Insight of the Day: Gen Z’s next trip? A hidden experience, not viral hotspot
- InsightTrendsWorld
- Mar 8
- 5 min read
Why is this topic trending?
The travel landscape is undergoing a significant transformation, especially among Gen Z and millennial travelers in the Asia-Pacific region. While past generations sought out luxury hotels, high-end shopping, and iconic tourist attractions, today’s young travelers are moving away from mainstream, viral destinations in favor of hidden, unique experiences that provide a sense of exclusivity and authenticity.
Social media fatigue is a key factor in this shift. Instead of chasing the most Instagrammable locations, travelers now seek cultural immersion, mindfulness, and experiences that cannot be easily replicated or commercialized online. AI-driven travel recommendations and entertainment-inspired tourism are also reshaping travel behaviors, leading brands and hospitality companies to adapt their offerings to match this evolving demand.
Overview
A new form of luxury travel is emerging, centered around exclusive, experience-driven tourism rather than material wealth. According to Trip.com’s “Momentum 2025” survey of 6,000 travelers across six APAC markets, younger generations are shifting their focus toward temple retreats, secret food festivals, and immersive cultural moments that offer a sense of discovery and deeper personal meaning.
Rather than focusing on social media-fueled tourism, travelers are embracing what experts are calling “lo-fi luxury”—where high-end hospitality is measured by the uniqueness of the experience rather than conventional luxury markers like five-star accommodations or high-end retail. The survey also highlights the rise of entertainment-driven tourism, with travelers structuring their trips around movies, TV shows, and live events.
With AI-powered personalization shaping travel planning, brands must rethink their strategies and offer tailored, authentic experiences to engage this new wave of experience-first travelers.
Detailed Findings
1. Experience as a Status Symbol
60% of travelers now prioritize food-related experiences over shopping when planning their trips.
Food tourism is on the rise, with key preferences including:
Food festivals (62%)
Hotel dining experiences (60%)
Guided street food tours (52%)
Men are more likely to engage in wine and beer tastings, while women prefer cookery classes and food workshops.
Millennials (ages 28-40) show a strong interest in interactive food art experiences, highlighting their preference for social and immersive dining concepts.
2. The Fandom Effect: Entertainment-Driven Tourism
70% of travelers now plan trips based on films and TV shows they have watched.
Live events, concerts, and sporting events are becoming significant travel motivators, with 66% of respondents planning entire international trips around them.
Cities like Tokyo, Seoul, and Bangkok have emerged as cultural pilgrimage sites for entertainment-driven travelers, fueled by the global influence of Asian pop culture.
3. The Social Media Paradox: The Shift to Authenticity
45% of travelers still rely on social media for travel planning, but they now seek authentic cultural experiences rather than generic influencer-driven recommendations.
AI-powered travel recommendations are gaining traction, with 58% of users utilizing AI to discover personalized, off-the-beaten-path experiences.
Social sharing is evolving—instead of showcasing traditional luxury, travelers now prioritize storytelling and cultural discovery.
Key Takeaway
Luxury travel is being redefined by Gen Z and millennials, shifting away from mass tourism and viral hotspots to hidden, immersive cultural experiences that emphasize exclusivity, personal connection, and authenticity.
Main Trend: Hidden Cultural Travel
Description of the Trend
Hidden Cultural Travel represents the growing demand for exclusive, authentic, and under-the-radar experiences that emphasize local traditions, personal discovery, and deep cultural engagement. Rather than visiting mainstream destinations, Gen Z and millennial travelers now prefer secret festivals, temple retreats, and traditional artisan-led activities that offer a unique, intimate connection with the destination.
Consumer Motivation
Authenticity: A deep desire to engage in real cultural exchanges rather than visiting commercialized attractions.
Exclusivity: The ability to access private or lesser-known experiences has become a new form of status.
Personal Growth: Travelers want to feel mentally and emotionally enriched by their journeys.
Social Media Fatigue: A movement away from mass tourism and the pressures of constant online sharing.
What is Driving the Trend?
AI-Driven Personalization: AI tools help travelers find hidden destinations based on personal preferences.
Influence of Pop Culture: Movies, TV shows, and live entertainment are shaping travel plans.
Desire for Privacy & Mindfulness: There is a growing demand for quiet, secluded experiences that provide an escape from urban chaos.
Motivation Beyond the Trend
Spiritual and Wellness Travel: There is an increasing interest in temple stays and meditation retreats.
Cultural Rediscovery: Younger generations want to connect with historical narratives and traditions.
Social Capital Shift: Experiences now hold more prestige than material wealth.
Description of Consumers the Article Refers To
Age: Gen Z (18-27) and Millennials (28-40).
Gender: Both men and women, with different preferences in experiences.
Income: Middle-to-high-income travelers who prioritize unique, tailored experiences over luxury goods.
Lifestyle: Digitally connected but actively seeking offline cultural immersion.
Conclusions
Luxury is now defined by exclusivity and personal connection, not material wealth.
AI-powered personalization will dominate the future of travel.
Social media’s role in travel is shifting toward authenticity.
Implications for Brands
Hospitality & Travel: Develop AI-powered curated experiences.
Luxury & Retail: Shift marketing toward experience-driven exclusivity.
Entertainment Industry: Expand travel partnerships with entertainment franchises.
Implications for Society
A greater appreciation for cultural traditions.
A rise in sustainable, mindful travel.
Hidden destinations will gain more economic value.
Implications for Consumers
AI-powered travel experiences will become standard.
Travel decisions will focus on authenticity rather than commercial appeal.
Experiential travel will drive spending over traditional luxury.
Implication for Future
The future of luxury travel lies in exclusivity, hidden cultural experiences, and AI-driven personalization—pushing the industry to move beyond traditional tourism models.
Consumer Trend: Lo-Fi Luxury
Detailed Description
A new wave of luxury that prioritizes authenticity, cultural immersion, and unique, meaningful experiences over high-end materialism.
Final Sentence: The New Status Symbol is Hidden Cultural Immersion
Travel is no longer about visiting famous landmarks—it is about curating exclusive, deeply personal cultural experiences.
What Brands & Companies Should Do in 2025 to Benefit from the Trend
Create AI-powered travel recommendation tools.
Offer exclusive, invitation-only travel experiences.
Shift marketing toward cultural storytelling and authenticity.
Final Note
Core Trend: Hidden Cultural Travel – The shift toward exclusive, deeply immersive, and under-the-radar experiences.
Core Strategy: Experience-Driven Exclusivity – A move away from luxury as material wealth toward luxury as unique cultural access.
Core Industry Trend: AI-Powered Travel Personalization – AI-driven recommendations are shaping the future of tourism.
Core Consumer Motivation: Authenticity & Cultural Immersion – Travelers are seeking true cultural experiences over mainstream tourism.
Final Conclusion
The future of travel belongs to exclusive, AI-curated, and culturally immersive experiences—brands that adapt to hidden cultural tourism will thrive in 2025 and beyond.
Core Trend Summary: Hidden Cultural Travel
Definition
Hidden Cultural Travel is a new wave of tourism where authenticity, exclusivity, and deep cultural engagement take precedence over traditional mass tourism and viral hotspots. Travelers, particularly Gen Z and millennials, are shifting their focus from mainstream luxury and overexposed destinations to under-the-radar experiences that offer a genuine connection with local culture, traditions, and history.
Key Characteristics
Комментарии