🕷️ Crawler Inspector

URL Lookup

Direct Parameter Lookup

Raw Queries and Responses

1. Shard Calculation

Query:

Response:

Calculated Shard: 192 (from laksa098)

2. Crawled Status Check

Query:

curl -X POST \
  'http://laksa192.int.ahrefs:8124/' \
  -H 'Content-Type: text/plain' \
  -H 'X-ClickHouse-Database: crawler3' \
  -H 'Authorization: Basic YXBpOg==' \
  -d 'SELECT getAhrefsURLFromUnparsed(src_unparsed) AS found_url, ifNull(toUnixTimestamp(download_stamp), 0) AS crawl_time, ifNull(toUnixTimestamp(props_url_first_seen), 0) AS first_indexed_time, download_http_code AS http_code, src_unparsed AS src_unparsed, src_root_hash AS src_root_hash, history_drop_reason AS history_drop_reason, meta_title AS meta_title, meta_descriptions AS meta_descriptions, attrs_boilerpipe_text AS attrs_boilerpipe_text, attrs_markdown AS attrs_markdown, attrs_readable_markdown AS attrs_readable_markdown, meta_canonical AS meta_canonical FROM crawler3.page_info_local FINAL PREWHERE (src_root_hash, src_unparsed) IN ((getAhrefsRootHashFromUnparsed(getAhrefsUnparsedNoserviceFromURL(\'https://stories.hilton.com/apac/releases/2024-travel-trends-sg\')), getAhrefsUnparsedNoserviceFromURL(\'https://stories.hilton.com/apac/releases/2024-travel-trends-sg\'))) FORMAT JSONEachRow'

Response:

{"found_url":"https:\/\/stories.hilton.com\/apac\/releases\/2024-travel-trends-sg","crawl_time":1775308783,"first_indexed_time":1696869698,"http_code":200,"src_unparsed":"com,hilton!stories,\/apac\/releases\/2024-travel-trends-sg s443","src_root_hash":"1443943017623969392","history_drop_reason":null,"meta_title":"Singapore: Hilton Research Identifies a New Generation of Asian Travelers ‑ The ‘GenerAsian’ Traveler ‑ Stories From Hilton ‑ APAC","meta_descriptions":["87% of Singaporean travelers have reported they feel proud about the rising popularity of their country of origin as a travel destination. Nearly four in"],"attrs_boilerpipe_text":"Hilton Singapore Orchard\n87% of Singaporean travelers have reported they feel proud about the rising popularity of their country of origin as a travel destination.\nNearly four in five (79%) Singaporean travelers are seeking to better understand their own heritage through travel.\nSingaporeans 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.\nThis 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.\nDownload Media Assets\nSINGAPORE –\nAs\nHilton\nreleases its\n2024 Trends Report\n, 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.\nDubbed as the ‘\nGenerAsian traveler\n’ 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.\nIn a global survey conducted in collaboration with\nIpsos\n, a resounding chorus of travelers across Asia have expressed a growing confidence for self-exploration. In Singapore, a staggering 87% of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 92% feeling honored about the international popularity and appreciation for Asian food, design, and culture.\nThis shift in global taste can be attributed to globalization, where international audiences have better accessibility and insight into Asia through pop culture and social media. From the island city serving as the backdrop of top-grossing Hollywood films, to its restaurants receiving internationally renowned recognition, Singapore has maintained itself as one of the top travel destinations for global travelers, welcoming an estimated 2.9 million international visitors in just the first quarter of 2023.\n\"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. In fact, our research found that 79% of Singaporean travelers are seeking to better understand their own heritage through travel, with 85% 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.\"\nAccess to Local, Gastronomic Experiences are a Priority for Singaporeans\nPriorities differ among travelers when it comes to selecting their accommodation. For some, convenience might be key, but for others, price remains at top of mind. In line with their travel motivations, Singaporeans are more likely than travelers from other countries surveyed to book their accommodations based on access to unique local experiences. In fact, a substantial 70% of Singapore respondents indicated that they are likely to do so, compared to the 65% average across all countries surveyed in Hilton’s global study.\nWhen it comes to the types of experiences Singapore travelers seek during their trips, 92% of respondents unequivocally ranked exploring local and traditional food and beverage as the most important to them. A strong majority (84%) also indicated a desire to connect with the local community when they travel, and gain a deeper understanding of the local history and heritage of the destination they travel to, suggesting a reassuring desire for more authentic travel experiences.\nFood and beverage also showed as a unifying passion point across Asian respondents in Hilton’s 2024 Trends Report survey, with respondents across Singapore, China, India, and Japan all ranking culinary experiences as the top budget priority for their travel plans next year. \nTo ensure they are able to prioritize travel in the coming year, and true to their reputation of being avid travelers, more than two-thirds of Singaporeans (74%) are reducing spending on other areas of their life, which is considerably higher than the global average of 64%. Travelers in Singapore are also more inclined than the majority of their global counterparts to spend more on travel in 2024 than they did in 2023 (73% in Singapore versus 65% globally).\n\"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, 71% of all Asia Pacific respondents reported they will prioritize traveling in the next 12 months, supporting this notion of the GenerAsian traveler and their passion to explore. 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.\"\nUnderstanding Generational Differences in Global Travelers’ Expectations\nThese insights were commissioned as part of research for Hilton’s 2024 Trends Report, which sought to uncover the profile of the 2024 traveler, while also zooming in to understand what the desires and preferences will be for the different generations. Following a global survey of more than 10,000 travelers from nine countries, and in-depth interviews with dozens of Hilton travel experts, the report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond:\nTravelers Will Invest in Their Sleep\n: Gen Zs are the most intentional about winding down, with 21% regulating their workout routine, and 25% avoiding alcohol before bedtime. In Singapore, 31% of respondents shared they listen to music or podcasts and chose a trusted hotel brand with consistent mattress quality as their top sleep considerations.\nTravelers Will Value Connectivity and Personalization\n: 80% of global travelers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zs leading the charge. In Singapore, 87% of travelers also agreed, with 91% of Millennials and Gen Zs driving these expectations.\nCulture and Experiences Will Drive Leisure Travel Decisions\n: Across generations, travelers’ top focus is on culinary (49% globally, 52% in Singapore) as well as exploration and adventure experiences (47% globally, 49% in Singapore). In Singapore, Gen Xs and Gen Zs (54% for both) are the most passionate about their dining budget plans, while Gen Zs (58%) and Millennials (50%) are carving out more budget for exploration and adventure experiences than other generations. \nBusiness Travel Trends Will Redefine Expectations\n: More than a third of Gen Z and Millennial business travelers say they plan to extend a business trip to enjoy leisure time before or after their work obligations, and 24% of global business travelers plan to take a friend or family member with them on a business trip next year.\nHilton’s 2024 Trends Report can be found at\nStories.Hilton.com\/2024Trends\n, and to learn more specifically about the GenerAsian traveler, go to\nStories.Hilton.com\/GenerAsian\n. To start planning 2024 travel, visit\nHilton.com\n.\nBoth qualitative and quantitative methods were used to determine the emerging trends detailed in this report. Hilton conducted stakeholder interviews across the organization to gain perspectives on what travel looks like today and determine what is top of mind going into 2024, with business divisions including: Business Travel\/Events, Food & Beverage, Wellness, Sustainability, Design, Digital Innovation and Workplace Culture. Hilton commissioned two phases of research with Ipsos, one of the largest market research and polling companies globally. First, Ipsos conducted 60 qualitative online video diaries in the U.S. between April and May 2023. Then Ipsos fielded a quantitative online survey in July 2023 among a nationally representative sample in Germany, Great Britain, Japan and the U.S. of adults under age 75. The samples in China, India, Mexico, Singapore and U.A.E. are more urban, more educated and\/or more affluent than the general population. The survey results for these markets should be viewed as reflecting the views of the more “connected” segment of their population. Each country included an oversample of n=200 Gen Z to increase analytic capability for this age group. The age breakdown used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby Boomers: 59-77.