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Luxury travel in Asia Pacific is booming, with affluent travelers prioritizing unique experiences, regional destinations, and exquisite cuisine, according to a new report by Marriott International’s Luxury Group.

Key Findings:

• Spenders and Staycationers: Across six surveyed markets, 68% plan to spend more on leisure travel, with 74% opting to vacation within the region. India leads the pack, with 89% of high-net-worth (HNW) Indians planning to increase travel spending.
• Australia Tops the Charts: Australia is the hottest destination (46%), followed by Japan (42%). Interestingly, many travelers (70%) choose to vacation with family and friends, with the average trip lasting three nights for short stays and two and a half weeks for longer ones. Celebratory holidays are also a significant motivator, with one in four trips planned for special occasions.
• Foodie Focus: Food is a major driver, with a staggering 88% choosing destinations based on unique culinary experiences. Fine dining is highly sought-after, with nearly half (49%) considering it ideal for a night out. Notably, 83% would choose a destination based on an award-winning restaurant.
• New Traveler Tribes: The report identifies three emerging luxury traveler types:
  • Venture Travelist: These business-savvy individuals combine leisure with potential business opportunities.
  • Experience Connoisseur: Millennial-driven, they prioritize personal enrichment and exclusive experiences.
  • Timeless Adventurer: Active over-65s seek immersive experiences and unique destinations.

Sustainable Travel Concerns Travelers:

The report highlights a growing concern for sustainability. 80% of HNW travelers consider a hotel’s environmental practices when choosing where to stay. Locally-sourced food and responsible waste management are also increasingly important factors.

Travel Within, Explore Deeply:

Interestingly, Singaporean travelers are the most independent (61% prefer to plan their own itineraries), while Australians take the longest vacations (73% plan trips of at least two weeks). However, safety remains paramount, with 91% prioritizing a secure environment over other luxury aspects.

The Takeaway:

Luxury travel in Asia Pacific is evolving. Travelers seek deeper connections with regional destinations, prioritize unique experiences, and crave exquisite culinary adventures. The industry must cater to these evolving desires while addressing sustainability concerns.