The Luxury Group by Marriott International (NASDAQ:) launches extensive research among affluent travelers across six markets
- 68% spending more on leisure travel with 74% respondents planning an intra-regional holiday within
Asia-Pacific (APAC) Australia is the top destination in next 12 months ahead ofJapan , with 46% planning to visit- Indian HNW are driving luxury travel with 89% Indians planning to spend more in next 12 months
- High-end gastronomy is the primary driver for luxury travel with 88% planning holidays around food
- Three new personas of luxury traveler defined
“Our New Luxe Landscapes Report provides deeper behavioral insights and motivations into elite travelers from
Deeper Extended Experiences With Their People
The research among HNW travelers in
Increasing Demand in
The most active and engaged travel market, 89% of Indian HNW say they are planning to spend more on travel. Families and friends are touring together to mark key milestones, attend a private function or event, with 38% planning a trip with friends and 33% making theirs a celebratory trip.
A Fascination for Food
88% are picking their holiday destination based on discovering a new food or culinary experience. Acutely aware of dining trends, almost half of the respondents (49%) describe a fine dining experience as an ideal night out. Reinforcing this point, 83% will choose a destination to visit an award-winning restaurant and 35% agreed they would spend more on unique culinary experiences. When choosing a hotel, 81% of HNW travelers make their selection based on fine dining options and 83% choose a destination so they can visit a celebrated restaurant.
New Traveler Personas
With more disposable income for holidays and a growing population of ageing travelers, the research has identified three new categories of affluent travelers. These include:
i) The ‘Venture Travelist’
The next-generation Bleisure tourist, the Venture Travelist prioritizes holiday destinations that will generate business opportunities. While they enjoy their vacation with their family and loved ones, they are always on the lookout to secure a deal. Entrepreneurs at heart, they explore a location, shopping for local products and antiques, and looking to forge business connections with members from the local community.
ii) The ‘Experience Connoisseur’
Predominantly millennials, Experience Connoisseurs plan their leisure travel as an opportunity for personal enrichment. They travel extensively and see the experience as an investment in their mental and physical wellbeing. They want to deeply explore a destination, they value personalization and actively seek exclusive one-of-a-kind experiences.
iii) The ‘Timeless Adventurer’
Debunking every stereotype of the over-65 ‘silver set travelers’, Timeless Adventurers are keen explorers who want to immerse themselves in a destination. They’re less interested in tourist attractions and more drawn to what gives the destination a sense of place, what makes it unique and memorable.
The full report is available to download.
Note to Editor
Findings are from a research report commissioned by Marriott International Luxury Group conducted over a period from
Refer to Annex A for additional data on the preferences of luxury travelers across the APEC region.
About Marriott International
Marriott International, Inc. (Nasdaq: MAR) is based in
About
With an unrivaled portfolio of eight dynamic luxury brands, Marriott International is creating authentic, rare, and enriching experiences sought by today’s global luxurian. Spanning all corners of the world, Marriott International’s luxury brands group offers a boundless network of more than 510 landmark hotels and resorts in 70 countries and territories through The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis (NASDAQ:) Hotels & Resorts, EDITION, The Luxury Collection,
ANNEX A: 10 INTRIGUING FACTS ABOUT THE CHANGING FACE OF LUXURY TRAVELERS ACROSS THE APAC REGION
Most engaged travel market is
Most self-sufficient travelers are Singaporeans. 61% prefer to travel independently and curate their own itinerary, versus 43% across the region.
Most pressing social issue is sustainable travel. Mindful of the impact their travel has on the environment, 80% of HNW travelers say a hotel’s sustainability and environmental practices is a consideration when deciding where to stay. 43% want to see hotel restaurants offering locally-sourced food products and a further 35% expect to see effective management of food waste.
Most likely to holiday longer are Australians. With Australians entitled to a minimum of four weeks annual leave, it’s not surprising they take the longest holidays with 73% planning a minimum two-week getaway and 33% taking over three weeks. Similarly, a third of Indonesians expect their trips will extend beyond three weeks.
Most important factor in a luxury experience is a sense of security. Most respondents (91%) say a safe environment is more important than exceptional service (41%), engaging in an exclusive experience (36%) or having a truly personalized experience (33%).
Best reason to shop overseas is to purchase locally made products. For HNW individuals, shopping is a key driver to travel and 85% of respondents say access to locally-made products is a key consideration when deciding where to travel.
Most likely to stay within their hotel are South Korean travelers. 54% of travelers surveyed would rather spend time at their hotel or resort rather than exploring local attractions or engaging with the locals.
Most favored cuisine is authentic local dishes, with over 62% preferring to explore unfamiliar local flavors over food from home.
Top mark of a luxury holiday is discovering a new destination, with 78% regarding it as important or very important.
Most valued luxury experience is an immersive and refined sense of space, with 80% defining luxury travel as being surrounded by refined craftsmanship and exquisite design.
