A new report from the Luxury Group by Marriott International reveals a shift in the mindset of high-net-worth (HNW) travelers across Asia Pacific, where personalization, wellness, and emotional value now take precedence over traditional extravagance. Surveying 1,750 affluent individuals from countries including Australia, Singapore, India, and Japan, the study shows that 90% of luxury travelers now prioritize wellness experiences when booking trips. Destinations like Asia remain the top choice for wellness-focused travel, with forest immersions, nutrition programs, and sleep therapies gaining popularity.
Oriol Montal, Regional Vice President, Luxury, Asia Pacific excluding China, Marriott International, said, “Luxury travelers are now more intentional than ever before. They are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning.” Travelers are booking fewer trips but with longer stays and more thorough planning, often months in advance. Luxury travel spending is expected to increase by 72% in 2025, with Australians, Indonesians, and Singaporeans leading this trend. Family travel has become the highest priority, followed by rural escapes and wildlife safaris. At the same time, new destinations such as Bangladesh, Cambodia, and New Zealand are attracting attention. The growing solo parent and Gen Z traveler segments are shaping new travel dynamics, while 86% of HNW individuals now combine leisure travel with business or investment opportunities, highlighting the multi-dimensional nature of luxury travel today.