A major shift is underway in the world of luxury travel across Asia Pacific, as a new report by the Luxury Group by Marriott International reveals high-net-worth (HNW) travellers are moving away from volume and extravagance in favour of purpose, wellbeing, and emotional value.
The report, titled The Intentional Traveller, surveyed 1,750 affluent travellers from seven key markets—Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand. It reveals that in 2025, luxury travel in the region will be defined by more personalised, meaningful experiences, and rising expectations from trusted global brands.
Wellbeing has emerged as a major driver of destination choice, with 90% of respondents citing wellness experiences as a top booking priority—up from 80% last year. Today’s luxury travellers are looking beyond spas to seek forest immersions, sound healing, and even sleep therapies, with Asia ranked the top destination for wellness journeys. A growing 26% say they are planning a dedicated wellness retreat in the year ahead.
According to Oriol Montal, Regional Vice President, Luxury, Asia Pacific (excluding China) at Marriott International: “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.”
Travelling less, spending more
Confidence is returning, and with it, spending. The report finds that 72% of HNW travellers plan to increase their luxury travel spend in 2025. Australians (85%), Indonesians (81%) and Singaporeans (80%) lead this trend, with family travel identified as the biggest area for splurge. Notably, recognised hotel brands are gaining trust, ranking above private villas and retreats due to their consistency, service, and curated experiences.
Familiar favourites and emerging destinations
Although 93% of respondents prefer to revisit places they already love, they do so with greater purpose—seeking deeper cultural engagement or revisiting places of personal significance. Yet new destinations are breaking into the top ten most planned locations for 2025, with Bangladesh, New Zealand, and Cambodia seeing rising interest alongside traditional hotspots like Australia, Japan and Mainland China.
The rise of the ‘intentional itinerary’
Today’s luxury traveller is trading spontaneity for precision. The average short break now lasts 4 nights instead of 3, with 93% expecting personalisation and 62% planning each detail ahead of time. Longer trips are typically booked 2–6 months in advance, and sometimes even 9–12 months ahead.
Nature has also taken centre stage. While gastronomy remains the top travel motivator, countryside retreats and safaris are on the rise—28% plan rural escapes and 30% are booking wildlife experiences. A remarkable 92% of respondents say being close to nature is now a travel priority.
Evolving travel groups
Solo parents (“Guardian Trailsetters”) now make up 24% of travellers, up from 15% last year, with a focus on enriching experiences for their children. Gen Z “Impact Explorers” are prioritising nature, culture, and self-discovery, with a preference for smaller groups and active itineraries.
The “Venture Travelist” segment is also growing, with 86% of HNW travellers now exploring investment or business opportunities while abroad, up from 69% last year.
As luxury travel in Asia Pacific continues to evolve, the report suggests the future lies in experiences that are not only exclusive, but also intentional, restorative, and transformative.