Luxury travel could revive Asia-Pacific tourism

Luxury travel could be a key driver of the recovery of the tourism industry in Asia -Pacific , with 68% of wealthy travelers in the region saying they will spend more on leisure travel in the next 12 months, according to thaipbsworld.com.

Tourists visit Bangkok, Thailand. Photo: AFP/VNA

A recently released report by Luxury Group by Marriott International found that 74% of these travelers are planning a vacation within the Asia- Pacific (APAC) region, noting that one in four planned vacations (25%) are for some form of celebration. This trend demonstrates the growing intra-regional travel market in APAC.

The report also found that wealthy Indians are driving momentum in this niche market, with 89% of them planning to spend more in the next 12 months. In terms of destinations, Australia topped the survey as the most popular holiday destination.

Luxury travel in APAC is driven by affluent travelers’ growing desire for longer, richer experiences, underpinned by increased spending and a shift in travel preferences, the report said.

The survey included high net worth individuals (HNW) from Australia, India, Indonesia, Japan, Singapore and South Korea. Interestingly, the majority (74%) of these travelers plan to stay in the APAC region, indicating a preference for exploring closer to home.

Australia emerged as the top destination (46%), followed by Japan (42%) and Hong Kong (China, 27%). Thailand rounded out the top 10 destinations for expected visits, with Japan missing from the top 10.

Thailand has made a strategic shift to attract more luxury travelers to the kingdom with its latest campaign highlighting high-end travel experiences, an effort that could have some impact on the number of tourists reaching 12 million in the first four months of this year.

Thailand is targeting 39 million tourists this year. For these discerning travelers, culinary experiences are a big draw.

Notably, 88% prioritize food when choosing a holiday destination. Fine dining is a particular highlight, with almost half (49%) looking for a great night out. This trend is further highlighted by the fact that 83% would choose a specific destination to visit a famous restaurant and 35% are willing to spend more on unique dining experiences.

The report also identified three distinct profiles of luxury travelers. The first group is dubbed “Adventure Travelers.” These are people who seek to combine work and leisure, exploring destinations for potential business opportunities while enjoying family time.

Meanwhile, the second group falls into the “Experience Connoisseur” profile. These are people who value personalized experiences and actively seek out unique adventures, and it’s no surprise that Millennials dominate this group.

The final group, called “Timeless Explorers,” includes adventurers who crave authentic experiences and want to immerse themselves in local culture.

High net worth travelers are also found to be concerned about the environmental impact of their travels, with 80% saying that a hotel’s sustainability and environmental practices are important considerations when deciding where to stay; 40% of them want to see hotel design integrated with the local environment.

The report also found that eco-conscious travelers are also interested in reducing food waste and supporting local communities, with nearly 50% of them wanting to see hotel restaurants offering locally sourced food products.

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