The luxury group by Marriott International launches the report “The intentional traveler”, revealbadge scalable behaviorRS Among the travelers in Grande Noue on seven markets
- Well-being plays a key role in the choice of destination, with 90% of travelers considering that it is a higher reservation priority
- 72% of travelers plan to increase luxury travel expenses
- New destinations, especially Bangladesh,, New ZealandAnd Cambodia gain ground on the list of the 10 best destinations
- Nature escapes and the campaign dates back to the countryside, with interest in the safaris up to 30%
SINGAPORE,, July 1, 2025 / Prnewswire / – A new era of luxury travel takes shape through Asia-PacificDefined by the goal, personalization and profound lifestyle changes. According to a new study by the luxury group of Marriott International, travelers in High Shuttle (HNW) in the region recalibrne how, where and why they travel – priority to well -being, immersive experiences, emotional value and intentional conception on volume and extravagance.
The new report interviewed 1.750 of Asia-Pacific The richest travelers through Australia,, Singapore,, India,, Indonesia,, South Korea,, JapanAnd Thailandrevealing a luxury travel state of mind marked by a deeper cultural commitment, increased precision in the planning of routes and the increase in the expectations of brands and experiences.
“Luxury travelers are now more intentional than ever,” said Oriol Montal, regional vice-president, luxury, Asia-Pacific except ChinaInternational Marriott. “They are looking for trips that align themselves with their values, improve well-being and give deep personal meaning. For international Marriott, this represents an opportunity to evolve luxury hospitality in something more transformative, organized and emotionally resonant.”
Well-being occupies the front of the stage
Well-being has become the cornerstone of luxury trips. In 2025, 90% of travelers cited well-being experiences as a key factor in their booking decisions, compared to 80% the previous year. Beyond the traditional spa pensions, luxury travelers adopt holistic well-being experiences-immersion of forests and nutritional programs to sound healing and sleep therapies. Asia is the main destination for well-being trips (67%), where 26% of travelers foresee a well-being or dedicated spa retirement.
Spend more
Luxury travelers are approaching their trips with confidence and discernment, because 72% plan to increase their high -end travel expenses during the coming year. This growth is led by travelers Australia (85%), Indonesia (81%), and Singapore (80%), which show the highest intention to invest more in premium experiences. Among all types of trips, family trips are distinguished as the top priority for spending, with 47% of wealthy travelers most disposed to make follies when they travel with their immediate families.
Brand Trust is also increasing – recognized luxury hotels brands are now ranking more than independent villas or private pensions, reflecting a desire for coherence, organized experiences and high services.
A 93% thickness of high shuttle travelers in the region prefer to return to the destinations they already like, 89% saying that they are more likely to review the places where they feel a significant link. These are not only repeated trips – they are useful feedback, often planned to deepen a destination, to reconnect with local communities or to relive special moments with family and friends.
At the same time, while many HNW travelers continue to promote familiar destinations, new markets with practical regional access is quickly gaining ground: Bangladesh (26%), New Zealand (24%), and Cambodia (23%) emerge as the best choices for 2025, amount alongside established travel favorites such as Australia,, JapanAnd continental China to obtain places in the 10 most planned destinations of the year.
The rise of intentional route
Today’s luxury travelers reserve fewer trips but with greater depth and greater deliberation. The average short stay went from 3 to 4 nights and the routes are meticulously planned, often months in advance. For longer trips, reservations are generally made 2 to 3 months in advance, while short trips are locked in 1-2 months in advance. 93% expect a personalized travel experience, while 62% plan every detail in advance.
Nature is an emergence Travel bonusY
While gastronomy remains the best driver of travel, nature -oriented experiences are now an emerging pillar of luxury travel. The campaign getaway gain momentum, with 28% of high shuttle travelers who plan to rural escapes – compared to 19% last year – while 30% reserve safaris on fauna. A remarkable 92% say that being close to nature is a key travel priority, reflecting a growing desire for outdoor immersive experiences. In addition, these travelers are planners at heart, the majority reserving their long trips 2 to 6 months in advance, with a reservation up to 9 to 12 months.
Change travel dynamics: with whom we travel
HNW travelers redefine traditional travel groups, as new emerging dynamics.
I) Guards
Once a niche category, solo parents traveling with their child (s) rose from 15% to 24% in just one year. When they travel as a solo parent, they show a preference to enrich routes that offer invaluable experiences to their children, including religious events (41%), educational trips (38%) and safaris or extreme adventures (both at 35%).
II) Impact explorers
Travelers of generation Z are engraved towards destinations such as Australia,, Sri LankaAnd Thailand – choices that reflect their strong appetite for nature, culture and adventure. Far from the stereotype of leisure seeker, this generation is motivated by current and active experiences: 47% privileged being close to nature, 45% are eager to meet fauna and 43% are attracted to active sports holidays. Solo trips use 31% as a means of independence and self -discovery, although traveling in small groups of less than five people remain their favorite means of exploring.
III) Venture capital traveler
Introduced for the first time in 2024 New luxury landscapes Report, the Venture Travelist segment experienced significant growth in 2025. 86% of HNW travelers now say explore commercial or travel investment opportunities – against 69% the previous year.
The full report is available for download. High resolution images are available here.
Note to the editor
The results come from a research report commissioned by Luxury Group by Marriott International led over a period from March 14 to April 17, 2025With frequent international travelers who mainly travel for leisure. The study targeted the richest 10% of residents of Australia,, Singapore,, India,, Indonesia,, South Korea,, JapanAnd Thailand With 250 respondents from each market.
About Marriott International
Marriott International, Inc. (Nasdaq: Mar) is based on Bethesda, MarylandUnited States, and includes a portfolio of nearly 9,500 properties on more than 30 leading brands in 144 countries and territories. Marriott operates, franchise and license the hotel, residential, multi -ownership and other accommodation properties all over the world. The company offers Marriott Bonvoy®, its very rewarded travel platform. For more information, please visit our website at www.marriott.comAnd for the latest news from the company, visit www.marriottnewscenter.com. In addition, connect with us to Facebook and @Marriottintl on X and Instagram.
Marriott encourages investors, the media and other people interested in the company to examine and subscribe to Marriott’s publications on its website of relations with investors to www.marriott.com/investor or the Marriott News Center website at www.marriottnewscenter.comwhich can be material. The content of these websites is not incorporated by reference in this press release or any report or document of Marriott files from the US Securities and Exchange Commission, and all the references to websites are intended to be inactive textual references only.
About the luxury group by Marriott International
With an unrivaled portfolio of eight dynamic luxury brands, Marriott International creates authentic, rare and enriching experiences sought by the world’s luxury today. Covering every corners of the world, the Luxury Group of Marriott International offers a limitless network of more than 530 Landmark hotels and stations in more than 70 countries and territories via Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, Edition, The Luxury Collection, JW Marriott and W Hotels. From the most emblematic destinations of the world to the ultimate jewels not discovered, the luxury brands collection of the leader of the international hotel industry focuses on travel with highly contextualized marked brand experiences that signal the future of luxury by allowing customers to engage in their passions while triggering personal growth. For more information, please visit Luxe.marriott.com.
Contact with the media
Joingan
Director, Luxury RP and communications
Marriott International, Asia-Pacific except China
joanna.huang@marriottluxurybrands.com
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Source Marriott International
