A study by Hilton Honors has revealed that 88 per cent of the 2300 people surveyed define themselves by their love of travel.
Sarah Somerville, Senior Director of Customer Engagement, Loyalty and Partnerships, the Asia Pacific at Hilton, said: "Travel is a deep passion for most travellers in the Asia Pacific. It gives them a real sense of pride and has become a core part of how they define themselves. Today's travellers want to live like locals, feel inspired by the places they visit and experience a transformative journey that is wholly their own. They also embrace the role technology can play, not only in making their travel experience more efficient but also in enhancing the planning stage through the use of augmented reality and virtual reality technologies."
And passion for travel is firmly on the rise, with the latest Hotel Price Index (HPI) from Hotels.com has shown that there is a still great passion to head abroad despite the impact of natural disasters such as the wildfires in California or the earthquakes in Japan or the impact of political events like Brexit.
Katie Junod, general manager of the Hotels.com brand in North America, said: "HPI has always given us a good barometer on the industry and helps give us an insight into global travel trends. This year we have seen growth despite a lot of political challenges and natural disasters, which indicates that the industry shows no signs of slowing down."