The Luxury Group by Marriott International launches extensive research among affluent travelers across six markets
- 68% spending more on leisure travel with 74% respondents planning an intra-regional holiday within Asia-Pacific (APAC)
- Australia is the top destination in next 12 months ahead of Japan, with 46% planning to visit
- Indian HNW are driving luxury travel with 89% Indians planning to spend more in next 12 months
- High-end gastronomy is the primary driver for luxury travel with 88% planning holidays around food
- Three new personas of luxury traveler defined
As the Asia Pacific region continues to be the growth engine for luxury travel, a new comprehensive report from the Luxury Group by Marriott International has identified new expectations and travel preferences among high-net-worth (HNW) travelers in Asia Pacific.
Across the region, 68% are planning to spend more on travel over the next 12 months – 89% among Indians – with 74% planning to travel within Asia Pacific and 88% prioritizing gastronomy as the reason to travel. One in four of all holidays planned (25%) are celebrations.
Three distinct new groups of luxury traveler have emerged – the ‘Venture Travelist’ who seeks business opportunities when traveling, ‘Experience Connoisseur’ Millennials who are traveling for enrichment and ‘Timeless Adventurer’, over 65s who are building their own itineraries and exploring places before they become popular.
“Our New Luxe Landscapes Report provides deeper behavioral insights and motivations into elite travelers from Asia and the Pacific,” says Oriol Montal, Managing Director, Luxury, Asia Pacific (excluding China), Marriott International.
“Whether it’s discovering new culinary experiences, traveling with their family or friends, or looking to forge connections with the local community, our research has identified new traveler archetypes, and provides Marriott International with new understandings in catering to this discerning traveler segment.”
