À La Carte Luxury:
Gen Z’s Selective Indulgence Approach to Travel

To better understand these shifts, BurdaLuxury and Vero introduce a collaborative study, À La Carte Luxury: Gen Z’s Selective Indulgence Approach to Travel, that explores the travel spending priorities of Gen Z travellers in Asia Pacific. By taking an in-depth look at how Gen Z plans, budgets, and navigates their getaways, we aim to unpack the values that shape their decisions and their evolving perceptions of luxury.

The insights are drawn from an online survey of nearly 2,500 Gen Z respondents, conducted by Kadence International across Hong Kong, India, Indonesia, Malaysia, Singapore, Thailand, and Vietnam. The sample comprises both younger Gen Z (aged 16–22) and older Gen Z (aged 23–30). For the purpose of this analysis, younger Millennials (aged 29–30) have been grouped with older Gen Z due to the absence of significant differences.

This white paper reveals a wealth of opportunities for brands across various sectors, including hospitality, travel, and lifestyle. By crafting experiences that meet the expectations of contemporary luxury travellers, brands can build enduring relationships and position themselves as true allies in Gen Z’s search for fulfilling journeys.

Key Takeaways 

• Gen Z is redefining luxury travel in Asia Pacific by favouring personalised, purpose-driven experiences over traditional status symbols—embracing à la carte luxury that emphasises enrichment, customisation, and selective splurging.
• Gen Z travellers, particularly those aged 23-30, are frequent and high-value travellers, averaging 2.9 leisure trips annually and often spending over US$2,500 per trip.
• Luxury Gen Z travellers are most likely to spend on entertainment (such as cultural festivals, live music events, and tours of filming locations), wellness and self-care (including personalised programmes and exclusive wellness treats), and culinary delights (like local street food markets or restaurants owned by renowned chefs).
• Other priorities include scenic and aesthetic appeal (especially locations that are popular online) and sustainable and ethical choices (such as eco-friendly accommodations and dining options).
• Brands looking to connect with this rising demographic of luxury travellers must shift from cookie-cutter strategies to bespoke and thoughtful offerings that speak to Gen Z’s mindset and spending values.
• Entertainment isn’t just about fun for Gen Z—consider providing a deeper meaning through partnerships with cultural institutions and fan events or designing extended stays that maximise a destination’s experiential offerings.
• Wellness and self-care are an important factor in Gen Z’s travel decision-making, so design experiences that enhance both mental and physical well-being—from nature-based retreats to mindful movement activities and nourishing food options.
• When it comes to dining, brands would do well to focus on authenticity and adventure—whether that means inventive presentations that connect with local culture or partnerships with local artisans or celebrity chefs.
• To attract Gen Z travellers seeking out aesthetic spots they can turn into stories to share with their online communities, brands should design spaces that encourage digital shareability.
• More than half of Gen Z travellers consider sustainability when planning their trips, and brands should leverage this desire to do good by investing in sustainability communications and providing activities that align with their eco-conscious mindset.

Gen Z Luxury Travel and Spending Habits, By the Numbers

Gen Z demonstrates a deep affinity for travel, with many allocating their budgets specifically for leisure. They seek destinations and experiences that offer luxury, comfort, and convenience, allowing them to unwind and create memorable moments that enrich their lives, as reflected by how much they’re willing to spend on each getaway.

Our study found that Gen Z respondents across the markets take an average of 2.9 leisure trips per year, with 46% taking two to three trips annually and 17% taking twice as many (Exhibit 1).

Spending patterns further underscore the value this generation places on travel, with the majority of respondents spending over US$2,500 per trip. In Hong Kong, 23% spend up to US$7,500 per trip and 18% spend up to US$10,000. Meanwhile, 20% of respondents from Indonesia and 15% from Malaysia are spending upwards of US$7,500 on their leisure holidays.

Additionally, over 10% of respondents from Singapore, Thailand, and Vietnam spend up to US$10,000 per trip, while 14% of Indian respondents spend no less than US$12,500, indicating that Indian Gen Z travellers are spending at a higher minimum level than their regional peers.

