A new comprehensive report by the Luxury Group of Marriott International highlights emerging trends and preferences among high-net-worth (HNW) travelers in the Asia-Pacific (APAC) region. The study reveals that 68% of respondents plan to increase their spending on leisure travel in the next 12 months, with a significant 74% opting for intra-regional holidays.
Australia emerges as the top destination, with 46% of respondents planning to visit, followed by Japan. Indian HNW travelers are particularly noteworthy, with 89% intending to spend more on luxury travel, making them the most active market in the region. High-end gastronomy is the primary driver for luxury travel, with 88% planning their holidays around food experiences.
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New Luxury Traveler Personas
The report identifies three new personas among luxury travelers:
- The Venture Travelist: This next-generation Bleisure tourist seeks business opportunities while on holiday, combining leisure with potential deals and connections.
- The Experience Connoisseur: Predominantly millennials, these travelers view their journeys as investments in personal enrichment and well-being, seeking unique and personalized experiences.
- The Timeless Adventurer: Defying stereotypes, travelers over 65 are keen on exploring and immersing themselves in destinations, prioritizing authentic experiences over tourist attractions.
Key Findings
- Extended and Frequent Travel: HNW travelers in the region are planning an average of six leisure trips in the next year, with 33% planning at least seven holidays. A short stay averages three nights, while a long stay is typically two-and-a-half weeks. Over 70% prefer traveling with family or friends, enhancing the travel experience.
- Top Destinations: Australia is the leading destination, especially for Indian, Indonesian, Japanese, and Singaporean travelers. Japan and Hong Kong also rank high on the list.
- Culinary Focus: Food is a central theme, with 88% choosing destinations based on culinary experiences. Nearly half (49%) consider fine dining the ideal night out, and 83% select destinations to visit award-winning restaurants. Additionally, 81% of HNW travelers base their hotel choice on dining options.
Regional Insights
- India: With 89% planning to spend more on travel, Indian HNW families and friends frequently tour to mark key milestones and attend private events.
- Singapore: Known for self-sufficiency, 61% of Singaporean HNW travelers prefer to independently curate their itineraries.
- Sustainable Travel: Environmental concerns are significant, with 80% of HNW travelers considering sustainability practices when choosing hotels.
- Australia: Australians, benefiting from extensive annual leave, often plan longer holidays, with 73% taking a minimum two-week getaway.
- South Korea: A majority (54%) prefer to stay within their hotels, enjoying the amenities rather than exploring local attractions.
Conclusions
The “New Luxe Landscapes Report” by Marriott International provides valuable insights into the evolving behaviors and preferences of luxury travelers in the APAC region. These findings will help Marriott and other luxury brands better cater to the discerning needs of this segment, ensuring enriched travel experiences that align with their expectations.
For more details or to download the full report, please visit the Marriott International website.
Source: New Report Unveils Transformations in Luxury Travel Across Asia Pacific
