The survey aims to understand what Gen Zs want from travel, and the best ways for brands to engage with them.
According to new research from YouGov, 42% of Gen Z travelers in Singapore will search for sustainable travel offers for their next vacation.
The findings, which are part of YouGov’s Travel & Tourism Report 2022: Youth of Today, Travel of Tomorrow, note that this is the second highest proportion of Gen Zs of the 17 markets covered in the report, which sets out to understand Gen Zs globally, explore the issues what is important to Gen Z, what they want from travel, and the best ways to connect and engage with this future generation of travelers.
The report which is based on interviews with 25,918 adults aged 18 and over across 25 countries in April 2022, also adds that travel products and services is in the top three categories that Gen Zs intend to spend more on this year (26%), just behind clothes or accessories (32%), and dining out (27%).
In terms of how this desire varies amongst Gen Zs in their travel, YouGov found that a quarter of Gen Zs globally intend to spend more on travel products and services in the next 12 months, dropping slightly to just over one in five among young 18-24-year-olds in Singapore (23%).
That is higher than other markets in Asia such as Indonesia (22%) or Hong Kong (6%), where Gen Zs are more conservative in increasing their spending on travel in the next year.
As for where these Gen Zs intend to take their travels, domestic travel (45%) outweighs international travel intention (16%) globally.
The same findings were observed in the Asia-Pacific (APAC) region, with over half of Gen Zs in Indonesia (57%), Thailand (55%) Malaysia (54%) planning to take a domestic trip in the next 12 months. Over two in five in China (49%), Japan (44%), and Australia share similar sentiments, together with one in three in the Philippines (33%).
The only territory in APAC where international travel intention outweighs domestic is in Singapore, with one in five intending to take an international holiday (20%), and only one in six choosing a domestic destination (17%).
For more insights and analysis, download the full report, here.
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