Purpose over extravagance: What today’s luxury travellers really want—and how your property can deliver it
New report reveals: high-net-worth travellers are saying goodbye to bland luxury and hello to authentic, meaningful escapes.
Forget the days when luxury travel was all about excess for excess’s sake. A new report by The Luxury Group at Marriott International reveals a clear message for Australia’s accommodation operators: today’s affluent travellers are more mindful, more intentional, and more discerning than ever, and they expect you to be too.
The Intentional Traveler report surveyed some of the region’s wealthiest guests, uncovering that high-net-worth travellers across Asia Pacific (including Australia) are ditching cookie-cutter opulence for meaningful experiences that feed their wellbeing and their souls.
Wellness isn’t a perk: It’s a priority
Here’s the standout: 90 percent of luxury travellers say wellness is now a top booking factor, up from 80 percent last year.
Read the latest AccomNews print edition HERE
That means spa menus alone won’t cut it. Guests want sleep therapies, forest bathing, sound healing, and nutrition programs woven seamlessly into their stay. So, if your accommodation experience still treats wellness as an add-on, it might be time for a rethink.
Familiar places, deeper connections
These guests aren’t chasing passport stamps for bragging rights; 93 percent prefer to revisit places that hold meaning for them. They’re spending more time in fewer places, seeking a genuine connection to local communities and nature.
Think immersive experiences, not just city tours—the kind that help guests slow down, breathe, and reconnect.
Ready to splurge, but only if it’s worth it
Here’s the good news for operators: these guests are ready to open their wallets. A healthy 72 percent plan to spend more on luxury travel in 2025, with Aussies leading the pack at 85 percent. But they’re savvy, they want tailored itineraries, trusted brands, and the reassurance that every dollar delivers real value.
Family travel tops the spending priority list, so creating moments for all ages can pay dividends.
Nature’s the new luxury
Yes, food still ranks high, but the big climber is nature. Safaris are up 30 percent, and countryside escapes are surging. More than nine in ten say proximity to nature is now non-negotiable when choosing where to stay.
If your property is nestled among rolling hills or lush bushland, you’re sitting on a goldmine, but you’ll need to craft packages that make the most of it.
Who they’re travelling with is changing too
A few new travel groups are worth noting. Solo parents with kids are on the rise, up from 15 to 24 percent in just a year.
Gen Z’s growing share of luxury travellers are swapping lazy pool days for wildlife encounters, cultural dives, and adventure sports. These guests want itineraries that educate, challenge and inspire—not just entertain.
The takeaway? Be intentional too
Oriol Montal, Marriott International’s Regional VP of Luxury for Asia Pacific (excluding China), summed it up perfectly: “Luxury travellers are more intentional than ever before. They want journeys that align with their values and deliver deep personal meaning.”
The message for Australia’s hotels and resorts?
If you want a slice of this market, now’s the time to dial up your authenticity, your wellness offering and your local connections. The days of luxury for luxury’s sake are fading fast.
Purpose-driven travel is here, and it’s good news for operators who are ready to deliver experiences with heart.
Want the full insights? You can find the full report available to download HERE