Breaking it down by generational groups, older Gen Z (aged 23–30) tends to travel more frequently, with 29% taking a minimum of four trips per year. A notable 15% of this segment spend more than US$10,000 per trip, pointing to a growing cohort of travellers with a higher spending threshold.

Exhibit 1

Despite being in the early stages of their careers and still building financial independence, Gen Z’s frequent travel and willingness to spend reflect a lifestyle shaped by experiences that combine luxury, comfort, convenience, personalisation, and cultural depth.

Our survey found strong enthusiasm for international travel with premium touches. All respondents plan to travel overseas for leisure within the next year via business class flights or stays in 5-star accommodations. Their penchant for luxury has always been there, with 81% of respondents having already experienced business class or stayed in 5-star or higher-rated accommodations within the past three years (Exhibit 2).

Exhibit 2

Where Gen Z Travellers Want to Stay

The tendency to seek comfort and elevated experiences also shapes how Gen Z travellers choose where to stay. As an emerging affluent group, Gen Z travellers see accommodation as more than just a temporary shelter in an unfamiliar place. Where they stay influences everything, from comfort and safety to cultural immersion and their overall perception of the destination.

Across markets surveyed, 49% of respondents favour a mix of boutique and luxury hotels, depending on the destination and purpose of the trip (Exhibit 3). Boutique and independent accommodations appeal to travellers because of their uniquely local vibes and proximity to cultural landmarks and off-the-beaten-path scenery. Meanwhile, luxury hotel chains attract travellers with their long-established prestige and credibility. Popular hotel brands take pride in their culture of excellence, delivering exceptional customer service in an environment that exudes luxury, comfort, and exclusivity.

There is no notable distinction between markets, suggesting that young Asian travellers share similar expectations: they choose accommodations that align with their travel goals, serving not just as a base for a meaningful journey but as a crucial part of it.

A related study published by Booking.com provides further insights into Gen Z guests’ preferences for hotel amenities. Flexibility in check-in times, along with breakfasts, spa, and sauna facilities, are especially appealing to these young travellers and are seen as key elements that enhance their overall experience.

When asked about preferred incentives in hotel and airline loyalty programmes, 22% of respondents choose exclusive discounts, while 21% prefer room upgrades or priority seating. Access to lounges or VIP services appeals to 20% of respondents, and another 20% value a free extra night’s stay or flight.

These findings mirror global trends in rewards and loyalty programmes. According to American Express’ latest study, 58% of global respondents say that they are most likely to use benefits from multiple loyalty programmes to enjoy upgrades and perks they would not normally splurge on, like additional spa treatments or side tours. Moreover, 45% reported choosing their trip’s destination based on where they can make the most of their credit card points.

Our own findings suggest that while Gen Z travellers are clearly open to luxury when it comes to accommodations, as reflected by their past experiences and future plans, they are not splurging for prestige alone.

Gen Z’s choice of accommodation (and the experiences that come with it) is often influenced by thoughtful services and practical benefits that add value to their overall travel experience.

Exhibit 3

How Gen Z Travellers Curate Luxury À La Carte

Let’s deep dive into the travel experiences that resonate most with Gen Z travellers in Asia Pacific, revealing a new expression of luxury that is curated, intentional, and deeply personal.

Instead of traditional, all-inclusive packages, this young generation is shaping what we call à la carte luxury travel. This emerging concept highlights a more flexible approach to luxury travel, where Gen Z chooses to invest in moments that hold meaning and reveal their passions and values.

In the following section, we explore how Gen Z travellers prioritise spending and travel choices across five components: entertainment, wellness and self-care, culinary indulgence, scenic and aesthetic appeal, and sustainable and ethical experiences. As the perspective on luxury shifts from tangible opulence to leisure moments, Gen Z’s preferences offer a glimpse into their desires and aspirations in life.

The Big Picture

Gen Z travellers across the region primarily spend on entertainment. Zooming into individual countries, scenic appeal takes priority in Thailand and Indonesia, while wellness and self-care lead spending in Vietnam. Sustainability is also an emerging focus, resonating particularly strongly with Gen Z in Indonesia and Vietnam (Exhibit 4).

