- Marriott: Gen Z is reshaping APAC luxury travel.
- Personal motivations drive demand, not age, demographics.
- AI is gaining influence, with 23 percent using it for travel planning.
GEN Z TRAVELERS are reshaping luxury travel in Asia Pacific by prioritizing purpose-driven experiences, according to Marriott International. Affluent Gen Z travelers are taking greater control of their travel decisions.
The report by Marriott’s Luxury Group, based on insights from 2,800 affluent travelers across eight Asia Pacific markets excluding China, including 1,200 Gen Z respondents ages 18 to 29, finds that luxury travel is increasingly defined by personal motivations rather than age or demographics.
The findings show affluent Gen Z travelers are taking more control of their travel decisions. More than half fund their own holidays, while nearly half plan their trips independently. Family remains the preferred travel companion for 51 percent of respondents, while small-group travel has grown 17 percent, reflecting demand for more intimate experiences.
Cultural immersion influences destination choices for 87 percent of respondents, followed by culinary experiences and nature access at 86 percent each, and wellness at 85 percent. Travelers also expect seamless service, with inefficiencies and communication gaps cited as key pain points. Technology is gaining influence, with 23 percent already using artificial intelligence tools for travel planning and inspiration.
“Luxury today is no longer defined by a singular standard,” said Oriol Montal, Marriott’s regional vice president for luxury in Asia Pacific excluding China. “It is deeply personal. Our research reveals that affluent Gen Z travelers are not just participating in luxury travel. They are reshaping it, driven by a desire for meaning, well-being, and authentic connection. As the definition of luxury continues to evolve, understanding these emerging perspectives will be critical to shaping the next generation of travel experiences.”
The report categorizes Gen Z luxury travelers into four profiles: Connoisseur Traditionalists, who value heritage brands and personalized service; Future Proofers, who prioritize wellness and preventive health; Quiet Luxurists, who seek digital disconnection and privacy; and Cultural Reclaimers, who focus on heritage, family connections, and cultural experiences.
Beyond Gen Z, the research highlights changing luxury travel patterns across the region. Affluent travelers are expected to take fewer international leisure trips while extending average stays from seven to nine nights, reflecting a shift toward longer stays and more meaningful experiences. As expectations for personalization and authenticity evolve, luxury hospitality brands will need to deliver tailored experiences to meet diverse preferences.
Separately, Marriott remains bullish on expansion in India, focusing on spiritual tourism. It has a pipeline of 200 hotels as global travel flows face short-term disruptions from the West Asia crisis.
