Tag: Hilton

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.”

Singapore – Global hospitality company Hilton has announced it has signed a multi-year partnership with Kallang Alive Sport Management to offer guests and travellers access to world-class entertainment and hospitality experiences in Southeast Asia. 

The new partnership makes Hilton the official hotel partner of the Singapore Sports Hub. With this, members of Hilton’s hotel loyalty programme ‘Hilton Honors’ will have access to exclusive marquee entertainment and events, including a special access to the coveted Hilton Suite at the Singapore National Stadium. 

As part of the multi-year agreement, Hilton will also offer their loyalty programme members a chance to use their points to redeem exclusive Hilton Suite passes to Taylor Swift’s now-sold-out ‘The Eras Tour’ in Singapore. 

Hilton aims to connect guests, especially fans, seeking exceptional experiences and new travel memories to Singapore’s most iconic moments in music and live sports. By staying with Hilton, guests can collect and accumulate points that they can redeem through the Hilton Honors Experience platform to access unique entertainment experiences. 

This partnership underscores Hilton’s commitment to supporting the global music industry. It also highlights their passion for elevating the stay experience for their guests and creating lasting memories for them. 

Ben George, senior vice president and commercial director for Asia Pacific at Hilton, said, “We are thrilled to be partnering with Kallang Alive Sport Management to bring music and fans closer together. Our collaboration will allow travellers from across the region to experience our signature hospitality and to ‘Stay in the Music’ with Hilton.”

“The incredible synergy between world-class entertainment and the hospitality sector, as seen with concerts such as Taylor Swift’s, propels growth within tourism and the broader economy. Through our partnership, we look forward to being at the crossroads of entertainment and travel, with Hilton’s hospitality taking centre stage. We’re thrilled to bring Hilton Honors members closer than ever to their favourite artists and to the biggest and most talked-about events in both the music and sporting calendars, creating unforgettable moments and lasting memories,” he added. 

Speaking on the partnership, Daryl Yeo, chief operating officer at Kallang Alive Sport Management, also commented, “Our vision is for Singapore Sports Hub to be the preferred destination for live sports, entertainment and lifestyle choices, appealing to both Singaporeans and visitors alike. We are pleased to have a partner in Hilton, an iconic global brand and leader in hospitality, that shares our  vision, and we warmly welcome them as our official hotel partner.” 

Kuala Lumpur, Malaysia – In line with the celebration of Ramadan, the holy month of fasting for Muslims, hospitality brand Hilton has reiterated its global campaign, ‘To New Memories’, with the launch of its Malaysian-based follow-up campaign, aimed at facilitating the reconnection of people through packages that fully embrace Ramadan traditions.

In 2021, Hilton debuted ‘To New Memories’, which was built on research insights that show consumers are craving reconnections with family and friends and are inspired by travel memories. For this year, the campaign will be encouraging families to make new memories as they spend some quality time with loved ones by offering special room and dining packages along with special arrangements to support their practices this holy month. These include changing breakfast hours to accommodate morning prayers, and providing prayer mats, the Quran, as well as prayer timetables within the guest rooms.

Eugene Oelofse, Hilton’s marketing and communications director for Malaysia, Philippines, and Sri Lanka, said, “Cherished family memories are at the heart of Hilton. We want guests to know that Hilton and our Team Members are ready to fully facilitate connection with loved ones during the month of Ramadan.”

All 11 Hilton outlets nationwide will partake in the Ramadan traditions of Iftar and Sahur, or the evening and early morning meal, with a specialised dinner buffet highlighting Malaysia’s Culinary Heritage and other central Asian specialities. This campaign will run until 3 May 2022.

Singapore – Global hospitality campaign Hilton has launched its newest campaign, ‘Travel The World’, which aims to inspire consumers to explore the wonders of their home countries, and discover local alternatives that match the experiences at some of their favorite international destinations.

The campaign reflects the hotel chain’s understanding of sentiment among consumers who are eager to explore something new, yet feel more comfortable traveling closer to home. In addition, the new campaign aims to showcase how domestic travel offers a wealth of similarly wonderful experiences that are a lot more accessible.

“[The] ‘Travel the World’ [campaign] highlights the endless options for international-inspired travel accessible from many Hilton hotels in Australia, Japan, Thailand, and Malaysia. There is no shortage of culture, nature, adventure, and food and wine in these countries and the campaign celebrates them all, highlighting the best travel experiences across the region,” Hilton said in a press statement.

Hilton features a lot of destinations and experiences in this campaign, ranging from experiencing the wine bordeaux region in Australia, exploring water canals in Bangkok, Thailand, or snacking on ‘takoyaki’ on the streets of Osaka, Japan.

Speaking about the campaign, Ben George, senior vice president and commercial director for Asia-Pacific at Hilton stated that they understand that there is a significant pent-up demand to travel or reconnect with loved ones, adding that they continue to adapt to meet the evolving needs of their guests.

“With 500 hotels across Asia Pacific, Hilton has the breadth and depth of properties across 11 trusted brands for travelers to connect with these local experiences, all of which deliver the exceptional hospitality that we are known for. Our latest marketing campaign, ‘Travel the World,’ inspires and connects consumers in large domestic travel markets Japan, Australia, Malaysia, and Thailand to experiences they can have in their home countries that satisfy their international travel ambitions,” George stated.

He also cited an internal study they have made on proprietary consumer research in Asia-Pacific, and found that on average, 34% of families are now more actively looking to book domestic travel versus pre-pandemic.

Live now until 31 January 2022, ‘Travel the World’ is a predominately digital campaign running across Facebook, Instagram, and YouTube, leveraging a number of digital advertising partners. The campaign includes use of hyper-personalized videos delivered to dozens of unique audiences in real-time through the power of Google’s digital marketing engine. 

In addition, the campaign features both social and digital content including videos, social media, and display advertising with the creative concept and key assets developed by regional advertising agency KVUR, which is based in Singapore.