When it comes to the most influential factor in choosing travel destinations, culinary indulgence ranks highest overall. Thailand is an exception, where scenic and aesthetic appeal slightly surpasses culinary interests. Additionally, Gen Z travellers in India and Indonesia place importance on wellness and self-care (Exhibit 5).

Gen Z Travel Priority: Entertainment

In more ways than one, travel is a form of entertainment, and Gen Z’s love for fun and adventure is putting the spotlight on the entertainment value of a journey. This generation doesn’t travel just to unwind; they want real experiences that make them feel alive, unveil life’s wonders, and offer true entertainment.

Unsurprisingly, entertainment emerges as a top spending priority among Gen Z travellers in our survey (Exhibit 4). In Hong Kong, India, Malaysia, and Singapore, more than 70% of Gen Z respondents primarily spend on entertainment activities, and 4 in 5 respondents across all markets say entertainment strongly influences their destination choice.

When asked which form of entertainment they are most likely to invest in, 61% of Gen Z respondents cite cultural festivals (Exhibit 6). Young travellers from Malaysia (70%), Indonesia (65%), India (65%), and Vietnam (61%) are especially drawn to these events, seeing them as once-in-a-lifetime experiences that blend tradition and vibrant performances, a deeper kind of entertainment that connects them to a community’s rich history.

Pop culture-inspired leisure trips are another favourite among Gen Z travellers. More than 40% of respondents say concerts, musical festivals, and film or TV set-jetting experiences are worth the splurge. Indonesian respondents show strong enthusiasm for live music events (50%), while 46% of Thai respondents see visiting iconic filming locations as a top-tier indulgence.

Ultimately, it’s the promise of an exciting and emotionally resonant journey that drives Gen Z travellers to invest in a destination’s entertainment value, seeking nothing less than moments that deliver the best time of their lives.

Exhibit 6

Gen Z Travel Priority: Wellness and Self-Care

For a generation that is proactive and vocal about mental health, Gen Z is embracing travel not just as leisure, but as a form of intentional self-preservation, where they can take a break from the demands of daily life, gain emotional nourishment, and reclaim moments of tranquillity.

This trend is especially prominent among Vietnamese Gen Z travellers, with 70% of survey respondents indicating their willingness to allocate a significant portion of their travel budget towards wellness and self-care—far ahead of entertainment (Exhibit 4). This prioritisation of wellness may be reflective of the wider pressures young people in Vietnam face, including intense focus on academic achievement and career readiness in a highly competitive environment. A separate study also highlights a rising interest in digital detox retreats among Vietnamese, which signals a yearning to disconnect to reconnect with themselves and with nature.

Across the region, a similar pattern emerges. Gen Z travellers in India (68%), Malaysia (64%), and Thailand (61%) also prioritise wellness and self-care, placing it second in their overall spending priorities. However, this pattern doesn’t hold in Indonesia, where wellness ranks lower—possibly because wellness practices, such as yoga and meditation, are already woven into daily routines. For Indonesian Gen Z, wellness may feel more accessible at home, reducing its appeal as a distinct travel pursuit. Even so, 94% of the respondents from this country say wellness is a major influence in their travel decisions.

For this generation of travellers, luxury wellness goes beyond spa treatments and massages; it means access to expert-led personalised programmes (45%) and exclusive wellness retreats (43%) that support not only physical rejuvenation but emotional clarity and resilience (Exhibit 7), as defined by respondents from Malaysia, Thailand, Hong Kong, Vietnam, and India. Meanwhile, travellers from Singapore and Indonesia continue to favour indulgent wellness treatments and facilities as key components of their wellness journeys.

When it comes to experiences worth splurging on, nature therapy, including forest bathing and guided hikes, is a common favourite across the region, especially in Indonesia (77%), India (64%), Thailand (62%), and Malaysia (61%). This points to a desire to unplug and reset in environments that offer peace, solitude, and natural beauty. Respondents from Vietnam, Hong Kong, and Singapore are more inclined to splurge on spa and therapeutic treatments, valuing restoration through professionally curated wellness experiences.

While these experiences come at a premium, they provide weary Gen Z travellers with a meaningful opportunity for pampering, guiding them through their self-care journey and offering a much-needed respite from the pressures of modern life.

