The Asia Pacific (APAC) region continues to be a powerhouse for luxury travel. A recent in-depth report by Marriott International’s Luxury Group sheds light on the evolving preferences and expectations of high-net-worth (HNW) travelers in this dynamic market. Luxury Travel Asia Pacific

Appetites for Exploration and Extended Stays

The report unveils a surge in travel spending, with a staggering 68% of respondents across APAC planning to invest more in leisure travel over the next year. This enthusiasm is particularly evident in India, where a whopping 89% of HNW travelers plan to increase their travel budgets.

Interestingly, the concept of a quick getaway seems to be fading. Travelers are opting for longer vacations, with an average of six leisure trips planned within the next 12 months. For many, these extended stays are best enjoyed in the company of loved ones, with over 70% choosing to travel with family or friends.

Australia Beckons, But Intra-Regional Travel Reigns Supreme

Australia emerges as the top travel destination, attracting 46% of those surveyed. Japan follows closely behind at 42%, showcasing the enduring allure of both established and emerging luxury travel hotspots within APAC. However, the report emphasizes a strong preference for intra-regional travel, with a significant 74% of respondents planning to explore destinations within the Asia Pacific region.

A Culinary Craving: Food as a Travel Inspiration

For today’s discerning traveler, food is no longer just sustenance – it’s a driving force behind travel decisions. A remarkable 88% of respondents prioritize discovering new culinary experiences when choosing a holiday destination. Fine dining holds a special place in their hearts, with nearly half describing it as the ideal way to spend an evening. This fascination with food extends even further, with 83% willing to choose a destination based on the presence of an award-winning restaurant.

READ MORE: North American Luxury Travel Soars: Personalized Adventures Fueling Growth

Introducing the New Breed of Luxury Travelers

The report also identifies three distinct categories of affluent travelers within the APAC market:

• The Venture Travelist: This next-generation business traveler seeks destinations that offer a blend of leisure and business opportunities. They are keen to explore local products, forge connections with the community, and secure advantageous deals.
• The Experience Connoisseur: Millennials dominate this group, viewing travel as a path to personal growth and well-being. They crave in-depth exploration, personalization, and exclusive experiences that leave a lasting impression.
• The Timeless Adventurer: Debunking stereotypes, these over-65 explorers seek authentic immersion in destinations. They prioritize discovering the essence of a place rather than simply ticking off tourist attractions.

“Our New Luxe Landscapes Report provides deeper behavioral insights and motivations into elite travelers from Asia and the Pacific,” says 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.”

A Luxurious Experience Redefined: Beyond Opulence

While exceptional service remains a desirable aspect of luxury travel, the report reveals a shift in priorities. For a significant majority (91%), a safe environment trumps other considerations like exclusivity or personalization. Furthermore, a sense of space defined by refined design and craftsmanship ranks high on the list of what truly defines a luxurious travel experience (80%).

This focus on space aligns with the preference for extended stays, suggesting a desire for expansive and well-appointed havens to unwind and recharge. Luxury Travel Asia Pacific

Unveiling the Future of Luxury Travel

The future of luxury travel in APAC appears to be shaped by a confluence of factors: a desire for longer, immersive experiences, a focus on intra-regional exploration, and a growing appreciation for unique culinary journeys. Understanding these evolving preferences allows hospitality providers to cater to the discerning tastes of the new breed of luxury travelers in Asia Pacific.

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