New research has revealed four distinct luxury mindsets among Gen Z travellers that are reshaping travel across the Asia Pacific region.
The study by the Luxury Group by Marriott International signals a decisive shift in how the next generation defines premium experiences.
Oriol Montal, Marriott International Asia Pacific Regional Vice President of Luxury, said luxury was no longer defined by a singular standard.
“Our research reveals that affluent Gen Z travellers are not just participating in luxury travel. They are reshaping it, driven by a desire for meaning, wellbeing and authentic connection,” Mr Montal said.
The report, drawing on insights from 2,800 affluent travellers across eight Asia Pacific markets including 1,200 Gen Z respondents aged 18 to 29, identifies four distinct archetypes.
The Connoisseur Traditionalist, representing 34 per cent of respondents, remains anchored in the classic pillars of luxury: reputation, service and craftsmanship, with 91 per cent saying brand reputation influences their booking decisions.
The Future Proofer, at 30 per cent, treats travel as an investment in long-term wellbeing, with 97 per cent engaging with wellness facilities during their stay and more than half willing to spend more on wellness treatments.
The Quiet Luxurist, at 20 per cent, is redefining luxury as the freedom to disconnect entirely, with all respondents in this group limiting technology use while travelling and 85 per cent seeking out lesser-known destinations.
The Cultural Reclaimer, at 16 per cent, travels in pursuit of heritage and identity, with half saying destinations linked to family heritage are very important to their destination choice.
Across all groups, cultural immersion influences destination choice for 87 per cent of respondents, while culinary discovery, proximity to nature and wellness each rate above 85 per cent.
Average international leisure trips are also expected to grow from seven to nine nights as affluent travellers take fewer but longer trips.
