The report highlights new traveller archetypes. Credit: Marriott International.

According to new research from Marriott International’s Luxury Group, travellers from APAC (Asia-Pacific) are a key growth engine for luxury travel.

Across the region, 68% are planning to spend more on travel during 2024 and 2025, with 74% planning to travel within APAC.

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Among high-net-worth (HNW) individuals in Australia, Japan, Indonesia, India, Singapore and South Korea, longer and more frequent holidays are being booked. An average of six leisure trips are planned within the next 12 months while 33% of respondents are planning at least seven holidays in 2024.

Australia is the destination of choice (46%), above Japan (42%) and Hong Kong, China (27%).

The most active and engaged travel market is India, as 89% of Indian HNW travellers say they are planning to spend more on travel.

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As for what HNW travellers prioritise during their trips, a safe environment (91%), gastronomic experiences (88%) and shopping for locally-made products (85%) are key considerations.

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The report also highlights new traveller archetypes, such as the “Venture Travelist” who seeks business opportunities when travelling, “Experience Connoisseur” Millennials who travel for enrichment and “Timeless Adventurers” – over-65s who are building their own itineraries and exploring places before they become popular.

Marriott International managing director of luxury in Asia Pacific (excluding China) Oriol Montal commented: “Our new report looks at deeper behavioural insights and motivations into elite travellers from APAC, providing us with new understandings in catering to this discerning traveller segment.”

Marriott is frequently opening new luxury properties in a range of markets, including Indonesia, the US and Saudi Arabia.