Luxury travelers are seeking more meaningful experiences. Marriott International’s latest report highlights emerging destinations, wellness stays, and curated journeys to inspire your next adventure.

Oriol Montal is a Regional Vice President, Luxury, Asia Pacific ,excluding China, Marriott International. — Oriol Montal, Regional Vice President, Luxury, Asia Pacific, excluding China, Marriott International.

Today’s travelers are prioritizing quality experiences over multiple trips, with experience-based travel expanding more rapidly than any other.

According to the Intentional Traveler report by Marriott International’s Luxury Group, 72 percent of respondents plan to increase their spending in the next year, with average short-stay trips already growing from three to four nights. The report is based on a survey of 1,775 individuals (representing the wealthiest 10 percent of residents) in Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand.

Staying Close to Home (and Discovering Emerging Destinations)

Wake up to the Sky Tower at one of JW Marriott Auckland Bedroom Suite. — Wake up to the sight of the Sky Tower from JW Marriott Auckland.

While many travelers want to stay close to home, they are also keen to explore. Bangladesh (26 percent), New Zealand (24 percent), and Cambodia (23 percent) are emerging as rising destinations with High Net Worth (HNW) travelers.

“Bangladesh is seeing increased interest, possibly due to its historical and industrial aspects,” says Oriol Montal, Regional Vice President, Luxury, Asia Pacific, excluding China, Marriott International. New Zealand is also generating significant interest, particularly for high-net-worth individuals. The JW Marriott in Auckland, which officially opened earlier this year, incorporates several wellness elements, another key finding in the report, in response to guest demands.

The emergence of these destinations aligns with a growing trend among luxury travelers, particularly the adventurous Gen Z, to seek out ‘the unknown’. This desire to be among the first to experience these destinations is a significant factor. “They want to be able to tell their friends that they have been where no one else has been,” added Montal.

Feel-good Travel

The calming Spa by JW, at JW Marriott Tokyo.

Wellness is key for the modern traveler, with 90 percent of respondents citing it as a key factor in booking decisions and 1 in 4 planning a wellness retreat in the next 12 months. Days are becoming more action-packed, but there’s also an increase in the need for quiet nights, with 28 percent looking for relaxation.

“The JW Marriott brand is launching ‘mindful rooms’ with the opening of the JW Marriott Tokyo, which are designed more towards wellness, for guests who want to decompress in their room where they can find their peace and a moment of relaxation,” explains Montal.

Mini-bars with kombucha and a menu for ordering supplements after workout routines will also feature. “The mindful rooms will be fitted with tech that aids with mindfulness, including enhanced sounds or scent,” he adds.

An Appetite for Exploration

Sunset from Ambar at Mandapa, a Ritz-Carlton Reserve in Bali.

Gastronomy is proving a top travel driver, with 51 percent driven by appetite. In destinations like Bangkok, the high standards can help everyone succeed, Montal believes. “Having a little bit of competition helps us to continue our ambition of progressing and improving.”

Gourmet dining at Duet by David Toutain at The Ritz-Carlton, Bangkok.

“Having renowned chefs helps tremendously to create that desire for a luxury guest to come to that specific hotel.” There are immersive culinary experiences within the properties for guests who want them. At Mandapa, in Bali, a third restaurant: Ambar, specializing in modern Japanese cuisine, is in response to “the trend of guests wanting to spend more time within the property”. At The Ritz-Carlton, Bangkok, guests can enjoy a unique dining experience in a modern glasshouse at Duet by David Toutain. “Each puts you in a mood of relaxation and you can enjoy an immersive experience,” adds Montal.

Taking to the Waves

Sailing with The Ritz-Carlton Yacht Collection.

Cruises are climbing in popularity, now in the top five travel choices for survey respondents. The Ritz-Carlton Yacht Collection will be debuting in Asia Pacific at the end of 2025, with the newly built Luminara, offering itineraries focusing on urban destinations like Ho Chi Minh City and nature-rich areas like Komodo Island in Indonesia. In Asia Pacific, there’s a desire for shorter itineraries compared to the US or Europe, which encourages more frequent travel.

A key point of differentiation for The Ritz-Carlton Yacht Collection is down to the “very residential” interiors, says Montal. With over 50 percent of guests of The Ritz-Carlton Yacht Collection new to cruising, this indicates that the brand appeals to those who might not typically choose to cruise, “but are drawn to a private yacht experience with Ritz-Carlton service,” explains Montal.

The average age of The Ritz-Carlton Yacht Collection guest is 54, “Ten years younger than the norm for the industry,” explains Montal, suggesting the brand has attracted new guests to the cruise world by way of brand loyalty.

Personal experience

Across all vacations, 93 percent of respondents expect a tailored experience, planning trips two to three months in advance, with 1 in 5 using AI to help design their luxury travel itineraries.

To provide that unique experience, Marriott International focuses on training specialists, such as St Regis Butlers or W Insiders, to “understand authentic aspects of the destination, to understand the guest’s likes so that we can provide that tailored experience,” adds Montal.

As the needs of guests change, so will the experiences that Marriott International offers. “It’s one of the beauties of our industry, the ever-changing behavior of the luxury traveler,” concludes Montal.

Top Travel Trends Shaping Your Next Vacation

Stay inspired with our DestinAsian newsletters