The Luxury Group by Marriott International has released a comprehensive report highlighting new expectations and travel preferences among high-net-worth (HNW) travelers in the Asia Pacific region. The report, stemming from research conducted between April and May 2024, underscores the region’s growing prominence in luxury travel. It reveals that 68% of HNW travelers plan to increase their travel spending in the next 12 months, with 89% of Indian travelers leading this trend. Additionally, 74% of respondents plan to travel within Asia Pacific, and 88% prioritize gastronomy as a key motivation for their travels.
Emerging Luxury Traveler Archetypes
The report identifies three distinct new groups of luxury travelers:
- Venture Travelists: These travelers seek business opportunities while on vacation. They combine leisure with business, exploring local markets for potential deals and networking with local entrepreneurs.
- Experience Connoisseurs: Predominantly millennials, these travelers view their trips as opportunities for personal enrichment. They seek unique, one-of-a-kind experiences that contribute to their mental and physical well-being.
- Timeless Adventurers: This group, aged over 65, focuses on immersive travel experiences, exploring destinations deeply and valuing the uniqueness and cultural richness of the places they visit.
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Key Findings and Preferences
- Travel Frequency and Duration: HNW travelers in the Asia Pacific region are planning an average of six leisure trips over the next year, with 33% planning at least seven holidays. Short stays typically last three nights, while long stays extend to two and a half weeks.
- Popular Destinations: Australia tops the list as the preferred destination (46%), followed by Japan (42%) and Hong Kong (27%). Notably, 69% of Indian HNW travelers are planning trips to Australia.
- Travel Companions: Over 70% of travelers prefer to travel with family or friends, enhancing the social and emotional value of their travel experiences.
- Culinary Interests: A significant 88% of travelers choose their destinations based on culinary experiences. Fine dining is a major draw, with 81% selecting hotels for their dining options and 83% visiting destinations to experience celebrated restaurants.
Regional Insights
- India: The most active travel market, with 89% of Indian HNW travelers planning to spend more on travel. Social gatherings and milestone celebrations are key motivators.
- Australia: Australians take longer holidays, with 73% planning at least two-week getaways.
- Singapore: Known for self-sufficiency, 61% of Singaporean travelers prefer to independently plan their itineraries.
- Sustainability: Environmental practices are crucial, with 80% of travelers considering a hotel’s sustainability efforts when making travel decisions.
Marriott’s Strategic Insights
“Our New Luxe Landscapes Report provides deeper behavioral insights and motivations into elite travelers from Asia and the Pacific,” said Oriol Montal, Managing Director, Luxury, Asia Pacific (excluding China), Marriott International. “Whether it’s discovering new culinary experiences, traveling with their family or friends, or looking to forge connections with the local community, our research has identified new traveler archetypes and provides Marriott International with new understandings in catering to this discerning traveler segment.”
About Marriott International
Marriott International, Inc. (Nasdaq: MAR), based in Bethesda, Maryland, operates nearly 8,900 properties across 30 leading brands in 141 countries and territories. The company offers the Marriott Bonvoy® travel program. For more information, visit Marriott.com and Marriott News Center. Connect with Marriott on Facebook, X, and Instagram at @MarriottIntl.
About Marriott International Luxury Portfolio
Marriott’s luxury portfolio spans over 510 landmark hotels and resorts in 70 countries, offering authentic and enriching experiences through brands like The Ritz-Carlton, St. Regis, and W Hotels. For more information, visit Marriott International Luxury Brands.
ANNEX A: Key Facts About Luxury Travelers in APAC
- Most engaged travel market: India, with 89% planning to spend more on travel.
- Most self-sufficient travelers: Singaporeans, with 61% preferring to plan their own itineraries.
- Top social issue: Sustainable travel, with 80% considering a hotel’s environmental practices.
- Longest holidays: Australians, with 73% planning two-week trips.
- Safety: 91% of respondents prioritize a safe environment for a luxury experience.
- Shopping: 85% seek locally made products.
- Cuisine: 62% favor authentic local dishes.
- Luxury experience: 80% value refined craftsmanship and exquisite design.
For further details and the full report, visit Marriott International.
Source: New Report Highlights Evolution of Luxury Travel Trends in Asia Pacific
