Singapore – A striking 87% of Generation Alpha and Generation Z in Asia-Pacific (APAC) actively shape family travel plans, now positioning them as key decision-makers in the travel process. Moreover, with 78% of these young travelers expecting to travel at least once a year, they view travel as both a reward and essential for their personal growth. These statistics are according to the latest data from Hilton.
In the Asia-Pacific region, family travel is increasingly shaped by the preferences of Gen Alpha and Gen Z, with 87% of young travelers actively participating in planning their family vacations. This trend is particularly prominent in China (98%) and India (93%), where over nine in ten young people are somewhat or very involved in organizing trips. Additionally, 69% of parents in the region choose vacation destinations based on their children’s interests.
While young travelers play a significant role in selecting activities and destinations, logistical decisions such as dining (39%), transportation (38%), accommodation (32%), budgeting (20%), and trip duration (18%) remain primarily under parental control. This growing involvement highlights a shift in family travel dynamics, with younger generations taking the lead in creating memorable experiences, while still relying on their parents for practical planning aspects.
For Gen Alpha and Gen Z in APAC, travel serves as a path to self-discovery and personal growth, with 75% of young travelers expressing pride in the region’s global cultural influence and 73% eager to explore their heritage through travel.
APAC families also use travel to reconnect with their cultural roots, with 61% of parents choosing destinations that reflect their traditions and values. Beyond cultural exploration, 68% of young travelers view travel as an opportunity to enhance their education and personal development, a sentiment shared by 60% of parents who prioritize culturally significant destinations for their children’s growth.
Entertainment, sports, adventure, and meaningful family connections are top priorities for young travelers in APAC. Major sporting events, such as the Women’s ODI World Cup, Table Tennis World Championships, and the FIFA Club World Cup, are among the most sought-after in 2025, with 35% of young travelers planning trips around these events.
Close behind are nature events and camps (34%) like cherry blossom festivals and ski trips, as well as music concerts and festivals (26%), with K-pop concerts being particularly popular.
Young travelers across Asia-Pacific are enthusiastic about travel, with 92% having taken at least one trip in the past year. In countries like China, India, and Singapore, this trend is especially pronounced, with young travelers averaging two to three trips in the same period.
“This passion for travel is reflected in their future plans, with 88% of Gen Alpha and Gen Z in APAC likely to travel in the next year. Additionally, 72% take pride in exploring new destinations. These findings underscore the growing demand for travel among younger generations,” Hilton said in a press release.
The report also emphasizes the importance of technology in enhancing the travel experience for Gen Alpha and Gen Z. In APAC, families remain connected during their trips, with both parents and children spending up to four hours daily on their devices. Gen Z tends to be more engaged, averaging three hours online per day, compared to two hours for Gen Alpha.
Smartphones (64%), digital tablets (38%), and smartwatches (33%) are essential travel companions for these young adventurers, who primarily use their devices for streaming videos (55%), gaming (45%), and staying connected with loved ones through messaging apps (44%). Additionally, 42% use their devices for listening to music, and 30% share their travel experiences on social media.
Ben George, senior vice president and commercial director for Asia-Pacific at Hilton, said, “The growing influence of Generation Alpha on family travel signals a transformative shift in the travel industry – one that Hilton is excited to embrace. As these trends accelerate, we recognize the importance of adapting to evolving preferences. Hilton is set to exceed 1,000 hotels in APAC by 2025, and we’re focused on creating new experiences to capture the imagination of this emerging generation and their families.”
Alexandra Jaritz, senior vice president of brand management for Asia-Pacific at Hilton, commented, “As Generation Alpha and Z step into the role of key influencers in family travel decisions, they are redefining the landscape of travel. Their evolving preferences are driving the industry to innovate, creating opportunities for more meaningful, immersive, and culturally enriching experiences that align with their value.”
She added, “As Generation Alpha and Z step into the role of key influencers in family travel decisions, they are redefining the landscape of travel. Their evolving preferences are driving the industry to innovate, creating opportunities for more meaningful, immersive, and culturally enriching experiences that align with their value.”
