Here's how Gen-Z is changing the way tourists see luxury travel in Asia-Pacific

As Gen Z rises as a defining force in luxury travel one longheld assumption no longer holds that there is no single Gen Z travellerA new report from the Luxury Group by Marriott International in Asia Pacific excluding China APEC reveals a generation comprising four distinct luxury mindsets with each redefining luxury on their own terms from cultural immersion and personal wellbeing to digital disconnection and heritagedriven explorationDrawing on insights from 2800 affluent travellers across eight Asia Pacific markets including 1200 GenZ respondents aged 18 to 29 the report signals a decisive shift Luxury travel is no longer anchored by demographic factors but increasingly shaped by intention identity and personal meaningLuxury today is no longer defined by a singular standard It is deeply personal said Oriol Montal regional vice president of the group He adds Our research reveals that affluent Gen Z travellers are not just participating in luxury travel They are reshaping it driven by a desire for meaning wellbeing and authentic connection As the definition of luxury continues to fragment and evolve understanding these emerging perspectives will be critical for shaping the next generation of travel experiencesFrom followers to architects of luxury travelTodayrsquos affluent Gen Z travellers are no longer passive participants Rather they are deliberate architects of their journeys More than half fund their own trips while nearly half plan every aspect of their journeys themselves Immediate family remains their preferred travel companions 51 per cent while smallgroup travel has grown by 17 per cent signaling a shift toward more intimate shared experiencesThey also bring sophisticated expectations to every journey Cultural immersion and engagement with local communities influence destination choice for 87 per cent of respondents while culinary discovery 86 per cent proximity to nature 86 per cent and wellness 85 per cent are key priorities shaping travel decisionsAt the same time Gen Z travellers expect luxury to be seamless Time inefficiencies and communication gaps are among their biggest frustrations underscoring a growing demand for intuitive frictionless service Meanwhile technology is playing an increasingly important role in trip planning with 23 per cent already using AI tools for travel inspiration and planningFour distinct luxury mindsetsThe report identifies four Gen Z archetypes whose definitions of luxury diverge significantlyThe Connoisseur Traditionalist 34 per centFor this group luxury remains rooted in the enduring pillars of hospitality reputation service and craftsmanship They gravitate toward iconic hotels exceptional service loyalty recognition acclaimed dining and meticulously planned itineraries Notably 79 per cent consistently stay in luxury hotels while 91 per cent say brand reputation influences booking decisions Loyalty remains a powerful driver with 85 per cent motivated by recognition and rewards As one of the most organized traveler groups 66 per cent book trips at least one to two months in advance underscoring a definition of luxury grounded in precision trust and excellenceThe Future Proofer 30 per centFor Future Proofers travel is an investment in longterm wellbeing Their journeys are shaped by a desire for optimization and balance with nearly all 97 per cent engaging in wellness facilities during their stay while 95 per cent value access to inhouse healthcare experts and consider proximity to nature important when choosing a destination More than half 57 per cent are willing to spend more on wellness treatments far exceeding the broader Gen Z average 20 per cent Their growing influence reflects the evolution of luxury travel toward an indulgence in preventive health restoration and holistic wellbeingThe Quiet Luxurist 20 per centIn an era of constant connectivity Quiet Luxurists are choosing absence over access They are redefining luxury as the ability to disconnect disappear and reclaim stillness All respondents in this profile say they limit technology use while travelling compared with 63 per cent of Gen Z overall Meanwhile 85 per cent seek out lesserknown destinations 60 per cent prefer places before they become popular and 90 per cent value private dining experiences Favouring boutique hotels private villas and secluded escapes they measure luxury not by visibility but by the freedom to step awayThe Cultural Reclaimer 16 per centFor Cultural Reclaimers luxury travel is closely linked to identity heritage and meaningful connection Every respondent in this group takes an active role in planning family trips with 65 per cent also acting as the primary financial decisionmaker Half say destinations linked to family heritage are very important significantly above the broader Gen Z average of 33 per cent They are also highly engaged travellers with 88 per cent seeking immersive experiences Their journeys are driven less by social validation and more by cultural discovery personal enrichment and strengthening intergenerational bondsA broader recalibration of luxury travelBeyond Gen Z the report also signals a broader recalibration of luxury travel across the region Fueled by a continued appetite for premium travel experiences affluent travellers are also becoming more selective taking fewer trips while extending their length of stay Average international leisure trips are expected to increase in duration from seven to nine nights reflecting a shift from frequency to depth As travellers concentrate their time and spending expectations around personalization seamless service and meaningful engagement continue to riseAs luxury travel enters a new era the findings point to a fundamental shift the future of luxury will not be defined by a single aspiration but by a spectrum of personal values From the pursuit of stillness to the search for identity from wellbeing to cultural immersion Gen Z is transforming luxury into something more nuanced and more intentionalFor the industry the implication is clear Success will depend not on creating one definition of luxury but on understanding many and delivering experiences that feel deeply personal emotionally resonant and unmistakably relevant