As luxury travel continues to evolve, a groundbreaking report from Marriott International’s Luxury Group has unveiled significant shifts in the preferences and expectations of affluent travellers across Asia-Pacific. This extensive study, which surveyed high-net-worth (HNW) individuals in six key markets, reveals that an impressive 68% plan to increase their spending on leisure travel, with 74% eyeing intra-regional destinations within Asia-Pacific.
A Deep Dive into the Data
Australia emerges as the most sought-after destination for the next 12 months, with 46% of respondents planning to visit. This preference places Australia ahead of Japan, which attracts 42% of travellers. Notably, Indian HNW travellers are leading this surge in luxury travel, with 89% indicating a willingness to spend more on travel in the coming year.
Gastronomy as a Key Driver
High-end gastronomy has become the primary motivator for luxury travel, with 88% of respondents planning their holidays around culinary experiences. This trend underscores the importance of food in the travel decisions of affluent individuals. Almost half of those surveyed (49%) consider fine dining an ideal night out, and 83% are willing to travel to visit award-winning restaurants. Furthermore, 81% choose their accommodation based on the availability of fine dining options.
Emerging Traveler Personas
The report also identifies three new personas among luxury travellers:
- The Venture Travelist: This group blends business and leisure, seeking destinations that offer business opportunities while enjoying family vacations. They are entrepreneurs keen on exploring local markets and forging connections.
- The Experience Connoisseur: Predominantly millennials, these travellers seek personal enrichment through unique, one-of-a-kind experiences. They value deep exploration and personalization in their travel itineraries.
- The Timeless Adventurer: Contrary to stereotypes, these over-65 travellers are avid explorers who prioritize immersive experiences over typical tourist attractions. They seek to understand the essence of a destination, making their travels memorable and unique.
Insights from the Experts
“Our New Luxe Landscapes Report provides deeper behavioural insights and motivations into elite travellers from Asia and the Pacific,” says Oriol Montal, Managing Director, Luxury, Asia Pacific (excluding China), Marriott International. Whether discovering new culinary experiences, travelling with their family or friends, or looking to forge connections with the local community, our research has identified new traveller archetypes. It provides Marriott International with new understandings in catering to this discerning traveller segment.”
Extended Travel Experiences
The research highlights that HNW travellers in Australia, Singapore, South Korea, Japan, Indonesia, and India plan more frequent and extended holidays. On average, respondents plan six leisure trips in the next 12 months, with 33% intending to take at least seven holidays. These trips range from short stays of three nights to long vacations lasting up to two and a half weeks. A significant 70% prefer travelling with family or friends, enhancing the richness of their travel experiences.
India’s Growing Travel Market
India stands out as the most active market, with 89% of Indian HNW travellers planning to increase travel spending. These travellers often tour with family and friends to celebrate milestones or attend private functions, with 38% planning trips with friends and 33% for celebratory purposes.
The Fascination with Food
A fascination with food is a dominant theme, with 88% of respondents choosing destinations based on culinary experiences. This emphasis on gastronomy aligns with broader dining trends, where fine dining is considered an ideal night out for nearly half of those surveyed. Additionally, 83% choose destinations to visit renowned restaurants, and 35% are willing to spend more on unique culinary experiences.
Conclusion
The Luxury Group’s report underscores the evolving landscape of luxury travel in Asia-Pacific. With a focus on gastronomy, extended travel experiences, and the emergence of new traveller personas, the region is set to remain a key driver of growth in the luxury travel sector. As affluent travellers continue to seek unique and enriching experiences, destinations and service providers must adapt to meet these sophisticated demands.
For more detailed insights and to download the full report, visit Marriott International’s Luxury Group.
Written by: Kanda Limw