luxury goods group go through Marriott International (Nasdaq: ) Extensive research on affluent travelers across six markets
- 68% of respondents are spending more on leisure travel, with 74% planning an intra-regional vacation within 20 years
Asia Pacific (Asia-Pacific) Australia The top destination for the next 12 monthsJapan 46% plan to visit- Indian HNWIs are driving luxury travel, with 89% of Indians planning to increase spending in the next 12 months
- High-end cuisine is a key driver of luxury travel, with 88% planning their vacation around food
- Three new roles defining the luxury traveler
“Our new Luxury Landscape report provides deeper behavioral insights and motivations for elite travelers from different countries.
A deeper extension experience with their people
Research on affluent travelers
Increase in demand
As the most active and engaged travel market, 89% of HNWIs in India said they plan to spend more on travel. Family and friends travel together to commemorate important milestones, attend private parties or events, with 38% planning to travel with friends and 33% taking the trip as a celebratory trip.
obsession with food
88% of people choose a vacation destination based on discovering new foods or culinary experiences. Nearly half of respondents (49%) are keenly aware of dining trends, describing fine dining experiences as an ideal night out. This is further supported by the fact that 83% of respondents would choose destinations where award-winning restaurants visit, with 35% agreeing that they would spend more on unique culinary experiences. When choosing a hotel, 81% of HNW travelers choose based on fine dining options, and 83% choose a destination to visit famous restaurants.
new traveler personas
As holiday disposable income increases and the population continues to grow Ageing Travelers, the study identified three new categories of affluent travelers. These include:
i) “Adventure Traveler”
As the next generation of bleisure travelers, venture travelers prioritize vacation destinations that generate business opportunities. They are always on the lookout for deals while they enjoy the holidays with their families and loved ones. They are entrepreneurs at heart, exploring a place, buying local products and antiques, and seeking to establish business connections with members of the local community.
ii) “Experience Connoisseur”
Experience connoisseurs are primarily millennials who view leisure travel as an opportunity for personal enrichment. They travel frequently and view the experience as an investment in their physical and mental health. They want to explore a destination deeply, value personalization, and actively seek unique and unique experiences.
iii) “Eternal Adventurer”
Timeless Adventurers defy the stereotype of the “silver traveler” over 65, they are people who are passionate about exploration and want to immerse themselves in their destinations. They are less interested in tourist attractions and more interested in giving a destination a sense of place, something unique and memorable.
The full report is available for download.
Editor’s Note
Findings derived from commissioned research report Marriott International Luxury Group carried out over a period of time
refer to Appendix A Learn more about luxury traveler preferences across the APEC region.
about Marriott International Hotel
Marriott International (NASDAQ: MAR) is headquartered in
about
With an unparalleled portfolio of eight dynamic luxury brands, Marriott International Hotel We are creating the authentic, rare and rich experiences that today’s global luxury crowd is seeking. Across every corner of the world, Marriott International The luxury brand group provides unlimited network access to more than 510 landmark hotels and resorts in 70 countries and regions through Ritz-Carlton Hotels. The Ritz-Carlton Boutique Hotel, Bulgari Hotels & Resorts, St. Regis (NASDAQ: ) Hotels & ResortsThe Addison Hotel, Luxury Collection,
Appendix 1: 10 interesting about facts The changing face luxury traveler entire Asia Pacific region
The most active tourism market yes
Most self-sufficient travelers Is Singaporean. 61% prefer to travel independently and organize their own itinerary, compared with 43% across the region.
most pressing social issues It’s sustainable travel. Considering the environmental impact of travel, 80% of affluent travelers say a hotel’s sustainability and environmentally friendly practices are a consideration when deciding where to stay. 43% would like to see locally sourced food served in hotel restaurants, while a further 35% would like to see food waste effectively managed.
Most likely to take longer leave It’s Australian. With Australians entitled to at least four weeks of annual leave, it’s no surprise that they take the longest leave, with 73 per cent planning at least two weeks off and 33 per cent planning more than three weeks. Likewise, one-third of Indonesians expect their trip to take more than three weeks.
The most important factor in a luxury experience It’s a sense of security. The majority of respondents (91%) said a safe environment is more important than excellent service (41%), a unique experience (36%) or a truly personal experience (33%).
The best reasons to shop overseas Just buy locally made products. For HNWIs, shopping is a key driver of travel, with 85% of respondents stating that access to locally made products is a key consideration when deciding where to travel.
Most likely to stay in their hotel It’s a Korean tourist. 54% of travelers surveyed would rather spend time in a hotel or resort than explore local attractions or interact with locals.
Favorite food is authentic local cuisine, with over 62% preferring to explore unfamiliar local flavors rather than food from home.
Top marks for luxury vacations A new destination is being discovered, with 78% rating it as important or very important.
most valued Luxury experience It is an immersive and exquisite sense of space. 80% of people define luxury travel as being surrounded by exquisite craftsmanship and exquisite design.
