Asian middle-class travellers lead the charge in luxury travel trends

New insights from Expedia Group highlight the rising influence of mass-affluent Asian travellers, providing a promising boost to the global travel industry.

Despite inflation concerns, four in five (81 percent) mass-affluent travellers from Asia are prioritising travel, with many planning long-haul trips to top destinations including Japan, the United States, Australia, and Germany.

The study, conducted in partnership with Atomik Research, surveyed 4000 travellers from China, India, Indonesia, Singapore, and Vietnam. It reveals that these consumers are prepared to allocate nearly a quarter of their income to travel over the next 12 months. On average, they plan to visit four destinations over ten days, with premium experiences and upgrades a priority.

A new travel priority: Investing in experiences

Despite economic pressures, Asian travellers are finding ways to make travel a priority. Deals, discounts, and a focus on travel over other discretionary spending help them stay on the move. Nearly 40 percent of respondents reported they would choose travel over upgrading their car or electronics, and 32 percent would choose it over dining out.

These travellers are also keen on luxury, with nearly half seeking room and airline upgrades. Two in five plan to fly first or business class, and many are booking stays in 4- or 5-star hotels.

Destination preferences and trip lengths

While many mass-affluent travellers are opting for regional trips within Asia, long-haul destinations such as Japan, the US, Canada, France, and Australia top the list. The average international trip spans four destinations over ten days, though Indian travellers are likely to stay longer, averaging 14 days.

Travel booking habits show a clear preference for digital tools. More than 70% of respondents rely on platforms like Expedia to book flights, hotels, and activities. The use of travel apps is particularly prevalent, with 83% of respondents in Asia-Pacific having a travel app installed on their devices.

Luxury on the rise

Asian travellers’ desire for premium experiences is reflected in their spending habits. Nearly half (44%) are looking for airline upgrades, while 52 percent plan to stay in luxury hotels. Private tours and exclusive experiences, such as gourmet dining or first-class seating, are also high on their list.

This growing demand for luxury presents opportunities for travel suppliers to tailor experiences that cater to the high-end preferences of these travellers. All-inclusive packages and Michelin-star dining are just some of the offerings that appeal to this market.

Cultural concerns and personalised services

Despite their desire for premium travel, nearly half of respondents expressed concerns about navigating local customs, transportation, and language barriers. This presents a unique opportunity for hotels and travel services to differentiate themselves by offering tailored resources and multilingual staff to cater to these travellers’ needs.

Expedia’s insights reveal that while 75 percent of respondents are seeking deals due to inflation, they still value luxury amenities such as high-end room features and cultural immersion experiences. Travel suppliers are encouraged to highlight both their cost-saving deals and premium offerings.

Loyalty programs and early planning

Loyalty programs remain a powerful draw for these travellers, with 86 percent belonging to at least one. Travel brands and tourism boards have an opportunity to attract these loyal consumers, particularly during the early stages of planning, when nearly 30 percent of travellers have no specific destination in mind.

The mass-affluent Asian traveller is emerging as a key segment in the global travel market, with a growing appetite for luxury and premium experiences. This presents an exciting opportunity for the industry to cater to their evolving preferences and elevate travel experiences to new heights.

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