High-net-worth (HNW) travellers are reimagining how they explore the world, seeking meaning and emotional connection over mere extravagance, according to a new report from the Luxury Group by Marriott International.
The report found that luxury travel in Asia Pacific is evolving, with a new focus on purpose, personalisation and holistic wellbeing.
“Luxury travellers are now more intentional than ever before,” said 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. For Marriott International, this represents an opportunity to evolve luxury hospitality into something more transformational, curated, and emotionally resonant.”
Wellbeing now plays a central role in luxury travel decisions. The report found that in 2025, 90% of travellers cited wellness experiences as a key factor in their booking decisions, up from 80% the year prior. Travellers are going beyond traditional spa getaways, opting for holistic experiences like forest immersions, nutrition programs, sound healing, and sleep therapies. Asia leads as the top destination for wellness journeys, with 26% of travellers planning a dedicated wellness or spa retreat.
Luxury travellers in the region are also spending more and expecting more, with 72% planning to increase their spending on high-end travel in the coming year, especially in markets like Australia (85%), Indonesia (81%), and Singapore (80%). Among travel categories, family trips dominate, with 47% of affluent travellers most willing to splurge when journeying with their immediate families.
Alongside increased spending, brand trust is becoming paramount. “Recognized luxury hotel brands now rank higher than independent villas or private retreats,” reflecting a shift toward reliability, curated services, and consistent excellence.
A strong emotional connection to place is driving return visits, with 93% of high-net-worth travellers in the region prefer to return to destinations they already love, while 89% say they’re more likely to revisit places where they feel a meaningful connection. These are not repetitive holidays but intentional returns that allow deeper cultural engagement and reconnection.
Still, new destinations are entering the luxury radar, among them Bangladesh (26%), New Zealand (24%), and Cambodia (23%) emerging as top choices for 2025, alongside favourites like Australia, Japan, and Mainland China.
Meanwhile, luxury travel is shifting toward fewer, more meaningful trips. The average short stay has increased from three to four nights, and 93% expect a personalised travel experience, with 62% planning every detail ahead of time.
Nature is becoming a key driver for luxury travel. The study found that 92% said being close to nature is a key travel priority, while 28% of high-net-worth travellers are planning rural escapes – up from 19% last year.” Wildlife safaris and countryside retreats are also on the rise.
