Luxury travel suppliers from Europe and Latin America are stepping up investments in Asia-Pacific as the region cements its position as one of the industry’s most important longhaul source markets.
From expanding sales representation to tailoring guest experiences, destinations and operators outside the region told TTG Asia they are making long-term commitments to capture growing demand from Asia-Pacific travellers.
Luxury nature-based experiences are drawing growing interest from Asia-Pacific travellers, including river excursions at La Selva Eco-Lodge & Retreat, pictured
For luxury hotel The Store in Oxford, South-east Asia has become an increasingly important market as more families combine leisure travel with visits to students studying in the UK. The 101-room luxury lifestyle hotel, which opened on May 5, 2024 in a restored 1738 department store, said Asia-Pacific now accounts for around six per cent of its year-to-date room nights, with Australia contributing more than 30 per cent of that figure. Key source markets also include China, India, Singapore, Hong Kong and Taiwan.
“The marketplace for us, and the reason why we’re spending a lot more time now in Asia, is because since Covid there has been an explosion in South-east Asian parents sending their children to Oxford,” said general manager Simon Blake. The hotel owners have also acquired a second Oxford property that will be converted into a hotel three times the size of The Store.
Likewise, luxury expedition operator Delfin Amazon Cruises is deepening its focus on the region. Commercial director Ines Orihuela said Australia has become the company’s second-largest international source market after the US, while South-east Asia is now its next growth frontier.
To support this expansion, the company has invested in culturally adapted guest experiences, dedicated in-market sales representation, trade missions and familiarisation trips. “Building a market is a long-term commitment,” Orihuela noted.
Similarly, Ecuador specialist Golden Experiences & Travel said more than 10 per cent of its guests now come from Asia-Pacific, driven by growing demand for luxury, nature-based experiences in destinations such as the Galapagos Islands and the Amazon. The company has strengthened its regional presence through dedicated sales representation, targeted marketing campaigns, localised promotional materials and participation in major travel trade events.
Meanwhile, Tourism Ireland is also seeing growing interest from South-east Asia. David Boyce said the tourism board’s inaugural participation at ILTM Asia Pacific had generated encouraging early feedback.
“Our market has been predominantly US, but it’s our first time at ILTM Singapore. We got a lot of quiet interest from the sellers… and we’re seeing good uplift from the Southeast Asian market and believe the demand will increase,” he said.
The Taiwan Tourism Administration (TTA) has completed a three-city trade roadshow across Australia and New Zealand, engaging more than 225 travel industry professionals in Sydney, Melbourne and Auckland.
Held from June 17 to 25, the roadshows brought together airlines, hotels, travel agencies and cultural organisations to promote Taiwan’s tourism products and strengthen trade partnerships across the region.
More than 225 travel industry professionals attended Taiwan Tourism Administration’s three-city roadshow across Australia and New Zealand
Staged under the theme Taiwan, Never Sleeps, the programme highlighted Taiwan’s dining, cultural and nightlife experiences as part of the Taiwan Tourism Brand 3.0 campaign, Taiwan – Waves of Wonder.
Visitor arrivals from both Australia and New Zealand continued to increase in 2025. Taiwan welcomed 125,288 visitors from Australia, up 11.32 per cent year on year, while leisure arrivals rose 16.63 per cent. Arrivals from New Zealand reached 18,242, an increase of 6.97 per cent, with leisure travel growing 10.4 per cent.
Taiwan currently operates 21 direct flights a week between Taiwan and Australia and New Zealand. According to TTA, travellers from both markets continue to show strong interest in cultural experiences and food tourism.
Each roadshow included business matching sessions connecting Australian and New Zealand buyers with Taiwanese tourism suppliers, including online travel agencies, tour operators and tourism organisations. Discussions focused on itinerary development, product design and distribution opportunities.
The programme also featured cultural performances and workshops, including traditional Yueqin music, ecological origami, tile painting and sky lantern-making, offering participants an introduction to Taiwan’s cultural heritage.
TTA said the roadshow strengthened partnerships with the travel trade in Australia and New Zealand while creating new opportunities for product development and distribution. The organisation added that Taiwan’s safety, accessibility, culinary experiences and natural attractions continue to appeal to travellers from both markets.
