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The three new personas leading the changing face of luxury travel in Asia Pacific

As the Asia Pacific region continues to be the growth engine for luxury travel, a new report from Marriott International has identified new expectations and travel preferences among high-net-worth travellers in Asia Pacific.

A deeper extended experience with their people

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

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 travellers make their selection based on fine dining options and 83% choose a destination so they can visit a celebrated restaurant.

New Traveller Personas

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.

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