Exhibit 7

Gen Z Travel Priority: Culinary Indulgence

In every type of travel, especially leisure, food has always been a vital part of the experience—and often a key reason travellers return to a place. Local cuisines and the stories behind recipes often reveal more about the destination’s traditions than any landmark or attraction could.

Despite ranking behind entertainment and wellness and self-care in terms of spending priority, culinary indulgence is a top influence for about 9 in 10 Gen Z travellers when choosing a destination (Exhibit 5). This generation understands how a memorable meal can connect them to the heart of a place and enhance their appreciation of the culture.

When asked what particularly draws them to a restaurant or dining spot, there is a strong consensus across markets on the importance of ambience (58%) and the allure of unique culinary events, such as chef’s table and tasting menus (50%). Yet, for many, the local street food experience—where authentic flavours are most vividly found—remains an essential part of their journey, cited by 35% of respondents (Exhibit 8).

Gen Z travellers from Singapore and Malaysia often seek out local street food markets, with 44% and 43%, respectively, eager to indulge in vibrant flavours distinct from those at home. By contrast, only 24% of Thai travellers say street food enhances their journey, possibly because affordable street food is already common in Thailand. As a result, Thai luxury travellers seek out other types of dining experiences when abroad.

Interestingly, while ambience matters, only 11% of Gen Z respondents consider an Instagram-worthy dining spot as the most important aspect of their trip. Though this is contrary to much of what is said about Gen Z’s penchant for Instagram-worthy places, it suggests that young luxury travellers are now prioritising authenticity and quality in dining experiences over picture-perfect backdrops.

There is also a growing appetite for restaurants led by renowned chefs and those that have been featured in shows and magazines—a trend seen among 36% of respondents from India and 32% from Thailand. This highlights the impact of media and celebrity culture on Gen Z’s dining preferences and their desire for exclusive, curated experiences.

Exhibit 8

Gen Z Travel Priority: Scenic and Aesthetic Appeal

From towering limestone cliffs and vast tropical forests to ancient citadels and centuries-old architectural wonders, a destination’s visual character offers a journey of its own. Natural landscapes and manmade structures serve as visual markers of history and hospitality, igniting the senses of young travellers seeking beauty in their surroundings.

Gen Z travellers from Indonesia (75%) and Thailand (71%) show a marked preference for destinations with striking scenic and aesthetic appeal (Exhibit 4). They are willing to pay for access to the most photogenic spots — impressive views and dramatic settings form the core of their experience.

Social media plays a central role in shaping this preference. A vast majority of respondents from Thailand (92%) and Indonesia (70%) say they choose destinations that are trending online, especially on Instagram, TikTok, and YouTube (Exhibit 9). Visiting these “it” places offers a sense of inclusion, allowing them to be part of a larger movement and the growing wave of visitors that contribute to the destination’s viral appeal.

This emphasis on capturing shareable moments varies by market. Only 32% of respondents from Singapore and 29% from Hong Kong consider it a very important part of their journey.

While attitudes towards a destination’s aesthetic appeal and potential for social sharing may differ across markets, there is no denying that visual attractiveness remains a powerful draw for travellers at large.

Exhibit 9

Gen Z Travel Priority: Sustainable and Ethical Choices

The travel industry is considered one of the largest contributors to climate change—and also one of the most affected by it. However, as conversations around sustainability grow, travellers are slowly incorporating environmental responsibility into how they explore the world.

For Gen Z, while sustainability may not yet be their primary spending focus (Exhibit 4), it clearly matters to them: nearly 7 in 10 consider more sustainable and ethical choices when planning luxury travel. Vietnam and Indonesia are already leading this movement, with 63% and 62% of respondents, respectively, splurging on eco-conscious travel experiences (Exhibit 10). In these markets, strong advocacy for sustainability—combined with heightened exposure to the effects of climate change—appears to foster a deeper alignment between their travel preferences and environmental values.

In other climate-vulnerable countries such as India, Malaysia, and Thailand, awareness of sustainability is also evident—with 79% of Indian respondents, 75% of Thais, and 71% of Malaysian Gen Z factoring it into their travel decisions.
In Singapore and Hong Kong, where public green spaces and sustainability initiatives are already well established, slightly fewer travellers spend on sustainability-focused holidays. Nevertheless, more than half of the respondents in both markets consider environmental responsibility when planning their trips.

