Marriott International Inc.'s Luxury Group has released a new report titled "The Intentional Traveler," highlighting significant shifts in luxury travel trends across the Asia Pacific region. The study, conducted from March to April 2025, surveyed 1,750 high-net-worth travelers from Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand. Key findings reveal that wellness experiences have become a central focus, with 90% of travelers citing them as a top booking priority. In addition, 72% of respondents plan to increase their luxury travel spending, with emerging destinations like Bangladesh, New Zealand, and Cambodia gaining popularity. Nature escapes and countryside retreats are also on the rise, with a 30% increase in interest in safaris. The report underscores a shift towards purpose-driven travel, emphasizing wellbeing, immersive cultural experiences, and emotional value over sheer extravagance. This evolving mindset presents an opportunity for Marriott to transform luxury hospitality into more personalized and meaningful experiences.
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