Tourexpi
As the Asia Pacific region continues to be the
growth engine for luxury travel, a new comprehensive report from the
Luxury Group by Marriott International has identified new expectations and
travel preferences among high-net-worth (HNW) travelers in Asia Pacific.
Across the region, 68% are planning to spend more on travel over the next 12
months – 89% among Indians - with 74% planning to travel within Asia Pacific
and 88% prioritizing gastronomy as the reason to travel. One in
four of all holidays planned (25%) are celebrations. Three distinct
new groups of luxury traveler have emerged – the ‘Venture Travelist’ who seeks
business opportunities when traveling, ‘Experience Connoisseur’ Millennials who
are traveling 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
behavioral insights and motivations into elite travelers from Asia and the
Pacific,” says Oriol Montal, Managing Director, Luxury, Asia Pacific
(excluding China), Marriott International. “Whether it’s discovering new
culinary experiences, traveling with their family or friends, or looking to
forge connections with the local community, our research has identified new
traveler archetypes, and provides Marriott International with new understandings
in catering to this discerning traveler segment.”
Deeper Extended Experiences With Their People
The research among HNW travelers in Australia,
Singapore, South Korea, Japan, Indonesia and India reveals they are traveling
frequently with longer holidays especially across the Asia Pacific region. An
average of six leisure trips is planned within the next 12 months while 33% of
respondents are planning at least seven holidays this year. 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% choosing to travel with family or friends.
Australia is the destination of choice (46%), above
Japan (42%) and Hong Kong, China (27%). 69% of India’s HNW tourists are
planning a trip to Australia and it is the top destination of choice for
Indonesian, Japanese and Singaporean travelers.
Increasing Demand in India
The most active and engaged travel market, 89% 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% planning a trip with friends and 33% making theirs a
celebratory trip.
A Fascination for Food
88% are picking their holiday destination based on
discovering a new food or culinary experience. Acutely aware of dining trends,
almost half of the respondents (49%) describe a fine dining experience as an
ideal night out. Reinforcing this point, 83% will choose a destination to visit
an award-winning restaurant and 35% agreed they would spend more on unique
culinary experiences. When choosing a hotel, 81% of HNW travelers make their
selection based on fine dining options and 83% choose a destination so they can
visit a celebrated restaurant.
New Traveler Personas
With more disposable income for holidays and a
growing population of ageing travelers, the research has identified three new
categories of affluent travelers. These include:
The ‘Venture Travelist’
The next-generation Bleisure tourist, the Venture
Travelist prioritizes 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.
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
personalization and actively seek exclusive one-of-a-kind experiences.
The ‘Timeless Adventurer’
Debunking every stereotype of the over-65 ‘silver
set travelers’, 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.
The full report is available to download.
Image
Credit: © Marriott International
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