Gen Z travellers emphasise sustainability through on-the-ground practices and real-world actions that have visible and tangible impacts. Across markets, 43% of respondents are drawn to eco-conscious architecture and operations, and another 43% find the use of locally sourced ingredients to be the most compelling sustainability initiative. Malaysian respondents show strong interest in initiatives that support local communities, with 50% identifying this as especially meaningful.

When asked which initiatives they would be most willing to pay extra for, 59% of Gen Z travellers cite eco-friendly accommodations. Sustainable dining options also hold strong appeal, especially among Indonesian respondents, with 69% expressing interest. These respondents seek out locally sourced ingredients and farm-to-table concepts that both benefit local communities and the planet.

Meanwhile, 51% of Vietnamese Gen Z travellers highlight ethical wildlife experiences as something they would splurge on when considering sustainability-focused travel. These experiences not only bring young travellers closer to nature, but also possibly ignite their own advocacy for environmental preservation.

Exhibit 10

Designing Luxury Experiences for Gen Z: 7 Strategies for Hospitality and Travel Brands

It’s clearer now more than ever that Gen Z travellers put more weight on purpose and meaning. Despite common assumptions about their spontaneity and impulsiveness, they have a clear vision for how they want to shape their journeys and what they hope to experience.

As they increasingly make intentional choices using the à la carte approach to luxury leisure travel, Gen Z will gravitate towards brands that understand their experience-driven lifestyle. While practical considerations influence them, their choices are ultimately inspired by a desire for moments that feel personal and resonant.

Designing luxury experiences for these modern travellers will require hospitality and travel brands to shift from cookie-cutter strategies to bespoke and thoughtful offerings that speak to Gen Z’s mindset and spending values.
Based on our analysis of the findings above, we offer seven strategies for brands to nurture relationships with Gen Z travellers and create journeys that are truly rewarding.

Make their experiences feel premium

With varying priorities on where they choose to splurge or save, Gen Z values autonomy in crafting their experiences—without sacrificing the refined touches that matter most to them. As the survey indicates, entertainment, wellness, and culinary indulgences are the top areas where Gen Z travellers are most inclined to spend, especially when these experiences feel meaningful.

For hospitality and travel brands, as well as the financial services brands, this behaviour signals an opening to connect with Gen Z through offerings that combine exclusivity with tangible value. Whether it’s flexible booking policies, personalised welcome amenities, exclusive access to unique places and experiences, and loyalty programme tie-ins that reward long-term brand affinity, brands can design journeys that feel both premium and purpose-driven.

Entertainment isn’t just about fun—give it meaning

Without a doubt, the entertainment value of a destination attracts fun-loving Gen Z travellers. But hospitality operators and travel brands should view Gen Z’s pursuit of fun not as a fleeting indulgence, but as a foundation for designing experiences that captivate and leave a lasting impression. Strategic partnerships with cultural institutions or creating fan-centric touchpoints during festivals or concerts can help transform moments of entertainment into a stronger brand-traveller relationship.

There is also an opportunity for luxury travel brands to inspire Gen Z to extend their stays beyond cultural festivals and entertainment events. By providing travellers with a chance to fully engage with the destination’s array of experiential offerings, brands can help cultivate a more profound appreciation of the journey.

Support their pursuit of wellness and healing

As wellness becomes an integral part of travel—and a discerning factor in how Gen Z chooses destinations and plans their trips— this generation will increasingly gravitate towards experiences designed to enhance both mental and physical well-being. From silent retreats to healing therapies and personalised nutritional programmes, there are diverse opportunities for the broader travel and lifestyle sectors to support Gen Z’s pursuit of a healthier lifestyle.

Hotels, in particular, can position themselves as sanctuaries of well-being, as many have already done. It’s important to note, however, that Gen Z approaches wellness travel with intention, so offerings shouldn’t feel transactional but should reflect a brand’s genuine commitment to supporting their need for rest and rejuvenation.

