Millennials', Gen Zs' new love language: 3 out of 5 are 'willing to pay the price' for it

MANILA, Philippines — These days, it is no longer enough to say "I love you" to show how much you love a person. No amount of flowers and chocolates will do. 

Millennials and Gen Zs, particularly those in the Asia Pacific region including the Philippines, have found a new love language — shared travel experiences.

Booking site Klook says that 9 out of 10 travelers intend to pursue travel with their loved ones this 2024 after being cooped up for so long during the pandemic.

The travel platform has also just released its latest Travel Pulse research (conducted in November 2023 with a total of 2,600 respondents across 13 countries in the Asia Pacific region), which shows that 3 out of 5 travelers are set to splurge on 2024 adventures and dedicate up to half of their budget to experiences and activities despite rising costs from global inflation.  

For Millennials and Gen Zs, travel is now more than just a holiday and a reward for oneself after working so hard for a long period. It has become the ultimate canvas for building connections and creating shared memories that solidify bonds.

Klook chief operating officer and co-founder Eric Gnock Fah observed that these travel trends are reflective of a post-pandemic world, where the pandemic-induced isolation and increased digitization of lives have left people yearning for connection.

“As we move past the pandemic and era of revenge travel, we observe a transformative shift in travel dynamics. It's no longer just a journey; it's the embodiment of a new love language shared experiences. Travel has become an essential outlet, offering individuals the chance to connect genuinely with themselves, their loved ones, and the world around them,” said Gnock Fah.

A total of 64% of Millennials and Gen Zs in Asia Pacific (APAC) and 66% in the Philippine market are increasing their travel budgets in 2024, with nearly half of them willing to spend up to 50% or more on their holidays. The focus for travelers continues to be on experiences that promise meaningful connections with their companions. This aligns with the finding that 34% of Filipinos prefer to travel with their partners and immediate family. In APAC, 69% of respondents