits and art jamming workshops, with Klook seeing over 30% increase in bookings for these cultural activities in 2023 compared to end 2022.

When it comes to regional differences, travellers from Hong Kong (44%) are most likely to find inspiration by hitting the concrete to get to know a city better while travellers from the Philippines (55%) are more drawn to the outdoors and nature. Some of the top outdoor experiences across Asia-Pacific include island hopping and boat tours, strolls through botanical gardens and canopy walks.

When it comes to making this summer holiday one to remember, colour can play a big role in shaping travellers’ experiences.

According to principal psychologist Geraldine Tan from The Therapy Room, colour can influence travellers in subtle but significant ways, affecting their mood, behaviour, and overall enjoyment of their trip.

“The colours and environments we come across during travel can strongly affect our emotional state and influence our actions, making us more inclined towards certain activities. On a beach vacation, the cool colours of the ocean and sky might help travellers feel more free and calm, and be more inclined towards relaxing activities – or, when they visit a bustling city, the bright colours might make them feel energised and excited, and more inclined to take part in hands-on experiences,” she explained.

By understanding and utilising colour psychology principles, travellers can chase that perfect summer vibe and create unforgettable memories.

Here are some ways in which travellers can use colour psychology to hack that holiday feeling they are after.

Seek blue for freedom
Blue evokes a sense of freedom and limitlessness. 52% of travellers across Asia-Pacific associate the colour blue with the feeling of freedom during their summer journeys, with top holiday activities being beach days and road trips. In 2023, road trips are one of the most sought-after activities, with car rental bookings growing more than a third since the start of the year.

Embrace purple for inspiration
Purple symbolises inspiration and creativity. It sparks the imagination and encourages exploration of new experiences. The top destinations with travellers searching for inspiration through cultural activities this summer are Vietnam (33%), Singapore (28%) and Thailand (28%).

Find peace in green for relaxation
The colour green is often linked to nature, which is known to bring about healing and renewal, and can evoke a sense of peacefulness. Travellers from Singapore (60%) and the Philippines (57%) seek relaxation through wellness-based activities such as a spa session, while travellers from Taiwan (32%) and Thailand (30%) find it through nature-based physical activities like hiking instead.

Discover joy in orange
Bright colours like orange evoke feelings of joy, happiness, and optimism. While joy is a significant holiday feeling for 47% of travellers across Asia-Pacific, the experiences that bring them joy vary. Gen Zs prefer seeking joy through the adrenaline of theme parks (46%) compared to millennials (32%), who find more delight in being outdoors in nature.

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