Luxury travel has undergone a profound transformation in the Asia Pacific region. 90% of high-net-worth (HNW) travellers in this region now consider wellness as an essential element in their travel decisions. This shift signals a significant transformation in the region’s luxury travel landscape, with travellers prioritizing wellbeing, cultural immersion, and deep personal connection over extravagance.

Travellers Seek Holistic Experiences

Travellers are evolving from seeking luxury experiences to focusing on wellness-led travel. The desire for holistic experiences is driving demand for sound healing, sleep therapies, and forest immersions. These unique experiences cater to the traveller’s need for relaxation, rejuvenation, and spiritual growth.

• According to the study, Asia remains the go-to destination for wellness-led travel, with 26% of respondents planning a dedicated retreat in the region.
• Travellers are looking for a balance between relaxation and activity, and wellness-focused retreats offer a perfect blend.

Families at the Forefront of Luxury Travel

Family trips are the top priority for 47% of affluent travellers. With a growing focus on quality time with loved ones, family travel is becoming a significant factor in luxury travel decisions. This trend is driven by the desire for memorable experiences and opportunities to create lasting bonds.

A Rise in Sustainable Luxury

The desire for a personalised experience and high-end amenities is driving a rise in sustainable luxury. With 72% of respondents planning to increase their luxury travel budgets in the coming year, the focus is on experiences that not only satisfy their desires but also contribute to the local community.

“Luxury travellers are now more intentional than ever before. They are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning. For Marriott International, this represents an opportunity to evolve luxury hospitality into something more transformational, curated, and emotionally resonant.”

Revisiting Old Favorites or Exploring New Horizons

A striking 93% of travellers prefer to revisit destinations they already love, driven by the desire for familiarity and personal connection. This phenomenon is not about routine; it’s about reconnecting with local communities or reliving meaningful moments with loved ones.

New Destinations Gaining Momentum

New regional destinations such as Bangladesh, New Zealand, and Cambodia are gaining popularity, joining staples such as Australia, Japan, and Mainland China in the top 10 most-planned travel spots for 2025.

The Rise of Sustainable Adventure

Sustainable adventure tourism is on the rise. With travellers prioritizing nature and the environment, safaris and rural escapes are becoming increasingly popular. The rise of eco-friendly accommodations and responsible tourism practices is also contributing to this trend.

Personalised Experiences

The need for personalised experiences is driving travel planning decisions. With 93% of respondents expecting a tailored experience, and 62% planning every detail in advance, the focus is on creating unique and memorable experiences.

New Gen Travelers

The next generation of travellers is redefining luxury. Gen Z “Impact explorers” are prioritizing nature, culture, and active exploration. They are exploring destinations such as Australia, Sri Lanka, and Thailand, with 31% drawn to solo travel for self-discovery.

The Rise of Venture Travel

The “Venture travelist” segment is on the rise. This segment combines business and pleasure, with 86% of respondents exploring work or investment opportunities while travelling.