\nAbout Hilton\nHilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 27 world-class brands comprising more than 9,100 properties and over 1.3 million rooms, in 143 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 250 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free\nHilton Honors app\n, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit\nstories.hilton.com\n for more information, and connect with Hilton on \nFacebook\n,\nX\n,\nLinkedIn\n,\nInstagram\nand\nYouTube\n.","attrs_markdown":"[Skip to content](https:\/\/stories.hilton.com\/apac\/releases\/2024-travel-trends-sg#maincontent)\n\n[Hotels by Hilton](https:\/\/www.hilton.com\/)\n\nHotels & Resorts\n\n- [Locations](https:\/\/www.hilton.com\/en\/locations\/)\n- [Brands](https:\/\/www.hilton.com\/en\/brands\/)\n- [Travel Inspiration](https:\/\/www.hilton.com\/en\/travel\/)\n- [All-Inclusive](https:\/\/www.hilton.com\/en\/all-inclusive\/)\n- [Resorts](https:\/\/www.hilton.com\/en\/resorts\/)\n\nHilton Honors\n\n- [About Hilton Honors](https:\/\/www.hilton.com\/en\/hilton-honors\/)\n- [Join Now](https:\/\/www.hilton.com\/en\/hilton-honors\/join\/)\n- [Member Benefits](https:\/\/www.hilton.com\/en\/hilton-honors\/member-benefits\/)\n- [Hilton Honors Points](https:\/\/www.hilton.com\/en\/hilton-honors\/points\/)\n- [Points Explorer](https:\/\/www.hilton.com\/en\/hilton-honors\/points-explorer\/)\n- [Experiences](https:\/\/experiences.hiltonhonors.com\/)\n\nOffers\n\n- [All Offers](https:\/\/www.hilton.com\/en\/offers\/)\n- [Bundle & Save](https:\/\/www.hiltongetaways.com\/)\n\nMeetings & Events\n\n- [All Events](https:\/\/www.hilton.com\/en\/events\/)\n- [Group Travel](https:\/\/www.hilton.com\/en\/events\/groups\/)\n- [Meetings & Conferences](https:\/\/www.hilton.com\/en\/events\/meetings\/)\n- [Weddings](https:\/\/www.hilton.com\/en\/events\/weddings\/)\n- [Celebrations](https:\/\/www.hilton.com\/en\/events\/celebrations\/)\n\n- [Credit Cards](https:\/\/www.hilton.com\/en\/hilton-honors\/credit-cards\/)\n- [Hilton Grand Vacations](https:\/\/www.hiltongrandvacations.com\/en\/discover-hilton-grand-vacations\/nav-bar-hilton)\n- [Hilton for Business](https:\/\/www.hilton.com\/en\/p\/hilton-for-business\/)\n\n[Book now](https:\/\/www.hilton.com\/en\/locations\/)\n\n[Stories From Hilton](https:\/\/stories.hilton.com\/apac \"Stories From Hilton ‑ APAC\")\n\n- [Trends](https:\/\/stories.hilton.com\/apac\/latest)\n  Topics\n  \n  - [Food & Beverage](https:\/\/stories.hilton.com\/apac\/category\/food-beverage)\n  - [Wellness](https:\/\/stories.hilton.com\/apac\/category\/wellness)\n  - [Luxury](https:\/\/stories.hilton.com\/apac\/category\/luxury)\n  - [Leisure](https:\/\/stories.hilton.com\/apac\/category\/leisure)\n  - [Destination Spotlight](https:\/\/stories.hilton.com\/apac\/category\/destination-spotlight)\n  - [Hilton. For The Stay](https:\/\/stories.hilton.com\/for-the-stay)\n  - [Business Travel](https:\/\/stories.hilton.com\/apac\/category\/business-travel)\n  - [Sustainability](https:\/\/stories.hilton.com\/apac\/category\/sustainability)\n  - [Meetings & Events](https:\/\/stories.hilton.com\/apac\/category\/meetings-events)\n  - [Branded Residential by Hilton](https:\/\/stories.hilton.com\/branded-residential-by-hilton)\n  - [Pet-Friendly Travel](https:\/\/stories.hilton.com\/apac\/category\/pets)\n  \n  2026 Trends Report\n  \n  The Whycation: Travel’s New Starting Point\n  \n  - [Full Report](https:\/\/stories.hilton.com\/2026-trends)\n  - [Media Kit](https:\/\/stories.hilton.com\/2026-trends-media-kit)\n  - [Why We Gather Report](https:\/\/stories.hilton.com\/2026-trends-meetings-and-events)\n- [News](https:\/\/stories.hilton.com\/apac\/releases)\n  Hotels & Resorts News\n  \n  - [Latest Openings](https:\/\/stories.hilton.com\/apac\/category\/latest-openings)\n  - [Property News](https:\/\/stories.hilton.com\/apac\/category\/property-news)\n  - [Signings](https:\/\/stories.hilton.com\/apac\/category\/signings)\n  \n  We Are Hilton\n  \n  - [Hilton Culture](https:\/\/stories.hilton.com\/apac\/category\/hilton-culture)\n  - [Hilton Careers](https:\/\/jobs.hilton.com\/)\n- [Videos](https:\/\/stories.hilton.com\/videos)\n- Press Center\n  Media Resources\n  \n  - [Executive Bios](https:\/\/stories.hilton.com\/executive-bios)\n  - [Fact Sheets](https:\/\/stories.hilton.com\/fact-sheets)\n  - [Media Assets](https:\/\/stories.hilton.com\/media-assets)\n  - [Media Kit](https:\/\/stories.hilton.com\/media-kit-hilton-corporate)\n  - [Press Releases](https:\/\/stories.hilton.com\/releases)\n  \n  プレスリリース\n  \n  Japanese Press Releases\n  \n  - [ホテル (Hotel)](https:\/\/hiltonhotels.jp\/releases\/hotel\/)\n  - [コーポレート (Corporate)](https:\/\/hiltonhotels.jp\/releases\/corporate\/)\n  \n  Contacts\n  \n  - [Urgent Media Requests](mailto:breakingnews@hilton.com)\n  - [Media Inquiries & Accommodations](https:\/\/stories.hilton.com\/contact)\n  - [Influencer\/Blogger Accommodations Request](https:\/\/stories.hilton.com\/apac\/influencer-inquiries)\n- [Corporate](https:\/\/stories.hilton.com\/apac\/brands\/corporate)\n  Hilton (NYSE: HLT)\n  \n  Hilton is a leading global hospitality company with a portfolio of 27 world-class brands comprising more than 9,100 properties and over 1.3 million rooms, in 143 countries and territories.\n  \n  - [Annual Report](https:\/\/stories.hilton.com\/2025-annual-report)\n  - [Awards & Recognition](https:\/\/stories.hilton.com\/apac\/category\/awards-recognition)\n  - [Growth & Development](https:\/\/stories.hilton.com\/apac\/category\/growth-development)\n  - [Corporate News](https:\/\/stories.hilton.com\/apac\/category\/corporate-news)\n  - [Financial](https:\/\/stories.hilton.com\/apac\/category\/financial)\n  - [Travel With Purpose](https:\/\/esg.hilton.com\/)\n- [Brands](https:\/\/stories.hilton.com\/brands)\n  - [Waldorf Astoria Hotels & Resorts](https:\/\/stories.hilton.com\/apac\/brands\/waldorf-astoria)\n  - [Conrad Hotels & Resorts](https:\/\/stories.hilton.com\/apac\/brands\/conrad-hotels)\n  - [LXR Hotels & Resorts](https:\/\/stories.hilton.com\/apac\/brands\/lxr-hotels)\n  - [NoMad Hotels](https:\/\/stories.hilton.com\/releases\/hilton-acquires-majority-controlling-interest-in-sydell-group-to-expand-nomad-hotels-brand-worldwide)\n  - [Signia by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/signia-by-hilton)\n  - [Canopy by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/canopy-by-hilton)\n  - [Hilton Hotels & Resorts](https:\/\/stories.hilton.com\/apac\/brands\/hilton-hotels)\n  - [Curio Collection by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/curio-collection)\n  - [Graduate by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/graduate-by-hilton)\n  - [DoubleTree by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/doubletree-by-hilton)\n  - [Tapestry Collection by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/tapestry-collection)\n  - [Outset Collection by Hilton](https:\/\/stories.hilton.com\/releases\/launch-of-outset-collection-by-hilton)\n  - [Embassy Suites by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/embassy-suites)\n  - [Tempo by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/tempo-by-hilton)\n  - [Motto by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/motto-by-hilton)\n  - [Hilton Garden Inn](https:\/\/stories.hilton.com\/apac\/brands\/hilton-garden-inn)\n  - [Hampton by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/hampton-by-hilton)\n  - [Tru by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/tru-by-hilton)\n  - [Spark by Hilton](https:\/\/stories.hilton.com\/brands\/spark-by-hilton)\n  - [Homewood Suites by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/homewood-suites)\n  - [Home2 Suites by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/home2-suites)\n  - [LivSmart Studios by Hilton](https:\/\/stories.hilton.com\/growth-development\/livsmart-studios-by-hilton)\n  - [Apartment Collection by Hilton](https:\/\/stories.hilton.com\/releases\/hilton-introduces-apartment-collection-by-hilton)\n  - [Select by Hilton](https:\/\/stories.hilton.com\/apac\/releases\/hilton-announces-exclusive-agreement-with-yotel)\n  - [Hilton Grand Vacations](https:\/\/www.hiltongrandvacations.com\/news\/)\n  - [Hilton Honors](https:\/\/stories.hilton.com\/apac\/brands\/hilton-honors)\n\nAPAC\n\n- Trends\n  Topics\n  \n  - [Food & Beverage](https:\/\/stories.hilton.com\/apac\/category\/food-beverage)\n  - [Wellness](https:\/\/stories.hilton.com\/apac\/category\/wellness)\n  - [Luxury](https:\/\/stories.hilton.com\/apac\/category\/luxury)\n  - [Leisure](https:\/\/stories.hilton.com\/apac\/category\/leisure)\n  - [Destination Spotlight](https:\/\/stories.hilton.com\/apac\/category\/destination-spotlight)\n  - [Hilton. For The Stay](https:\/\/stories.hilton.com\/for-the-stay)\n  - [Business Travel](https:\/\/stories.hilton.com\/apac\/category\/business-travel)\n  - [Sustainability](https:\/\/stories.hilton.com\/apac\/category\/sustainability)\n  - [Meetings & Events](https:\/\/stories.hilton.com\/apac\/category\/meetings-events)\n  - [Branded Residential by Hilton](https:\/\/stories.hilton.com\/branded-residential-by-hilton)\n  - [Pet-Friendly Travel](https:\/\/stories.hilton.com\/apac\/category\/pets)\n  \n  2026 Trends Report\n  \n  The Whycation: Travel’s New Starting Point\n  \n  - [Full Report](https:\/\/stories.hilton.com\/2026-trends)\n  - [Media Kit](https:\/\/stories.hilton.com\/2026-trends-media-kit)\n  - [Why We Gather Report](https:\/\/stories.hilton.com\/2026-trends-meetings-and-events)\n  \n  [All Stories](https:\/\/stories.hilton.com\/apac\/latest)\n- News\n  Hotels & Resorts News\n  \n  - [Latest Openings](https:\/\/stories.hilton.com\/apac\/category\/latest-openings)\n  - [Property News](https:\/\/stories.hilton.com\/apac\/category\/property-news)\n  - [Signings](https:\/\/stories.hilton.com\/apac\/category\/signings)\n  \n  We Are Hilton\n  \n  - [Hilton Culture](https:\/\/stories.hilton.com\/apac\/category\/hilton-culture)\n  - [Hilton Careers](https:\/\/jobs.hilton.com\/)\n  \n  [All Press Releases](https:\/\/stories.hilton.com\/apac\/releases)\n- Videos\n  [\\>\\> Visit Videos](https:\/\/stories.hilton.com\/videos)\n- Press Center\n  Media Resources\n  \n  - [Executive Bios](https:\/\/stories.hilton.com\/executive-bios)\n  - [Fact Sheets](https:\/\/stories.hilton.com\/fact-sheets)\n  - [Media Assets](https:\/\/stories.hilton.com\/media-assets)\n  - [Media Kit](https:\/\/stories.hilton.com\/media-kit-hilton-corporate)\n  - [Press Releases](https:\/\/stories.hilton.com\/releases)\n  \n  プレスリリース\n  \n  Japanese Press Releases\n  \n  - [ホテル (Hotel)](https:\/\/hiltonhotels.jp\/releases\/hotel\/)\n  - [コーポレート (Corporate)](https:\/\/hiltonhotels.jp\/releases\/corporate\/)\n  \n  Contacts\n  \n  - [Urgent Media Requests](mailto:breakingnews@hilton.com)\n  - [Media Inquiries & Accommodations](https:\/\/stories.hilton.com\/contact)\n  - [Influencer\/Blogger Accommodations Request](https:\/\/stories.hilton.com\/apac\/influencer-inquiries)\n- Corporate\n  Hilton (NYSE: HLT)\n  \n  Hilton is a leading global hospitality company with a portfolio of 27 world-class brands comprising more than 9,100 properties and over 1.3 million rooms, in 143 countries and territories.\n  \n  - [Annual Report](https:\/\/stories.hilton.com\/2025-annual-report)\n  - [Awards & Recognition](https:\/\/stories.hilton.com\/apac\/category\/awards-recognition)\n  - [Growth & Development](https:\/\/stories.hilton.com\/apac\/category\/growth-development)\n  - [Corporate News](https:\/\/stories.hilton.com\/apac\/category\/corporate-news)\n  - [Financial](https:\/\/stories.hilton.com\/apac\/category\/financial)\n  - [Travel With Purpose](https:\/\/esg.hilton.com\/)\n  \n  [\\>\\> Visit Corporate](https:\/\/stories.hilton.com\/apac\/brands\/corporate)\n- Brands\n  - [Waldorf Astoria Hotels & Resorts](https:\/\/stories.hilton.com\/apac\/brands\/waldorf-astoria)\n  - [Conrad Hotels & Resorts](https:\/\/stories.hilton.com\/apac\/brands\/conrad-hotels)\n  - [LXR Hotels & Resorts](https:\/\/stories.hilton.com\/apac\/brands\/lxr-hotels)\n  - [NoMad Hotels](https:\/\/stories.hilton.com\/releases\/hilton-acquires-majority-controlling-interest-in-sydell-group-to-expand-nomad-hotels-brand-worldwide)\n  - [Signia by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/signia-by-hilton)\n  - [Canopy by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/canopy-by-hilton)\n  - [Hilton Hotels & Resorts](https:\/\/stories.hilton.com\/apac\/brands\/hilton-hotels)\n  - [Curio Collection by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/curio-collection)\n  - [Graduate by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/graduate-by-hilton)\n  - [DoubleTree by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/doubletree-by-hilton)\n  - [Tapestry Collection by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/tapestry-collection)\n  - [Outset Collection by Hilton](https:\/\/stories.hilton.com\/releases\/launch-of-outset-collection-by-hilton)\n  - [Embassy Suites by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/embassy-suites)\n  - [Tempo by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/tempo-by-hilton)\n  - [Motto by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/motto-by-hilton)\n  - [Hilton Garden Inn](https:\/\/stories.hilton.com\/apac\/brands\/hilton-garden-inn)\n  - [Hampton by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/hampton-by-hilton)\n  - [Tru by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/tru-by-hilton)\n  - [Spark by Hilton](https:\/\/stories.hilton.com\/brands\/spark-by-hilton)\n  - [Homewood Suites by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/homewood-suites)\n  - [Home2 Suites by Hilton](https:\/\/stories.hilton.com\/apac\/brands\/home2-suites)\n  - [LivSmart Studios by Hilton](https:\/\/stories.hilton.com\/growth-development\/livsmart-studios-by-hilton)\n  - [Apartment Collection by Hilton](https:\/\/stories.hilton.com\/releases\/hilton-introduces-apartment-collection-by-hilton)\n  - [Select by Hilton](https:\/\/stories.hilton.com\/apac\/releases\/hilton-announces-exclusive-agreement-with-yotel)\n  - [Hilton Grand Vacations](https:\/\/www.hiltongrandvacations.com\/news\/)\n  - [Hilton Honors](https:\/\/stories.hilton.com\/apac\/brands\/hilton-honors)\n  \n  [\\>\\> Visit Brands](https:\/\/stories.hilton.com\/brands)\n\nAPAC\n\nHilton for the Stay\n\nGo Back\n\n- Hotels & Resorts\n  Go Back\n  \n  ## Hotels & Resorts\n  - [Locations](https:\/\/www.hilton.com\/en\/locations\/)\n  - [Brands](https:\/\/www.hilton.com\/en\/brands\/)\n  - [Travel Inspiration](https:\/\/www.hilton.com\/en\/travel\/)\n  - [All‑Inclusive](https:\/\/www.hilton.com\/en\/all-inclusive\/)\n  - [Resorts](https:\/\/www.hilton.com\/en\/resorts\/)\n- Hilton Honors\n  Go Back\n  \n  ## Hilton Honors\n  - [About Hilton Honors](https:\/\/www.hilton.com\/en\/hilton-honors\/)\n  - [Join Now](https:\/\/www.hilton.com\/en\/hilton-honors\/join\/)\n  - [Member Benefits](https:\/\/www.hilton.com\/en\/hilton-honors\/member-benefits\/)\n  - 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In Singapore, a staggering 87% of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 92% feeling honored about the international popularity and appreciation for Asian food, design, and culture.\n\nThis shift in global taste can be attributed to globalization, where international audiences have better accessibility and insight into Asia through pop culture and social media. From the island city serving as the backdrop of top-grossing Hollywood films, to its restaurants receiving internationally renowned recognition, Singapore has maintained itself as one of the top travel destinations for global travelers, welcoming an estimated 2.9 million international visitors in just the first quarter of 2023.\n\n> \"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. In fact, our research found that 79% of Singaporean travelers are seeking to better understand their own heritage through travel, with 85% 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.\"\n> \n> ![](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2023\/10\/Ben-George-Headshot.webp?w=1920&h=1920&crop=1&q=75)\n> \n> Ben George\n> \n> Senior Vice President and Commercial Director, Asia Pacific, Hilton\n## ***Access to Local, Gastronomic Experiences are a Priority for Singaporeans***\nPriorities differ among travelers when it comes to selecting their accommodation. For some, convenience might be key, but for others, price remains at top of mind. In line with their travel motivations, Singaporeans are more likely than travelers from other countries surveyed to book their accommodations based on access to unique local experiences. In fact, a substantial 70% of Singapore respondents indicated that they are likely to do so, compared to the 65% average across all countries surveyed in Hilton’s global study.\n\nWhen it comes to the types of experiences Singapore travelers seek during their trips, 92% of respondents unequivocally ranked exploring local and traditional food and beverage as the most important to them. A strong majority (84%) also indicated a desire to connect with the local community when they travel, and gain a deeper understanding of the local history and heritage of the destination they travel to, suggesting a reassuring desire for more authentic travel experiences.\n\nFood and beverage also showed as a unifying passion point across Asian respondents in Hilton’s 2024 Trends Report survey, with respondents across Singapore, China, India, and Japan all ranking culinary experiences as the top budget priority for their travel plans next year.