As the luxury travel sector grows in Asia Pacific, the report identifies new expectations and travel preferences among high-net-worth (HNW) travellers in the region.
Key insights from the report:
- Australia’s popularity: 46 per cent of respondents plan to visit Australia in the next 12 months, making it the top choice ahead of Japan and Hong Kong.
- Increased travel spending: 68 per cent of affluent travellers intend to spend more on leisure travel, with significant increases among Indian travellers.
- Gastronomy is a driver: 88 per cent of respondents prioritise food experiences, often planning their holidays around culinary delights.
“Our New Luxe Landscapes Report provides deeper behavioural insights and motivations into elite travellers from Asia and the Pacific,” says Oriol Montal, managing director, luxury, Asia Pacific (excluding China), Marriott International.
“Whether it’s discovering new culinary experiences, travelling with family or friends, or looking to forge connections with the local community, our research identifies new traveller archetypes and provides Marriott International with new understandings in catering to this discerning traveller segment.”
The research among HNW travellers in Australia, Singapore, South Korea, Japan, Indonesia, and India reveals they are frequently travelling with longer holidays, especially across the Asia Pacific region.
An average of six leisure trips are planned within the next 12 months, while 33 per cent of respondents plan at least seven holidays this year.
Australia stands out as the top destination choice (46 per cent), ahead of Japan (42 per cent) and Hong Kong (27 per cent). It remains particularly appealing to Indian, Indonesian, Japanese and Singaporean travellers, with 69 per cent of Indian HNW tourists planning a visit.
India leads in travel engagement, with 89 per cent intending to increase travel spending.
With an acute interest in food experiences, 88 per cent of respondents choose holiday destinations based on culinary exploration.
Nearly half consider fine dining an ideal night out, and a significant majority (83 per cent) seek out award-winning restaurants.
When selecting hotels, 81 per cent prioritise fine dining options, underscoring the importance of gastronomy in travel decisions.
Australian traveller statistics and trends
- HNW Australians will take seven trips this year; 87 per cent combine business and leisure; 72 per cent are planning a trip in the Asia Pacific region; and Hong Kong and Japan are their top destinations.
- Australians are more motivated than other countries to return to places they love (85 per cent).
- Australians take the longest trips, with 73 per cent planning a minimum two-week getaway, and 33 per cent taking more than three weeks (Japanese take the shortest trips).
- Personalised hotel service is their top priority.
- Australians prioritise making local connections (such as shopping and eating).
- Australians rate highest in the region when seeking physical wellness activities.
- Australians are the most likely travellers to visit unknown destinations.
The research also identifies three new categories of affluent travellers. These include the “Venture Travellist” who seeks business opportunities when travelling; the “Experience Connoisseur” – millennials who travel for enrichment; and the over-65 “Timeless Adventurer”, 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, and what makes it unique and memorable.
