ASIA PACIFIC – Purpose, personalization and profound
lifestyle shifts are shaping luxury travel in Asia Pacific, according to a study
by Marriott International called The Intentional Traveler. It said
high-net-worth (HNW) travelers in the region are recalibrating how, where, and
why they travel – prioritizing wellbeing, immersive experiences, emotional
value, and intentional design over volume and extravagance.
The new report surveyed 1,750 of Asia Pacific’s most
affluent travelers across Australia, Singapore, India, Indonesia, South
Korea, Japan, and Thailand, revealing a luxury travel mindset marked by deeper
cultural engagement, increased precision in itinerary planning, and rising expectations
from brands and experiences.
More specifically, the report suggested:
- Wellness plays key role in destination choice
with 90% of travelers considering it a top booking priority
- 72% of travelers plan to increase luxury travel
spending
- New destinations, including Bangladesh, New
Zealand and Cambodia, are gaining ground on list of top 10 destinations
- Nature escapes and countryside retreats are surging
with interest in safaris up to 30%
Going deeper on the data, beyond traditional spa retreats,
luxury travelers are embracing holistic wellness experiences - from forest
immersions and nutrition programs to sound healing and sleep therapies. Asia is
the top destination for wellness journeys (67%), where 26% of travelers are
planning a dedicated wellness or spa retreat.
The report showed luxury travel spend growth is led by
travelers in Australia (85%), Indonesia (81%), and Singapore (80%), who are
showing the strongest intent to invest more in premium experiences. Among all
travel types, family travel stands out as the top priority for spending, with
47% of affluent travelers most willing to splurge when journeying with their
immediate families.
Fully, 93% of high-net-worth travelers in the region prefer
to return to destinations they already love, with 89% saying they’re more
likely to revisit places where they feel a meaningful connection.
New markets with convenient regional access are rapidly
gaining traction, including Bangladesh (26%), New Zealand (24%), and Cambodia
(23%) are emerging as top choices for 2025.
Today’s luxury travelers are booking fewer trips but with
greater depth and deliberation. The average short stay has increased from 3 to
4 nights, and itineraries are planned, often months in advance. For longer
trips, bookings are typically made 2-3 months ahead, while short trips are
locked in 1-2 months in advance. Fully, 93% expect a personalized travel
experience, while 62% plan every detail ahead of time.
While gastronomy remains the top driver of travel,
nature-driven experiences are now an emerging pillar of luxury travel.
Countryside getaways are gaining momentum, with 28% of high-net-worth travelers
planning rural escapes - up from 19% last year - while 30% are booking wildlife
safaris.
Fully, 92% say being close to nature is a key travel
priority, reflecting a growing desire for immersive, outdoor experiences.
Further, these travelers are planners at heart, with the majority booking their
long trips 2 to 6 months in advance, with some booking as far as 9 to 12 months
out.
“Luxury travelers are now more intentional than ever
before,” says Oriol Montal, regional vice president, Luxury, Asia Pacific
excluding China, Marriott International. “They are seeking journeys that align
with their values, enhance wellbeing, and deliver deep personal meaning. For
Marriott International, this represents an opportunity to evolve luxury
hospitality into something more transformational, curated, and emotionally
resonant.”