\n\nTo ensure they are able to prioritize travel in the coming year, and true to their reputation of being avid travelers, more than two-thirds of Singaporeans (74%) are reducing spending on other areas of their life, which is considerably higher than the global average of 64%. Travelers in Singapore are also more inclined than the majority of their global counterparts to spend more on travel in 2024 than they did in 2023 (73% in Singapore versus 65% globally).\n\n> \"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, 71% of all Asia Pacific respondents reported they will prioritize traveling in the next 12 months, supporting this notion of the GenerAsian traveler and their passion to explore. 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.\"\n> \n> ![](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2022\/04\/Alexandra-Jaritz-Headshot-e1650589604824-1.jpeg?w=1920&h=1920&crop=1&q=75)\n> \n> Alexandra Jaritz\n> \n> Senior Vice President, Brand Management, Asia Pacific, Hilton\n## ***Understanding Generational Differences in Global Travelers’ Expectations***\nThese insights were commissioned as part of research for Hilton’s 2024 Trends Report, which sought to uncover the profile of the 2024 traveler, while also zooming in to understand what the desires and preferences will be for the different generations. Following a global survey of more than 10,000 travelers from nine countries, and in-depth interviews with dozens of Hilton travel experts, the report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond:\n\n1. **Travelers Will Invest in Their Sleep**: Gen Zs are the most intentional about winding down, with 21% regulating their workout routine, and 25% avoiding alcohol before bedtime. In Singapore, 31% of respondents shared they listen to music or podcasts and chose a trusted hotel brand with consistent mattress quality as their top sleep considerations.\n\n1. **Travelers Will Value Connectivity and Personalization**: 80% of global travelers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zs leading the charge. In Singapore, 87% of travelers also agreed, with 91% of Millennials and Gen Zs driving these expectations.\n\n1. **Culture and Experiences Will Drive Leisure Travel Decisions**: Across generations, travelers’ top focus is on culinary (49% globally, 52% in Singapore) as well as exploration and adventure experiences (47% globally, 49% in Singapore). In Singapore, Gen Xs and Gen Zs (54% for both) are the most passionate about their dining budget plans, while Gen Zs (58%) and Millennials (50%) are carving out more budget for exploration and adventure experiences than other generations.\n\n1. **Business Travel Trends Will Redefine Expectations**: More than a third of Gen Z and Millennial business travelers say they plan to extend a business trip to enjoy leisure time before or after their work obligations, and 24% of global business travelers plan to take a friend or family member with them on a business trip next year.\n\nHilton’s 2024 Trends Report can be found at [Stories.Hilton.com\/2024Trends](https:\/\/stories.hilton.com\/2024trends), and to learn more specifically about the GenerAsian traveler, go to [Stories.Hilton.com\/GenerAsian](https:\/\/stories.hilton.com\/GenerAsian). To start planning 2024 travel, visit [Hilton.com](http:\/\/hilton.com\/).\n\n![](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2023\/10\/SGAnnex.png?w=1024)\n\nFootnotes\n\n1\\. Source: Asia Society, 28 January 2019, [How Asia Is Shaping the World's Future](https:\/\/asiasociety.org\/blog\/asia\/how-asia-shaping-worlds-future)\n\n2\\. Source: Singapore Tourism Board, 5 April 2023, [Singapore Tourism Board and Klook Strengthen Partnership with the Signing of Memorandum of Cooperation](https:\/\/www.stb.gov.sg\/content\/stb\/en\/media-centre\/media-releases\/Singapore-Tourism-Board-and-Klook-Strengthen-Partnership-with-the-Signing-of-Memorandum-of-Cooperation.html)\n\n3\\. Refer to [Annex Table 1](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2023\/10\/GenerAsian-Annex-SG.pdf)\n\n4\\. Refer to [Annex Table 2](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2023\/10\/GenerAsian-Annex-SG.pdf)\n\n5\\. Refer to [Annex Table 3](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2023\/10\/GenerAsian-Annex-SG.pdf)\n\nMethodology\n\nBoth qualitative and quantitative methods were used to determine the emerging trends detailed in this report. Hilton conducted stakeholder interviews across the organization to gain perspectives on what travel looks like today and determine what is top of mind going into 2024, with business divisions including: Business Travel\/Events, Food & Beverage, Wellness, Sustainability, Design, Digital Innovation and Workplace Culture. Hilton commissioned two phases of research with Ipsos, one of the largest market research and polling companies globally. First, Ipsos conducted 60 qualitative online video diaries in the U.S. between April and May 2023. Then Ipsos fielded a quantitative online survey in July 2023 among a nationally representative sample in Germany, Great Britain, Japan and the U.S. of adults under age 75. The samples in China, India, Mexico, Singapore and U.A.E. are more urban, more educated and\/or more affluent than the general population. The survey results for these markets should be viewed as reflecting the views of the more “connected” segment of their population. Each country included an oversample of n=200 Gen Z to increase analytic capability for this age group. The age breakdown used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby Boomers: 59-77.\n\n## Media Contact\nDaphne TanHilton – Asia Pacific[daphne.tan@hilton.com](mailto:daphne.tan@hilton.com)\n\n## Download Media Assets\nExplore the report and access multimedia including photos, b-roll, fact sheets and more.\n\n[Media Kit](https:\/\/stories.hilton.com\/2024trends-media-kit)\n\n![](https:\/\/stories-editor.hilton.com\/wp-content\/uploads\/2023\/10\/Overview-Conrad-Washington-DC-Rooftop-Bar.jpg?w=1920&q=75)\n\n***\n## About Hilton\nHilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 27 world-class brands comprising more than 9,100 properties and over 1.3 million rooms, in 143 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 250 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free [Hilton Honors app](https:\/\/www.hilton.com\/en\/p\/hilton-honors-mobile-app\/), guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit [stories.hilton.com](https:\/\/stories.hilton.com\/) for more information, and connect with Hilton on [Facebook](https:\/\/www.facebook.com\/hiltonnewsroom), [X](https:\/\/twitter.com\/hiltonnewsroom), [LinkedIn](https:\/\/www.linkedin.com\/company\/hilton\/), [Instagram](https:\/\/www.instagram.com\/hiltonnewsroom\/) and [YouTube](https:\/\/www.youtube.com\/user\/hilton).\n\n## Related Stories\n[![An array of food including chocolate fountain, cakes, sushi, breads, meats, and vegetables](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2025\/12\/Hilton-Bandung-Bandung-Chocolate-Festival.jpg?w=1920&h=960&crop=1&q=75)](https:\/\/stories.hilton.com\/apac\/releases\/global-classics-with-an-asian-twist-festive-indulgence-across-hilton-in-asia-pacific)\n\n[Food & Beverage](https:\/\/stories.hilton.com\/apac\/category\/food-beverage)•\n\nNov 27, 2025\n\n[Global Classics with an Asian Twist: Festive Indulgence Across Hilton in Asia Pacific](https:\/\/stories.hilton.com\/apac\/releases\/global-classics-with-an-asian-twist-festive-indulgence-across-hilton-in-asia-pacific)\n\n[![The pool of the Waldorf Astoria Bali at night with the hotel lit up behind](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2025\/10\/Waldorf-Astoria-Bali.jpeg?w=1920&h=960&crop=1&q=75)](https:\/\/stories.hilton.com\/apac\/releases\/hilton-to-add-nearly-4000-new-luxury-and-lifestyle-keys-across-south-east-asia)\n\n[Growth & Development](https:\/\/stories.hilton.com\/apac\/category\/growth-development)•\n\nOct 23, 2025\n\n[Hilton To Add Nearly 4,000 New Luxury and Lifestyle Keys Across South East Asia](https:\/\/stories.hilton.com\/apac\/releases\/hilton-to-add-nearly-4000-new-luxury-and-lifestyle-keys-across-south-east-asia)\n\n[![Canopy by Hilton Chengdu City Centre - Breakfast - 成都早餐](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2025\/10\/Canopy-by-Hilton-Chengdu-City-Centre-Breakfast-%E6%88%90%E9%83%BD%E6%97%A9%E9%A4%90.jpg?w=1920&h=1250&crop=1&q=75)](https:\/\/stories.hilton.com\/apac\/releases\/2026-trends-ch-en)\n\n[Trends Reports](https:\/\/stories.hilton.com\/apac\/category\/trends-reports)•\n\nOct 9, 2025\n\n[Grand Getaways: How Skip‑Gen Travel is Taking Off in China](https:\/\/stories.hilton.com\/apac\/releases\/2026-trends-ch-en)\n\n[See All Articles](https:\/\/stories.hilton.com\/stories)\n\n#### Stay Informed And Get Inspired\\!