(Source: Marriott International)
Marriott International has released its latest report on luxury travel, titled “The Intentional Traveler Report”, aimed at understanding the evolving attitudes and preferences of affluent travelers in the Asia-Pacific region. This year’s survey expanded to include Thailand, in addition to previously targeted markets—Australia, Singapore, India, Indonesia, South Korea, and Japan—collecting responses from a total of 1,750 affluent travelers.
The findings reveal a growing emphasis on well-being, immersive experiences, emotional connections, and intentional planning over traditional markers of luxury such as extravagance or travel frequency. Notably, wellness experiences are becoming central to luxury travel, with 90% of respondents in 2025 citing wellness as a key factor in destination selection. These experiences now go beyond traditional spa treatments to include forest bathing, nutritional programs, sound therapy, and sleep enhancement. Asia-Pacific stands out as one of the world’s premier wellness travel destinations, with 67% indicating its appeal, and 26% planning wellness- or spa-focused trips.
In terms of travel spending, 72% of respondents intend to increase their luxury travel expenditures within the next year, with this trend particularly strong among travelers from Australia (85%), Indonesia (81%), and Singapore (80%). Many affluent travelers are prioritizing family time, with 47% planning to actively invest in family-oriented travel.
When choosing accommodations, trust in established brands is on the rise. Recognized luxury hotel brands are rated more highly than independent villas or private retreats. This preference is attributed to consistent service standards and expectations for curated experiences.
Regarding destination selection, 93% expressed a desire to revisit favorite travel spots, and 89% stated that they are more likely to return to places where they feel an emotional connection. These repeat visits are not merely habitual, but rather intentional efforts to reconnect with a place and relive shared memories with loved ones.
At the same time, emerging destinations such as Bangladesh (26%), New Zealand (24%), and Cambodia (23%) are also gaining attention.
Affluent travelers are opting for fewer trips, but with deeper, more thoughtfully planned experiences. The average length of short trips has increased from three to four nights, with many itineraries planned months in advance. Overall, 93% of respondents seek personalized travel experiences, and 62% reported planning every detail in advance.
While gourmet experiences remain a key motivation, nature has emerged as a new focal point of interest. Travelers planning rural stays have increased to 28%, up from 19% the previous year. Additionally, 30% have booked safari trips aimed at wildlife encounters, and 92% consider proximity to nature a major factor when choosing a destination. These types of trips are typically booked two to six months in advance, though some travelers begin planning nine to twelve months ahead.
A shift is also seen in the dynamics of travel companions. Trips involving single parents and children have risen from 15% to 24%, and itineraries increasingly include religious events (41%), educational travel (38%), and safaris or adventure activities (35% each). Gen Z travelers are particularly drawn to destinations that blend nature, culture, and adventure, favoring more active and purpose-driven travel styles. Among all respondents, 47% prioritize interactions with nature, 45% seek wildlife encounters, and 43% value activity-based travel such as sports. Small-group travel is preferred, especially trips involving fewer than five people. Additionally, 31% show interest in solo travel aimed at self-discovery and independence.
Another notable trend is the rise of “venture travelers”—those seeking business or investment opportunities during their trips. In 2025, 86% reported traveling with such intentions, a significant increase from 69% the previous year.