Serve not just flavours, but experiences

The demand for quality dining experiences will always be there, even as other travel trends rise and fade. This poses the question: how can restaurants and culinary providers satisfy travellers’ cravings for both authenticity and adventure in every bite? The key lies in balancing local ingredients with inventive presentations that spark curiosity while offering warmth and comfort.

Another powerful move is to collaborate with local artisans, influencers, or celebrity chefs. The impact of a renowned name goes beyond visibility or a one-off marketing stunt; it adds credibility, draws attention, and speaks to a brand’s influence and network. For example, a partnership with a Michelin-starred chef for an exclusive tasting menu can elevate the host venue’s culinary reputation and elevate the overall dining experience.

Design spaces that ignite their senses

As a generation that grew up with social media and the influence of their social peers, Gen Z seeks beautiful landscapes and visually inspiring spaces that offer a sensory journey that they can eventually turn into stories worth sharing with their online communities. Hospitality brands should take this as a starting point for shaping first impressions. Every design choice—from architecture to interior styling—should not just catch the eye but also reflect the essence of the destination.

Brands should design spaces and events that are visually compelling and shareable, empowering travellers to connect with their audiences while naturally drawing attention and engagement back to the brand.

Channel their values into conscious travel

While sustainability is currently outranked by other travel components in terms of Gen Z’s spending priorities, more than half of respondents across markets consider it when booking their trips. Brands can tap into Gen Z’s growing advocacy and help them gain a deeper understanding of the environment and their role in the community by offering experiences that encourage a sense of stewardship.

As the first touchpoint in a traveller’s journey, accommodations play a crucial role in setting the tone for a more conscious and meaningful experience. Properties that operate sustainably and are deeply rooted in the local context can serve as powerful bridges between travellers and communities. Providing bookable options aligned with sustainability—such as locally guided tours, eco-conscious amenities, or community-based programmes —makes it easier for Gen Z travellers to put their values into action.

Be Gen Z’s travel companion, not just a service provider

Gen Z is seeking moments of connection not just with the destinations they visit, but also with the brands they choose to engage with. From experience curators and hotels to restaurants, transportation services, financial platforms, and even social media channels and influencers, every touchpoint matters. Every stage of the journey should foster a sense of fulfilment and build anticipation, not friction.

Craft a seamless luxury travel experience that allows Gen Z to make memorable moments as they explore and immerse themselves in unfamiliar places. Brands should position themselves as a trusted companion, one that provides them with an experience of a lifetime and offers a touch of indulgence without overshadowing the authenticity and meaning of their journey.

The Vero Perspective

Gen Z in Asia Pacific has a well-defined sense of what luxury travel means to them—less about the price tag, more about purpose and personal intentions. While they still have to choose specific components of their travel to splurge on at this stage of their lives, their spending habits already reflect a distinct understanding of value, identity, and what it means to travel for good.

It is crucial for hospitality and tourism players to recognise that this emerging generation of travellers is poised to command the market and set the standard for luxury travel in the years to come. Their focus on enriching explorations will only grow stronger as they seek experiences that connect them more deeply to culture, community, and themselves.

Travel and hospitality brands that shape their marketing playbook in response to these expectations, priorities, and aspirations are best positioned to gain Gen Z’s loyalty and trust.

BurdaLuxury’s Lens

Gen Z’s preference for favouring à la carte luxury speaks to the ways in which luxury hospitality brands must adapt to meet their ever-evolving expectations. Brands have the opportunity to dive into ways of developing powerful, personalised, and well-tailored experiences that feel intentional and subsequently allows for the traveller to feel like they are a part of it.

By offering flexibility to the ways in which guests can curate their own customisable journeys—whether it be nature-guided walks, visiting a film set, or exploring culinary delights through local street delicacies or fine-dining pairings—the luxury trips that these modern travellers go on can turn deeply personal, memorable and valuable.

Luxury hospitality and travel brands that position their values and offerings as something that transcends a buzzword will serve as a trusted partner for Gen Z travellers for the years to come.

ABOUT THE AUTHORS

Vero is an award-winning communications consultancy based in Southeast Asia. BurdaLuxury is one of Asia’s most vibrant and progressive independent media houses. 

This study is also made possible by global market research agency Kadence International.