\nStories From Hilton Delivered to Your Inbox\n\nEmail Address\n\n- [Hilton.com](https:\/\/www.hilton.com\/en\/)\n- [About Hilton](https:\/\/www.hilton.com\/en\/corporate\/)\n- [Development](https:\/\/www.hilton.com\/en\/corporate\/development\/)\n- [Investors](https:\/\/ir.hilton.com\/)\n- [Corporate Responsibility](https:\/\/travelwithpurpose.hilton.com\/)\n- [Careers](https:\/\/jobs.hilton.com\/select-country.php)\n\n[Stories From Hilton](https:\/\/stories.hilton.com\/apac \"Stories From Hilton ‑ APAC\")\n\n- Connect With Us\n\n- © 2026 Hilton\n- [Global Privacy Statement](https:\/\/www.hilton.com\/en\/p\/global-privacy-statement\/)\n- [Cookies Statement](http:\/\/hiltonhonors3.hilton.com\/en\/policy\/cookies-statement\/english.html)\n- [Site Usage Agreement](https:\/\/www.hilton.com\/en\/p\/site-usage-agreement\/)\n- [Do Not Sell My Information](https:\/\/www.hilton.com\/en\/hilton-honors\/personal-data-requests\/)\n- [Modern Slavery and Human Trafficking](https:\/\/travelwithpurpose.hilton.com\/wp-content\/uploads\/sites\/4\/2025\/06\/Hilton-FY-2024-Slavery-and-Trafficking-Statement.pdf)\n- [Personal Data Requests](https:\/\/www.hilton.com\/en\/hilton-honors\/personal-data-requests\/)\n\n![](https:\/\/pubads.g.doubleclick.net\/activity;dc_iu=\/5349\/DFPAudiencePixel;ord=4192191628482.2847;dc_seg=645510647)![](https:\/\/www.googleadservices.com\/pagead\/conversion.js)\n\n![]()\n\n![](https:\/\/www.googleadservices.com\/pagead\/conversion.js)![](https:\/\/secure.adnxs.com\/px?id=1606490&seg=30660678&t=2)![](https:\/\/insight.adsrvr.org\/track\/pxl\/?adv=azj0dso&ct=0:banptx9&fmt=3)","attrs_readable_markdown":"![](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2023\/10\/SG_Hilton-Singapore-Orchard_Estate-Cantonese-style-Wagyu-Beef-Hand-Noodles.jpg?w=1920&h=1351&crop=1&q=75)\n\nHilton Singapore Orchard\n\n- *87% of Singaporean travelers have reported they feel proud about the rising popularity of their country of origin as a travel destination.*\n- *Nearly four in five (79%) Singaporean travelers are seeking to better understand their own heritage through travel.*\n- *Singaporeans 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.*\n- *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.*\n\n[Download Media Assets](https:\/\/drive.google.com\/drive\/folders\/1UhqVFmrs7LmInj-W1y8hvGM9bozQOyKS)\n\nSINGAPORE – As [Hilton](https:\/\/www.hilton.com\/en\/corporate\/) releases its [2024 Trends Report](https:\/\/stories.hilton.com\/2024trends), 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.\n\nDubbed 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.\n\n![](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2023\/10\/apachero.webp)\n\nIn a global survey conducted in collaboration with [Ipsos](https:\/\/www.ipsos.com\/), a resounding chorus of travelers across Asia have expressed a growing confidence for self-exploration. In Singapore, a staggering 87% of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 92% feeling honored about the international popularity and appreciation for Asian food, design, and culture.\n\nThis shift in global taste can be attributed to globalization, where international audiences have better accessibility and insight into Asia through pop culture and social media. From the island city serving as the backdrop of top-grossing Hollywood films, to its restaurants receiving internationally renowned recognition, Singapore has maintained itself as one of the top travel destinations for global travelers, welcoming an estimated 2.9 million international visitors in just the first quarter of 2023.\n\n> \"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. In fact, our research found that 79% of Singaporean travelers are seeking to better understand their own heritage through travel, with 85% 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.\"\n## ***Access to Local, Gastronomic Experiences are a Priority for Singaporeans***\nPriorities differ among travelers when it comes to selecting their accommodation. For some, convenience might be key, but for others, price remains at top of mind. In line with their travel motivations, Singaporeans are more likely than travelers from other countries surveyed to book their accommodations based on access to unique local experiences. In fact, a substantial 70% of Singapore respondents indicated that they are likely to do so, compared to the 65% average across all countries surveyed in Hilton’s global study.\n\nWhen it comes to the types of experiences Singapore travelers seek during their trips, 92% of respondents unequivocally ranked exploring local and traditional food and beverage as the most important to them. A strong majority (84%) also indicated a desire to connect with the local community when they travel, and gain a deeper understanding of the local history and heritage of the destination they travel to, suggesting a reassuring desire for more authentic travel experiences.\n\nFood and beverage also showed as a unifying passion point across Asian respondents in Hilton’s 2024 Trends Report survey, with respondents across Singapore, China, India, and Japan all ranking culinary experiences as the top budget priority for their travel plans next year.\n\nTo ensure they are able to prioritize travel in the coming year, and true to their reputation of being avid travelers, more than two-thirds of Singaporeans (74%) are reducing spending on other areas of their life, which is considerably higher than the global average of 64%. Travelers in Singapore are also more inclined than the majority of their global counterparts to spend more on travel in 2024 than they did in 2023 (73% in Singapore versus 65% globally).\n\n> \"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, 71% of all Asia Pacific respondents reported they will prioritize traveling in the next 12 months, supporting this notion of the GenerAsian traveler and their passion to explore. 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.\"\n> \n> ![](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2022\/04\/Alexandra-Jaritz-Headshot-e1650589604824-1.jpeg?w=1920&h=1920&crop=1&q=75)\n## ***Understanding Generational Differences in Global Travelers’ Expectations***\nThese insights were commissioned as part of research for Hilton’s 2024 Trends Report, which sought to uncover the profile of the 2024 traveler, while also zooming in to understand what the desires and preferences will be for the different generations. Following a global survey of more than 10,000 travelers from nine countries, and in-depth interviews with dozens of Hilton travel experts, the report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond:\n\n1. **Travelers Will Invest in Their Sleep**: Gen Zs are the most intentional about winding down, with 21% regulating their workout routine, and 25% avoiding alcohol before bedtime. In Singapore, 31% of respondents shared they listen to music or podcasts and chose a trusted hotel brand with consistent mattress quality as their top sleep considerations.\n\n1. **Travelers Will Value Connectivity and Personalization**: 80% of global travelers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zs leading the charge. In Singapore, 87% of travelers also agreed, with 91% of Millennials and Gen Zs driving these expectations.\n\n1. **Culture and Experiences Will Drive Leisure Travel Decisions**: Across generations, travelers’ top focus is on culinary (49% globally, 52% in Singapore) as well as exploration and adventure experiences (47% globally, 49% in Singapore). In Singapore, Gen Xs and Gen Zs (54% for both) are the most passionate about their dining budget plans, while Gen Zs (58%) and Millennials (50%) are carving out more budget for exploration and adventure experiences than other generations.\n\n1. **Business Travel Trends Will Redefine Expectations**: More than a third of Gen Z and Millennial business travelers say they plan to extend a business trip to enjoy leisure time before or after their work obligations, and 24% of global business travelers plan to take a friend or family member with them on a business trip next year.\n\nHilton’s 2024 Trends Report can be found at [Stories.Hilton.com\/2024Trends](https:\/\/stories.hilton.com\/2024trends), and to learn more specifically about the GenerAsian traveler, go to [Stories.Hilton.com\/GenerAsian](https:\/\/stories.hilton.com\/GenerAsian). To start planning 2024 travel, visit [Hilton.com](http:\/\/hilton.com\/).\n\n![](https:\/\/stories-editor.hilton.com\/apac\/wp-content\/uploads\/sites\/3\/2023\/10\/SGAnnex.png?w=1024)\n\nBoth qualitative and quantitative methods were used to determine the emerging trends detailed in this report. Hilton conducted stakeholder interviews across the organization to gain perspectives on what travel looks like today and determine what is top of mind going into 2024, with business divisions including: Business Travel\/Events, Food & Beverage, Wellness, Sustainability, Design, Digital Innovation and Workplace Culture. Hilton commissioned two phases of research with Ipsos, one of the largest market research and polling companies globally. First, Ipsos conducted 60 qualitative online video diaries in the U.S. between April and May 2023. Then Ipsos fielded a quantitative online survey in July 2023 among a nationally representative sample in Germany, Great Britain, Japan and the U.S. of adults under age 75. The samples in China, India, Mexico, Singapore and U.A.E. are more urban, more educated and\/or more affluent than the general population. The survey results for these markets should be viewed as reflecting the views of the more “connected” segment of their population. Each country included an oversample of n=200 Gen Z to increase analytic capability for this age group. The age breakdown used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby Boomers: 59-77.