Luxury travel trends have shifted in Asia Pacific, according to a new report.
Luxury Travel by Marriott International launched The Intentional Traveller report, which revealed a luxury travel mindset characterised by deeper cultural engagement, increased precision in itinerary planning and rising expectations of brand experiences.
“[Luxury travellers] are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning,” Regional Vice President, Luxury, Asia Pacific excluding China, Marriott International, Oriol Montal said.
“For Marriott International, this represents an opportunity to evolve luxury hospitality into something more transformational, curated, and emotionally resonant.”
Splurging on holiday
The survey of 1,750 of Asia Pacific’s most affluent travellers across Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand found that they are spending more on their holidays.
In the coming year, 72% of luxury travellers are planning on spending more on their holidays, up from 68% in 2024, capturing a rebound in the tourism industry.
This is led by travellers from Australia, Indonesia and Singapore, where 80% or more are planning to up their travel budget.
Family travel remains a priority with 47% of travellers willing to splurge on family holidays.
Recognisable luxury hotel brands also now rank higher than independent villas or private rentals.
Prioritising wellness
In 2025 90% of travellers cited wellness experiences as a top booking destination, up from 80% last year.
Asia has become the top destination for wellness journeys, where 26% of travellers are planning a dedicated wellness or spa retreat.
Returning to destinations
High-net worth travellers are sticking to familiarity, with 93% preferring to return to destinations they already love and 89% saying they’re more likely to revisit places where they feel a meaningful connection.
However, some markets have risen in the ranks with destinations like Bangladesh, New Zealand and Cambodia becoming top choices for 2025. Australia, Japan and Mainland China remain top 10 destinations.
Personalised getaways
While travellers are booking fewer trips, they are booking them with greater deliberation, as 93% expect a personalised travel experience and 62% plan every detail ahead of time.
While all-inclusive luxury travel plans are still popular in Indonesia (66%) and Australia (53%), travellers from South Korea and Japan show less enthusiasm for these options.
Nature escapes
Countryside getaways are gaining momentum, as 28% of high-income travellers report planning rural escapes, up from 19% last year and 30% booking wildlife safaris.
An astounding 92% said being close to nature is a key travel priority, reflecting a desire for immersive outdoor experiences.
Who is travelling?
The report found that solo parents travelling with their children had grown from 15% to 24% in a year.
The 'venture travelist' category has also grown significantly this year, with 86% of high net worth travellers reporting travelling to explore business or investment opportunities, up from 69% last year.
