The Luxury Group by Marriott International has launched an extensive research report, providing insights into the changing preferences and expectations of affluent travelers across six key markets in the Asia Pacific region. The findings reveal significant trends and shifts in luxury travel behavior, with a notable increase in spending and a strong preference for intra-regional holidays.

Key Findings:

Increased Spending on Leisure Travel:

• 68% of affluent travelers plan to spend more on leisure travel in the next 12 months.

• Among Indian high-net-worth (HNW) individuals, 89% are planning to increase their travel expenditure.

Top Destinations:

• Australia tops the list of preferred destinations, with 46% of travelers planning a visit in the next year, followed by Japan.

• 69% of Indian HNW travelers are planning trips to Australia, making it the top choice for travelers from India, Indonesia, Japan, and Singapore.

Primary Drivers for Travel:

• High-end gastronomy is a major motivator, with 88% of respondents planning holidays around culinary experiences.

• 83% of travelers choose destinations to visit award-winning restaurants.

New Luxury Traveler Personas:

1. The Venture Travelist:

• Prioritizes destinations that offer business opportunities alongside leisure.

• Seeks to forge business connections and explore local products.

2. The Experience Connoisseur:

• Mainly millennials who travel for personal enrichment and exclusive experiences.

• Values deep exploration and personalization.

3. The Timeless Adventurer:

• Over 65s keen on immersive travel experiences.

• Prefers unique local attractions over popular tourist spots.

Extended Travel Experiences:

• HNW travelers are planning frequent and longer holidays, with an average of six leisure trips in the next year.

• 33% of respondents plan at least seven holidays, with short stays averaging three nights and long stays extending to two-and-a-half weeks.

• Over 70% prefer traveling with family or friends, enhancing the travel experience through shared connections.

Insights on Indian Travelers:

• India emerges as the most active luxury travel market, with 89% of HNW individuals planning to increase their travel spend.

• Group travel for celebrations and private events is popular, with 38% planning trips with friends and 33% for celebratory purposes.

Culinary Fascinations:

• 88% of travelers select destinations based on new culinary experiences.

• 81% choose hotels based on fine dining options, and 83% prioritize destinations with celebrated restaurants.

• Fine dining remains a key experience, with 49% considering it an ideal night out.

Regional Preferences:

• Singaporean travelers are the most self-sufficient, with 61% preferring to curate their own itineraries.

• Australians and Indonesians are most likely to plan extended holidays, with a third expecting trips longer than three weeks.

Sustainable Travel Considerations:

• Sustainability is a crucial factor, with 80% considering a hotel’s environmental practices in their decisions.

• 43% look for locally-sourced food and effective management of food waste at hotels.

Security and Shopping:

• Security is the top priority for luxury travelers, with 91% valuing a safe environment.

• Shopping for locally made products drives travel decisions for 85% of respondents.

Luxury Travel Insights:

• Authentic local cuisine is favored by 62% of travelers.

• Discovering new destinations is considered essential by 78%.

• Refined craftsmanship and exquisite design define luxury for 80% of respondents.

Oriol Montal, Managing Director, Luxury, Asia Pacific (excluding China), Marriott International, highlights the report’s value: "Our New Luxe Landscapes Report provides deeper behavioral insights and motivations into elite travelers from Asia and the Pacific. Whether it's discovering new culinary experiences, traveling with family or friends, or forging connections with the local community, our research has identified new traveler archetypes, offering Marriott International new understandings to cater to this discerning segment."

The comprehensive report is available for download and offers detailed data on luxury travel trends in the Asia Pacific region.

About Marriott International:

Marriott International, Inc. (Nasdaq: MAR) is a global hospitality leader based in Bethesda, Maryland, USA. It operates a portfolio of nearly 8,900 properties across 141 countries and territories, offering brands such as The Ritz-Carlton, St. Regis, JW Marriott, and W Hotels. For more information, visit Marriott International and Marriott News Center. Connect with Marriott on Facebook, and follow @MarriottIntl on X and Instagram.