\n\n***\n## About Hilton\nHilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 27 world-class brands comprising more than 9,100 properties and over 1.3 million rooms, in 143 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 250 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free [Hilton Honors app](https:\/\/www.hilton.com\/en\/p\/hilton-honors-mobile-app\/), guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit [stories.hilton.com](https:\/\/stories.hilton.com\/) for more information, and connect with Hilton on [Facebook](https:\/\/www.facebook.com\/hiltonnewsroom), [X](https:\/\/twitter.com\/hiltonnewsroom), [LinkedIn](https:\/\/www.linkedin.com\/company\/hilton\/), [Instagram](https:\/\/www.instagram.com\/hiltonnewsroom\/) and [YouTube](https:\/\/www.youtube.com\/user\/hilton).","meta_canonical":null}

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URL	https://stories.hilton.com/apac/releases/2024-travel-trends-sg
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Meta Title	Singapore: Hilton Research Identifies a New Generation of Asian Travelers ‑ The ‘GenerAsian’ Traveler ‑ Stories From Hilton ‑ APAC
Meta Description	87% of Singaporean travelers have reported they feel proud about the rising popularity of their country of origin as a travel destination. Nearly four in
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Boilerpipe Text	Hilton Singapore Orchard 87% of Singaporean travelers have reported they feel proud about the rising popularity of their country of origin as a travel destination. Nearly four in five (79%) Singaporean travelers are seeking to better understand their own heritage through travel. Singaporeans 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. Download Media Assets SINGAPORE – 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 Singapore, a staggering 87% of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 92% feeling honored about the international popularity and appreciation for Asian food, design, and culture. This shift in global taste can be attributed to globalization, where international audiences have better accessibility and insight into Asia through pop culture and social media. From the island city serving as the backdrop of top-grossing Hollywood films, to its restaurants receiving internationally renowned recognition, Singapore has maintained itself as one of the top travel destinations for global travelers, welcoming an estimated 2.9 million international visitors in just the first quarter of 2023. "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. In fact, our research found that 79% of Singaporean travelers are seeking to better understand their own heritage through travel, with 85% 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." Access to Local, Gastronomic Experiences are a Priority for Singaporeans Priorities differ among travelers when it comes to selecting their accommodation. For some, convenience might be key, but for others, price remains at top of mind. In line with their travel motivations, Singaporeans are more likely than travelers from other countries surveyed to book their accommodations based on access to unique local experiences. In fact, a substantial 70% of Singapore 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 Singapore travelers seek during their trips, 92% of respondents unequivocally ranked exploring local and traditional food and beverage as the most important to them. A strong majority (84%) also indicated a desire to connect with the local community when they travel, and gain a deeper understanding of the local history and heritage of the destination they travel to, 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 Singapore, China, India, and Japan all ranking culinary experiences as the top budget priority for their travel plans next year. To ensure they are able to prioritize travel in the coming year, and true to their reputation of being avid travelers, more than two-thirds of Singaporeans (74%) are reducing spending on other areas of their life, which is considerably higher than the global average of 64%. Travelers in Singapore are also more inclined than the majority of their global counterparts to spend more on travel in 2024 than they did in 2023 (73% in Singapore versus 65% globally). "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, 71% of all Asia Pacific respondents reported they will prioritize traveling in the next 12 months, supporting this notion of the GenerAsian traveler and their passion to explore. 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." Understanding Generational Differences in Global Travelers’ Expectations These insights were commissioned as part of research for Hilton’s 2024 Trends Report, which sought to uncover the profile of the 2024 traveler, while also zooming in to understand what the desires and preferences will be for the different generations. Following a global survey of more than 10,000 travelers from nine countries, and in-depth interviews with dozens of Hilton travel experts, the report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond: Travelers Will Invest in Their Sleep : Gen Zs are the most intentional about winding down, with 21% regulating their workout routine, and 25% avoiding alcohol before bedtime. In Singapore, 31% of respondents shared they listen to music or podcasts and chose a trusted hotel brand with consistent mattress quality as their top sleep considerations. Travelers Will Value Connectivity and Personalization : 80% of global travelers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zs leading the charge. In Singapore, 87% of travelers also agreed, with 91% of Millennials and Gen Zs driving these expectations. Culture and Experiences Will Drive Leisure Travel Decisions : Across generations, travelers’ top focus is on culinary (49% globally, 52% in Singapore) as well as exploration and adventure experiences (47% globally, 49% in Singapore). In Singapore, Gen Xs and Gen Zs (54% for both) are the most passionate about their dining budget plans, while Gen Zs (58%) and Millennials (50%) are carving out more budget for exploration and adventure experiences than other generations. Business Travel Trends Will Redefine Expectations : More than a third of Gen Z and Millennial business travelers say they plan to extend a business trip to enjoy leisure time before or after their work obligations, and 24% of global business travelers plan to take a friend or family member with them on a business trip next year. Hilton’s 2024 Trends Report can be found at Stories.Hilton.com/2024Trends , and to learn more specifically about the GenerAsian traveler, go to Stories.Hilton.com/GenerAsian . To start planning 2024 travel, visit Hilton.com . Both qualitative and quantitative methods were used to determine the emerging trends detailed in this report. Hilton conducted stakeholder interviews across the organization to gain perspectives on what travel looks like today and determine what is top of mind going into 2024, with business divisions including: Business Travel/Events, Food & Beverage, Wellness, Sustainability, Design, Digital Innovation and Workplace Culture. Hilton commissioned two phases of research with Ipsos, one of the largest market research and polling companies globally. First, Ipsos conducted 60 qualitative online video diaries in the U.S. between April and May 2023. Then Ipsos fielded a quantitative online survey in July 2023 among a nationally representative sample in Germany, Great Britain, Japan and the U.S. of adults under age 75. The samples in China, India, Mexico, Singapore and U.A.E. are more urban, more educated and/or more affluent than the general population. The survey results for these markets should be viewed as reflecting the views of the more “connected” segment of their population. Each country included an oversample of n=200 Gen Z to increase analytic capability for this age group. The age breakdown used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby Boomers: 59-77. About Hilton Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 27 world-class brands comprising more than 9,100 properties and over 1.3 million rooms, in 143 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 250 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app , guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook , X , LinkedIn , Instagram and YouTube .
