APAC's Gen Z and Alpha are influencing family vacation planning in a big way: Hilton 2025 Trends Report

A recent Hilton Trends Report has found that Asia Pacific's (APAC) youngest generation is now leading the charge in family travel planning. Their distinct preferences are shaping the future of the travel industry, with Generation Alpha (Gen Alpha) and Generation Z (Gen Z) prioritising experiences that reflect their personal interests and cultural pride.

Dubbed the 'Year of the Travel Maximizer', the leading global hospitality partner conducted the most extensive research among 13,000 global travellers across 13 countries to learn more about the sentiments in seeking to blend relaxation with impactful adventures.

The research covered vital insights such as the Influence of Young Travelers, Travel Frequency and Expectations, The Role of Technology in Travel and Top Holiday Destinations.

Empowering the young through vacation planning

Not surprisingly, with 87% of Gen Z and Gen Alpha in APAC actively shaping family travel plans, the report highlights a growing trend, such as active participation in shaping family travel plans, which positions them as key decision-makers in the travel process.

For instance, 69% of APAC parents choose vacation destinations based on their children's interests, which highlights a growing trend, such as the evolving dynamic of family travel, with younger generations taking the lead in creating memorable experiences while still leaning on their families for practical planning.

In addition, for Gen Z and Gen Alpha in APAC, travel is a journey of self-discovery and personal growth with cultural heritage as a prime motivation for these young travellers; 75% take pride in the region's global cultural influence, and 73% are eager to explore their roots through travel. 

"The growing influence of Generation Alpha on family travel signals a transformative shift in the travel industry - one that Hilton is excited to embrace," said Mr Ben George, Senior Vice President and Commercial Director, Asia Pacific, Hilton. "As these trends accelerate, we recognise the importance of adapting to evolving preferences."

George added that to meet the growing demand, Hilton is set to exceed 1,000 hotels in APAC by 2025, focusing on creating new experiences to capture the imagination of the emerging generation and their families.

In addition, Hilton's data has revealed that Key Travel Trends for Gen Z And Gen Alpha in 2025 are trips centred around entertainment, sports, adventure, and meaningful connections with loved ones at the top of the agenda.

Inclusive Travel on the rise

Increased awareness has encouraged interest in inclusive travel over the past few years. Many more travel destinations are becoming increasingly inclusive, and the younger generations are embracing travel significantly.

For instance, Booking.com, a digital travel platform where individuals can book accommodations, flights, and attractions, launched the Travel Proud programme. 

The programme provides accommodations with free hospitality training, which provides a perspective on the difficulties that LGBTQ+ travellers may face and how to make all guests feel more welcome, regardless of their identities and nationalities. 

In addition, the platform has highlighted destinations such as Sydney, Bangkok, Taipei, Kathmandu, and Singapore, which offer a stunning travel experience and a heartfelt embrace and welcome, which underscores the value of profiling destinations that celebrate diversity and provide a safe and inclusive environment.

Building on the momentum, Hilton's ultimate mission would be to build on efforts to continue to innovate to meet the needs of travellers globally through its portfolio of industry-leading brands and exclusive partnerships that create more experiences for guests to dream about.