Marriott International Releases Latest Luxury Travel Trends Report for Asia Pacific

Marriott International Releases Latest Luxury Travel Trends Report in Asia Pacific ​ Marriott
International Press Release: July 7, 2025 Attention Media Marriott International Releases Latest Luxury Travel Trends Report in Asia Pacific ~Increase in wealthy travelers who travel with a sense of purpose~ • 90% of people said that “wellness” is the most important factor when choosing a travel destination, making it a top priority when booking • 72% of respondents plan to increase their spending on luxury travel in the future • New destinations such as Bangladesh, New Zealand, and Cambodia are attracting attention and are ranked in the “Top 10 Destinations” for 2025 • Wildlife trips and country retreats are becoming more popular, with interest in safari trips increasing by up to 30%
https://prcdn.freetls.fastly.net/release_image/124910/94/124910-94-e6bf097f1bf33a37b1cfeeb43659f26b-1192×839.jpg Marriott International (Headquarters: Maryland, USA; President and CEO: Anthony Capuano) conducted a luxury travel awareness survey of 1,750 wealthy people in seven countries, including Australia, Singapore, India, Indonesia, South Korea, and Japan, as well as Thailand, this year. The results of the survey have been published in the report “The Intentional Travel Survey.” Luxury travel in Asia Pacific is undergoing a major transformation, driven by a greater sense of purpose, a personal touch and an inherent shift in lifestyle. Affluent travelers are rethinking the fundamental elements of travel – where, why and how – and are prioritizing wellbeing, immersive experiences, emotional value and intentional planning over luxury and frequency of travel. Wellness is at the heart of luxury travel By 2025, 90% of travelers will cite wellness experiences as an important deciding factor for choosing a travel destination, up from 80% the previous year. Going beyond traditional spa retreats, luxury buyers are seeking more holistic wellness experiences, including forest bathing, nutritional programs, sound therapy, and sleep improvement therapies. Asia Pacific, in particular, ranks as the world’s most popular wellness travel destination, with 67% of respondents choosing this region, and 26% of them planning a trip focused on wellness or spa. Expectations rise as spending increases Affluent travelers are more confident and discerning than ever before when it comes to travel, with 72% of all respondents intending to increase their luxury travel spending in the next 12 months. Australians (85%), Indonesians (81%) and Singaporeans (80%) are especially willing to invest in premium travel experiences. By travel category, Affluent travelers are most willing to spend on family trips, at 47%. Brand trust is also on the rise, with well-known luxury hotel brands ranking higher than standalone villas and private retreats. This is likely due to growing expectations of consistency, curated experiences and higher standards of service. Revisiting beloved destinations and discovering new luxury destinations 93% of Affluent travelers say they want to revisit destinations they already love, and 89% say they want to return to places they feel an emotional connection to. These trips are not just repeat trips, but “intentional return visits” aimed at reconnecting with the local community and re-experience memories with family and friends. Meanwhile, new destinations with good accessibility are also attracting attention, with emerging destinations such as Bangladesh (26%), New Zealand (24%) and Cambodia (23%) rapidly gaining popularity and ranking in the “Top 10 Travel Destinations” for 2025 alongside established popular destinations such as Australia, Japan and mainland China. Purposeful itineraries are the new normal for luxury travel Affluent travelers are increasingly looking for deeper, more carefully planned trips while traveling less frequently. The average length of stay for short trips has increased from three to four nights, and itineraries are meticulously planned months in advance. Longer trips are often booked 2-3 months in advance, and even shorter trips 1-2 months in advance. 93% of respondents want a personalized and unique travel experience, and 62% say they “plan every detail in advance.” Nature is the new axis of travel While gastronomic experiences remain the primary motivation for travel, nature experiences are becoming a new axis of interest for Affluent travelers. 28% of Affluent travelers plan to stay in the countryside, up from 19% last year. Additionally, 30% are booking a trip on safari where they can expect to encounter wildlife. And 92% of people overall cite being close to nature as an important element of their trip, highlighting growing interest in immersive outdoor experiences. These travellers are also more likely to plan their trips, with many booking longer trips two to six months in advance, with some making plans nine to 12 months in advance. Changing travel styles: Who to travel with Among wealthy travelers, values ​​regarding travel companions are also changing. 1. Guardian Trailsetters as Parents Single parent and child trips have increased significantly from 15% to 24% in just one year. Trips are designed to provide valuable learning and experiences for children, with religious events (41%), educational trips (38%), and safaris and adventure trips (both 35%) being popular. 2. Gen Z adventurers make a difference Gen Z travelers tend to be drawn to destinations rich in nature, culture and adventure, such as Australia, Sri Lanka and Thailand. Unlike traditional leisure travel, this generation is more purposeful and seeks active experiences. 47% of respondents value “connecting with nature,” 45% value “encountering wildlife,” and 43% value “sports and other experiential travel.” Small group trips of less than five people are the most popular, while 31% are interested in solo travel for the purpose of independence and self-discovery. 3. Venture Traveler First introduced in the 2024 New Luxe Landscapes Report, the “venture traveler” category is expanding rapidly in 2025. Currently, 86% of affluent travelers say they “explore business or investment
opportunities while traveling,” up from 69% last year. ■Oriol Montal, Regional Vice President, Luxury, Asia Pacific (excluding Greater China), Marriott International “More than ever, affluent travelers are travelling with a sense of purpose, seeking out meaningful journeys that align with their values ​​and enhance their wellbeing. These changes present an opportunity for Marriott International to further evolve our luxury hospitality offerings, and we will continue to deliver more innovative, personalized and inspiring experiences.” The full Intentional Traveler Report can be downloaded below.
https://news.marriott.com/static-assets/component-resources/newscenter/news/2025/07/01/2025-intentional-traveler-report.pdf ＜Survey overview＞ This is a survey report conducted by Marriott International Luxury Group on 1,750 people who frequently travel overseas, mainly for leisure, from Friday, March 14, 2025 to Thursday, April 17, 2025. The survey targeted the wealthiest 10% of seven countries: Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand, with responses from 250 people in each market. About Marriot International Marriott International, Inc. (NASDAQ:MAR) is headquartered in Bethesda, Maryland, USA, and operates more than 30 leading brands and approximately 9,500 properties in 144 countries and territories. Marriott operates hotels, franchises and resort ownership programs around the world. The company also offers an award-winning travel program, Marriott Bonvoy(R). For more information, please visit https://www.marriott.com. For the latest company news, please visit http://www.marriottnewscenter.com, Facebook
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International’s Luxury Portfolio With an unparalleled portfolio of eight luxury brands, Marriott International creates authentic, rare and enriching experiences for today’s global luxury travellers. Marriott International’s global portfolio of luxury brands includes more than 520 landmark hotels and resorts in 70 countries and territories through The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott and W Hotels. From the world’s most iconic destinations to hidden corners, the international hospitality leader’s Marriott Luxury Brands Collection strives to enhance travel with meaningful experiences tailored to guests’ needs. These experiences represent the future of luxury hoteling, where guests can pursue their passions and grow as individuals. More information about this release *This email has been sent automatically, so please do not reply.