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Nearly four in five (79%) Singaporean travelers are seeking to better understand their own heritage through travel. - Singaporeans 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. [Download Media Assets](https://drive.google.com/drive/folders/1UhqVFmrs7LmInj-W1y8hvGM9bozQOyKS) SINGAPORE – As [Hilton](https://www.hilton.com/en/corporate/) releases its [2024 Trends Report](https://stories.hilton.com/2024trends), 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. ![](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2023/10/apachero.webp) In a global survey conducted in collaboration with [Ipsos](https://www.ipsos.com/), a resounding chorus of travelers across Asia have expressed a growing confidence for self-exploration. In Singapore, a staggering 87% of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 92% feeling honored about the international popularity and appreciation for Asian food, design, and culture. This shift in global taste can be attributed to globalization, where international audiences have better accessibility and insight into Asia through pop culture and social media. From the island city serving as the backdrop of top-grossing Hollywood films, to its restaurants receiving internationally renowned recognition, Singapore has maintained itself as one of the top travel destinations for global travelers, welcoming an estimated 2.9 million international visitors in just the first quarter of 2023. > "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. In fact, our research found that 79% of Singaporean travelers are seeking to better understand their own heritage through travel, with 85% 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." > > ![](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2023/10/Ben-George-Headshot.webp?w=1920&h=1920&crop=1&q=75) > > Ben George > > Senior Vice President and Commercial Director, Asia Pacific, Hilton ## *Access to Local, Gastronomic Experiences are a Priority for Singaporeans* Priorities differ among travelers when it comes to selecting their accommodation. For some, convenience might be key, but for others, price remains at top of mind. In line with their travel motivations, Singaporeans are more likely than travelers from other countries surveyed to book their accommodations based on access to unique local experiences. In fact, a substantial 70% of Singapore 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 Singapore travelers seek during their trips, 92% of respondents unequivocally ranked exploring local and traditional food and beverage as the most important to them. A strong majority (84%) also indicated a desire to connect with the local community when they travel, and gain a deeper understanding of the local history and heritage of the destination they travel to, 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 Singapore, China, India, and Japan all ranking culinary experiences as the top budget priority for their travel plans next year. To ensure they are able to prioritize travel in the coming year, and true to their reputation of being avid travelers, more than two-thirds of Singaporeans (74%) are reducing spending on other areas of their life, which is considerably higher than the global average of 64%. Travelers in Singapore are also more inclined than the majority of their global counterparts to spend more on travel in 2024 than they did in 2023 (73% in Singapore versus 65% globally). > "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, 71% of all Asia Pacific respondents reported they will prioritize traveling in the next 12 months, supporting this notion of the GenerAsian traveler and their passion to explore. 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." > > ![](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2022/04/Alexandra-Jaritz-Headshot-e1650589604824-1.jpeg?w=1920&h=1920&crop=1&q=75) > > Alexandra Jaritz > > Senior Vice President, Brand Management, Asia Pacific, Hilton ## *Understanding Generational Differences in Global Travelers’ Expectations* These insights were commissioned as part of research for Hilton’s 2024 Trends Report, which sought to uncover the profile of the 2024 traveler, while also zooming in to understand what the desires and preferences will be for the different generations. Following a global survey of more than 10,000 travelers from nine countries, and in-depth interviews with dozens of Hilton travel experts, the report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond: 1. Travelers Will Invest in Their Sleep: Gen Zs are the most intentional about winding down, with 21% regulating their workout routine, and 25% avoiding alcohol before bedtime. In Singapore, 31% of respondents shared they listen to music or podcasts and chose a trusted hotel brand with consistent mattress quality as their top sleep considerations. 1. Travelers Will Value Connectivity and Personalization: 80% of global travelers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zs leading the charge. In Singapore, 87% of travelers also agreed, with 91% of Millennials and Gen Zs driving these expectations. 1. Culture and Experiences Will Drive Leisure Travel Decisions: Across generations, travelers’ top focus is on culinary (49% globally, 52% in Singapore) as well as exploration and adventure experiences (47% globally, 49% in Singapore). In Singapore, Gen Xs and Gen Zs (54% for both) are the most passionate about their dining budget plans, while Gen Zs (58%) and Millennials (50%) are carving out more budget for exploration and adventure experiences than other generations. 1. Business Travel Trends Will Redefine Expectations: More than a third of Gen Z and Millennial business travelers say they plan to extend a business trip to enjoy leisure time before or after their work obligations, and 24% of global business travelers plan to take a friend or family member with them on a business trip next year. Hilton’s 2024 Trends Report can be found at [Stories.Hilton.com/2024Trends](https://stories.hilton.com/2024trends), and to learn more specifically about the GenerAsian traveler, go to [Stories.Hilton.com/GenerAsian](https://stories.hilton.com/GenerAsian). To start planning 2024 travel, visit [Hilton.com](http://hilton.com/). ![](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2023/10/SGAnnex.png?w=1024) Footnotes 1\. Source: Asia Society, 28 January 2019, [How Asia Is Shaping the World's Future](https://asiasociety.org/blog/asia/how-asia-shaping-worlds-future) 2\. Source: Singapore Tourism Board, 5 April 2023, [Singapore Tourism Board and Klook Strengthen Partnership with the Signing of Memorandum of Cooperation](https://www.stb.gov.sg/content/stb/en/media-centre/media-releases/Singapore-Tourism-Board-and-Klook-Strengthen-Partnership-with-the-Signing-of-Memorandum-of-Cooperation.html) 3\. Refer to [Annex Table 1](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2023/10/GenerAsian-Annex-SG.pdf) 4\. Refer to [Annex Table 2](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2023/10/GenerAsian-Annex-SG.pdf) 5\. Refer to [Annex Table 3](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2023/10/GenerAsian-Annex-SG.pdf) Methodology Both qualitative and quantitative methods were used to determine the emerging trends detailed in this report. Hilton conducted stakeholder interviews across the organization to gain perspectives on what travel looks like today and determine what is top of mind going into 2024, with business divisions including: Business Travel/Events, Food & Beverage, Wellness, Sustainability, Design, Digital Innovation and Workplace Culture. Hilton commissioned two phases of research with Ipsos, one of the largest market research and polling companies globally. First, Ipsos conducted 60 qualitative online video diaries in the U.S. between April and May 2023. Then Ipsos fielded a quantitative online survey in July 2023 among a nationally representative sample in Germany, Great Britain, Japan and the U.S. of adults under age 75. The samples in China, India, Mexico, Singapore and U.A.E. are more urban, more educated and/or more affluent than the general population. The survey results for these markets should be viewed as reflecting the views of the more “connected” segment of their population. Each country included an oversample of n=200 Gen Z to increase analytic capability for this age group. The age breakdown used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby Boomers: 59-77. ## Media Contact Daphne TanHilton – Asia Pacific[daphne.tan@hilton.com](mailto:daphne.tan@hilton.com) ## Download Media Assets Explore the report and access multimedia including photos, b-roll, fact sheets and more. [Media Kit](https://stories.hilton.com/2024trends-media-kit) ![](https://stories-editor.hilton.com/wp-content/uploads/2023/10/Overview-Conrad-Washington-DC-Rooftop-Bar.jpg?w=1920&q=75) *** ## About Hilton Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 27 world-class brands comprising more than 9,100 properties and over 1.3 million rooms, in 143 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 250 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free [Hilton Honors app](https://www.hilton.com/en/p/hilton-honors-mobile-app/), guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit [stories.hilton.com](https://stories.hilton.com/) for more information, and connect with Hilton on [Facebook](https://www.facebook.com/hiltonnewsroom), [X](https://twitter.com/hiltonnewsroom), [LinkedIn](https://www.linkedin.com/company/hilton/), [Instagram](https://www.instagram.com/hiltonnewsroom/) and [YouTube](https://www.youtube.com/user/hilton). ## Related Stories [![An array of food including chocolate fountain, cakes, sushi, breads, meats, and vegetables](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2025/12/Hilton-Bandung-Bandung-Chocolate-Festival.jpg?w=1920&h=960&crop=1&q=75)](https://stories.hilton.com/apac/releases/global-classics-with-an-asian-twist-festive-indulgence-across-hilton-in-asia-pacific) [Food & Beverage](https://stories.hilton.com/apac/category/food-beverage)• Nov 27, 2025 [Global Classics with an Asian Twist: Festive Indulgence Across Hilton in Asia Pacific](https://stories.hilton.com/apac/releases/global-classics-with-an-asian-twist-festive-indulgence-across-hilton-in-asia-pacific) [![The pool of the Waldorf Astoria Bali at night with the hotel lit up behind](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2025/10/Waldorf-Astoria-Bali.jpeg?w=1920&h=960&crop=1&q=75)](https://stories.hilton.com/apac/releases/hilton-to-add-nearly-4000-new-luxury-and-lifestyle-keys-across-south-east-asia) [Growth & Development](https://stories.hilton.com/apac/category/growth-development)• Oct 23, 2025 [Hilton To Add Nearly 4,000 New Luxury and Lifestyle Keys Across South East Asia](https://stories.hilton.com/apac/releases/hilton-to-add-nearly-4000-new-luxury-and-lifestyle-keys-across-south-east-asia) [![Canopy by Hilton Chengdu City Centre - Breakfast - 成都早餐](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2025/10/Canopy-by-Hilton-Chengdu-City-Centre-Breakfast-%E6%88%90%E9%83%BD%E6%97%A9%E9%A4%90.jpg?w=1920&h=1250&crop=1&q=75)](https://stories.hilton.com/apac/releases/2026-trends-ch-en) [Trends Reports](https://stories.hilton.com/apac/category/trends-reports)• Oct 9, 2025 [Grand Getaways: How Skip‑Gen Travel is Taking Off in China](https://stories.hilton.com/apac/releases/2026-trends-ch-en) [See All Articles](https://stories.hilton.com/stories) #### Stay Informed And Get Inspired\! 