AmaWaterways will operate a special Lunar New Year cruise on the Danube in 2027, offering a Mandarin-language programme for travellers celebrating the Year of the Goat.
Departing on January 31, 2027, the seven-night sailing aboard AmaLea follows the line’s Best of the Danube itinerary, with calls at Budapest, Bratislava, Vienna, Melk and Linz.
AmaLea will host a special Lunar New Year sailing on the Danube in early 2027
The cruise has been tailored for Mandarin-speaking guests, with Mandarin-speaking crew, bilingual daily programmes, translated shore excursions and bilingual menus. Asian dishes will also be served alongside the line’s regional European cuisine.
The itinerary includes guided walking tours, cycling excursions, hikes and cultural visits across Austria, Slovakia and Hungary. Highlights include Schönbrunn Palace in Vienna, Melk Abbey, Bratislava’s historic centre and an optional excursion to Salzburg.
Guests will also take part in a Lunar New Year Gala Dinner during the cruise.
The sailing includes AmaWaterways’ standard onboard inclusions, such as accommodation, dining, unlimited wine and beer with lunch and dinner, Wi-Fi, wellness activities and a choice of shore excursions at each destination.
Kristin Karst, co-founder and chief brand ambassador of AmaWaterways, said: “As we continue to welcome more guests from across Asia, we are excited to create experiences that are both culturally meaningful and personal.
“Lunar New Year is a time for family, reflection and celebration, and we wanted to give our Mandarin-speaking guests the opportunity to mark this special occasion while exploring some of Europe’s most beautiful destinations. With the world-class hospitality that defines AmaWaterways, we hope our guests will create unforgettable memories as they welcome the Year of the Goat.”
Langham Hospitality Group (LHG) is positioning its upcoming Bangkok flagship as a strategic gateway into South-east Asia as it accelerates its luxury expansion plans.
Set to open in 2027, The Langham, Custom House, Bangkok will transform the historic 1888 riverside landmark into a luxury hotel combining restored heritage buildings with a contemporary new wing.
Lawrence Ng says AI can enhance the guest experience, but hospitality will always remain people-focused
Speaking to TTG Asia, Lawrence Ng, senior vice-president of sales and marketing, said Bangkok was a natural choice for the group’s next flagship.
“Bangkok is one of the major gateways for inbound and outbound travel. It’s a very important travel market for the hotel business. Having a flagship in the city not only helps us create brand awareness, but also strengthens our position among Thai travellers,” he said.
Ng added that Thailand has become one of LHG’s strongest source markets for high-value guests, driving demand across its properties in destinations including Hong Kong, Shanghai, Sydney, Melbourne and London.
Beyond Bangkok, LHG has confirmed new hotels in Kuala Lumpur, Venice, Diriyah, Xi’an and a third London property, while continuing to explore opportunities in Bali, Koh Samui and Seoul.
As the group expands, Ng said travellers are increasingly prioritising meaningful experiences over traditional sightseeing.
“When people travel today, they’re looking for something that’s related to themselves rather than simply going somewhere for sightseeing, a hashtag or a selfie. They want experiences,” he said.
While LHG is using AI to better understand guest preferences, Ng stressed that “AI is an enabler, but hospitality still has to be people-focused”.
He added that guests can expect “some very, very exciting dining and wine concepts” when Langham Bangkok opens.
Global Hotel Alliance (GHA) has expanded the Local Offers and Experiences available through its GHA Discovery loyalty programme by partnering with City Unscripted to introduce personalised city tours led by local hosts.
The new Local City Tours category adds to the programme’s existing Experiences portfolio, which includes tours and classes, nature, culture, adventure and events. The initiative supports GHA’s Live Local concept, offering members more opportunities to explore destinations through locally tailored experiences.
Local hosts guide GHA Discovery members through personalised experiences in Hong Kong
Developed with City Unscripted, the tours are customised to each traveller’s interests, covering areas such as food, design, neighbourhoods, history, culture and family activities. Rather than following fixed itineraries, members are matched with local hosts who create personalised experiences based on individual preferences.
The tours are available in 15 cities including Amsterdam, Bangkok, Berlin, Dubai, Hong Kong, Lisbon, London, Madrid, Mexico City, Munich, Paris, Rome, Singapore, Sydney and Tokyo.
