万豪国际：2025亚太地区高净值旅行者消费行为研究报告（英文版）（44页）.pdf

1、The Intentional Traveler2The Intentional TravelerExecutive SummaryLuxury consumption patterns are undergoing a profound shift,with demand for experience-based segments,including travel,expanding more rapidly than other categories.Now more than ever,it is essential to understand what drives the afflu

2、ent consumer.The Luxury Group by Marriott Internationals latest report finds that todays high-net-worth(HNW)travelers in Asia Pacific are increasingly intentionalprioritizing experiences that reflect their values,aspirations,and desire for meaningful encounters.With 72%planning to increase spend on

3、luxury travel in the next year,the study captures not just a rebound in the industry,but a reassessment of priorities.The average short stay for HNW travelers has increased from 3 nights in 2024 to 4 nights in 2025,emphasizing their need for deeper immersion.Holidays with immediate family(50%)are st

4、ill top of mind,but other dynamics are emerging,such as solo parents traveling with children(24%).To better understand this evolving HNW traveler,the Luxury Group by Marriott International surveyed 1,750 respondents who are among the wealthiest 10%of residents in Australia,Singapore,India,Indonesia,

5、South Korea,Japan,and Thailand.The findings reveal a shift toward fewer,but more meaningful tripsplanned with precision and elevated expectations.Here,we identify five trends that motivate and define the intentional traveler in 2025:1 Bain&Company:“Luxury in Transition,”January 20253The Intentional

6、TravelerWellbeing Is EverythingWellness has become a central pillar of the luxury travel experience.In 2025,90%of travelers cite wellness offerings as a key factor in their booking decisionsup from 80%in 2024signaling a clear shift in expectations.With 1 in 4 travelers(26%)planning a wellness or spa