A new luxury travel era has emerged in the Asia Pacific region with an increasing inclination toward purpose, personalization, and deep lifestyle evolution. In a recent study commissioned by Marriott International’s Luxury Group, high-net-worth (HNW) Asian Pacific travelers are turning their travel dreams toward wellness, experiential experiences, and emotive value. In this survey of 1,750 high-affluent travelers in Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand, luxury travel is being redrafted. The report discovers a more intentional and thoughtful mindset with a desire for more cultural interaction and deeply curated itineraries.

Intentional Travel: A New Focus
Luxury travelers in the region are embracing a more purposeful approach to their journeys, according to Oriol Montal, the Regional Vice President of Luxury at Marriott International. Travelers now seek experiences that align with their personal values, promote their well-being, and offer deep emotional resonance. As the demand for more transformative travel experiences grows, luxury hospitality is evolving to meet these needs by offering curated and personalized services.

Wellness as the Core of Luxury Travel
Wellness has become a central component of luxury travel, with 90% of travelers citing wellness experiences as a key factor in their booking decisions for 2025, up from 80% in the previous year. High-net-worth travelers are now seeking holistic wellness experiences that extend beyond traditional spa retreats. Activities like forest immersions, nutrition programs, sound healing, and sleep therapies have all gained traction, especially in Asia, where 67% of wellness journeys are planned. In fact, 26% of travelers intend to book a dedicated wellness or spa retreat.

Spending More, Expecting More
Affluent travelers are not only willing to spend more, but they are also more discerning in their travel choices. A striking 72% of luxury travelers plan to increase their spending on high-end travel in the upcoming year. This trend is particularly strong in countries like Australia (85%), Indonesia (81%), and Singapore (80%), where travelers are showing the greatest intent to invest in premium travel experiences. Family travel, in particular, has become the primary focus for luxury spending, with 47% of travelers stating they are most likely to splurge when traveling with immediate family. Furthermore, brand trust is increasingly important, as luxury hotel brands now rank higher than independent villas or private retreats, emphasizing the demand for consistent, curated experiences.

A Return to Familiar Destinations
Despite the rising popularity of new destinations, the majority of luxury travelers in Asia Pacific prefer revisiting destinations they already know and love. According to the report, 93% of HNW travelers are inclined to return to places where they have a strong personal connection. These aren’t simply repeat visits but intentional returns aimed at deepening their experiences, reconnecting with local communities, and reliving significant memories with family and friends. Simultaneously, new markets are rapidly gaining popularity. Destinations like Bangladesh, New Zealand, and Cambodia are now emerging as top travel choices for 2025, joining established favorites like Australia, Japan, and Mainland China.

Intentional Itineraries: A Trend Toward Thoughtful Planning
Today’s luxury travelers are prioritizing fewer, more meaningful trips, with careful planning and greater depth. The average duration of short stays has increased from three to four nights, and many travelers are booking their trips months in advance. For longer journeys, travelers typically plan 2-3 months ahead, while short trips are booked 1-2 months in advance. With 93% of travelers expecting personalized experiences, the demand for tailored itineraries is at an all-time high. Approximately 62% of travelers are meticulously planning every detail of their trips ahead of time.

Nature and Outdoor Experiences Gain Popularity
While fine dining remains the top driver of luxury travel, nature-focused experiences are becoming increasingly sought after. A growing number of travelers are booking countryside escapes and wildlife safaris, with 28% planning rural getaways, up from 19% the previous year. Moreover, 92% of travelers say that being close to nature is a priority when choosing their travel experiences. Nature immersion is becoming an essential part of the luxury travel experience, with travelers increasingly opting for outdoor activities and nature-based retreats.

Changing Travel Dynamics: New Travel Groups and Preferences
The luxury traveler demographic is undergoing a transformation, with several emerging travel groups reshaping the landscape of high-end tourism.

Guardian Trailblazers:
Solo parents traveling with children represent a growing segment of luxury travelers, with this category increasing from 15% to 24% in just one year. These travelers prefer enriching itineraries that cater to their children’s educational and cultural development, with popular activities including religious events, educational trips, and safaris.

Impact Explorers:
Gen Z travelers are making their mark on luxury travel, with destinations like Australia, Sri Lanka, and Thailand becoming top choices. These young travelers prioritize nature, culture, and active experiences, with 47% seeking encounters with wildlife and 43% drawn to active sports holidays. Solo travel also appeals to 31% of Gen Z, though small group trips remain the preferred method of exploration for most.

Venture Travelists:
The rise of the venture travelist segment reflects a shift in the luxury travel market. In 2025, 86% of HNW travelers are now using their travels as an opportunity to explore business or investment prospects, up from 69% the previous year. This growing trend highlights the increasing convergence of leisure and business travel.

Conclusion: The Future of Luxury Travel in Asia Pacific
Asia Pacific’s high-end travel industry continues to see a great transformation as high-net-worth travelers place higher emphasis on cause-related experiences, wellness, and nature retreats. These travelers are becoming even more selective with an intensified necessity for edited, customized, and meaningful experiences. With trends in store for the future, the region will continue to lead in defining luxury travel.

References: Marriott International Official Website