Indian high-net-worth (HNW) travellers are driving luxury travel with 89 pc Indians planning to spend more in next 12 months. In the shifting dynamics of luxury travel in Asia Pacific, there has been a noted 68 pc spending more on leisure travel with 74 pc respondents planning an intra-regional holiday within Asia-Pacific (APAC).

A new in-depth report from the Luxury Group by Marriott International has revealed new travel preferences and expectations among HNW travellers in Asia Pacific, which is still the region driving growth for luxury travel. 

According to a press statement by Marriott International, across the region, 68 pc are planning to spend more on travel over the next 12 months. 

Of this, 89 pc are Indians, with 74 pc planning to travel within Asia Pacific and 88 pc prioritising gastronomy as the reason to travel. One in four or 25 pc of all holidays planned are celebrations. 

The statement adds that three distinct new groups of luxury travellers have emerged, the ‘Venture Travelist’ who seeks business opportunities when travelling; ‘Experience Connoisseur’ Millennials who are travelling for enrichment and ‘Timeless Adventurer’, over 65s who are building their own itineraries and exploring places before they become popular.

“Our New Luxe Landscapes Report provides deeper behavioural insights and motivations into elite travellers from Asia and the Pacific,” says Oriol Montal, Managing Director, Luxury, Asia Pacific (excluding China), Marriott International. 

“Whether it’s discovering new culinary experiences, travelling with their family or friends, or looking to forge connections with the local community, our research has identified new traveller archetypes, and provides Marriott International with new understandings in catering to this discerning traveller segment,” Montal adds.

The research among HNW travellers in Australia, Singapore, South Korea, Japan, Indonesia and India reveals they are travelling frequently with longer holidays especially across the Asia Pacific region. 

The statement adds that an average of six leisure trips is planned within the next 12 months while 33 pc of respondents are planning at least seven holidays this year. 

The statement adds that, on average, a short stay comprises three nights while a long stay is two-and-a-half weeks. For many, the kinship and connection within a group enhances the richness of the travel experience, with over 70 pc choosing to travel with family or friends.

Australia is the destination of choice (46 pc), above Japan (42 pc) and Hong Kong, China (27 pc). 69 pc of India’s HNW tourists are planning a trip to Australia and it is the top destination of choice for Indonesian, Japanese and Singaporean travellers.

Increasing Demand in India

The most active and engaged travel market, 89 pc of Indian HNW say they are planning to spend more on travel. 

Families and friends are touring together to mark key milestones, attend a private function or event, with 38 pc planning a trip with friends and 33 pc making theirs a celebratory trip.

The statement adds that nearly 88 pc are picking their holiday destination based on discovering a new food or culinary experience. 

Acutely aware of dining trends, almost half of the respondents or 49 pc  describe a fine dining experience as an ideal night out. 

The statement adds that 83 pc will choose a destination to visit an award-winning restaurant and 35 pc agreed they would spend more on unique culinary experiences. 

When choosing a hotel, 81 pc of HNW travellers make their selection based on fine dining options and 83 pc choose a destination so they can visit a celebrated restaurant.

New Traveller Personas 

With more disposable income for holidays and a growing population of ageing travellers, the research has identified three new categories of affluent travellers. These include:

i) The ‘Venture Travelist’

The next-generation Bleisure tourist, the venture travellist prioritises holiday destinations that will generate business opportunities. While they enjoy their vacation with their family and loved ones, they are always on the lookout to secure a deal. Entrepreneurs at heart, they explore a location, shopping for local products and antiques, and looking to forge business connections with members from the local community.

ii) The ‘Experience Connoisseur’

Predominantly millennials, Experience Connoisseurs plan their leisure travel as an opportunity for personal enrichment. They travel extensively and see the experience as an investment in their mental and physical wellbeing. They want to deeply explore a destination, they value personalisation and actively seek exclusive one-of-a-kind experiences.

iii) The ‘Timeless Adventurer’

Debunking every stereotype of the over-65 ‘silver set travellers’,, Timeless Adventurers are keen explorers who want to immerse themselves in a destination. They’re less interested in tourist attractions and more drawn to what gives the destination a sense of place, what makes it unique and memorable.