Luxury travel is facing a big transformation in the Asia-Pacific region, where high-net-worth travelers (HNW) are reconsidering their travel strategy. As per a recent report by Marriott International’s Luxury Group, “The Intentional Traveler,” there lies a big movement in travel trend among those wealthy travelers. As per a study of 1,750 most affluent travelers in Asia Pacific, it concludes findings that HNW travelers are moving towards personal wellbeing, meaningful experiences, and sustainable travel efforts.

In this article, we will explore the key findings of the study and analyze how luxury travel in the region is evolving, from the growing focus on wellness to the changing preferences for destinations and travel experiences.

Wellness and Meaningful Travel: A New Priority

Wellness has emerged as a cornerstone of luxury travel in 2025, with 90% of high-net-worth travellers citing wellness experiences as a key factor in their travel bookings. This marks a significant jump from the 80% who considered wellness an essential part of their journeys the previous year. The trend signals a deeper shift towards holistic travel experiences, focusing not just on relaxation, but on improving physical and mental health.

Asia is increasingly seen as the hub for wellness travel. According to the report, 67% of luxury travellers are heading to the region for wellness-related experiences, ranging from forest immersions and nutrition programs to innovative therapies such as sound healing and sleep therapy. Among the top destinations for wellness, countries like Thailand, Indonesia, and Japan are seeing significant growth in the number of visitors seeking rejuvenating experiences.

As travellers become more health-conscious, the demand for personalised wellness experiences, including tailored spa retreats and detox programs, is on the rise. Traditional luxury wellness retreats are being complemented by a new breed of immersive and rejuvenating experiences aimed at holistic healing.

Increased Spending on Premium Travel Experiences

One of the most significant findings of the report is the heightened intent among Asia-Pacific’s high-net-worth individuals to increase their spending on luxury travel. Seventy-two percent of the respondents expressed a desire to spend more on premium travel experiences in 2025, with affluent travellers in Australia (85%), Indonesia (81%), and Singapore (80%) leading the charge.

Family travel is particularly important to these travellers, with 47% of respondents willing to splurge when travelling with their immediate families. This highlights the growing importance of family-oriented luxury experiences, where privacy, convenience, and exclusive services are key.

As these affluent travellers look to maximise their travel investments, they are not only increasing their budgets but also embracing new types of experiences, from bespoke cultural tours to private yacht charters and luxurious adventure vacations.

Returning to Familiar Destinations

While there is a significant increase in new travel markets, it is clear that Asia-Pacific’s high-net-worth travellers are still fond of revisiting familiar destinations. A striking 93% of respondents said they prefer returning to destinations they already know and love, with 89% stating they are more likely to return to places where they have formed meaningful connections.

This preference for familiar destinations is driven by the desire for comfort, exclusivity, and a personal connection to the place. Countries like Japan, Australia, and China remain top choices for returning travellers. These destinations offer a blend of cultural richness, scenic landscapes, and luxurious accommodations that appeal to affluent tourists.

However, a new wave of emerging destinations is gaining traction. Countries like Bangladesh, New Zealand, and Cambodia have seen a rise in popularity, with 26%, 24%, and 23% of affluent travellers respectively considering these nations as their top travel choices for 2025. These emerging markets are capitalising on their unique offerings, from rich cultural heritage to pristine natural landscapes, making them attractive options for high-net-worth individuals looking for a change of scenery.

Gen Z’s Impact on Travel Trends

In addition to the preferences of established affluent travellers, the report also reveals valuable insights into the travel behaviour of Gen Z. This younger generation, known for its focus on sustainability, adventure, and cultural exploration, is increasingly shaping the future of luxury travel in Asia Pacific.

Gen Z travellers are attracted to destinations like Australia, Sri Lanka, and Thailand, where they can engage in meaningful activities that align with their values. Far from the leisure-seeker stereotype, this generation is driven by purposeful travel experiences. Nearly 47% of Gen Z travellers prioritise being close to nature, while 45% are eager to encounter wildlife, and 43% seek out active sporting holidays.

Solo travel is another trend that Gen Z is embracing, with 31% of respondents expressing an interest in exploring new destinations independently. However, small group trips of fewer than five people remain their preferred way to travel, allowing for a balance between independence and shared experiences.

Conclusion: The Future of Luxury Travel in Asia-Pacific

As the Asia-Pacific region continues to be a key player in global luxury travel, the trends highlighted by Marriott International’s report reveal a clear shift towards more personalised, meaningful, and wellness-focused travel experiences. HNW travellers are recalibrating their priorities, from seeking out wellness experiences to investing in family-oriented journeys and revisiting familiar destinations. At the same time, emerging destinations are rising in popularity, offering new opportunities for high-end travellers to explore unique and culturally rich locations.

As travel’s future belongs to Gen Z, their hunger for adventure, sustainability, and discovery will increasingly define luxury travel’s future. Asia-Pacific’s affluent travellers’ changing preferences are just one manifestation of a more purposeful, experiential type of luxury travel that values interpersonal interaction, holistic well-being, and experiential relevance.