New report reveals shift in Asia Pacific travel trends

The Intentional Traveler report from the Luxury Group by Marriott International has revealed changing behaviour among high-net-worth (HNW) travellers across seven markets.

The report surveyed 1,750 of Asia Pacific’s most affluent travellers across Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand. Commenting on the findings of the report, Oriol Montal, Regional Vice President, Luxury, Asia Pacific excluding China, Marriott International, said: “They are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning.”

Wellbeing has become a cornerstone of luxury travel. In 2025, 90% of travellers cite wellness experiences as a key factor in their booking decisions, up from 80% the year prior. Beyond traditional spa retreats, luxury travellers are embracing holistic wellness experiences, from forest immersions and nutrition programmes to sound healing and sleep therapies. Asia is the top destination for wellness journeys (67%), where 26% of travellers are planning a dedicated wellness or spa retreat.

Increased spend, and a return to known destinations

Seventy-two per cent of respondents to the survey plan to increase their spending on high-end travel in the coming year. This growth is led by travellers in Australia (85%), Indonesia (81%), and Singapore (80%), who are showing the strongest intent to invest more in premium experiences. Among all travel types, family travel stands out as the top priority for spending, with 47% of affluent travellers most willing to splurge when journeying with their immediate families.

A striking 93% of HNW travellers in the region prefer to return to destinations they already love, with 89% saying they’re more likely to revisit places where they feel a meaningful connection.

At the same time, while many HNW travellers continue to favour familiar destinations, new markets with convenient regional access are rapidly gaining traction: Bangladesh (26%), New Zealand (24%), and Cambodia (23%) are emerging as top choices for 2025, rising alongside established travel favourites such as Australia, Japan, and mainland China to secure spots in the year’s top 10 destinations.

Other findings of the report include that Gen Z travellers are gravitating towards destinations like Australia, Sri Lanka, and Thailand – choices that reflect their strong appetite for nature, culture, and adventure. Far from the leisure-seeker stereotype, this generation is driven by purposeful, active experiences: 47% prioritise being close to nature, 45% are eager to encounter wildlife, and 43% are drawn to active sporting holidays. Solo travel appeals to 31% as a means of independence and self-discovery, though small group trips of fewer than five people remain their preferred way to explore.