"Overseas Travel 'Revenge Spending' Led by the MZ Generation"

Hana Tour Last Year's Age Group Booking Trends Analysis
2030 Age Group Accounts for 30%
Approximately Double Compared to Pre-COVID-19 Levels

Demand for overseas travel, which was suppressed due to COVID-19, is showing a clear recovery centered on the MZ generation (Millennials + Generation Z).

Nomadic Experience at Mirage Camp, Ulaanbaatar, Mongolia
Photo by Hanatour

According to an analysis of last year's overseas travel reservation trends by age group conducted by Hana Tour on the 25th, the reservation share of the MZ generation in their 20s and 30s accounted for 30%. This generation's reservation rate nearly doubled compared to 16.3% in 2019, before the outbreak of COVID-19. Hana Tour stated, "As overseas travel resumed mainly to short-distance resorts, the 'revenge travel' mentality of the MZ generation played a significant role."

By region, the demand for overseas travel among those in their 20s and 30s was highest in Southeast Asia, including Vietnam, Thailand, and the Philippines, accounting for 37.4%. The South Pacific, centered on Guam and Saipan, accounted for 23.2%, Japan, which resumed overseas travel relatively late, accounted for 18.2%, and Europe accounted for 12.7%.

Hana Tour contributed to increasing the reservation share by offering products targeting the MZ generation, who prefer individual free travel. Among last year's reservations on Hana Tour's live commerce platform 'HanaLIVE,' the share of those in their 20s and 30s reached 47.7%. The most popular products among this age group were 'Boracay 4-6 days (air + hotel),' 'Bohol 5-6 days,' and 'Da Nang & Hoi An 5 days,' in that order.

Themed trips accompanied by experts in various fields also gained popularity. Among last year's themed trip reservations, those in their 20s and 30s accounted for 40.1%. The Mongolia trip accompanied by travel writer An Sinae in June sold out in one minute, with most of the reserving customers being in their 20s and 30s. Hana Tour plans to further expand themed trips tailored to the tastes of the MZ generation this year, including art trips to Europe and Japan and influencer-accompanied trips in Southeast Asia.

A Hana Tour official said, "Recent overseas travel trends show a clear recovery centered on the MZ generation," adding, "We will expand products, services, and marketing reflecting the tastes of the MZ generation and strengthen communication as well."

This content was produced with the assistance of AI translation services.