GHA Discovery members receive a 20 per cent discount on City Unscripted experiences booked through the programme’s website or mobile app, together with priority host matching and a complimentary pre-trip planning call.
The expansion reflects growing demand for personalised travel experiences. GHA said recent research among its members found that eight in ten travellers believe their journeys change how they see the world and themselves.
Beyond city tours, GHA Discovery’s Experiences portfolio includes activities such as cooking classes, helicopter flights, museum access, wildlife encounters and cycling tours, while some experiences support conservation and local community initiatives.
The programme also offers more than 2,500 Local Offers that can be redeemed without an overnight stay, including dining, spa treatments, day-use facilities, golf, co-working packages and complimentary pool access. Dining accounts for 60 per cent of Local Offer bookings, followed by spa experiences at 22 per cent.
Jelena Kezika, vice president of strategy at GHA, said: “As travellers increasingly seek meaningful and transformative experiences, loyalty programmes must continuously adapt to meet these evolving expectations.”
Golden Destinations has chartered the Star Voyager for five sailings to Phuket and Krabi during the December 2026 school holiday season.
Available through GD World Cruises, the charter programme features two- and three-night itineraries departing between December 5 and 22, 2026.
Star Voyager will operate five charter cruises from Port Klang to Phuket and Krabi during the December 2026 school holiday season
The schedule includes three-night Phuket-Krabi cruises on December 5, 8 and 22, a two-night Krabi cruise on December 18, and a two-night Phuket cruise on December 20.
Guests can enjoy accommodation, international dining, certified halal dining options at The Lido restaurant, live entertainment, family-friendly activities and wellness facilities onboard Star Voyager.
Bookings are now open through Golden Destinations’ nationwide network of travel partners and authorised agents.
Resorts World Sentosa (RWS) will stage its Festival of Thrills from September 1 to November 1, 2026, bringing together Halloween attractions, family experiences, themed entertainment and dining across the integrated resort.
The programme spans Universal Studios Singapore, Singapore Oceanarium, Adventure Cove Waterpark and WEAVE, with experiences ranging from haunted houses and scare zones to interactive family activities and after-dark events.
Resorts World Sentosa’s Festival of Thrills returns from September 1 to November 1, 2026, with Halloween experiences across its attractions and lifestyle precincts
Halloween Horror Nights 14 returns to Universal Studios Singapore from September 25 to November 1 with four haunted houses, immersive scare zones, live entertainment and a new roving scare experience inspired by Asian folklore and Singapore legends. Super early bird tickets are available until July 22 from S$58 (US$46) for non-peak nights and S$68 for peak nights.
Families can also enjoy Trick or Thrills, running from September 1 to November 1, featuring a new Minions show, character meet-and-greets, themed decorations, Halloween treats and exclusive merchandise. The event is included with regular park admission, with tickets from S$76 for adults and S$69 for children.
Singapore Oceanarium will present Into the Glowcean from September 5 to November 1, transforming the attraction with neon-inspired art installations, interactive workshops, marine-themed performances and seasonal activities. Guests can also join the Animal Spotlight: Manta Rays experience for S$28 per person.
Adventure Cove Waterpark will introduce the after-dark Pool Party Panic and the family-focused Legend Keepers: The Ocean Spirit Awakens, while WEAVE will host Halloween-themed retail, food and beverage experiences, trick-or-treat activities and live entertainment throughout October.
Travellers aged 50 to 70 are discovering gaps in hospitality products and services, which are often designed for either younger travellers or older guests who need accessibility support, observed Preethi Sanjeevi, CEO and co-founder of Greytt, a company on a mission to help travellers aged over 50 lead purposeful and passionate lives through the use of experts, AI and data.
In this episode of TTG Conversations: Five Questions, Sanjeevi clarifies that people aged 50 to 70 are mobile and independent, and discusses what this demographic needs from hospitality businesses.
