According to a new study from the Luxury Group by Marriott International, high-net-worth (HNW) travellers in the region are recalibrating how, where and why they travel.
They are prioritising wellbeing, immersive experiences, emotional value and intentional design over volume and extravagance.
The new report, entitled ‘The Intentional Traveler’, surveyed 1,750 of Asia Pacific’s most affluent travellers across Australia, Singapore, India, Indonesia, South Korea, Japan and Thailand.
The results revealed a luxury travel mindset marked by deeper cultural engagement, increased precision in itinerary planning and rising expectations from brands and experiences.
“Luxury travellers 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.”
Wellness Takes Centre Stage
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 programs to sound healing and sleep therapies.
Spending More, Expecting More
Luxury travellers are approaching their journeys with both confidence and discernment, as 72% 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.
The Rise of the Intentional Itinerary
Today’s luxury travellers are booking fewer trips but with greater depth and deliberation. The average short stay has increased from three to four nights and itineraries are meticulously planned, often months in advance.
For longer trips, bookings are typically made two to three months ahead, while short trips are locked in one to two months in advance. 93% expect a personalised travel experience, while 62% plan every detail ahead of time.
The report is available to download here
