Marriott International’s latest report into high-net-worth (HNW) travellers in APAC reveals a growing trend towards bleisure travel, shorter stays, and an uptake in AI for travel planning.
Speaking to Karryon Luxury about the report, which was released today, Marriott International Regional Vice President, Luxury, Asia Pacific, Oriol Montal says the trend towards shorter holidays was already evident in its research, but has been “accentuated” by recent global events.
“The affluent traveller is more selective and is staying for shorter periods. I think that it’s a combination of what is happening around the world, together with their busy agenda.
“In some countries, there is a concern about expenditure, and we are seeing in Japan or Korea the exchange rates not being favourable to them, but in general, with all that is happening around the world, the luxury traveller wants to stay closer to home.”
The blurred lines of business and leisure
The report says “perhaps the most transformative shift in travel behaviour” is the rapid ascent of the ‘Venture Travelist’.
It found 86 percent of HNW travellers say they research business or investment opportunities while abroad – up from 69 percent last year.
“This is more Gen Z and the Millennial luxury guests travelling for leisure, but looking for opportunities for future business,” Montal says.
“I was living in Bali for five years and this is something you see significantly… travellers looking to enlarge their net worth.”
Outside of those looking for investment opportunities, the blurred lines between business and leisure continue to grow, with 78 percent of travellers combining the two.
Montal says based on those findings, Marriott is looking at making changes to its hotels.
“We’re seeing a big increase in the bleisure guest, so based on that we have been working on improving facilities within our hotels… as well as thinking long term of what to do in the future, so there’s been a lot of work in executive lounges and we’re seeing the need to have places in the hotel with offices.”
A whole new world with AI
Luxury travellers are embracing AI at an increasing rate, using it to research trips. In fact, the report shows one in five travellers crafts an itinerary using the technology.
Montal says he doesn’t, however, see this impacting the luxury travel advisor.
“We don’t believe advisors will be replaced by AI, one thing will complement the other. So while a luxury traveller will initially go to a website and utilise AI, the luxury advisor still continues to be key.
“The personal contact is what makes the difference, and that’s the secret tool for luxury travel advisors… for me, the biggest challenge is the importance of authenticity, and that’s becoming huge and AI can’t provide that.”
Home away from home
Familiarity is high on the agenda for HNW travellers who want to holiday in places that feel like home.
It found an overwhelming 93 percent of HNW travellers say they prefer to return to destinations they love, and 89 percent say they are more likely to revisit places where they feel a genuine sense of connection.
Australia topped the list of planned destinations for 2025 and “stands out as the most anticipated destination overall”.
The report says Australia blends natural wonders, world-class hospitality, and immersive experiences that continue to resonate deeply with luxury travellers across Asia.
Meanwhile, Bangladesh, New Zealand and Cambodia are also “emerging as top choices, climbing the ranks alongside established tourism hotspots like the Maldives, Malaysia, and Indonesia”.
Wellness rules
In what will be no surprise to most luxury travel advisors, 90 percent of travellers cite wellness as a key factor in their booking decisions.
One in four travellers plan a wellness or spa retreat in the next 12 months, and the report says today’s HNW travellers seek “restorative, immersive experiences that are increasingly located in Asia”.
It found luxury travellers are also “reimagining wellness as a multi-dimensional experience”.
“The expectations are far more expansive than traditional relaxation. These wellness journeys are active, immersive, and transformational.
“Guided forest immersions, integrated fitness, nutrition and sleep programs, cultural enrichment, and mindfulness experiences.”
The ‘guardian trailsetter’
It seems the days of travelling as a family aren’t so significant for some HNW travellers, with parents increasingly choosing to travel alone with the kids.
The report says what was once a niche category of one parent travelling with the children, or a child, has grown from 15 percent to 24 percent in just a year.
Montal says this is because parents might have different hobbies, and both parents might be working and not be able to take a vacation at the same time.
As for the types of trips they are taking, there’s a growing trend to get the kids out of their comfort zone, educational trips, and festivals and sporting events.
Food, safari and nature high on the agenda
Other trends highlighted in the report include: The rise of ‘gastronomy’, with 51 percent saying it’s “very important”, nature-driven travel, in particular countryside getaways, and wildlife-focused safaris.
The report says, “From vineyard retreats to remote lodges, natural immersion is reshaping luxury travel preferences”.
And while we all want action-packed days with activity-packed itineraries rising to 61 percent in 2025, we’re happy to take it slow come sundown and enjoy the luxury of our hotel room.
For more information, visit Marriott.
