Intentional Travel: Insights from the Luxury Group by Marriott International’s 2025 Report

Marriott International’s Luxury Group recently unveiled their 2025 report, shedding light on the travel plans and trends of high net worth (HNW) individuals in the Asia-Pacific (APAC) region. According to this comprehensive analysis, the affluent traveler of 2025 is marked by intentionality, focusing on meaningful travel experiences that blend purpose with leisure.

Understanding the Respondents

The report was grounded in insights gathered from 1,750 affluent individuals across Australia, Singapore, India, Indonesia, Thailand, South Korea, and Japan, with 250 participants from each market. This extensive survey aimed to capture the evolving desires and expectations of the wealthiest 10% in these regions, offering a snapshot of their travel intentions for the upcoming year.

Prevailing Patterns in Travel Preferences

Last year, the Luxury Group highlighted gastronomy as the primary motivator for travel, and this trend is maintained in the 2025 report. However, a key shift is evident: nearly 90% of respondents now expect hyper-personalized experiences tailored to their specific preferences. This includes every detail of their journey—from hotel accommodations to dining options and activities.

An interesting insight is that travelers are increasingly turning to artificial intelligence for assistance in planning their luxury escapes. Approximately 1 in 5 respondents are leveraging AI tools, showcasing their desire for a more involved role in crafting every aspect of their itinerary.

Moreover, travelers are packing their schedules with curated experiences, aiming to create intentional memories that they can cherish long after their trips conclude.

Maximizing Each Moment

The inclination toward personalized itineraries could also reflect economic cautiousness, with affluent travelers opting for fewer but more impactful trips. On average, they plan six domestic and four international leisure trips over the next year, favoring extended domestic short stays while opting for shorter international ones.

Data shows a trend where 78% of international travelers and 86% of domestic travelers blend business with leisure, seeking to maximize the value of each trip. Among the diverse cohort, those from Singapore and Indonesia are notably inclined to explore international destinations, showing a commitment to investing in premium experiences.

Deepening Connections

A noteworthy theme emerging from the report is the growing emotional investment in travel. HNW individuals are looking to forge deeper connections with their destinations, whether by engaging in local cultures, supporting small businesses, or immersing themselves in nature. An impressive 92% of respondents express a desire to remain close to natural settings, underlining the trend toward eco-conscious choices.

Interestingly, one-fifth of travelers aiming to reconnect with nature plan to do so with family. Families are emerging as a core demographic, with 50% of respondents eager to travel abroad with their immediate families. This desire to share experiences with loved ones translates into a greater willingness to spend on family trips compared to other travel companions.

Exploring New Frontiers

In line with the trend of re-visiting beloved destinations, 93% of affluent travelers prefer returning to places they have previously enjoyed. However, this has not deterred interest in emerging markets. Destinations like Bangladesh, New Zealand, and Cambodia are now making it to the top 10 list of planned visits, alongside popular favorites such as Australia, Japan, and Mainland China. Such choices allow travelers to embrace fresh experiences while still enjoying the comforts of the familiar.

Emphasizing Wellness

The pursuit of wellness travel has surged, with 90% of respondents prioritizing wellness experiences in their travel decisions—an increase from last year. Asia is seen as a prime destination for these rejuvenating journeys, as two-thirds of respondents plan to head to this region for relaxation and healing.

Holistic wellness experiences, which often combine nature immersion, nutrition programs, and spiritual practices like sound healing, are particularly sought after. Notably, wellness retreats and spa getaways have increased by 7% compared to the previous year, reflecting a broader trend toward self-care.

Travelers are not only inclined towards wellness; they increasingly demand luxurious touchpoints within their experiences. 91% of affluent travelers indicate that sustainable practices influence their decisions, with many seeking out eco-friendly accommodations and healthy eating options.

A Shift in Luxury Expectations

“Luxury travelers are now more intentional than ever before,” explains Oriol Montal, Regional Vice President, Luxury, Asia Pacific excluding China at Marriott International. This sentiment captures the essence of today’s high net worth traveler, who seeks not just luxury, but journeys that resonate with their values, enrich their well-being, and provide lasting personal significance.

As the landscape of travel evolves in 2025, it becomes increasingly clear that contemporary luxury is defined not by ostentation, but by the weaving of meaningful experiences, mindful choices, and cherished memories into every journey. The affluent traveler in Asia is clearly navigating a shifting paradigm of what it means to travel well amid a complex global environment.