“Globally, we’re seeing an undeniable shift among travelers towards more meaningful, one-of-a- kind experiences in both new and familiar destinations. This is particularly evident in Asia Pacific from our findings on Gen Z and Millennials’ travel patterns and behaviors,” comments Bart Buiring, Chief Sales & Marketing Officer, Marriott International Asia Pacific.
“With young affluent travelers in Asia Pacific gravitating towards under-the-radar holidays and culturally-rich itineraries, we’re expanding our luxury portfolio in the region’s most sought-after destinations like Nara, Sydney and Jiuzhaigou in China with a target of opening 12 properties in 2023 alone.”
Luxury defined by authentic connections and experience, with craft still key
Native Explorers are redefining what luxury travel means – from elusive and exclusive to meaningful connection and experiences. As they transition towards understated and authentic holidays, one in three respondents (37%) called out human connection, genuine hospitality, and being part of a community as critical components of luxury travel.
Majority (58%) believe once-in-a-lifetime experiences and pinch-me moments are what make the luxury travel experience. Top picks include VIP access to sold-out concerts of their favorite artists (52%) and exclusive culinary workshops with celebrity chefs (36%).
Marriott Bonvoy Moments, a platform where Marriott Bonvoy Members can use points earned from travel and everyday activities to bid on exclusive packages, fulfills this desire by offering once-in-a-lifetime experiences, ranging from unrivaled access to the Mercedes-AMG PETRONAS F1 Team to closed-door sessions with celebrity chefs and artists.
Craftsmanship remains crucial to luxury travel, over 50% believe service excellence and state-of- the-art facilities are key tenets. Personalization remains a key deciding factor in choosing a luxury hotel, with 32% expecting bespoke services such as a dedicated travel advisor and 32% preferring to stay with hotels that offer tailored itineraries and customized amenities.
The Ritz-Carlton elevated Club experience was launched recently to take guests into a world of personalized luxury experiences. From pre-arrival to departure, the elevated Ritz-Carlton Club experience is available across all Ritz-Carlton hotels in Asia Pacific, where guests will find unique indulgences, curated culinary journeys, and personalized encounters that create meaningful moments.
Explore destinations through luxury hotel comforts
Caught between their desires to discover and luxuriate, a staggering nine in 10 respondents prefer to explore the destination with assistance from their luxury hotel, rather than research and hire a local guide of their own.
