Ever wondered how high-net-worth (HNW) individuals from Asia-Pacific view the luxury travel sphere and the trends they are setting in 2025? Wise Traveller has just received the latest in-depth report from Marriott International, which gives revealing answers to these questions.
The Intentional Traveller study is one of the most interesting reads in 2025, as it reveals the evolving behaviours of high-net-worth travellers across seven markets.
The report revealed that wellness is playing a key role in destination choice, while nature and countryside escapes are surging. Importantly, 72% of travellers plan to increase luxury travel spending, while new destinations, such as Bangladesh, New Zealand, and Cambodia, are gaining ground on the list of top 10 destinations.
It appears that a new era of luxury travel is taking shape across Asia Pacific, defined by purpose, precision, personalization, and profound lifestyle shifts.
According to the new study from the Luxury Group by Marriott International, HNW travellers in the region are recalibrating how, where, and why they travel. They are prioritizing wellbeing, immersive experiences, emotional value, and intentional design over volume and extravagance.
The report, which surveyed 1,750 of Asia Pacific’s most affluent travellers from Australia, India, Singapore, Indonesia, South Korea, Japan, and Thailand, 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," 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 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% in 2024.
Beyond traditional spa retreats, luxury travellers are embracing holistic wellness experiences from forest immersions and nutrition programs to sound healing and sleep therapies.
Asia is the top destination for wellness journeys (67%), where 26% of travellers are planning a dedicated wellness or spa retreat.
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%).
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.
Brand trust is also on the rise - recognized luxury hotel brands now rank higher than independent villas or private retreats, reflecting a desire for consistency, curated experiences, and elevated service.
A striking 93% of respondents prefer to return to destinations they already love, with 89% saying they're more likely to revisit places where they feel a meaningful connection. These aren't just repeat trips - they're purposeful returns, often planned to delve deeper into a destination, reconnect with local communities, or relive special moments with family and friends.
While many HNW travelers continue to favour familiar destinations, new markets with convenient regional access are rapidly gaining traction: Bangladesh (26%), New Zealand (24%), and Cambodia (23%) are emerging as top choices for 2025, alongside established travel favorites, such as Australia, Japan, and Mainland China.
Today's luxury travellers are booking fewer trips but with greater depth and deliberation. The average short stay has increased from 3 to 4 nights, and itineraries are meticulously planned, often months in advance. For longer trips, bookings are typically made 2-3 months in advance, while short trips are booked 1-2 months in advance. 93% expect a personalized travel experience, while 62% plan every detail ahead of time.
While gastronomy remains the top driver of travel, nature-driven experiences are an emerging pillar of luxury travel. Countryside getaways are gaining momentum, with 28% of HNWs planning rural escapes - up from 19% last year - while 30% are booking wildlife safaris.
A remarkable 92% say being close to nature is a key travel priority, reflecting a growing desire for immersive, outdoor experiences. These travellers are planners at heart, with the majority booking their long trips 2 to 6 months in advance, with some booking as far as 9-12 months out.
HNW travellers are also redefining traditional travel groups as new dynamics emerge:
Guardian Trailsetters: Once a niche category, solo parents travelling with their children have grown from 15% to 24% in just a year. When travelling as a solo parent, they tend to prefer enriching itineraries that offer invaluable experiences for their children, including religious events (41%), educational trips (38%), and safaris or extreme adventures (both at 35%).
Impact Explorers: Gen Z travellers are gravitating toward destinations like Australia, Sri Lanka, and Thailand - choices that reflect their strong appetite for nature, culture, and adventure. Far from the leisure-seeker stereotype, this generation is driven by purposeful, active experiences: 47% prioritize being close to nature, 45% are eager to encounter wildlife, and 43% are drawn to active sporting holidays.
Venture Travelist: The Venture Travelist segment has seen significant growth in 2025. 86% of HNW travellers now say they explore business or investment opportunities while travelling, up from 69% the previous year.
The findings are from a commissioned research report conducted between March 14 and April 17, 2025, with frequent international travellers who primarily travel for leisure.
Andy Probert is an independent journalist who writes about global travel news, airlines, airports, and business. His work has appeared globally on the BBC, and in many national newspapers and magazines.
