Affluent travellers flock to Asia Pacific & gastronomy leads the way
Trends and insights from Marriott's Luxury Group identify Asia Pacific's luxury travellers' preferences
As the Asia Pacific region solidifies its reputation as a powerhouse for luxury travel, a groundbreaking report from the Luxury Group by Marriott International unveils the shifting desires and travel habits of high-net-worth (HNW) travellers.
The findings are compelling with a striking 68 percent of affluent travellers poised to boost their travel spending in the next year, and an impressive 74 percent eyeing destinations within the Asia Pacific (APAC) region.
But it’s the allure of high-end gastronomy that truly stands out, with a remarkable 88 percent of respondents planning their holidays around culinary experiences. This report paints a vivid picture of a region where luxury travel is not just about the destination but the journey of taste and flavour.
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Marriott International’s“Our New Luxe Landscapes Report provides deeper behavioral insights and motivations into elite travellers from Asia and the Pacific,” said Oriol Montal, Managing Director, Luxury, Asia Pacific (excluding China), Marriott International.
“Whether it’s discovering new culinary experiences, traveling with their family or friends, or looking to forge connections with the local community, our research has identified new traveller archetypes, and provides Marriott International with new understandings in catering to this discerning traveller segment.”
Key Findings:
- Australia tops the list: Australia is the most popular destination, with 46 percent of respondents planning to visit within the next year, surpassing Japan.
- Indian HNW leading the way: Indian HNW travelers are at the forefront, with 89 percent planning to spend more on travel in the coming year.
- Culinary experiences as a primary driver: High-end gastronomy is a significant draw, with 88 percent of respondents planning holidays around food, 83 percent choosing destinations based on celebrated restaurants, and 81 percent selecting hotels for their fine dining options.
- New luxury traveller personas: The report identifies three new luxury traveller personas – the ‘Venture Travelist,’ the ‘Experience Connoisseur,’ and the ‘Timeless Adventurer.’
Deeper extended experiences
The research conducted among HNW travellers in Australia, Singapore, South Korea, Japan, Indonesia, and India indicates frequent travel with extended holidays, especially within the APAC region.
On average, travellers plan six leisure trips over the next year, with 33 percent planning at least seven holidays.
A short stay averages three nights, while a long stay extends to two-and-a-half weeks. For many, travelling with family or friends enhances the travel experience, with over 70 percent opting for group travel.
Increasing demand in India
India emerges as the most active and engaged travel market, with 89 percent of Indian HNW travellers planning to spend more on travel. Group travel for celebrations, private functions, and events is common, with 38 percent planning trips with friends and 33 percent for celebratory purposes.
A fascination for food
Food is a major motivator for travel, with 88 percent of respondents choosing destinations for new culinary experiences. Fine dining is a top priority, with 49 percent considering it an ideal night out. Additionally, 83 percent select destinations to visit award-winning restaurants, and 35 percent are willing to spend more on unique culinary experiences.
New traveller personas
The report identifies three new categories of affluent travellers:
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The ‘Venture Travelist’: These next-generation Bleisure tourists seek business opportunities while enjoying vacations with family and loved ones. They explore locations for local products, antiques, and business connections.
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The ‘Experience Connoisseur’: Predominantly millennials, these travellers see leisure travel as personal enrichment, investing in mental and physical well-being through exclusive and personalised experiences.
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The ‘Timeless Adventurer’: Over-65 travellers who defy stereotypes, seeking to immerse themselves in destinations, focusing on unique and memorable aspects rather than tourist attractions.
Mandy has over two decades of experience in accommodation and tourism industry writing, and she is also an accomplished editor and publisher. As co-Director of Multimedia Pty Ltd, a trusted B2B content provider for the accommodation and education sectors in Australia and New Zealand, she oversees high-quality print and digital content across notable publications, including AccomNews, Resort News, and School News, along with the property listing platform AccomProperties. Mandy’s contributions have been recognised with the Female Leader Award at the Best of Tourism 2023 and the ARAMA Life Member Award in 2024.