Summer's Cultural Renaissance: Millennials and Gen Zs Take Flight as Culture Vultures, According to Klook

Singapore, May 12, 2023 — Summer typically brings to mind the sun, sand, and sea, but this year, Millennial and Gen Z travellers across Asia-Pacific (APAC) are embracing their inner culture vultures and seeking inspiration from their travels. Klook unveils insights into the vibrant travel motivations of these demographics for this season.

“More than half (53%) of Millennials and Gen Zs are ready to travel abroad this summer, and they are looking to make their summer holidays more colourful and memorable through inspiring experiences," shares Marcus Yong, Vice President of Global Marketing at Klook. “This summer marks a milestone as Asia fully reopens after three years, and we witness these travellers ramping up on their plans for an unforgettable holiday season.”

The search for inspiration is a powerful motivator for many Millennial and Gen Z travellers in APAC, with 1 in 4 travellers actively seeking it out on their journeys.

When planning a holiday, many travellers focus on practical details such as accommodation, transportation, and a well-planned itinerary. However, one aspect that is often overlooked is the power of using colours and the feelings they can evoke.

"Travelling is a gateway to self-discovery and personal growth, with a growing trend among Millennials and Gen Zs seeking inspiration through immersive experiences. They crave connections with diverse cultures, artistic expressions, and the inspiration that the world offers," says Marcus Yong.

This Summer, a significant number of Millennial and Gen Z travellers in Singapore (60%) eagerly anticipate exploring destinations abroad. Among them, 28% actively seek inspiration during their journeys, with purple being the captivating shade of the season. To find inspiration, they embrace nature (38%) and explore cities (26%). Additionally, cultural experiences like museum visits and art jamming workshops hold immense appeal for 37% of these young Singaporean travellers, recognizing their enriching value, with Klook seeing over 30% increase in bookings for these cultural activities in 2023 compared to end 2022.

When it comes to making this summer holiday one to remember, colour can play a big role in shaping travellers’ experiences. According to Principal Psychologist Dr Geraldine Tan from The Therapy Room, colour can influence travellers in subtle but significant ways, affecting their mood, behaviour, and overall enjoyment of their trip.

“The colours and environments we come across during travel can strongly affect our emotional state and influence our actions, making us more inclined towards certain activities. On a beach vacation, the cool colours of the ocean and sky might help travellers feel more free and calm, and be more inclined towards relaxing activities. Or when they visit a bustling city, the bright colours might make them feel energised and excited, and more inclined to take part in hands-on experiences.” says Dr Geraldine Tan. 

Here are some ways in which travellers can use colour psychology to hack that holiday feeling they are after.

Blue evokes a sense of freedom and limitlessness, a sentiment shared by 52% of travellers across the Asia Pacific region who associate the colour with their summer journeys. Among their top holiday activities are beach days and road trips, evidenced by car rental bookings growing by over a third since the start of the year. In line with this desire for freedom, Millennial and Gen Z travellers in Singapore are also yearning for a sense of liberation this Summer, as they seek it through engaging in activities such as a beach day (44%), embarking on a road trip (28%), skiing (14%), and even bungee jumping (15%).

Purple, a colour that symbolises inspiration and creativity, sparks the imagination and encourages the exploration of new experiences. This summer, it has captured the attention of travellers seeking inspiration through cultural activities. Among the top destinations where travellers are actively searching for such inspiration, Vietnam takes the lead with 33%, closely followed by Singapore and Thailand, both at 28%. In line with this trend, 37% of Millennial and Gen Z travellers in Singapore express a keen interest in engaging in cultural experiences like museum visits and art jamming workshops, embracing the enriching value of these encounters.

The colour green is often linked to nature, which is known to bring about healing and renewal, and can evoke a sense of peacefulness. Travellers from Singapore (60%) and the Philippines (57%) seek relaxation through wellness-based activities such as a spa session, while travellers from Taiwan (32%) and Thailand (30%) find it through nature-based physical activities like hiking instead.

Millennial and Gen Z travellers in Singapore find joy in a variety of activities during their summer holidays. Theme parks are a popular choice, bringing happiness to 44% of these travellers. Additionally, they derive joy from being outdoors (24%), embarking on shopping trips (22%), and even indulging in the exhilarating experience of scuba diving (11%).

By understanding and utilising colour psychology principles, travellers can chase that perfect summer vibe and create unforgettable memories. What does your summer palette look like?