Asia-pacific’s High-net-worth Travellers Prioritize Luxury, Wellness, Personalization, And Purpose In 2025, According To Marriott Study

Monday, July 14, 2025

2025 and luxury recreation is redefined successful Asia Pacific. The study, commissioned by Marriott International’s Luxury Group and entitled The Intentional Traveller, recovered that high-net-worth (HNW) consumers are moving beyond indulgence toward much experiential recreation that provides individual meaning, wellness, and taste immersion. This displacement represents a inclination toward much intentional and individualised recreation decisions.

Wellness Takes Center Stage

Wellness has emerged arsenic a cornerstone of anyone’s luxury recreation decision-making process. In 2025, 90 percent of travellers said that wellness experiences were a driving facet successful their bookings, up from 80 percent nan erstwhile year. Away from accepted spa edifice experiences, luxury travellers are tapping into a much holistic attack to wellness, exploring wood immersion, nutrition, sound, and slumber therapies. The region besides remains 1 of nan world’s apical wellness recreation destinations, pinch 67% of travellers readying to sojourn for wellness-related experiences.

Increased Spending connected Premium Travel

Well-heeled travellers are approaching their travels pinch assurance and sophistication. Seventy-two percent intend to boost their spending connected high-end recreation complete nan adjacent year. Heading maturation is driven chiefly by travellers from Australia (85%), Indonesia (81%), and Singapore (80%). Credit: skynesher/Getty Images/iStockphoto Of each nan types of travel, travelling pinch family tops nan list, pinch 47% of affluents being astir consenting to fund little erstwhile they recreation pinch their atomic relations.

Eased Back Into Familiar Territory With a Twist

Despite well-trodden hotspots remaining celebrated among HNW travellers, location accessibility is driving request for emerging markets. Bangladesh (26%), New Zealand (24%), and Cambodia (23%) are piquing liking for 2025, alongside celebrated recreation destinations specified arsenic Australia, Japan, and Mainland China. These champion destinations to sojourn announcement unsocial section civilization and awesome quality that will pull those who look for mind-blowing adventures.

The Emergence of nan Deliberate Itinerary

The luxury traveller coming is booking less trips but going deeper and much immersive pinch each travel than ever before. The emblematic short enactment has besides elongated from 3 to 4 nights, and itineraries are cautiously choreographed, often months ahead. Ninety-three percent expect a civilization recreation experience, and 62% scheme each facet successful advance. This speaks to a request for nuanced and authentic recreation narratives.

Nature arsenic a Travel Priority

Although gastronomy is still a starring motivator of travel, nature-centred experiences are becoming an progressively important facet of luxury travel. Countryside escapes are quickly increasing successful popularity; 28% of high-net-worth travellers are considering these escapes, compared pinch 19% past year, while 30% are booking wildlife safaris. An awesome 92 percent opportunity being adjacent to nan awesome outdoors is simply a recreation essential, indicating that group are craving immersive outdoor experiences. These chap passengers are besides highly organised, pinch nan mostly booking their agelong trips 2–6 months successful beforehand and immoderate readying up to 9–12 months successful advance.

The New Travel Normal: Who We Travel With

High-net-worth Travellers Disrupt Traditional Travel Groups successful a World of New Dynamics

Guardian Trailsetters: Solo parents travelling pinch children has accrued from 15% to 24% successful 1 year. They want to create memorable experiences that enrich their children, specified arsenic belief aliases belief experiences (41%), acquisition holidays (38%), and safaris aliases different utmost adventures (35% for both). tourexpi.com+4PR Newswire+4theroomscollection.com+4

Impact Explorers: A caller group of teenage travellers from Generation Z is heading to places for illustration Australia, Sri Lanka, and Thailand—destinations they person chosen for their hearty helpings of nature, culture, and adventure. This is simply a procreation who prioritise purposeful, progressive experiences—as 47 percent favour being adjacent to nature, and 45 percent want to brushwood wildlife, while 43 percent are attracted to progressive sporting holidays. Solo recreation entices 31% arsenic a measurement to beryllium independent and observe oneself, but mini group trips of less than 5 group are their favourite measurement to travel.

Bump-in Business Travellers: High-net-worth travellers who harvester business aliases finance recreation pinch leisure recreation now dress up 86% of respondents, compared to 69% who did truthful nan erstwhile year. This is suggestive of a operation of leisure and business among high-end travellers.

Conclusion

The Intentional Traveller study reveals a awesome alteration successful nan luxury recreation habits of nan region’s high-net-worth individuals. “In today’s property of wellness, personalisation, and experiences that matter, travellers are looking for trips that travel from nan heart, some successful position of what they worth and what they want successful return,” said Amy Speckien, VP of Brand astatine G Adventures. This changing move provides nan recreation manufacture pinch an opening to service nan blase needs of today’s high-end travellers.