Chinese Gen Z and millennial travelers are now chasing exclusive temple visits, hidden food festivals, and immersive cultural experiences that can’t be replicated on social media—leaving luxury brands scrambling to keep up.
According to Trip.com Group’s “Momentum 2025” survey of 6,000 respondents across six APAC markets, there’s a clear evolution in Asian luxury travel that goes beyond the oversimplified idea that young travelers only care about experiences over traditional status symbols.
Experience as the New Status Symbol
Trip.com’s data reveals a significant shift: 60% of users now specifically search for food-related content when planning trips, a stark contrast to previous years when shopping destinations dominated search trends. Food festivals (62%), hotel dining experiences (60%), and guided street food tours (52%) have become central to travel itineraries.
Urban food lovers from Hong Kong and Singapore are particularly drawn to street food tours, while travelers from Japan and South Korea prefer hotel dining. Demographics also play a role: wine and beer tastings attract more male travelers, while women lean toward cooking classes. Meanwhile, millennials are all about interactive food art events.
This shift reflects what trend forecasters call “lo-fi luxury,” where high-end hospitality, cultural immersion, and rare excursions have replaced product acquisition as the ultimate status symbols. China’s Aranya coastal resort is a prime example, offering what Trip.com’s research shows Gen Z craves: a blend of cultural programming, community engagement, and mindfulness.
The Fandom Effect: Entertainment Redefines Travel
Entertainment is now a major driver of travel decisions. The report shows that 70% of Asia-Pacific travelers plan trips based on films and TV shows they’ve watched—a significant increase from pre-pandemic trends. Millennials (72%) lead this trend, inspired largely by romantic comedies and adventure films. Popular shows like Emily in Paris and Running Man are driving tourism, especially in places like Malaysia.
The Chinese drama Blossoms Shanghai, directed by Wong Kar Wai, has sparked nostalgia for ’90s fashion, travel, and beauty trends, influencing both lifestyle and consumer behavior since its release in early 2024.
Live events have also become a major travel motivator, with 66% of respondents planning entire international trips around concerts and sporting events. This marks a clear evolution from previous generations’ travel habits, turning cities like Tokyo, Seoul, and Bangkok into cultural pilgrimage sites for entertainment-focused travelers.
Philip Chen , GMA highlights a growing preference for local cultural narratives.
Traditional concepts like Taoism in China are being integrated into modern travel experiences, reflecting Gen Z’s desire for cultural authenticity over globalized luxury standards.
Even cruise tourism, which is gaining popularity, reflects this shift. Top destinations like Tokyo, Jeju Island, and the Maldives are increasingly valued for their authentic cultural immersion rather than just their amenities, with 44% of travelers prioritizing experiential elements like onboard dining.
While rare cultural experiences are on the rise, destinations like Tokyo and Bali continue to benefit from their viral travel appeal.
The Social Media Paradox: Authenticity Over Virality
Social media remains a key influence, but its role has evolved. While 45% of travelers are still driven by viral travel content, there’s a noticeable shift: content showcasing rare cultural experiences is replacing traditional luxury hotel imagery.
Social sharing is now more about cultural discovery than conspicuous consumption.
For luxury brands, the implications are significant and urgent. With 58% of Trip.com users already using AI for travel recommendations—a number that will only grow—brands must develop technological capabilities that provide access to authentic cultural experiences.
To succeed, brands need to act as cultural collaborators, partnering with local artists, entertainment franchises, and cultural institutions to create truly immersive experiences. The future of luxury travel lies in blending authenticity, technology, and cultural depth to meet the evolving demands of Asia’s young travelers.