(Source: Marriott International)
Marriott International conducted a survey on luxury travel among 1,202 affluent individuals across six countries: Australia, Singapore, South Korea, Japan, Indonesia, and India. The survey revealed the latest desires and travel preferences of affluent travelers in the Asia-Pacific region.
According to the survey results, 68% of respondents in the Asia-Pacific region plan to increase their travel spending within the next 12 months, with 89% of Indians intending to do so. Additionally, 74% of respondents are planning trips within the Asia-Pacific region, with 88% citing gourmet experiences as their primary reason for travel. Furthermore, one in four respondents is planning a trip to celebrate an anniversary or other special occasion.
The survey identified three new personas among affluent travelers: the ‘Venture Traveler,’ who seeks business opportunities while traveling; the ‘Experience Connoisseur,’ a millennial who travels to enrich their soul; and the ‘Timeless Adventurer,’ a traveler aged 65 and over who creates unique itineraries and explores off-the-beaten-path destinations.
The ‘Venture Traveler’ represents the next generation of bleisure (business and leisure) travelers, selecting destinations that offer business opportunities. They enjoy vacations with family or loved ones while keeping an eye out for business prospects. As natural entrepreneurs, they tend to explore local areas, purchase local specialties and antiques, and build business connections with local communities. The ‘Experience Connoisseur’ is primarily composed of millennials who plan leisure travel as a means to enrich their soul or invest in their mental and physical well-being. They thoroughly explore a single destination, seeking unique, one-of-a-kind experiences that resonate with them. Meanwhile, the ‘Timeless Adventurer’ defies the stereotype of senior travelers, immersing themselves deeply in their chosen destinations. They are less interested in tourist attractions and more drawn to elements that give a place its unique atmosphere, making it memorable.
The survey also revealed that the travel duration and frequency among affluent travelers in the Asia-Pacific region are increasing. Respondents plan to take an average of six leisure trips in the next 12 months, with 33% planning at least seven trips this year. For many, the sense of connection and closeness with companions enriches the travel experience, with over 70% choosing to travel with family or friends.
The most popular travel destination is Australia, followed by Japan and Hong Kong. 69% of affluent Indian travelers plan to visit Australia, making it a popular destination for travelers from Indonesia, Japan, and Singapore as well. In India, 89% of affluent individuals plan to increase their travel spending, with many embarking on trips to commemorate significant milestones or participate in private events with family and friends.
Gourmet experiences were identified as the primary purpose of travel, with 88% of respondents choosing destinations for discovering new foods and culinary experiences. 49% considered dining at high-end restaurants the ideal way to spend an evening. Furthermore, 83% selected destinations with the intent to visit award-winning restaurants, and 35% were willing to spend more on unique culinary experiences. When choosing hotels, the availability of high-end restaurant options was a key factor, with 83% opting for destinations where they could visit famous restaurants.
Oriol Montal of Marriott International commented, ‘This survey provides deeper insights into the behaviors and motivations of elite travelers in the Asia-Pacific region. It reveals new types of travelers, such as those seeking new culinary experiences, traveling with family and friends, or looking to connect with local communities. This helps Marriott International better understand how to serve this discerning traveler segment.’
Marriott International is headquartered in Bethesda, Maryland, USA, and operates approximately 8,900 properties under more than 30 major brands in 141 countries and territories. Marriott manages and franchises hotels worldwide and offers the award-winning travel program, Marriott Bonvoy®.