If luxury travel were a grand buffet, Generation Z wouldn’t pile its plate with caviar and champagne—it’s skipping the lobster tower altogether and opting for à la carte. These young wanderers, born between the mid-1990s and early 2010s, are rewriting the travel rulebook with a red pen and a side of wasabi.
At the heart of this new wave? Purpose. Authenticity. And the deeply personal desire to travel not just to escape—but to connect, to explore, and, of course, to post something tastefully filtered for the ‘gram.
This refreshing reimagining of luxury took centre stage at the inaugural Travel + Leisure Luxury Summit Asia, hosted at Bangkok’s Four Seasons Hotel—a suitably plush setting for a conversation that was anything but traditional.
The headline act came as a white paper with a twist: “À La Carte Luxury: Gen Z’s Selective Indulgence Approach to Travel,” the brainchild of a collaborative study between BurdaLuxury and brand comms consultancy Vero. The survey was conducted by Kadence International and reached nearly 2,500 Gen Z respondents across Hong Kong, India, Indonesia, Malaysia, Singapore, Thailand, and Vietnam.
Experiences Over Extras: Travel as Entertainment
For Gen Z, travel is no longer a passive product wrapped in scented towels and hotel slippers. It’s entertainment—high-octane, full-sensory, story-worthy entertainment.
Gen Z’s Selective Indulgence Approach to Travel
A resounding 64% of respondents said they view travel primarily as entertainment. And we’re not talking about lounging poolside with a book. This generation is far more likely to be found front-row at a music festival, temple-hopping between ancient ruins, or dancing barefoot at a beach rave while trying to pronounce “kombucha” correctly.
Topping their entertainment wishlist? Cultural festivals—with 61% of respondents prioritising them over other pursuits. Close behind were concerts, film-inspired travel (set-jetting), and music festivals, proving Gen Z loves a good beat with its boarding pass.
Follow the Flavour: Culinary Travel Reigns Supreme
While fun is essential, food is foundational. A whopping 92% of Gen Zs admitted that culinary experiences shape their choice of destination—so forget about those cookie-cutter hotel buffets.
From slurping pho at a Vietnamese street market to snagging a seat at a locally lauded chef’s table, 35% of respondents are diving into local food scenes, and 29% chase meals by renowned regional chefs.
Food is no longer a side dish on their travel itinerary—it’s the main course. And the story behind the ingredients? Well, that’s the garnish that matters.
Wellness, Recalibrated: Nature, Not Just Massages
Move over marble-clad spas—today’s Gen Z jet-setters are reaching for something more grounded. With 85% prioritising wellness, these travellers are swapping manicured retreats for Mother Nature’s offerings.
The new luxury? Forest bathing, guided hikes, and other immersive rituals reconnect them with the earth (and perhaps, themselves). An impressive 59% are willing to spend more on nature-based wellness experiences—proof that mental health and meaningful moments now share space on the travel menu.
Vero Chief Commercial Officer Umaporn Whittaker-Thompson.
A Greener Tomorrow: Conscious Travel Gaining Ground
Sustainability might not yet be at the top of Gen Z’s spending list, but it’s rapidly making its way into their decision-making. Around 70% of respondents actively consider sustainable and ethical travel choices, showing an emerging preference for travel that gives back to themselves and the world.
More than 59% said they’d pay extra for eco-friendly accommodation, and 52% for sustainable dining. While these percentages may not be revolutionary yet, they’re rising steadily, underpinned by a deepening sense of environmental stewardship.
Vero’s Umaporn Whittaker-Thompson, Chief Commercial Officer, summed it up smartly:
“Gen Z is not just chasing ROI—they’re chasing ROX: Return on Experience. They want authenticity, relevance, and a brand that speaks their language without using a translator.”
Beauty Is the Itinerary: Instagrammable Travel That Resonates
In a world where pictures speak louder than postcards, it’s no surprise that 77% of Gen Zs admitted to choosing a destination because it was trending online.
For countries like Indonesia and Thailand, where stunning vistas and soulful backdrops are a given, visual appeal is more than just icing—it’s the entire cake. In Indonesia alone, 75% of respondents ranked scenic beauty as a primary travel motivator.
But these aren’t just vapid clicks—they’re digital souvenirs of personal stories, moments that can be posted, shared, and relived.
Purpose Over Prestige: The New Brand Blueprint
For hospitality players and tourism brands, the message is loud and clear: ditch the glitz and keep the grit. If the experience doesn’t feel lived in, it won’t live on in memory.
Christoph Pagel, Chief Operating Officer at BurdaLuxury.
“Travel for Good,” said Christoph Pagel, BurdaLuxury’s COO, “is more than a slogan—it’s a shift. From the moment a guest arrives to the food they taste and the walks they take, every detail must reflect who they are. The world doesn’t need more five-star sameness. It needs five-star sincerity.”
Pagel’s advice for brands? Design journeys that mirror the traveller’s identity, not just their income bracket. Whether it’s a farm-to-table meal with a grandmother’s story behind the stew or a hike through a jungle with a conservationist rather than a guide with a megaphone, it’s all about genuine connection.
Travel Companions, Not Providers
If Gen Z is remaking the map, brands must stop acting like tour operators and behave like travel companions. This generation is savvy. They’re not dazzled by luxury for luxury’s sake—they’re moved by purpose, pulled by storytelling, and loyal to values that reflect their own.
It’s no longer about checking in—it’s about checking meaning.
So whether you’re a five-star resort in Koh Samui, a startup tour guide in Siem Reap, or a Michelin-starred hawker stall in Penang, the call is the same: be present, be personal, and above all, be real.
Because when Gen Z travels, it’s not just to arrive—it’s to evolve.
By Kanda Limw
