Australia outruns Japan as most popular holiday destination in Asia-Pacific

The finding comes from a new report by Marriott International, which also reveals changing trends and new ‘traveller personas’

A new report by the Luxury Group of Marriott International has shed light on the evolving landscape of luxury travel among affluent travellers in the Asia Pacific region. The comprehensive research, conducted across six key markets, reveals that high-net-worth (HNW) individuals are increasingly spending more on leisure travel, with a significant focus on intra-regional destinations and high-end gastronomy.

According to the Luxe Landscapes Report, 68 per cent of HNW travellers in Asia Pacific are planning to increase their travel expenditure over the next 12 months. This trend is particularly pronounced among Indian travellers, with 89 per cent intending to spend more on luxury travel. 74 per cent of respondents are planning holidays within the region, with Australia emerging as the top destination for the next 12 months. 46 per cent of respondents stated they are planning to visit Australia, followed closely by Japan, with India’s affluent travellers once again leading this trend (69 per cent are planning a trip to Australia). It is also the preferred holiday destination for Indonesian, Japanese and Singaporean travellers, according to the report.

Gastronomy has also emerged as a primary driver for luxury travel, with 88 per cent of respondents planning holidays around culinary experiences and 83 per cent indicating they choose destinations based on the presence of award-winning restaurants.

The research highlights that HNW travelers in Australia, Singapore, South Korea, Japan, Indonesia, and India are planning an average of six leisure trips within the next year, with 33 per cent planning at least seven holidays. Continuing the extended stay trend that emerged following Covid, long stays, averaging two-and-a-half weeks, are common.

The Luxe Landscapes Report also identifies three distinct new personas among luxury travellers:

• The ‘Venture Travelist’: This group consists of next-generation bleisure (business-meets-leisure) tourists who prioritise destinations that offer business opportunities. They combine leisure with the potential for securing deals and exploring local business prospects.
• The ‘Experience Connoisseur’: Predominantly millennials, these travellers view leisure travel as a means of personal enrichment. They seek exclusive, personalised experiences and see travel as an investment in their mental and physical well-being.
• The ‘Timeless Adventurer’: Defying stereotypes of older travellers, the Timeless Adventurers are over 65 and eager to immerse themselves in unique and memorable experiences. They prioritise exploring the cultural essence of destinations over typical tourist attractions.