Millennials & Gen Z drive demand for heritage luxury, premium staycations: survey
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According to a recent survey by the Noormahal Palace, Karnal, over 53% of respondents aged 18–34 opted for staycations in iconic heritage properties over other options in the past year. The study has further revealed that this demographic is increasingly willing to pay more for authentic, luxury experiences.
The travel and tourism landscape in India is undergoing a significant shift, driven by millennials and Gen Z's demand for heritage luxury and premium staycations. According to a recent survey by the Noormahal Palace, Karnal, over 53% of respondents aged 18–34 opted for staycations in iconic heritage properties over other options in the past year. The study has further revealed that this demographic is increasingly willing to pay more for authentic, heritage luxury experiences over typical luxury, as their emphasis is on authentic cultural immersion and connection to history.
The study also mentions that they are seeking locations, stays, and hotels that offer unique, story-worthy moments. A survey conducted amongst 2000 youngsters in five cities, including Delhi, Mumbai, Jaipur, Karnal, and Kolkata, revealed that travellers are prioritising cultural immersion, exclusivity, and meaningful experiences over conventional vacations.
Moreover, it revealed unique history, architecture, and personalised service as primary reasons for choosing heritage luxury stays. Hotels offering the right blend of these services are the topmost priority of the new-age travellers.
Roop Partap Choudhary, Executive Director, Noormahal Palace, said, “We are witnessing a remarkable evolution in the preferences of the new generation of travellers. Millennials and Gen Z not only seek luxury but also value authenticity and a sense of connection to heritage. At Noormahal Palace, we are proud to offer an immersive experience that celebrates history and culture, while providing world-class amenities.”
The survey further highlighted that the primary factors motivating Millennials and Gen Z to choose heritage luxury stays include unique history and architecture, as this generation values meaningful connections, immersive experiences, cultural preservation, and celebrates the traditions and customs of diverse locations. Additionally, 28% of respondents highlighted the importance of Instagrammable or social media-worthy experiences as they leverage social media platforms to share their experiences, travel stories, and influence others.
Respondents have also highlighted how a property's heritage story is important in their decision-making when choosing a destination for staycations, and another part of the survey revealed that 19% of them find it a very important factor. This underscores their growing desire for meaningful and authentic travel experiences.