A third of new ships being constructed are under-1,000-bed vessels with the potential to serve the affluent market
Boutique brands and hotel companies are joining the competition for luxury cruise passengers
Established luxury cruise brands have the opportunity to defend their position by being attuned to customers’ needs and building for future demand and expectations
Regent Seven Seas Cruises’ Seven Seas Prestige attracted strong interest when bookings opened in June 2025
Luxury cruise tourism is showing strong potential for growth, evidenced by the tripling of the elite cruise fleet since 2010 and a projected increase in affluent luxury cruise travellers from 1.1 million in 2024 to 1.58 million by 2028.
The vibrancy of this segment was evident at the recent ILTM Asia Pacific, which attracted the participation of several luxury cruise brands.
Citing Cruise Lines International Association data at a media briefing, Steve Odell, global ambassador, luxury group, Regent Seven Seas Cruises & Oceania Cruises, expressed excitement that the cruise industry is “heading somewhere”.
“The cruise population was around 27 or 28 million in 2019, just before Covid, but with all the new ships coming into the market, it is now anticipated that by 2029 this population will cross 42 million. It may surprise you to know that there are 86 new cruise ships on order that haven’t even been delivered yet. It’s a huge order book worth around US$98 billion. If you hoped to order a ship now, you can’t until 2036/2037 because the shipyards are full,” said Odell, adding that a third of the orders in the books are for smaller ships with under 1,000 beds, indicating more ultra-luxury cruise products on the horizon.
While new brands have entered the luxury and ultra-luxury cruise tourism space, Odell said this development is good for the industry.
He remarked: “Hotel brands are very, very interested in the cruise sector and are entering the market. This is great because they are introducing a hotel customer to the cruise product. As they market to their databases, they are bringing a huge amount of new interest into the market.”
More ways to cruise
The emergence of new brands is adding diverse layers to the luxury and ultra-luxury cruise market. Besides the established luxury cruise lines that offer larger ships, there are now boutique ocean and river cruises, expedition cruises, as well as hybrid cruises with the ability to offer both regular and adventure voyages.
Explora Journeys, the luxury cruise line under the Mediterranean Shipping Company, launched its first ship, Explora One, in August 2023 and quickly followed with Explora Two in September 2024 and Explora Three in July 2026. Two more will welcome affluent guests in 2027 and one more in 2028.
Anna Nash, president of Explora Journeys, described the cruise line as being “in a category of one”.
She told TTG Asia: “We’re not a traditional legacy cruise brand. We don’t have the white glove, stiff butler service. Our service comes from the heart. We train our teams to smile and converse with guests, and to get to know them. We are a floating hotel whose address is the ocean.
“While we operate like a hotel, we offer a different experience. Yet, we’re very different to the new hospitality brands that have taken to the water. Explora Journeys ships are mid-sized, built with a generosity of space and a variety of amenities. We know that luxury is about choice, so we have 12 bars and lounges, six restaurants, an indoor gym, an outdoor gym, five swimming pools, a Himalayan salt room – I could go on.”
Explora Journeys has also designed its voyages to avoid repeated port calls, allowing guests to extend their time onboard should they wish to.
With so much to do onboard, Nash said it was common for guests to book an additional sailing that carries on from their initial voyage.
Nash noted that there remain “many people who believe that ocean travel is not for them”. Efforts to convert these first-timers bring Explora Journeys the “double win” of introducing more travellers to the cruise concept as well as to her brand.
Explora Journeys sees Asia-Pacific as a promising source market. It now has a Chinese name and logo, as well as established accounts on WeChat and Xiaohongshu to cater to Chinese-speaking markets. To welcome the rest of Asia, the company has also brought on board team members who are trained to serve and converse with guests from the region. On the trade side, Explora Journeys conducts the Sail to Sell programme to acquaint Asian travel advisors with the brand and product.
Explora Journeys’ Anna Nash says the line’s ships are run like hotels and built with a generosity of space and a variety of amenities
The Ritz-Carlton Yacht Collection, another new player in the luxury cruising space, brought its third and newest superyacht, the all-suites Luminara, into Asian waters at the start of this year. It operated turnaround trips between Hong Kong and Singapore or Tokyo from January through mid-April 2026, with port calls including Osaka, Bangkok, Incheon, Halong Bay and Ho Chi Minh City.
“That season went really, really well, and we announced (in March 2026) a second expanded season for Asia in 2027,” said Seb Seward, vice president & general manager – Asia-Pacific.
