A new luxury travel trend is taking shape across Asia Pacific, defined by personalisation and lifestyle shifts, according to a new report from the Luxury Group by Marriott International.
It says high-net-worth (HNW) travellers in the region are recalibrating how, where, and why they travel – prioritising wellbeing and immersive experiences.
‘The Intentional Traveler’ report surveyed 1,750 of Asia Pacific’s most affluent travellers across Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand.
“Luxury travelers are now more intentional than ever before,” said Oriol Montal, Regional Vice President, Luxury, Asia Pacific excluding China, Marriott International.
“They are seeking journeys that align with their values, enhance wellbeing, and deep personal meaning.”
It says wellbeing has become a cornerstone of luxury travel.
In 2025, 90% of travellers cite wellness experiences as a key factor in booking decisions, up from 80% the previous year.
It finds that luxury travellers are embracing holistic wellness experiences including nutrition programs and sound healing and sleep therapies.
It says Asia is the top destination for wellness journeys (67%), where 26% of travellers are planning a dedicated wellness or spa retreat.
Brand trust is also on the rise – recognised luxury hotel brands now rank higher than independent villas or private retreats, it says.
While many HNW travellers continue to favour familiar destinations, new markets with convenient regional access are rapidly gaining traction:
These include Bangladesh (26%), New Zealand (24%), and Cambodia (23%) as top choices for 2025, rising alongside established travel favorites such as Australia, Japan, and Mainland China.
Today’s luxury travelers are booking fewer trips but the average short stay has increased from 3 to 4 nights, and itineraries are planned, often months in advance.
For longer trips, bookings are typically made 2-3 months ahead, while short trips are locked in 1-2 months in advance.
While gastronomy remains the top driver of travel, nature-driven experiences are now an emerging trend for luxury travel, the report says.