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Readable Markdown	![](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2023/10/SG_Hilton-Singapore-Orchard_Estate-Cantonese-style-Wagyu-Beef-Hand-Noodles.jpg?w=1920&h=1351&crop=1&q=75) Hilton Singapore Orchard - 87% of Singaporean travelers have reported they feel proud about the rising popularity of their country of origin as a travel destination. - Nearly four in five (79%) Singaporean travelers are seeking to better understand their own heritage through travel. - Singaporeans 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. [Download Media Assets](https://drive.google.com/drive/folders/1UhqVFmrs7LmInj-W1y8hvGM9bozQOyKS) SINGAPORE – As [Hilton](https://www.hilton.com/en/corporate/) releases its [2024 Trends Report](https://stories.hilton.com/2024trends), 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. ![](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2023/10/apachero.webp) In a global survey conducted in collaboration with [Ipsos](https://www.ipsos.com/), a resounding chorus of travelers across Asia have expressed a growing confidence for self-exploration. In Singapore, a staggering 87% of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 92% feeling honored about the international popularity and appreciation for Asian food, design, and culture. This shift in global taste can be attributed to globalization, where international audiences have better accessibility and insight into Asia through pop culture and social media. From the island city serving as the backdrop of top-grossing Hollywood films, to its restaurants receiving internationally renowned recognition, Singapore has maintained itself as one of the top travel destinations for global travelers, welcoming an estimated 2.9 million international visitors in just the first quarter of 2023. > "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. In fact, our research found that 79% of Singaporean travelers are seeking to better understand their own heritage through travel, with 85% 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." ## *Access to Local, Gastronomic Experiences are a Priority for Singaporeans* Priorities differ among travelers when it comes to selecting their accommodation. For some, convenience might be key, but for others, price remains at top of mind. In line with their travel motivations, Singaporeans are more likely than travelers from other countries surveyed to book their accommodations based on access to unique local experiences. In fact, a substantial 70% of Singapore 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 Singapore travelers seek during their trips, 92% of respondents unequivocally ranked exploring local and traditional food and beverage as the most important to them. A strong majority (84%) also indicated a desire to connect with the local community when they travel, and gain a deeper understanding of the local history and heritage of the destination they travel to, 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 Singapore, China, India, and Japan all ranking culinary experiences as the top budget priority for their travel plans next year. To ensure they are able to prioritize travel in the coming year, and true to their reputation of being avid travelers, more than two-thirds of Singaporeans (74%) are reducing spending on other areas of their life, which is considerably higher than the global average of 64%. Travelers in Singapore are also more inclined than the majority of their global counterparts to spend more on travel in 2024 than they did in 2023 (73% in Singapore versus 65% globally). > "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, 71% of all Asia Pacific respondents reported they will prioritize traveling in the next 12 months, supporting this notion of the GenerAsian traveler and their passion to explore. 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." > > ![](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2022/04/Alexandra-Jaritz-Headshot-e1650589604824-1.jpeg?w=1920&h=1920&crop=1&q=75) ## *Understanding Generational Differences in Global Travelers’ Expectations* These insights were commissioned as part of research for Hilton’s 2024 Trends Report, which sought to uncover the profile of the 2024 traveler, while also zooming in to understand what the desires and preferences will be for the different generations. Following a global survey of more than 10,000 travelers from nine countries, and in-depth interviews with dozens of Hilton travel experts, the report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond: 1. Travelers Will Invest in Their Sleep: Gen Zs are the most intentional about winding down, with 21% regulating their workout routine, and 25% avoiding alcohol before bedtime. In Singapore, 31% of respondents shared they listen to music or podcasts and chose a trusted hotel brand with consistent mattress quality as their top sleep considerations. 1. Travelers Will Value Connectivity and Personalization: 80% of global travelers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zs leading the charge. In Singapore, 87% of travelers also agreed, with 91% of Millennials and Gen Zs driving these expectations. 1. Culture and Experiences Will Drive Leisure Travel Decisions: Across generations, travelers’ top focus is on culinary (49% globally, 52% in Singapore) as well as exploration and adventure experiences (47% globally, 49% in Singapore). In Singapore, Gen Xs and Gen Zs (54% for both) are the most passionate about their dining budget plans, while Gen Zs (58%) and Millennials (50%) are carving out more budget for exploration and adventure experiences than other generations. 1. Business Travel Trends Will Redefine Expectations: More than a third of Gen Z and Millennial business travelers say they plan to extend a business trip to enjoy leisure time before or after their work obligations, and 24% of global business travelers plan to take a friend or family member with them on a business trip next year. Hilton’s 2024 Trends Report can be found at [Stories.Hilton.com/2024Trends](https://stories.hilton.com/2024trends), and to learn more specifically about the GenerAsian traveler, go to [Stories.Hilton.com/GenerAsian](https://stories.hilton.com/GenerAsian). To start planning 2024 travel, visit [Hilton.com](http://hilton.com/). ![](https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2023/10/SGAnnex.png?w=1024) Both qualitative and quantitative methods were used to determine the emerging trends detailed in this report. Hilton conducted stakeholder interviews across the organization to gain perspectives on what travel looks like today and determine what is top of mind going into 2024, with business divisions including: Business Travel/Events, Food & Beverage, Wellness, Sustainability, Design, Digital Innovation and Workplace Culture. Hilton commissioned two phases of research with Ipsos, one of the largest market research and polling companies globally. First, Ipsos conducted 60 qualitative online video diaries in the U.S. between April and May 2023. Then Ipsos fielded a quantitative online survey in July 2023 among a nationally representative sample in Germany, Great Britain, Japan and the U.S. of adults under age 75. The samples in China, India, Mexico, Singapore and U.A.E. are more urban, more educated and/or more affluent than the general population. The survey results for these markets should be viewed as reflecting the views of the more “connected” segment of their population. Each country included an oversample of n=200 Gen Z to increase analytic capability for this age group. The age breakdown used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby Boomers: 59-77. *** ## About Hilton Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 27 world-class brands comprising more than 9,100 properties and over 1.3 million rooms, in 143 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 250 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free [Hilton Honors app](https://www.hilton.com/en/p/hilton-honors-mobile-app/), guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit [stories.hilton.com](https://stories.hilton.com/) for more information, and connect with Hilton on [Facebook](https://www.facebook.com/hiltonnewsroom), [X](https://twitter.com/hiltonnewsroom), [LinkedIn](https://www.linkedin.com/company/hilton/), [Instagram](https://www.instagram.com/hiltonnewsroom/) and [YouTube](https://www.youtube.com/user/hilton).
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