Marriott: Asia-Pacific Luxury Travelers More Demanding Than Ever

Asia-Pacific travelers are ushering in a new era of travel, defined by meaningful travel experiences, personalized services, and profound lifestyle changes.

New research from Marriott International’s luxury hotel portfolio, Luxury Group, shows that high-net-worth travelers in markets including Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand are increasingly emphasizing wellness, immersive experiences, emotional value, and intentional design over quantity and excess.

The research, conducted among 1,750 people from these markets, reveals a luxury mindset that is more culturally connected, more precise in planning its itinerary, and with higher expectations of brands and experiences.

Wellness at the forefront

Wellness has become a defining feature of luxury travel, with 90% of travelers citing it as a key factor in their booking decision, up from 80% the previous year. Beyond traditional spa retreats, luxury travelers are embracing holistic wellness experiences – from forest walks and nutrition programs to sound and sleep therapies. Asia is the ultimate destination for wellness travel (67%), with 26% of travelers planning a wellness or spa vacation.

More Spending, More Expectations

Luxury travelers are approaching their travels with confidence, with 72% planning to increase their spending on quality travel in the coming year. This increase is driven by travelers from Australia (85%), Indonesia (81%), and Singapore (80%), who show the strongest intention to invest more in high-quality experiences. Of all travel types, family travel stands out as an absolute priority for spending, with 47% of affluent travelers more positive about spending big when traveling with their families.

Brand trust is also rising, with established luxury hotel brands rated higher than independent villas or private retreats, reflecting a desire for consistency, curated experiences, and upgraded service.

Return to Familiarity

A stunning 93% said they prefer to return to destinations they already love, with 89% saying they tend to revisit places they feel a meaningful connection to.

Modern luxury travelers are booking fewer trips but with greater depth and meaning. The average stay has increased from 3 to 4 nights, and itineraries are carefully planned. For longer trips, bookings are typically made 2-3 months in advance, while for short trips, bookings are made 1-2 months in advance. 93% expect a personalized travel experience, while 62% plan every detail in advance.

While gastronomy remains the top driver for travel, nature-based experiences are now an emerging pillar of luxury travel. Outdoor getaways are gaining traction, with a 28% share of high-net-worth travelers, up from 19% last year, while 30% are booking safaris. A remarkable 92% say that being close to nature is a top travel priority, reflecting a growing desire for immersive, outdoor experiences. Furthermore, the majority of these travelers are booking long-haul trips 2 to 6 months in advance, with some even booking 9 to 12 months in advance.

The research also revealed new travel group dynamics formed by luxury travelers in these markets, broken down into the following categories...

Guardian Trailsetters | What was previously considered a niche travel category, single-parent family travel with children, is seeing impressive growth. In just one year, the percentage of these travelers has increased from 15% to 24%. These are travelers with preferences for trips that enrich their children's culture, with an emphasis on religious events (41%), educational trips (38%), and safari or extreme adventure experiences (35%).
Impact Explorers | Generation Z shows a clear preference for destinations such as Australia, Sri Lanka, and Thailand, choices that reflect their thirst for nature, culture, and adventure. Far from the stereotypical image of the traveler who simply seeks relaxation, these young travelers seek meaningful and active experiences: 47% want to be close to nature, 45% seek contact with wildlife, and 43% prefer sports-focused holidays. Solo travel is attractive to 31% for reasons of independence and self-discovery; however, the most popular option remains small groups of up to five people.
Venture Travelist | The Venture Travelist category is experiencing rapid growth in 2025. Today, 86% of high-net-worth travelers say they explore business or investment opportunities during their travels, compared to 69% the previous year.