Marriott International Releases Latest Trends in Gen Z Luxury Travel in Asia Pacific

Marriott International has released a report, "Beyond the Gen Z Myth and the State of Luxury Travel in APEC," revealing the preferences of Gen Z regarding luxury travel in the Asia Pacific region (excluding Greater China) (hereinafter referred to as "Asia Pacific"). The report indicates that Gen Z has four distinct preferences. They are redefining "luxury" based on their unique criteria, including immersion in different cultures, well-being, digital detox, and journeys to explore their roots.

From Passive Participants to Proactive "Creators" of Luxury Travel

Today's affluent Gen Z travelers are not passive participants in pre-arranged plans but proactive "creators" who shape their own journeys. More than half cover their travel expenses themselves, and half handle their travel planning and arrangements independently. While "family" (51%) is the most preferred travel companion, travel in small groups has increased by 17% compared to the previous year, indicating a shift towards more intimate styles where travelers can share experiences.

There are also high expectations for all types of travel. When choosing a destination, 87% prioritize "immersion in different cultures and interaction with local communities," with "culinary discoveries" (86%), "connecting with nature" (86%), and "wellness" (85%) being crucial factors influencing their decisions.

Simultaneously, Gen Z seeks seamless and comfortable luxury experiences. Time loss and communication breakdowns are significant sources of dissatisfaction for them, driving demand for smart, seamless services that minimize stress. The importance of technology in travel planning is also growing, with 23% of travelers already using AI tools for information gathering and planning.

Four Preferences of Gen Z for Luxury Travel

The report identifies four distinct Gen Z personas whose definitions of luxury vary significantly:

1) The Authentic "Connoisseur Traditionalist" (34%)

For this group, luxury is rooted in the essence of hospitality: "reputation," "service," and "craftsmanship." They prefer iconic hotels, exceptional service, preferential treatment through loyalty programs, highly-rated dining experiences, and meticulously planned itineraries. Among travelers in this category, 79% consistently choose luxury hotels, and 91% state that "brand reputation influences bookings" when selecting accommodation. 85% are motivated by member benefits and rewards, making loyalty a key factor. Additionally, 66% are planners who complete bookings one to two months before their trip, emphasizing accuracy, reliability, and quality.

2) The Mindful "Wellness Investor" / "The Future Proofer" (30%)

For this group, travel is an investment in future health and well-being. They seek optimization and balance for mind and body, with nearly all (97%) utilizing wellness facilities during their stay. 95% prioritize access to healthcare professionals within the hotel, and proximity to nature is also an important factor when choosing a destination. Furthermore, over half (57%) are willing to spend on wellness treatments, significantly exceeding the average for other travelers in their age group (20%). This result indicates a shift in luxury travel towards prioritizing well-being, including preventive medicine and physical and mental recovery.

3) The Escapist "Quiet Luxurist" (20%)

In an era of constant online connectivity, this group chooses to "disconnect from digital" rather than "staying connected." They redefine luxury as "creating distance from technology, escaping daily life, and regaining tranquility." All respondents in this group (100%) limit their technology use during travel, significantly surpassing the 63% of other travelers in their age group. Additionally, 85% seek out secluded or hidden gems, and 90% value private dining experiences. They prefer boutique hotels and secluded, hideaway-like accommodations, finding value in the "freedom to escape the everyday" rather than "standing out."

4) The Root-Seeking "Cultural Reclaimer" (16%)

For this group, luxury travel is an experience to trace their identity and roots and deepen connections with loved ones. All respondents play a central role in planning family trips, with 65% holding decision-making power regarding travel expenses. Half consider "destinations related to family roots" as "very important," exceeding the 33% of other travelers in their age group. Furthermore, 88% seek immersive experiences that allow for deep engagement with local culture. Their travel motivation stems not from social validation on platforms like social media, but from cultural discovery, personal growth, and strengthening intergenerational bonds.

New Trends in the Luxury Travel Market

This report highlights new trends in luxury travel not only for Gen Z but across the Asia Pacific region. Amidst a growing desire for premium travel experiences, affluent travelers are shifting towards more curated travel styles, tending to reduce the frequency of trips while extending their duration. The average length of international trips is expected to increase from 7 to 9 nights, reflecting a shift in travel value from "frequency" to "depth of experience." As travelers concentrate their time and funds on a single trip, expectations for personalization, seamless service, and memorable experiences are higher than ever.

As luxury travel transitions into a new era, this report underscores a fundamental industry shift: the era where luxury is defined by a single ideal is ending, and it is increasingly being defined by the expansion of diverse values. Through immersion in different cultures, well-being, the pursuit of tranquility, and the exploration of identity, Gen Z is transforming luxury into something more multifaceted and purpose-driven.

For the travel industry, the implication is clear. Future success will not depend on pursuing a "uniform definition of luxury" but on deeply understanding diversifying values and providing personalized, emotionally resonant experiences that allow individuals to feel their true selves.

Comment from Oriol Montal, Regional Vice President, Luxury, Marriott International Asia Pacific (excluding Greater China)

"Luxury today is no longer defined by a single standard; it is strongly influenced and shaped by individual values. This report reveals that affluent Gen Z travelers are not just recipients of services but are actively reshaping luxury travel itself, driven by a strong desire for 'meaningful travel,' 'well-being,' and 'authentic connections.' As the definition of luxury becomes more fragmented and continues to evolve, understanding these new perspectives is essential for creating the next generation of travel experiences."

The full report, "Beyond the Gen Z Myth and the State of Luxury Travel in APEC," can be downloaded here.

High-resolution images can also be downloaded here.

Report Overview

This report is based on a survey conducted among 2,800 affluent travelers (including 1,200 Gen Z individuals aged 18-29) in Australia, India, Indonesia, Japan, Singapore, South Korea, Thailand, and Vietnam. The survey included the top 10% wealthiest residents in each market (350 individuals per market) who frequently travel internationally primarily for leisure. The survey was commissioned by Marriott International Luxury Group and conducted from April 24 to May 19, 2026.

About Marriott International's Luxury Group Portfolio

Marriott International creates authentic, rare, and enriching experiences that today's global luxury travelers seek through an unparalleled portfolio of nine luxury brands. The Marriott International Luxury Brands Group, with a presence in 70 countries and regions, operates over 560 landmark hotels and resorts under brands including The Ritz-Carlton, Ritz-Carlton Reserve, The Ritz-Carlton Yacht Collection, Bulgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels. From the world's most iconic destinations to hidden gems, Marriott's Luxury Brands Collection aims to enrich travel with meaningful experiences tailored to guests' needs. These experiences symbolize the future of luxury hotels where guests pursue their passions and grow as individuals. For more information, visit Luxury.Marriott.com.

About Marriott International

Marriott International, headquartered in Bethesda, Maryland, USA, operates more than 10,000 properties across over 30 leading brands in 146 countries and territories as of June 11, 2026. Marriott operates, franchises, and licenses hospitality properties, including hotels, residences, and timeshares, worldwide. It also offers the award-winning travel platform, Marriott Bonvoy®. For more information, visit www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com. Further information can be found on Facebook, X, and Instagram.