A comprehensive report from the Luxury Group by Marriott International reveals a significant shift in luxury travel trends among high-net-worth (HNW) travelers in the Asia-Pacific (APAC) region. The study highlights that 68% of respondents plan to increase their travel spending over the next 12 months, with a substantial 74% focusing on destinations within APAC.

Australia Leads the Pack

Australia emerges as the top destination, with 46% of respondents planning to visit, surpassing Japan, which attracted 42%. This trend is particularly pronounced among Indian HNW travelers, with 69% planning a trip to Australia. Indonesian, Japanese, and Singaporean travelers also favor Australia as their primary destination.

Indian HNW Travelers Drive Luxury Travel

Indian HNW travelers are at the forefront of this trend, with an impressive 89% planning to increase their travel expenditure. This group is also noted for traveling with family and friends, often to celebrate key milestones or attend private events.

Gastronomy: The Primary Driver for Luxury Travel

High-end gastronomy is a key motivator for luxury travel, with 88% of respondents planning holidays around food. A significant 83% of travelers choose destinations based on the presence of award-winning restaurants, and 81% select hotels for their fine dining options. Additionally, 35% of travelers are willing to spend more on unique culinary experiences.

New Personas of Luxury Travelers Defined

The report identifies three distinct new categories of luxury travelers:

• The Venture Travelist: These travelers seek business opportunities while on holiday, combining leisure with entrepreneurial pursuits.
• The Experience Connoisseur: Predominantly millennials, these travelers seek personal enrichment and exclusive experiences.
• The Timeless Adventurer: Over 65s who defy stereotypes, seeking to immerse themselves deeply in destinations.

Extended Travel Experiences

HNW travelers in APAC are planning more frequent and longer holidays, with an average of six leisure trips expected within the next year. Notably, 33% 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 kinship and connection.

Increasing Demand in India

India stands out as the most active and engaged travel market, with 89% of Indian HNW travelers planning to spend more on travel. Key motivations include celebrating milestones and attending private events, with 38% traveling with friends and 33% for celebratory trips.

Fascination for Food

Culinary experiences are a significant draw for luxury travelers, with 88% choosing destinations based on food. Fine dining is a top priority, with 49% describing it as an ideal night out and 83% selecting destinations to visit celebrated restaurants.

10 Intriguing Facts About the Changing Face of Luxury Travelers in APAC

1. India Leads in Engagement: 89% of Indian HNW travelers plan to increase their travel spending.
2. Singaporeans Value Independence: 61% prefer to curate their own itineraries.
3. Sustainable Travel is Key: 80% of HNW travelers consider a hotel's sustainability practices important.
4. Australians Take the Longest Holidays: 73% plan a minimum two-week getaway.
5. Safety is Paramount: 91% of travelers prioritize a safe environment.
6. Local Shopping is Crucial: 85% value access to locally-made products.
7. South Koreans Prefer Hotel Stays: 54% spend more time in hotels than exploring locally.
8. Local Cuisine Tops the List: 62% prefer authentic local dishes.
9. Discovering New Destinations: 78% see it as a mark of a luxury holiday.
10. Immersive and Refined Spaces: 80% define luxury by exquisite design and craftsmanship.

This report by Marriott International underscores the evolving preferences and behaviors of luxury travelers in the APAC region, providing valuable insights for the travel and hospitality industry to cater to this discerning segment.