Millennials and Gen Z crave travel as a vital form of self-care and rejuvenation, yet their wanderlust remains out of reach. In partnership with consumer insights platform GWI, Klook’s latest Travel Pulse research across 14 markets reveals that nearly all young travellers see travel as a powerful stress reliever. However, a staggering 9 in 10 feel frustrated from not being able to take these much-needed journeys, held back due to barriers like time constraints, work commitments, and financial concerns.
The Klook Travel Pulse survey was conducted in December 2024 through GWI with over 7,000 respondents across 14 markets including Hong Kong, Taiwan, Singapore, Malaysia, Philippines, Thailand, Vietnam, South Korea, Japan, Australia, Mainland China, India, Indonesia, and the United States.
Here are some key takeaways:
- Time, Work, and Money: Millennials and Gen Z cite limited travel opportunities due to time constraints, work commitments, and financial concerns.
- Social Media Dominates Travel Planning: Leading source of travel information, driving 79% of travellers to book experiences from recommendations.
- Wanderlust Prevails: 84% of travellers have already planned for international1 trips for 2025, with Japan topping the list and Mainland China a close second, with a 7x increase in yearly
“Millennials and Gen Z increasingly turn to travel as their ultimate form of therapy,” says Eric Gnock Fah, President and Co-Founder, Klook. “While life’s stressful demands often leave many frustrated, the transformative power of travel is undeniable. With 92% hit hard by post-travel blues, and nearly 40% immediately planning their next getaway, it’s clear that travel offers more than just a break—it’s a force for self-discovery, creativity, and renewal.”
For 64% of these travellers, travel isn’t just a getaway—it’s their reset button to escape from monotony and boost their self-confidence. Time is revealed as travel’s biggest enemy, with travellers from Mainland China feeling the most time-strapped (74%), while Australian travellers (38%) enjoy the most flexibility for their schedules.
Stretching budgets for social-worthy experiences that matter
According to the report, Millennials and Gen Z know where to invest in when it comes to achieving self-care. While budgets may weigh high on travellers’ minds, they are not willing to compromise on experiences with 91% allocating up to half of their budget on experiences; instead of splurging on other areas like flight costs3 to maximize their trips.
Gen Z travellers, in particular, are more budget-conscious, favoring bundled travel packages to stretch their spending further. While affordability is key, unique and authentic experiences remain a top priority, with local cuisine and off-the-beaten-path destinations topping the list.
Social media dominates travel planning for inspiration and bookings
Inspiration is fuelled by the power of social media, which emerges as the top source of information for holiday planning. According to the study:
- 79% of travellers have booked activities, accommodations, and dining experiences based on social media recommendations, proving its mighty influence on travel
- Travellers from Indonesia, Thailand, Vietnam, and the Philippines tend to act on social recommendations, while those from Australia, Japan, and the US are less swayed.
- For aesthetic-driven travellers, 27% are willing to pay up to 20% more to visit trendy and social media-worthy spots.
Travellers can’t wait to embark on new adventures in 2025
The report highlights that despite the hurdles, travellers are undeterred. 84% are already preparing to take at least one international trip in 2025, compared to 71% in 2024. When choosing their next destination, 28% seek out entirely new places they’ve never visited. Japan continues its reign as the top must-go destination for 2025, with Mainland China as a second, with demand increasing over 7 times compared to last year. Klook has also identified 25 up-and-coming destinations making their mark on travellers’ radar, featuring a mix of city and natural wonders.
