APAC jetsetters prioritise cultural experiences in 2025

High-net-worth travellers in Asia-Pacific are redefining luxury travel with a focus on gastronomy, intra-regional trips and unique experiences

The Asia-Pacific region is witnessing a significant shift in luxury travel preferences. A recent study reveals that 68 per cent of high-net-worth individuals plan to increase their spending on leisure travel over the next 12 months, with 89 per cent of Indians leading this trend. This surge in luxury travel is driven by a desire for gastronomic experiences, with 88 per cent of travellers choosing destinations based on new food discoveries.

Gastronomy: The Primary Driver

For many, the allure of luxury travel lies in exploring high-end cuisine. Almost half of respondents describe a fine dining experience as an ideal night out, and 83 per cent choose destinations to visit award-winning restaurants. This emphasis on gastronomy reflects a broader cultural shift, where food is not just sustenance but an integral part of the travel experience.

Intra-Regional Travel

The preference for intra-regional travel within Asia-Pacific is also on the rise, with 74 per cent of respondents planning holidays within the region. Australia tops the list of preferred destinations, followed closely by Japan. This trend suggests that travellers are increasingly drawn to exploring their own backyard, discovering hidden gems and experiencing local cultures. A rising preference in modes of transportation is in the luxury cruise liner. Simply embark, unpack and let your "hotel" bring you from destination to destination. 

Also see: New hotel openings in 2025 with a sustainable twist

New Traveller Personas

The study identifies three distinct personas among luxury travellers:

• The venture travelist: These individuals combine business with leisure, seeking opportunities while enjoying time with family and friends. They explore local markets and forge connections with the community.
• The experience connoisseur: Predominantly millennials, these travellers seek personal enrichment through unique experiences. They value personalization and exclusive activities.
• The timeless adventurer: 65+ who are keen explorers, less interested in tourist attractions and more drawn to what makes a destination unique.

Sustainable Travel

While luxury travel often focuses on high-end experiences, there is a growing awareness of sustainability. 80 per cent of high-net-worth travellers consider a hotel's environmental practices when choosing where to stay. This shift towards sustainable travel highlights the evolving values of luxury travellers, who are increasingly mindful of their impact on the environment. The Mandai Rainforest Resort, set to open in April 2025, in Singapore is a good example of how hotel groups are looking at making sustainability a lifestyle choice. 

Celebratory Travel

A significant portion of luxury travel is now driven by celebrations. One in four holidays planned are for special occasions, such as milestone events, family gatherings or simple Valentine's Day escapes. This trend underscores the importance of shared experiences in luxury travel, where the journey is as valuable as the destination.

The Future of Luxury Travel

As the luxury travel market continues to evolve, it is clear that travellers are seeking more than just opulence. They are looking for experiences that enrich their lives, connect them with local cultures, and provide a sense of community. Whether it is exploring new culinary landscapes or forging business connections, luxury travel in Asia-Pacific is becoming more nuanced and diverse.

Also see: 6 trends driving travel in Asia-Pacific