The Gen XY Lifestyle
The Intentional Traveller: Luxury Travel in Asia Pacific Goes Deeper, Not Just Further
Marriott International’s latest report reveals a seismic shift — purpose now defines premium travel, and wellbeing is top of the itinerary
Forget the pursuit of excess — today’s luxury traveller seeks meaning. According to The Intentional Traveller report by Marriott International’s Luxury Group, high-net-worth (HNW) travellers across Asia Pacific are rewriting the rules of premium tourism with precision planning, deeper cultural engagement and a rising demand for wellness-centric experiences.
Travel With Purpose, Not Just Passport Stamps
This isn’t about ticking off destinations — it’s about transformation. The study surveyed 1,750 affluent travellers across seven key markets including Singapore, Australia and Japan. It found that nearly 90 percent now consider wellness a top booking priority — and not just traditional spas. Think forest immersions, sound healing, and sleep therapy programmes that align travel with total wellbeing.
Destinations in Asia reign supreme for wellness retreats, with 67 percent opting for this region. Over a quarter are planning a dedicated wellness break in 2025.
Premium Spending With a Purpose
Luxury travel budgets are expanding too. Seventy-two percent of travellers say they’ll spend more on upscale travel this year, led by Australians (85 percent), Indonesians (81 percent), and Singaporeans (80 percent).
And they’re not splashing out just for show — family travel tops the list for big spending, suggesting a growing desire to invest in shared experiences that build lasting memories.
Brand trust is also on the rise. Recognised hotel groups now outrank private villas, indicating a preference for reliability and curated services over exclusivity alone.
Rediscovery Over Novelty
Ninety-three percent of luxury travellers prefer to revisit beloved destinations — not out of habit, but to dive deeper. These are purposeful returns marked by emotional resonance, local connection and personal storytelling.
Still, newer hotspots are rising fast. Bangladesh, New Zealand and Cambodia have cracked the top 10 most planned destinations, reshaping what “premium” means beyond the usual suspects.
Nature and Nuance: The Intentional Itinerary
Travellers are booking fewer trips, but with richer intent. The average short break now spans four nights. Detailed itineraries and long-term planning are the norm — 62 percent plan every detail in advance, and 93 percent expect personalised experiences.
Gastronomy still leads, but nature is catching up. More travellers are planning countryside retreats (28 percent) and wildlife safaris (30 percent), with 92 percent citing proximity to nature as a key travel factor.
Emerging Travel Archetypes
As expectations evolve, so do travel groups. Marriott’s report highlights three rising segments:
Guardian Trailsetters
Solo parents travelling with children — up from 15 percent to 24 percent — are seeking enriching, educational adventures. Top picks include religious festivals (41 percent), learning-focused trips (38 percent), and safaris (35 percent).
Impact Explorers
Gen Z travellers are breaking the mould with culture-driven, active escapes to Australia, Thailand and Sri Lanka. Nearly half prioritise nature and wildlife, while 31percent are exploring solo travel for independence.
Venture Travelists
Originally highlighted in Marriott’s 2024 report, this group now represents 86 percent of HNW travellers — blending leisure with business or investment opportunities during travel.
Pictures credit to Marriott International.
