By ASIA PACIFIC — Sixty-eight percent of high-net-worth (HNW) travelers within Asia
Pacific are planning to spend more on luxury travel over the next year, with
74% planning an intra-regional holiday within the APAC region, according to the
new report from the Luxury Group by Marriott International.
In addition, the study found that 89% of HNW travelers in
India plan to travel more over the next 12 months, with 74% planning to travel
more within APAC and 88% prioritizing gastronomy as the reason for travel.
The study found three distinct new groups of luxury
travelers have emerged:
- The ‘Venture Travelist’: Travelers who are the next
generation of bleisure tourists who prioritize holiday destinations that will
generate business opportunities - ‘Experience Connoisseur’: Millennials who are planning
their leisure travel as an opportunity for personal enrichment - ‘Timeless Adventurer’: Travelers over 65 who are
building their itineraries and exploring places before they become popular
Where and for how long?
The report found that HNW travelers in Australia,
Singapore, South Korea, Japan, Indonesia and India say they are traveling more
frequently and taking longer holidays. Those travelers have six leisure trips
planned in the next 12 months, and 33% of respondents have seven holidays
planned this year. A short stay averages three nights, while a long stay
averages over two weeks.
Australia is the top destination of choice (46%), with
Japan second (42%), followed by Hong Kong (27%).
Dining is a key decider for HNW travel, with 49% of
respondents describing a fine dining experience as an ideal night out and 83%
saying they will choose a destination to visit an award-winning restaurant.
When choosing a hotel, 81% of HNW travelers make their
choice because of dining options, while 83% will choose a destination so they
can visit a top restaurant.
Click here to download the report.
Other tidbits from the report:
- The most self-sufficient travelers are Singaporeans,
with 61% preferring to travel independently and curate their itinerary,
compared to 43% across the region. - The most pressing social issue is sustainable travel,
with 80% of HNW travelers saying a hotel’s sustainability and environmental
practices are a consideration when deciding where to stay and 43% wanting to
see hotel restaurants offering locally sourced food products. - The travelers that are most likely to holiday longer are
Australians, with 73% planning a minimum two-week getaway and 33% taking over
three weeks. - The most important factor in a luxury experience is a
sense of security, with most respondents (91%) saying a safe environment is
more important than exceptional service (41%) or engaging in an exclusive
experience (36%). - HNW individuals say shopping is a key driver to travel,
with 85% of respondents saying access to locally made products is a key
consideration when deciding where to travel. - South Koreans are the most likely to stay within their
hotel, with 54% of travelers saying they would rather spend time at their hotel
or resort than explore local attractions. - Over 62% of respondents prefer to explore unfamiliar
local flavors over food from home.
