The Luxury Group by Marriott International has unveiled the evolving behaviours among high-net-worth travellers globally.
A new era of luxury travel is taking shape across Asia Pacific, defined by purpose, personalisation, and profound lifestyle shifts. According to a new study by the Luxury Group at Marriott International, high-net-worth (HNW) travellers in the region are recalibrating how, where, and why they travel, prioritising wellbeing, immersive experiences, emotional value, and intentional design over volume and extravagance.
The new report surveyed 1,750 of Asia Pacific’s most affluent travellers across Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand, revealing a luxury travel mindset marked by deeper cultural engagement, increased precision in itinerary planning, and rising expectations from brands and experiences.
“Luxury travellers are now more intentional than ever before,” said Oriol Montal, Regional Vice President, Luxury, Asia Pacific excluding China, Marriott International.
“They are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning. For Marriott International, this represents an opportunity to evolve luxury hospitality into something more transformational, curated, and emotionally resonant.”
Well-being has become a cornerstone of luxury travel. In 2025, 90 percent of travellers cite wellness experiences as a key factor in their booking decisions, up from 80 percent the year prior. Beyond traditional spa retreats, luxury travellers are embracing holistic wellness experiences - from forest immersions and nutrition programs to sound healing and sleep therapies. Asia is the top destination for wellness journeys (67 percent), where 26 percent of travellers are planning a dedicated wellness or spa retreat.
Luxury travellers are approaching their journeys with both confidence and discernment, as 72 percent plan to increase their spending on high-end travel in the coming year. This growth is led by travellers in Australia (85 percent), Indonesia (81 percent), and Singapore (80 percent), who are showing the strongest intent to invest more in premium experiences. Among all travel types, family travel stands out as the top priority for spending, with 47 percent of affluent travellers most willing to splurge when journeying with their immediate families.
Brand trust is also on the rise, recognised hotel brands now rank higher than independent villas or private retreats, reflecting a desire for consistency, curated experiences, and elevated service.
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