New Traveler Personas
With more disposable income for holidays and a growing population of ageing travelers, the research has identified three new categories of affluent travelers. These include:
i) The ‘Venture Travelist’
The next-generation Bleisure tourist, the Venture Travelist prioritizes holiday destinations that will generate business opportunities. While they enjoy their vacation with their family and loved ones, they are always on the lookout to secure a deal. Entrepreneurs at heart, they explore a location, shopping for local products and antiques, and looking to forge business connections with members from the local community.
ii) The ‘Experience Connoisseur’
Predominantly millennials, Experience Connoisseurs plan their leisure travel as an opportunity for personal enrichment. They travel extensively and see the experience as an investment in their mental and physical wellbeing. They want to deeply explore a destination, they value personalization and actively seek exclusive one-of-a-kind experiences.
iii) The ‘Timeless Adventurer’
Debunking every stereotype of the over-65 ‘silver set travelers’, Timeless Adventurers are keen explorers who want to immerse themselves in a destination. They’re less interested in tourist attractions and more drawn to what gives the destination a sense of place, what makes it unique and memorable.
Findings are from a research report commissioned by Marriott International Luxury Group conducted over a period from April 18, 2024, to May 13, 2024, with frequent international travelers who primarily travel for leisure. The study targeted the wealthiest 10% of residents in Australia, Singapore, India, Indonesia, South Korea, and Japan with 200 respondents from each market.
Refer to Annex A for additional data on the preferences of luxury travelers across the APEC region.
About Marriott International
Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 8,900 properties across more than 30 leading brands in 141 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world.
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