At WiT Japan & North Asia, Michael Dykes of Expedia Group laid out a compelling picture of the shifting travel landscape in Asia Pacific. In a fast-evolving region shaped by cultural pride, youth influence, and ageing populations, Dykes identified three powerful demographic trends that are rewriting travel demand and consumer behavior.
Gen Alpha & Z: Asia’s rising engines of growth
“Younger generations will be the biggest spenders in Africa and Asia,” said Dykes, pointing to Statista data that reflects the spending trajectory of Gen Alpha and Z across emerging economies.
He noted that younger travellers are not only more adventurous but are reshaping brand preferences: “They seem to prefer local or Asian brands that are more authentic to their tastes and cultures.”
One example of how Expedia Group is responding to this shift is the launch of Expedia Trip Matching, a tool that turns Instagram Reels into personalized travel recommendations. This comes on the heels of a partnership with Beautiful Destinations, designed to harness the power of video and influencer storytelling to inspire younger travellers.
“Asians telling the story of Asia has become the norm for APAC Gen Zers,” Dykes said, underlining a strong preference for culturally resonant, regionally produced content.
The rise of ‘Deep Asia’: Beyond the golden routes
Dykes spotlighted what he called a “Deep Asia” trend, in which intra-Asia travel is surging, and travellers are seeking off-the-beaten-path locations.
“About 75% of travel within Asia is undertaken by Asians themselves,” he said, citing Expedia’s internal data showing strong growth in non-Golden Route destinations in Japan and China.
This is particularly evident among repeat travellers to Japan. “Over 70% of Hong Kong tourists in Japan have visited at least three times,” he noted. “These are visitors going beyond Tokyo and Kyoto, exploring every nook and cranny.”
He also pointed to a surprising shift: the rise of China not just as a source market but as a destination, especially for other Asian travellers. “Post-pandemic, the recovery of Asian source markets into China has outpaced that of Western markets.”
Speaking to Yeoh Siew Hoon (Left), Founder, WiT, Expedia Group’s Michael Dykes said, “About 75% of travel within Asia is undertaken by Asians themselves.”
Silver tourism: The new gold
At the other end of the demographic spectrum, Dykes discussed the “silver opportunity”, the growing influence of older travellers in markets like Japan, Korea, and China.
“Spending power in Japan is still with the baby boomers, while in Korea it sits with Gen X,” he explained, referencing another Statista graph.
But this group isn’t your typical tech-averse demographic. “60% search and book online but they prefer the PC over mobile,” Dykes said. “They still rely on pamphlets and concierge services, but they’re online, just not mobile-first.”
Barrier-free travel is a top priority for this segment, who often travel during off-peak times and prefer destinations that are less crowded. “They help with overtourism,” Dykes said. “They avoid crowded hotspots, they pay for premium services like luxury trains, and they often add travel insurance which creates ancillary revenue.”
From Gen Z to Silver Surfers: A full spectrum future
In closing, Dykes observed: “The future is young, deep and silver.” Each segment brings unique needs and expectations, and platforms like Expedia are increasingly tuning their products to meet them, from Instagram-driven trip inspiration to PC-optimized booking for seniors.
As for his own demographic? Dykes recently returned from a trip to Peru. “What I want when I travel?” he smiled. “Less planning. More spontaneity. And maybe a little luxury.”