Luxury Group by Marriott Unveils Travel Preferences Insights
More than 81% of HNW travellers make their selection based on fine dining options and choose a destination so they can visit a celebrated restaurant, Marriott’s survey revealed.
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Luxury Group by Marriott International has identified new expectations and travel preferences among high-net-worth (HNW) travellers in Asia Pacific in its new comprehensive report.
Oriol Montal, Managing Director, Luxury, Asia Pacific (excluding China), Marriott International, said, “Our New Luxe Landscapes Report provides deeper behavioural insights and motivations into elite travellers from Asia and the Pacific. 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 traveller archetypes, and provides Marriott International with new understandings in catering to this discerning traveller segment.”
The research was conducted 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.
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.
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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% prioritising gastronomy as the reason to travel. One in four of all holidays planned (25%) are celebrations.
Three distinct new groups of luxury travelers have emerged – the ‘Venture Travelist’ who seeks business opportunities when travelling, the ‘Experience Connoisseur’ Millennials who travel for enrichment and ‘Timeless Adventurer’, over 65s who are building their own itineraries and exploring places before they become popular.
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, and attend a private function or event, with 38% planning a trip with friends and 33% making theirs a celebratory trip.
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 travellers make their selection based on fine dining options and 83% choose a destination so they can visit a celebrated restaurant.
