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The Luxury Group by Marriott International Unveils New Trends and Personas in Asia-Pacific Luxury Travel

July 1, 2024 By admin Leave a Comment

The Luxury Group by Marriott International has conducted extensive research among affluent travelers across six key markets in Asia-Pacific (APAC), revealing insightful trends and preferences in luxury travel. The study highlights a significant increase in spending on leisure travel, with 68% of respondents planning to invest more in their travel experiences over the next year. This trend is especially pronounced among Indian high-net-worth (HNW) individuals, with an impressive 89% indicating an intention to spend more on travel.

Australia has emerged as the top destination choice for luxury travelers in the next 12 months, surpassing Japan, with 46% planning to visit the country. This preference is even stronger among Indian HNW tourists, 69% of whom are planning a trip to Australia. Overall, 74% of respondents plan to travel within the APAC region, demonstrating a strong preference for intra-regional holidays.

One of the primary drivers for luxury travel is high-end gastronomy, with 88% of respondents planning their holidays around food experiences. This culinary focus is further emphasized by the fact that 83% choose destinations to visit award-winning restaurants, and 81% select hotels based on their fine dining options.

The report identifies three new personas of luxury travelers: the ‘Venture Travelist,’ who combines business opportunities with leisure travel; the ‘Experience Connoisseur,’ predominantly Millennials seeking personal enrichment and unique experiences; and the ‘Timeless Adventurer,’ over-65s keen on exploring destinations before they become mainstream.

These findings underscore the evolving landscape of luxury travel in Asia-Pacific, driven by a desire for deeper, more meaningful experiences, often centered around food and family connections. Marriott International’s new insights provide a roadmap for catering to these discerning travelers, ensuring that their luxury travel offerings align with the aspirations and motivations of this elite segment.

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