Study: 90% of APAC luxury travellers book with wellness in mind

90% of high-net-worth (HNW) travellers in Asia Pacific (APAC) now consider wellness a key factor in their travel decisions, signalling a profound shift in the region’s luxury travel landscape, according to a new report by Marriott International’s Luxury Group.

Based on responses from 1,750 affluent travellers across Singapore, Australia, Japan, Indonesia, and other key markets, the study titled "The international traveller" paints a picture of a more purposeful, personalised, and emotionally driven approach to luxury. Travellers are recalibrating how, where, and why they travel, trading extravagance for wellbeing, cultural immersion, and long-term connection.

The wellness boom is also evolving. While traditional spa retreats still appeal, demand is growing for more holistic offerings such as sound healing, sleep therapies, and forest immersions. Asia remains the go-to destination for wellness-led travel, with 26% of respondents planning a dedicated retreat in the region.

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Spending is trending upwards, but so are expectations. Some 72% of respondents plan to increase their luxury travel budgets in the coming year, led by travellers from Australia, Indonesia, and Singapore. Family trips top the priority list, with 47% of affluent travellers most willing to splurge when journeying with their immediate families.

Brand trust is also on the rise, with luxury hotel names now preferred over independent villas and private stays, driven by the desire for consistency, curated experiences, and elevated service.

While wanderlust persists, familiarity reigns. A striking 93% of travellers said they prefer to revisit destinations they already love, with 89% seeking out places where they feel a personal connection. These are not repeat visits for routine’s sake, but intentional returns, to reconnect with local communities or relive meaningful moments with loved ones.

That said, new regional destinations such as Bangladesh, New Zealand, and Cambodia are gaining momentum, joining staples such as Australia, Japan, and Mainland China in the top 10 most-planned travel spots for 2025.

The study also found that travel planning has become more deliberate. Short stays now average four nights instead of three, and bookings are being made months in advance, often two to six months for long-haul trips, with some planning up to a year ahead. Nearly all respondents (93%) expect a personalised experience, with 62% planning every detail in advance.

Moreover, nature is emerging as the new luxury playground. While gastronomy remains the top driver of travel, 92% of respondents now say being close to nature is a key priority. Rural escapes and safaris are on the rise, with countryside getaways jumping from 19% to 28% year-on-year, and wildlife-focused trips climbing to 30%.

The report also highlights changing travel dynamics. Solo parents, dubbed “Guardian trailsetters”, now make up 24% of HNW travellers, up from 15% the year before. Their travel choices lean toward enrichment, with strong interest in religious events, educational experiences, and adventurous outings.

Meanwhile, Gen Z “Impact explorers” are redefining what youthful luxury looks like. Prioritising nature, culture, and active exploration, their top picks include Australia, Sri Lanka, and Thailand. While 31% are drawn to solo travel for self-discovery, most still prefer to explore in smaller groups.

Another rising segment, the “Venture travelist,” blends business with pleasure. In 2025, 86% of respondents said they explore work or investment opportunities while travelling, up significantly from 69% last year.

“Luxury travellers are now more intentional than ever before. They are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning. For Marriott International, this represents an opportunity to evolve luxury hospitality into something more transformational, curated, and emotionally resonant," said Oriol Montal, regional vice president, Luxury, APAC excluding China, Marriott International.

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