Seward said The Ritz-Carlton Yacht Collection’s unique proposition is that “we are a superyacht experience, not a cruise experience”.
“Our guests can swim off the back of the yacht or sit and relax with a glass of champagne. We have a DJ playing onboard; there is a beach club vibe, which is very different to what you would get on a standard cruise,” he said.
Another point of appeal is The Ritz-Carlton Yacht Collection’s flexibility to weave in an adventure element. Two zodiacs have been added to Luminara, allowing it to offer more “expedition-type, nature-guided experiences”, shared Seward.
Luminara’s next season in Alaska will see it operating an expanded slate of itineraries in the region. Select departures will navigate the famed Inside Passage, offering access to glaciers, forested shorelines and abundant wildlife. Nearly all voyages of eight nights or longer include a glacier day, along with scenic cruising through Tracy Arm Fjord, where guests can take in towering ice formations and Alaska’s natural beauty from their private oceanview terraces.
Asia-Pacific is The Ritz-Carlton Yacht Collection’s fastest-growing market. Seward told TTG Asia that the strong performance here could be due to the company’s establishment of sales, reservations and marketing teams in the region, as well as the opportunity to showcase its product to Asian travel advisors and luxury media when Luminara sailed the region earlier this year.
Friendly competition
Odell is unperturbed by the expanding presence of new players in the luxury and ultra-luxury cruise tourism space.
He explained: “The heritage of our brand is a very big strength because customers are very loyal; they prefer to stay with the brand they know and trust. I believe that’s where we’ve really been able to make a strong place for ourselves in the market.”
Furthermore, Regent Seven Seas Cruises has continued to keep a close eye on the evolving needs of luxury cruise travellers, allowing it to build the right products for the future.
Odell said customers are spending more, expecting larger suites, and prioritising higher-end experiences that are more exclusive. And it is responding accordingly.
The new Seven Seas Prestige boasts a collection of Skyview Regent Suites, which are each priced from US$25,000 per night. Each Skyview Regent Suite spans 817m² across two levels and is described as “unprecedented” by Jason Montague, chief luxury officer for Regent Seven Seas Cruises.
Regent Seven Seas Cruises is also sailing the Mediterranean all year round to cater to affluent travellers who increasingly want to explore during the calmer shoulder season, while elevating the dining experience through cooking schools and demonstrations onboard, food-orientated shore excursions and more.
Illustrating affluent customers’ readiness to spend on products that resonate with their needs, Odell shared that when the Skyview Regent Suites opened for bookings, 10 were snapped up on the first day.
Sun Group has introduced a new loyalty programme powered by Amadeus technology, bringing together its businesses under a single rewards platform.
Called Sun Signature, the programme is the first integrated loyalty platform of its kind in Vietnam, allowing members to earn and redeem points across Sun Group’s aviation, hospitality, entertainment, healthcare, real estate and banking businesses through a single account.
Sun Group has introduced a unified loyalty programme spanning aviation, hospitality, entertainment, healthcare, real estate and banking
The platform is powered by Amadeus Loyalty and Rewards and was implemented in four months.
Members can use the programme across Sun Group’s businesses, including Sun PhuQuoc Airways, selected hotels such as InterContinental Danang Sun Peninsula Resort and Capella Hanoi, Sun World attractions and other participating services.
According to the companies, the platform is designed to provide a single view of customer engagement across the group’s businesses, enabling more personalised offers and rewards while supporting long-term customer relationships.
Sun PhuQuoc Airways already uses several Amadeus technologies, including the Altéa Passenger Service System, the Amadeus Sky suite and Amadeus Revenue Accounting.
Bui Thi Thanh Huong, CEO of Sun Group, said: “Sun Signature was created with a simple ambition: to recognise and reward our customers wherever they engage with Sun Group. As our ecosystem continues to grow, we wanted to build a loyalty experience that connects every touchpoint into one journey. More than a rewards programme, Sun Signature reflects our commitment to creating meaningful experiences, personalised privileges and long-term relationships with our customers.”
Javier Laforgue, executive vice president, travel unit and managing director, Asia-Pacific, Amadeus, added: “This project points to a bigger change in the market, where loyalty no longer sits with airlines or hotels alone.”
