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Four in five Indian travellers are seeking to better understand their own heritage through travel

Hilton Research identifies a new Generation of Asian travelers - The ‘GenerAsian’ Traveler

Sonar Fort to be world heritage site
  • 85% of Indian travelers have reported they feel proud about the rising popularity of their country of origin as a travel destination.
  • Four in five (82%) Indian travelers are seeking to better understand their own heritage through travel.
  • Indian travelers rank exploring local and traditional food and beverage as the most important consideration when it comes to planning travel for 2024, highlighting the intrinsic connection between culture and cuisine.
  • This research comes as Hilton releases its global 2024 Trends Report, which uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond.

As Hilton releases its 2024 Trends Report, the leading global hospitality company has discovered an emerging generation of Asian travelers who are pursuing travel that will enable them to better understand their identity. Dubbed as the ‘GenerAsian traveler’ are Asians who are inspired by self-discovery and have a desire for a deeper understanding of their own cultural and ancestral heritage through travel.

In a global survey conducted in collaboration with Ipsos, a resounding chorus of travelers across Asia have expressed a growing confidence for self-exploration. In India, a staggering 85% of respondents reported they feel proud about the rising popularity of their country of origin as a travel destination, as well as the international popularity and appreciation for Asian food, design, and culture.  

This shift in global taste can be attributed to globalization, where international audiences now have better accessibility and insight into Asia through pop culture and social media. Alongside this, the region has seen much greater representation in entertainment, food and beverage, and other industries – from the nation’s matchmaking traditions being featured on a popular reality dating show, to its local innovation, design, and cuisine receiving international recognition.

“We’re constantly monitoring the travel preferences of different generations to create tailored experiences that cater to their unique needs and desires. Fueled by a sense of pride that Asian food, design, and culture are gaining popularity globally, we know this will hold even greater significance and interest for travelers in the upcoming year,” Ben George, senior vice president and commercial director, Asia Pacific, Hilton commented.

“In fact, our research found that 82% of Indian travelers are seeking to better understand their own heritage through travel, with 84% looking to learn more about other Asian cultures. We believe that the heart of a great trip is a great stay, and so we remain committed to delivering innovative solutions to ensure our guests can fully immerse themselves in both our hotels and their communities,” he added.

Access to Local, Gastronomic Experiences are a Priority for Indian Travelers

Priorities differ among travelers when it comes to selecting their accommodation. For some, convenience might be key, but for others, price point remains at top of mind. In line with their travel motivations, Indian travelers are more likely than travelers from other countries surveyed to book their accommodations based on access to unique local experiences. In fact, a substantial 77% of India respondents indicated that they are likely to do so, compared to the 65% average across all countries surveyed in Hilton’s global study.

When it comes to the types of experiences India travelers seek during their trips, 91% of respondents unequivocally ranked exploring local and traditional food and beverage as the most critical to them. A strong majority also indicated a desire to connect with the local community when they travel (90%), and gain a deeper understanding of the local history and heritage of the destination they travel to (87%) – suggesting a reassuring desire for more authentic travel experiences.

Food and beverage also showed as a unifying passion point across Asian respondents in Hilton’s 2024 Trends Report survey, with respondents across China, India, Japan, and Singapore all ranking culinary experiences as the top budget priority for their travel plans next year.

“At Hilton, we’ve noticed a rising interest in self-discovery and the desire for an even deeper understanding of one’s heritage, and this will be an even more important consideration for travelers in 2024. Interestingly, India alongside the United Arab Emirates outranks all other markets surveyed when it comes to reducing expenditure on other areas to prioritize traveling in the next 12 months, supporting this notion of the GenerAsian traveler and their passion to explore,” said Alexandra Jaritz, senior vice president, Brand Management, Asia Pacific, Hilton.

“From our ongoing brand innovation and dining experiences to our world-renowned hospitality, Hilton will enable guests to completely connect and immerse themselves in the destinations they chose to travel,” she added.

Grand Jury meet
(Top L-R): Manoj Bhat, MD & CEO, Mahindra Holidays; Jatin Khanna, CEO, Sarovar Hotels & Resorts; Ranjit Batra, President, Hospitality, Panchshil Realty; Sanjay Sethi, CEO & MD, Chalet Hotels; Satyen Jain, CEO, Pride Hotels; Gaurav Pokhariyal, EVP, Human Resources, IHCL (Bottom L-R): Sonica Malhotra, Joint MD, MBD Group; Zubin Saxena, Senior VP & Country Head - India, Hilton; Souvagya Mohapatra, MD (India, Sri Lanka, Nepal, Bhutan), Atmosphere Hotels & Resorts; Ranju Alex, Area VP - South Asia, Marriott International; Sanju Soni, Senior VP, Oberoi Hotels & Resorts; Chef Rakesh Sethi, Corporate Executive Chef, Operations, South Asia, Radisson Hotel Group; Vikram Cotah, CEO, GRT Hotels & Resorts; Vikramjit Singh, Chairman & MD, Alivaa Hotels & Resorts
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Hotelier India Awards 2024: The Grand Jury Meet