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Luxury consumption patterns are undergoing a profound shift, with demand for experience-based segments, including travel, expanding more rapidly than other categories. Now more than ever, it is essential to understand what drives the affluent consumer.
The Luxury Group by Marriott International’s latest report finds that today’s high-net-worth (HNW) travelers in Asia Pacific are increasingly intentional—prioritizing experiences that reflect their values, aspirations, and desire for meaningful encounters.
With 72% planning to increase spend on luxury travel in the next year, the study captures not just a rebound in the industry, but a reassessment of priorities. The average short stay for HNW travelers has increased from 3 nights in 2024 to 4 nights in 2025, emphasizing their need for deeper immersion. Holidays with immediate family (50%) are still top of mind, but other dynamics are emerging, such as solo parents traveling with children (24%).
To better understand this evolving HNW traveler, the Luxury Group by Marriott International surveyed 1,750 respondents who are among the wealthiest 10% of residents in Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand.
The findings reveal a shift toward fewer, but more meaningful trips—planned with precision and elevated expectations. Here, we identify five trends that motivate and define the intentional traveler in 2025:
**Wellbeing Is Everything **
Wellness has become a central pillar of the luxury travel experience. In 2025, 90% of travelers cite wellness offerings as a key factor in their booking decisions—up from 80% in 2024—signaling a clear shift in expectations. With 1 in 4 travelers (26%) planning a wellness or spa retreat in the next 12 months, today’s HNW travelers seek restorative, immersive experiences that are increasingly located in Asia (67%).
**High-Energy Days, Soulful Nights **
Travelers are making the most of their days, with activitypacked itineraries rising from 48% in 2024 to 61% in 2025. But after these high-energy days, evenings are becoming more low-key: The number of travelers preferring a quiet night in at their hotel has grown from 19% to 28%, reflecting a shift toward in-room relaxation, wellness rituals, and refined dining over traditional nightlife.
The Appeal of the Wild
Nature-driven travel is now a defining trend in luxury tourism, as HNW travelers seek deeper connections to the outdoors. As our findings reveal, countryside getaways are on the rise— 28% plan such trips in 2025, up from 19% in 2024—while 30% are booking wildlife-focused safaris. From vineyard retreats to remote lodges, natural immersion is reshaping luxury travel preferences.
**The New Luxury Trail **
While the Luxury Group by Marriott International found that HNW travelers often plan return visits to familiar destinations, several rising markets with convenient regional access are gaining momentum. Bangladesh (26%), New Zealand (24%), and Cambodia (23%) are emerging as top choices, climbing the ranks alongside established tourism hotspots like the Maldives, Malaysia, and Indonesia in the list of top 10 destinations for 2025.
**High Investment, High Expectations **
Affluent travelers are investing more in each journey. In 2025, 72% plan to increase their luxury travel spending—up from 68% in 2024. With higher spend comes higher expectations: travelers are prioritizing renowned hotel brands (37%), privacy and exclusivity (30%), unique locations (30%), and top-ranked dining experiences (29%). And personalization is a nonnegotiable, according to 93% of travelers.
Luxury consumption patterns are undergoing a profound shift, with demand for experience-based segments, including travel, expanding more rapidly than other categories. Now more than ever, it is essential to understand what drives the affluent consumer.
The Luxury Group by Marriott International’s latest report finds that today’s high-net-worth (HNW) travelers in Asia Pacific are increasingly intentional—prioritizing experiences that reflect their values, aspirations, and desire for meaningful encounters.
With 72% planning to increase spend on luxury travel in the next year, the study captures not just a rebound in the industry, but a reassessment of priorities. The average short stay for HNW travelers has increased from 3 nights in 2024 to 4 nights in 2025, emphasizing their need for deeper immersion. Holidays with immediate family (50%) are still top of mind, but other dynamics are emerging, such as solo parents traveling with children (24%).
To better understand this evolving HNW traveler, the Luxury Group by Marriott International surveyed 1,750 respondents who are among the wealthiest 10% of residents in Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand.
The findings reveal a shift toward fewer, but more meaningful trips—planned with precision and elevated expectations. Here, we identify five trends that motivate and define the intentional traveler in 2025:
**Wellbeing Is Everything **
Wellness has become a central pillar of the luxury travel experience. In 2025, 90% of travelers cite wellness offerings as a key factor in their booking decisions—up from 80% in 2024—signaling a clear shift in expectations. With 1 in 4 travelers (26%) planning a wellness or spa retreat in the next 12 months, today’s HNW travelers seek restorative, immersive experiences that are increasingly located in Asia (67%).
**High-Energy Days, Soulful Nights **
Travelers are making the most of their days, with activitypacked itineraries rising from 48% in 2024 to 61% in 2025. But after these high-energy days, evenings are becoming more low-key: The number of travelers preferring a quiet night in at their hotel has grown from 19% to 28%, reflecting a shift toward in-room relaxation, wellness rituals, and refined dining over traditional nightlife.
The Appeal of the Wild
Nature-driven travel is now a defining trend in luxury tourism, as HNW travelers seek deeper connections to the outdoors. As our findings reveal, countryside getaways are on the rise— 28% plan such trips in 2025, up from 19% in 2024—while 30% are booking wildlife-focused safaris. From vineyard retreats to remote lodges, natural immersion is reshaping luxury travel preferences.
**The New Luxury Trail **
While the Luxury Group by Marriott International found that HNW travelers often plan return visits to familiar destinations, several rising markets with convenient regional access are gaining momentum. Bangladesh (26%), New Zealand (24%), and Cambodia (23%) are emerging as top choices, climbing the ranks alongside established tourism hotspots like the Maldives, Malaysia, and Indonesia in the list of top 10 destinations for 2025.
**High Investment, High Expectations **
Affluent travelers are investing more in each journey. In 2025, 72% plan to increase their luxury travel spending—up from 68% in 2024. With higher spend comes higher expectations: travelers are prioritizing renowned hotel brands (37%), privacy and exclusivity (30%), unique locations (30%), and top-ranked dining experiences (29%). And personalization is a nonnegotiable, according to 93% of travelers.
