Remember when luxury travel meant jets, jewels and just a touch too much foie gras? Well, not anymore. In 2025, Asia Pacific’s elite travellers are packing something different: purpose.
According to a compelling new report from the Luxury Group by Marriott International—cheekily titled The Intentional Traveler—a quiet revolution is reshaping the region’s luxury travel landscape. The survey of 1,750 high-net-worth individuals across seven Asia Pacific markets reveals that today’s traveller isn’t just hopping on a plane—they’re chasing meaning, mindfulness and more than a few massage tables.
Oriol Montal, Regional Vice President of Luxury for Marriott International (Asia Pacific, excluding China), sums it up: “Luxury travellers are now more intentional than ever before. They’re seeking journeys that align with their values, enhance wellbeing and deliver deep personal meaning.”
Wellness Becomes Non-Negotiable
The wellness wave has gone well beyond green smoothies. Ninety per cent of affluent travellers now consider wellness a booking priority, up from 80 per cent last year. From forest bathing in Ubud to sound therapy in Seoul, travellers are swapping bottomless brunches for breathwork.
Unsurprisingly, Asia remains the epicentre of this wellness surge, with 67% choosing it for their next rejuvenation. A full 26% are planning full-scale wellness or spa retreats—somewhere between soul-searching and skin-reviving.
And this isn’t just spa fluff. Think gut-health boot camps, sleep coaches, and full-spectrum detox journeys that aim to reset body, mind, and possibly your entire philosophy of life.
Big Spenders, Bigger Intentions
Despite global economic tremors, luxury spending isn’t slowing. A confident 72% of respondents plan to increase their travel splurges in the next year, led by Australians (85%), Indonesians (81%) and Singaporeans (80%).
Where’s the money going? Family first. Nearly half (47%) say they’re most willing to splurge when travelling with their brood—think private wildlife safaris, hands-on cultural immersion, and healthy helpings of togetherness.
And while private villas still have charm, there’s a strong pivot back to trusted hotel brands. Familiarity, premium service, and curated experiences are winning the loyalty war. It’s less about where you stay and more about how it’s served.
Comfort in the Known, Curiosity in the New
It appears luxury travellers have a soft spot for déjà vu. A notable 93% say they prefer revisiting places they know and love. But this isn’t your average package deal redo. These are intentional returns—to relive connections, celebrate milestones or slow down.
Still, wanderlust has a few surprises up its sleeve. New names are climbing the bucket list fast: Bangladesh (26%), New Zealand (24%) and Cambodia (23%) are elbowing their way into 2025’s top ten destinations. Each offers convenient access and enough intrigue to tempt the region’s elite.
Slow Travel, Deep Planning
The new luxury itinerary reads like a well-aged wine—carefully selected and thoughtfully savoured. Travellers are favouring fewer trips but longer and more meaningful ones.
Short breaks have stretched from three to four nights. Longer trips? Typically booked two to three months ahead. Even weekenders are planned a month or more. 93% expect a tailored experience; 62% plan every detail to the hour.
And what’s climbing the charts in trip planning? Nature. A hefty 92% of respondents list proximity to nature as a top priority. Countryside getaways are up 28% (from 19% last year), and wildlife safaris enjoy a 30% spike.
Who You Go With Matters More Than Ever
It’s not just the destination that counts—it’s who’s tagging along. New travel tribes are emerging, and they’re anything but cookie-cutter.
Guardian Trailsetters: Solo parents travelling with kids have jumped from 15% to 24%. Their wishlist? Cultural learning, religious festivals (41%), and even the occasional adrenaline spike—extreme adventures are a hit at 35%.
Impact Explorers: Gen Z isn’t here for the poolside cocktails. They’re after nature (47%), wildlife (45%) and active travel (43%). Australia, Sri Lanka and Thailand are topping their lists. Solo journeys appeal to 31%—though small-group escapes remain the favourite format.
Venture Travelists: The business-meets-pleasure jet set is booming. First profiled in Marriott’s 2024 New Luxe Landscapes report, this group has grown to 86% in 2025, up from 69% in 2024. These are the dealmakers who sneak in site inspections between spa appointments.
Opportunity Knocks for Hospitality
The message to hoteliers, agents and travel brands is unmistakable: it’s not about price; it’s about purpose.
Travellers aren’t simply buying nights—they’re buying stories, stillness, spirituality. Experiences must be curated. Service must feel psychic. And destinations? They’d better move hearts, not just suitcases.
“We have a tremendous opportunity to evolve luxury hospitality into something more transformational,” said Montal.
And evolve it must. Because today’s luxury isn’t found in thread count; it’s found in what your soul feels at sunrise.
You can download the full Intentional Traveller report via Marriott International.
By Sandra Jones
