INTERNATIONAL. Leading hospitality brand Marriott International has released a study exploring the evolving preferences of a new generation of wealthy travellers.
The survey covers six markets: Australia, China, Japan, India, Singapore and South Korea.
It reveals that over the next two years a new generation of affluent travellers prefer destinations that are closer to home. It has coined the term ‘Native Explorers’ referring to these millennial and Gen Z travellers.
They are described to be well-travelled at a younger age, with one in four having been to no less than two continents outside Asia Pacific by the time they reach 26. And despite having the means to enjoy long-distance travel, they prefer to explore places in their own region, as compared to previous generations saving up for costlier long-haul travel later in life.
According to the study, 85% of the respondents believe they have yet to fully discover all the Asia Pacific region has to offer.
It suggests that Japan (52%), South Korea (42%), and New Zealand (39%) top the list of Native Explorers’ travel destinations.
They are also looking for experiences revolving around culture in familiar hotspots such as Australia (39%) and Thailand (32%).
The study also finds that 43% of the respondents are seeking nature escapes and wellness experiences, while 36% are in search of hidden cultural gems that are new to them.
Marriott International Asia Pacific Chief Sales & Marketing Officer Bart Buiring said: “Globally, we’re seeing an undeniable shift among travellers towards more meaningful, one-of-a-kind experiences in both new and familiar destinations. This is particularly evident in Asia Pacific from our findings on Gen Z and Millennials’ travel patterns and behaviours.
“With young affluent travellers in Asia Pacific gravitating towards under-the-radar holidays and culturally-rich itineraries, we’re expanding our luxury portfolio in the region’s most sought-after destinations like Nara, Sydney and Jiuzhaigou in China with a target of opening 12 properties in 2023 alone.”
Luxury defined by authentic connections and experience, with craft still key
The study also highlights the Native Explorers’ view of luxury – “from elusive and exclusive to meaningful connections and experiences.”
As they shift to underrated and authentic travel experiences, one in three respondents (37%) believes that human connection, genuine hospitality and being part of a community are the critical components of luxury travel.
The majority of the respondents (58%) redefine luxury travel as experiencing once-in-a-lifetime events. Among the most popular options include VIP access to sold-out concerts of their favourite artists (52%) and exclusive culinary workshops with celebrity chefs (36%).
According to the study, craftsmanship is also closely linked to luxury travel – more than 50% of those surveyed believe that service excellence and modern facilities are key tenets.
When choosing a luxury hotel, respondents consider personalisation as the most appealing factor. 32% expect bespoke services such as a dedicated travel advisor and 32% prefer to stay at hotels that offer tailored itineraries and customised amenities.
Exploring destinations through luxury hotel comforts
According to the survey, nine out of ten respondents prefer to explore a destination with assistance from their luxury hotel rather than hiring a local travel guide.
Almost half (45%) also prefer to try local cuisine through the hotel’s gourmet dining offers, while 39% said they prefer to experience the local culture through the hotel’s curated programming, and 34% are interested in trying local wellness rituals available at the hotel spa.
The survey also suggests that 76% of these Native Explorers would favour hotels and resorts with locally inspired concepts.
Brand affinity is also a top priority for respondents with approximately one in three opting for destination-inspired abodes under an established luxury brand.
In line with these findings, Marriott International will expand its portfolio of eight luxury brands to the region’s most popular travel spots such as Sydney and Bangkok and emerging destinations like Fukuoka and Jiuzhaigou. ✈
