Almost half (45%) prefer to sample local cuisine through the property’s gourmet dining, 39% want to experience the local culture through the hotel’s curated programming, and 34% are keen to try local wellness rituals available at the hotel spa.
Native Explorers’ thirst for cultural discovery extends to their accommodation choices, with a majority (76%) of respondents opting for hotels and resorts with destination-inspired concepts.
Brand affinity remains key for Native Explorers with approximately one in three opting for destination-inspired abodes under an established luxury brand. W Hotels’ evolved design direction takes a thoughtful approach through the lens of both the brand and its location, so no two W hotels look the same.
Marriott International’s luxury brands portfolio is poised to meet the demands of Native Explorers
Marriott International’s luxury brands portfolio is poised to meet these reimagined travel desires with hotel openings that inspire the modern traveler. The company plans to take its unrivaled portfolio of eight dynamic luxury brands to the region’s most popular travel spots such as Sydney and Bangkok and emerging destinations like Fukuoka, Japan and Jiuzhaigou, China.
A global leader in luxury hospitality, Marriott International today operates nearly 500 luxury hotels and resorts in 68 countries and territories, including 159 properties presently in Asia Pacific. The region contributes half of the company’s global development pipeline of nearly 200 luxury properties.
Findings are from a commissioned survey by Marriott International conducted in June 2023 on 601 affluent Gen Z (18 – 24 years old) and Millennials (25 – 41 years old) based in Australia, China, Japan, India, Singapore and South Korea, who would spend over USD3,000 on a holiday.
The term ‘Native Explorers’ refers to luxury Gen Z and millennial travelers with an intrinsic desire to explore, who have already traveled the globe in their youth and are now seeking destinations in their native region.
Note on Forward-Looking Statements
This press release contains “forward-looking statements” within the meaning of United States federal securities laws, including statements related to our development pipeline; expected hotel openings and additions; brand debuts in certain markets; our growth prospects in the Asia Pacific region; the power of Marriott Bonvoy; travel trends and expectations; and similar statements concerning possible future events or expectations that are not historical facts.
