The Asia Pacific region is increasingly becoming the epicentre of luxury travel, with affluent travellers showing a growing preference for high-end experiences. A comprehensive report by The Luxury Group by Marriott International has unveiled key insights into the evolving preferences and behaviours of high-net-worth (HNW) travellers across six key markets: Australia, Singapore, South Korea, Japan, Indonesia, and India.
“Our New Luxe Landscapes Report provides deeper behavioural insights and motivations into elite travellers from Asia and the Pacific,” says 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.”
Increased Spending on Leisure Travel
According to the report, 68% of affluent travellers in the Asia Pacific region are planning to spend more on leisure travel in the next 12 months. This trend is particularly pronounced among Indian HNW travellers, with 89% of Indians planning to increase their travel expenditures. Additionally, 74% of respondents are planning an intra-regional holiday within Asia-Pacific, highlighting the region’s appeal for luxury travellers.
Australia: The Top Destination
Australia has emerged as the top destination for luxury travellers, with 46% of respondents planning to visit in the next 12 months. This places Australia ahead of other popular destinations such as Japan (42%) and Hong Kong (27%). Notably, 69% of India’s HNW tourists are planning a trip to Australia, making it a preferred destination for travellers from Indonesia, Japan, and Singapore as well.
The Role of Gastronomy in Luxury Travel
High-end gastronomy has become a primary driver for luxury travel, with 88% of affluent travellers planning their holidays around food experiences. A significant 83% of respondents choose their destinations based on the presence of award-winning restaurants, and 81% select hotels based on fine dining options. This emphasis on culinary experiences highlights a growing trend where dining is not just a part of the travel experience but a central focus.
New Luxury Traveler Personas
The report has identified three new personas of luxury travellers, each with distinct preferences and motivations:
- The ‘Venture Travelist’: This group includes next-generation leisure tourists who seek business opportunities while on vacation. They prioritize destinations that offer potential business deals, local products, and antiques, blending leisure with entrepreneurial pursuits.
- The ‘Experience Connoisseur’: Predominantly millennials, these travellers view leisure travel as a means of personal enrichment. They seek personalized, exclusive experiences that contribute to their mental and physical well-being.
- The ‘Timeless Adventurer’: This group defies stereotypes about older travellers. The Timeless Adventurers are keen explorers who immerse themselves in the unique aspects of a destination, prioritizing authentic experiences over typical tourist attractions.
Deeper Connections and Extended Experiences
Luxury travellers in the Asia Pacific region are opting for longer and more frequent holidays, with an average of six leisure trips planned over the next 12 months. About 33% of respondents are planning at least seven holidays this year, with short stays averaging three nights and long stays averaging two and a half weeks. The research also indicates a strong preference for travelling with family or friends, with over 70% choosing to travel with their loved ones.
Celebratory Travel
A significant 25% of all planned holidays are celebrations, underscoring the importance of marking special occasions with travel. In India, 38% of travellers plan trips with friends, and 33% of trips are celebratory. This trend is indicative of a broader movement towards using travel as a means to celebrate key milestones and personal achievements.
The Rise of Indian HNW Travelers
India has emerged as one of the most active and engaged travel markets in the Asia Pacific region. With 89% of Indian HNW travellers planning to spend more on travel, the country is leading the surge in luxury travel demand. Indian travellers are increasingly choosing destinations within the region, with Australia being a top choice. This growing demand is driven by a desire for high-end experiences and the opportunity to explore new destinations.
A Focus on Authentic Experiences
Today’s luxury travellers are seeking authentic, unique experiences that go beyond traditional tourist attractions. The report highlights that travellers are looking to connect with the local community, discover hidden gems, and engage in activities that provide a deeper understanding of the destination. This shift towards experiential travel is reshaping the luxury travel landscape in the Asia Pacific region.
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