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 India, a staggering 85% of respondents reported they feel proud about the rising popularity of their country of origin as a travel destination, as well as the international popularity and appreciation for Asian food, design, and culture.