“By 2030, nearly half of global travel growth will originate from [the] Asia Pacific, driven heavily by Gen Z, who already generate nearly a quarter of total travel expenditure. However, traditional loyalty programs built around points and long-game tier upgrades are failing to engage this rising demographic. “For Gen Z, rather than spending on goods and shopping, they redirect funds into rich, in-destination moments while demanding immediate, experiential rewards. Right behind them, Gen Alpha is already steering family travel decisions through parent proxies, long before holding their own credit cards.”

— From the synopsis of “How Gen Z & Gen Alpha Are Reshaping the APAC Travel Economy,” a Pacific Asia Travel Association Tourism in Focus September report, produced in partnership with Euromonitor International, a PATA Preferred Partner.