The rise of Asia’s middle-upper income earners, also labelled as the ‘mass affluent’, is said to be one of the factors behind the rising luxury travel demand.
According to a recent study by the Expedia Group the Asian middle class is expected to reach 3.5 billion people by 2030, and despite inflation this market is prioritising travel spending in 2025, especially those at the higher end. In fact, the average Asian middle-income earner had planned to spend 23% of their income on travel this year, with a focus on long-haul trips and luxury. As for what this market, specifically the mass-affluent, are booking, 52% say they will book a four- or five- star hotel, 39% will book private tours or excursions, and 38% will book a seat in first class or business class. “The mass-affluent consumer market in Asia is rapidly emerging as one of the most crucial population segments to reach and serve,” says Peter O’Connor, co-director of the Centre for Enterprise Dynamics in Global Economies at the University of South Australia. “With their inclination towards long-haul trips and a preference for luxury amenities, they are poised to significantly impact the travel economy, as indicated by this research.”
. . . Agents Role
While mass-affluent Asian travellers may not be the key market for many Kiwi agents, the survey has shed some light on what this demographic expects from travel suppliers. For example, 49% want basic knowledge of standard practices regarding local transportation, 43% want to know about any dining customs in the destination being visited, and 41% would like to know proper greetings before departing for their trip. Higher-spend priorities were luxurious room amenities (53%), experiential excursions (52%), cultural immersion (40%), and a hotel with a Michelin chef (31%).
Note that loyalty programs remain a significant draw for these travellers, with 83% of those polled belonging to one, with airline, hotel, and credit card loyalty programs equally popular.
See more details and the full study HERE.
