Marriott International launches extensive research among affluent travelers across six markets

Marriott International, through its Luxury Group, has conducted extensive research on high-net-worth travelers across six markets in Asia Pacific. This research not only identifies emerging trends and preferences in luxury travel but also profiles the elite traveler segment in this dynamic region.

According to Oriol Montal, Managing Director of Luxury, Asia Pacific (excluding China) at Marriott International, "The New Luxe Landscapes report provides insights into the behaviors and motivations of elite travelers in Asia Pacific. Whether exploring new culinary experiences, vacationing with family or friends, or forging connections with local communities, our research uncovers new traveler archetypes and enhances Marriott International's approach in serving this discerning segment."

Deepening Travel Experiences with Loved Ones

Research across Australia, Singapore, South Korea, Japan, Indonesia, and India indicates that high-net-worth travelers in Asia Pacific often embark on extended holiday journeys within the region. On average, they plan six leisure trips in the next 12 months, with 33% planning at least seven vacations this year. Short stays average three nights, while extended stays average two and a half weeks. Over 70% choose to travel with family or friends, enriching their experiences.

Australia leads as the preferred destination (46%), followed by Japan (42%) and Hong Kong, China (27%). Notably, 69% of high-net-worth travelers from India intend to visit Australia, a top choice also for travelers from Indonesia, Japan, and Singapore.

Increasing Demand in India

In India, the most active market, 89% of high-net-worth travelers plan to increase their travel expenditures. Families and friends often travel together for milestone celebrations or personal events, with 38% planning trips with friends and 33% making celebratory journeys.

Enthusiasm for Culinary Experiences

Eighty-eight percent (88%) select holiday destinations based on culinary discoveries. Nearly half (49%) consider a luxury dinner experience ideal, with 83% preferring destinations with award-winning restaurants. Thirty-five percent are willing to spend more on unique culinary experiences. When choosing hotels, 81% prioritize fine dining options, and 83% prefer destinations with renowned restaurants.

New Traveler Personas

With disposable incomes rising and an aging traveler demographic, the study identifies three new high-net-worth traveler personas:

• Venture Travelists: Prioritize destinations offering business opportunities while enjoying family vacations, actively seeking local products and business connections.
• Experience Connoisseurs: Mainly millennials, view travel as a personal enrichment investment, preferring personalized, exclusive experiences.
• Timeless Adventurers: Passionate explorers over 65 who seek authentic, memorable destinations over tourist traps.

The luxury travel trends in Asia Pacific not only illustrate evolving preferences and motivations among wealthy travelers but also highlight a shift towards more personalized and sustainable travel experiences. Marriott International and industry peers can leverage this deep understanding to continue delivering unforgettable journeys for this discerning and affluent segment of travelers.

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