The Luxury Group by Marriott International has released a new report titled “The Intentional Traveler,” highlighting changing trends in luxury travel across the Asia Pacific region. The study surveyed 1,750 affluent travelers from Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand.
A significant finding is that wellness has become a primary consideration for travelers when choosing destinations. “Wellness plays key role in destination choice, with 90% of travelers considering it a top booking priority,” according to the report. Travelers are now seeking holistic wellness experiences beyond traditional spa retreats.
The report also notes an increase in luxury travel spending intentions. “72% of travelers plan to increase luxury travel spending,” with Australians leading this trend at 85%. Family travel emerges as a major focus for expenditure among high-net-worth individuals.
New destinations such as Bangladesh, New Zealand, and Cambodia are gaining popularity among these travelers. The report states that nature escapes and countryside retreats are on the rise, with interest in safaris increasing by up to 30%.
“Luxury travelers are now more intentional than ever before,” says Oriol Montal, Regional Vice President of Luxury for Asia Pacific excluding China at Marriott International. He emphasizes that these travelers seek journeys aligning with their values and enhancing wellbeing.
Travelers show a preference for returning to familiar destinations while also exploring new markets like Bangladesh and Cambodia. This reflects a desire for both familiarity and new experiences.
Today’s luxury traveler is described as more deliberate in planning trips. Itineraries are often planned months in advance with an emphasis on personalization and detailed scheduling.
Finally, the report identifies evolving dynamics within travel groups. Solo parents traveling with children have increased significantly over the past year. Gen Z travelers prefer destinations offering nature and adventure activities like those found in Australia and Sri Lanka.
The full findings of the research conducted between March 14 and April 17, 2025, can be accessed through the Luxury Group by Marriott International’s official channels.
