Luxury Travel in Asia Pacific Goes Purpose-Driven, Wellness-Focussed

Luxury travel across Asia Pacific is undergoing a profound transformation, with high-net-worth (HNW) travellers seeking more meaningful, wellness-centred experiences, according to a new report titled The Intentional Traveller, released by the Luxury Group of Marriott International.

The survey, which collected insights from 1,750 affluent travellers across seven key markets – Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand – highlights a fundamental shift from extravagance to intentional, curated journeys.

“Luxury travelers are now more intentional than ever before,” says Oriol Montal, Regional Vice President, Luxury, Asia Pacific excluding China, Marriott International. “They are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning. For Marriott International, this represents an opportunity to evolve luxury hospitality into something more transformational, curated, and emotionally resonant.

Wellness at the Heart of Travel

Wellness has emerged as a defining factor in travel planning, with 90 per cent of respondents saying it influences their booking decisions – a rise from 80 per cent the previous year. These experiences go beyond traditional spa treatments to include forest immersions, nutrition-focused retreats, sound healing, and sleep therapy. Asia remains the top choice for wellness-driven travel, with 67 per cent of participants choosing it as their preferred destination, and 26 per cent planning dedicated wellness holidays.

Higher Spending, Deeper Expectations

An overwhelming 72 per cent of travellers plan to increase their luxury travel spending this year. This growth is particularly prominent in Australia (85 per cent), Indonesia (81 per cent), and Singapore (80 per cent). Family travel tops the list of spending priorities, with 47 per cent willing to splurge more when travelling with immediate family. Trust in branded luxury hotels is also on the rise, as travellers seek consistency, elevated service, and well-curated experiences.

New Destinations and Familiar Places

While 93 per cent of HNW travellers prefer to return to destinations they love, there’s growing curiosity for new and emerging hotspots. Bangladesh (26 per cent), New Zealand (24 per cent), and Cambodia (23 per cent) are fast climbing the list of must-visit luxury travel destinations, joining established favourites like Japan, Mainland China, and Australia. These repeat visits are not simply nostalgic but often aimed at forging deeper cultural connections.

Nature, Itineraries and Changing Travel Groups

Nature is a rising travel motivator, with 92 per cent of respondents placing it as a key priority. Rural retreats and countryside escapes are gaining popularity, with countryside travel up from 19 per cent to 28 per cent, and safari bookings reaching 30 per cent.

Travellers are also planning with more precision. The average short stay has grown from three to four nights, and 93 per cent now expect personalised travel experiences. A total of 62 per cent plan all trip details well in advance, with long trips booked up to six months ahead – and some as far out as a year.

New travel personas have also emerged: “Guardian Trailsetters” – solo parents travelling with children – have grown from 15 to 24 per cent. “Impact Explorers,” primarily Gen Z, are pursuing active, nature-based experiences and small-group adventures. Meanwhile, “Venture Travelists” are blending business with pleasure, with 86 per cent now seeking investment or business opportunities during their trips.

The Future of Luxury is Purpose-Driven

As the luxury hospitality landscape evolves, Marriott’s findings confirm that affluence no longer dictates indulgence alone – today’s discerning travellers seek transformation, cultural engagement, and personal resonance. This report charts a future where travel is not only about the destination, but also about intention.