Collinson International, the operator of Priority Pass headquartered in the United Kingdom, announced the ’2025 Asia-Pacific Consumer Happiness Report' on the 8th.
This report, a joint study with Dr. William von Hippel, a leading authority in behavioral psychology, was conducted with over 4,000 consumers from eight countries in the Asia-Pacific region, including Korea. Collinson provides a paid service, PP, which allows access to VIP airport lounges worldwide through partnerships with credit card companies.
The report analyzed that consumer standards are gradually shifting from a focus on practical benefits to experiences and emotional satisfaction, which money cannot buy. It found that especially among the younger generation, there is a clear trend of placing more value on ‘experiences’ than products, making ‘brand rewards’ provided by corporations play an important role in consumer loyalty.
In this survey, 81% of respondents said they are having ‘extraordinary experiences’ like quick purchase of concert tickets and luxury hotel reservations through brand rewards. In Korea, millennials (86%) and Generation Z (78%) were found to be leading this trend.
Particularly, Korean consumers showed brand loyalty in ways such as ‘repeated purchase of the same brand product’ (48%), ‘trying new products’ (41%), and ‘recommending to others’ (40%) when satisfied with a corporation’s reward program. Especially, the Korean millennial (MZ) generation was active in brand communication through digital channels, such as following the corporation’s social networks (30%). Of these, 14% said they would defend the brand they support if it receives external criticism.
Preferences for reward items showed differences by generation. 61% of the Korean baby boomer generation valued relationship-centered values, while 56% of Generation Z prioritized self-satisfaction.
At the press conference held in Seoul that day, Rohan Bhalla, vice president of Collinson International Asia-Pacific, emphasized, “Now brands should act as gateways to consumer happiness,” adding that “travel is a suitable means for forming bonds and providing self-achievement.” According to various data, Koreans spend about one-third of their income on travel.
In line with the increased demand for travel in the Asia region, Collinson expanded its airport lounge and travel service sites in the Asia-Pacific by 16% compared to the previous year by May this year. It is currently operating over 750 airport lounges and experience facilities in 145 cities in the Asia-Pacific region, with over 1,700 facilities worldwide.