The way high-net-worth travellers in Asia Pacific are travelling is changing, with less focus on extravagance, and more on transformational experiences, shows a new report.
The Luxury Group by Marriott International study surveyed 1700 of the most affluent travelers in Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand. “Luxury travellers are now more intentional than ever before,” says Oriol Montal, Marriott International’s regional vp luxury Asia Pacific. “They are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning.” The survey found that 90% of travellers cite wellness experiences as a key factor in their booking decisions, with holistic experiences such as forest immersions, sound healing and sleep therapies trending. Nature is also in increased demand, with 92% of those surveyed saying being close to nature is a key travel priority. In fact, 28% of high-net-worth travellers are currently planning rural escapes and 30% booking wildlife safaris. Destination wise, these travellers may take some convincing to try a new holiday destination, with 93% of high-net-worth travellers polled in Asia Pacific preferring to return to destinations they love, with Marriott noting that many plan to delve deeper into the destination. Destinations gaining popularity, despite this trend, include Bang-ladesh, New Zealand and Cambodia, which join established favorites such as Australia and Japan. Another trend is the rise of intentional travel, with luxury travellers favouring fewer but longer more immersive trips. These trips are also more expensive, with 72% planning to increase their spending on high-end travel in the coming year. There’s also a rise in solo parents travelling with their kids, up from 15% to 24% in a year; and venture travel, with 86% of high-net-worth travellers exploring business or investment opportunities while travelling, up from 69% the previous year.
See the full data HERE.
