YouGov’s latest report sets out to understand what Gen Zs want from travel, and the best ways to engage with these travellers of tomorrow
Over four in ten Gen Z travellers in Singapore would search for sustainable travel offers for their next vacation (42%), according to YouGov’s latest Travel & Tourism Report 2022: Youth of Today, Travel of Tomorrow. 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 of importance to them, what they want from travel, and the best ways to connect and engage with this future generation of travellers.
The report also notes that travel products and services is in the top three categories that Gen Zs intend to spend more on this year (26%), after clothes or accessories (32%) and eating out (27%).
So, how does this desire amongst Gen Zs to travel vary across the globe? 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%). This is however still higher than other Asian markets like Indonesia (22%) or Hong Kong (6%), where Gen Zs are more conservative in increasing their spend 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 is 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 would take a domestic one (17%).
For more insights and analysis, download the full paper, Travel & Tourism Report 2022: Youth of Today, Travel of Tomorrow, here.
For this study we connected research from our syndicated solutions including, YouGov Global Travel Profiles, YouGov Global Profiles, and YouGov BrandIndex whilst also leveraging YouGov Custom Research.
The data from Global Travel Profiles used in this study is based on the interviews of 25,918 adults aged 18 and over across 25 countries in April 2022. All interviews were conducted online and the results are nationally representative. The countries in the poll include Australia, France, Germany, India, the UK, the US, China, Sweden, Indonesia, Canada, Spain, United Arab Emirates, Denmark, Italy, Singapore, Thailand, Japan, Malaysia, Norway, Kingdom of Saudi Arabia, Finland, Brazil, Egypt, Mexico, and the Philippines.
Global Profiles tracks 1,000+ questions in 43 major markets, offering the largest globally consistent audience dataset. Sample sizes in Global Profiles vary for each market, however we endeavour to have a minimum of c. 1000 per market, and in many larger markets we will have a larger sample. Data was collected in April 2022.