ASIA / PACIFIC | Marriott International has identified the changing face of luxury travel in the Asia Pacific region in a new report.
As the Asia Pacific region continues to be the growth engine for luxury travel, a new comprehensive report from the Luxury Group by Marriott International has identified new expectations and travel preferences among high-net-worth (HNW) travellers.
Across the region, 68 percent are planning to spend more on travel over the next 12 months – 89 percent among Indians - with 74 percent planning to travel within Asia Pacific and 88 percent prioritising gastronomy as the reason to travel. One in four of all holidays planned (25 percent) are celebrations. Three distinct new groups of luxury travellers have emerged – the 'Venture Travelist' who seeks business opportunities when travelling; the 'Experience Connoisseur' Millennials who travel for the enrichment; and the 'Timeless Adventurer', over 65 who build their own itineraries and exploring places before they become popular.
"Our New Luxe Landscapes Report provides deeper behavioural 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, travelling 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."
Research among HNW travellers in Australia, Singapore, South Korea, Japan, Indonesia, and India reveals that they travel frequently and take longer holidays, especially across the Asia Pacific region. An average of six leisure trips is planned within the next 12 months, while 33 percent of respondents plan at least seven holidays this year. On average, a short stay comprises three nights, while a long stay is two-and-a-half weeks. For many, the kinship and connection within a group enhance the richness of the travel experience, with over 70 percent choosing to travel with family or friends.
Australia is the destination of choice (46 percent), above Japan (42 percent) and Hong Kong, China (27 percent). More than 69 percent of India's HNW tourists plan to visit Australia, and it is the top destination of choice for Indonesian, Japanese and Singaporean travellers.
In the most active and engaged travel market, 89 percent of Indian HNW said they had planned to spend more on travel. Families and friends are touring together to mark key milestones, and attend a private function or event, with 38 percent planning a trip with friends and 33 percent making theirs a celebratory trip.
Over 88 percent had picked their holiday destination based on discovering a new food or culinary experience. Acutely aware of dining trends, almost half of the respondents (49 percent) describe a fine dining experience as an ideal night out. Reinforcing this point, 83 percent will choose a destination to visit an award-winning restaurant and 35 percent agreed they would spend more on unique culinary experiences. When choosing a hotel, 81 percent of HNW travellers make their selection based on fine dining options and 83 percent choose a destination so they can visit a celebrated restaurant.
