New research by the Luxury Group by Marriott International has unveiled four distinct luxury travel mindsets among Gen Z travellers in the Asia Pacific region, excluding China.
This study, involving 2,800 affluent travellers, including 1,200 Gen Z respondents aged 18 to 29, highlights a shift from demographic-driven luxury to one defined by personal meaning and intention.
The report identifies four Gen Z archetypes: the Connoisseur Traditionalist, the Future Proofer, the Quiet Luxurist, and the Cultural Reclaimer. Each group redefines luxury on its own terms, from cultural immersion and personal wellbeing to digital disconnection and heritage-driven exploration. Oriol Montal, Regional Vice President of Luxury at Marriott International, noted, "Luxury today is no longer defined by a singular standard. It is deeply personal."
Key findings reveal that Gen Z travellers are active architects of their journeys, with more than half funding their own trips and nearly half planning every aspect themselves. Cultural immersion, culinary discovery, and wellness are top priorities, with 87% of respondents influenced by local community engagement in their destination choices.
The study also highlights a broader recalibration of luxury travel beyond Gen Z, with affluent travellers becoming more selective and extending their stays. As luxury travel evolves, the industry must cater to diverse personal values, ensuring experiences are deeply personal and emotionally resonant. The full report is available for download, offering insights into the future of luxury travel
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
