How millennials and Gen Z are driving luxury travel brands to be more authentic and immersive

At Amanjiwo in Java, a resident anthropologist conducts sessions on the history of native Javanese foods, while guests can request for its chef to take them to the farms where the resorts sources its food from at Amandari in Bali.

Over in the eastern part of Bali at Amankila, they will soon offer a dining experience inspired by the Karangasem royal family that once ruled over Bali. The experience will start with a guided palace tour, followed by dinner with a menu inspired by the late king’s favourite items and dining rituals.

Through this activity, guests will be exposed to a side of Bali that is often overlooked — the authentic Bali, not the beach clubs or brunch spots that have become so synonymous with the island these days.

Their strategy seems to be working. As of 2023, about a third of the guests in Aman Indonesia were between the ages of 28 and 36 — quite a different demographic from before.

“In the past, it used to be just the top one per cent — CEOs and billionaires were our typical clientele. Now, it’s getting younger, and they are keener to explore new experiences,” said Radit. 

“What we’re doing is actually just trying to be a gateway to the destination. That kind of ethos is what Aman was created upon and it has stood the test of time,” he continued.

LUXURY BRANDS FIGHTING FOR A SLICE OF MILLENIAL WEALTH

Millennials are now the world’s largest generation, followed by Gen Z. Together, they make up 43 per cent of the world’s population. The former will soon reach their prime earning years. Concurrently, trillions of dollars are being passed into their hands, as they start to inherit wealth from previous generations, according to a 2023 report by Bank of Singapore’s Chief Investment Office. 

“To harness the immense spending power of this new generation, players across the hospitality landscape – from airlines to hotels to travel agencies – will need to evolve in tandem,” said the Bank of Singapore analyst.

So it’s no surprise that bigger international hotel chains are ramping up their offerings to tap into this opportunity.