As the Asia-Pacific region continues to be the growth engine for luxury travel, a new comprehensive report from the Luxury Group by Marriott International has identified new expectations and travel preferences among high-net-worth (HNW) travellers in the region.

The research was commissioned by Marriott International Luxury Group conducted over a period from April 18 to May 13 this year, with frequent international travellers 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.

Across the region, 68% are planning to spend more on travel over the next 12 months – 89% among Indians – with 74% planning to travel within Asia-Pacific and 88% prioritising gastronomy as the reason to travel. One in four of all holidays planned (25%) are celebrations.

In addition, three distinct new groups of luxury traveller have emerged: Venture Travellists seek business opportunities when travelling; Experience Connoisseur millennials who travel for enrichment; and Timeless Adventurer are those over 65 who are building their own itineraries and exploring places before they become popular.

“Our New Luxe Landscapes Report provides deeper behavioural insights and motivations into elite travellers from Asia and the Pacific,” commented Oriol Montal, managing director, luxury, Asia Pacific (excluding China), Marriott International. “Whether it’s discovering new culinary experiences, travelling with their family or friends, or looking to forge connections with the local community, our research has identified new traveller archetypes, and provides Marriott International with new understandings in catering to this discerning traveller segment.”

Deeper extended experiences with family and friends
The research among HNW travellers in Australia, Singapore, South Korea, Japan, Indonesia and India reveals they are travelling frequently with longer holidays especially across Asia-Pacific. An average of six leisure trips is planned within the next 12 months while 33% of respondents are planning at least seven holidays this year. On average, a short stay comprises three nights while a long stay is two-and-a-half weeks. For many, the kinship and connection within a group enhances the richness of the travel experience, with over 70% choosing to travel with family or friends.

Australia is the destination of choice (46%), above Japan (42%) and Hong Kong (27%). 69% of India’s HNW tourists are planning a trip to Australia and it is the top destination of choice for Indonesian, Japanese and Singaporean travellers.

Increasing demand in India
The most active and engaged travel market, 89% of Indian HNW say they are planning to spend more on travel. Families and friends are touring together to mark key milestones, attend a private function or event, with 38% planning a trip with friends and 33% making theirs a celebratory trip.

A fascination for food
Travellers (88%) are picking their holiday destination based on discovering a new food or culinary experience. Acutely aware of dining trends, almost half of the respondents (49%) describe a fine dining experience as an ideal night out. Reinforcing this point, 83% will choose a destination to visit an award-winning restaurant and 35% agreed they would spend more on unique culinary experiences. When choosing a hotel, 81% of HNW travellers make their selection based on fine dining options and 83% choose a destination so they can visit a celebrated restaurant.

New traveller personas
With more disposable income for holidays and a growing population of ageing travellers, the research has identified three new categories of affluent travellers.

The Venture Travellist is the next-generation bleisure tourist, prioritising 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.

The Experience Connoisseur are predominantly millennials who 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 well-being. They want to deeply explore a destination, value personalisation, and actively seek exclusive one-of-a-kind experiences.

Finally, the Timeless Adventurer keen explorers over 65 who want to immerse themselves in a destination. They are less interested in tourist attractions and more drawn to what gives the destination a sense of place, what makes it unique and memorable.

‌The full report is available to download here.