A survey by Marriott International in Asia Pacific revealed that young travelers who love high-end travel itineraries in the Asia Pacific region are creating a trend of traveling close to home instead of choosing very far-flung travel itineraries.
A regional survey by global luxury hotel giant Marriott International has coined a term to describe a new generation of travelers who will be breaking the traditional travel habits in the coming years. “Native Explorers” found that high-income millennials and Gen Z travelers in Asia Pacific are going against the grain, creating new travel trends that are in the opposite order of their predecessors.
While their predecessors may have saved for longer, more expensive trips later in life, National Native Explores found that the age of travel is getting younger, with more than a quarter of them having traveled to at least two continents outside the Asia Pacific region by the time they reach 26. Native Explorers also stated that these people said they would spend money on travel closer to home in at least the next two years, as 85% of respondents believe they have yet to explore all the new destinations in their immediate area.
More than two-thirds of millennials and Gen Z travelers in the Asia Pacific region choose to travel close to home instead of taking long-distance trips.
The survey was conducted across Australia, China, Japan, India, Singapore and South Korea to better understand the attitudes of affluent millennials and Gen Z travelers and help luxury brands cater to their evolving aspirations.
With a new trend toward vacationing closer to home, Native Explorers ranked Japan (52%), South Korea (42%) and New Zealand (39%) as their top three travel destinations. A majority of respondents are also looking at familiar destinations like Australia (39%) and Thailand (32%) through a culture-centric lens. While 1 in 4 Native Explorers prefer to beat jet lag and opt for vacations that are close to home, without the hustle and bustle, their sense of adventure should not be underestimated: 43% are looking for wellness and healing experiences in nature, and 36% are looking for hidden cultural gems they have yet to discover.
“Globally, we are seeing an undeniable shift among travelers toward more meaningful, one-of-a-kind experiences in both new and familiar destinations. This is particularly evident in Asia Pacific from our findings on the travel patterns and behaviors of Generation Z and Millennials,” commented Bart Buiring, Chief Sales & Marketing Officer, Marriott International Asia Pacific.
To create engaging stays and culturally rich itineraries that cater to this new trend, we are expanding our luxury branded hotels in the region’s most sought-after destinations such as Nara, Sydney and Jiuzhaigou in China with a target of opening 12 hotels by 2023.
Luxury travel is defined by authentic connections and experiences, with artisanal activities still key to unlocking exceptional journeys.
Native Explorers is also redefining what luxury travel means, embracing elusive and exclusive travel trends to meaningful, connected and experiential travel. As they move toward authentic and refined vacations, one in three respondents (37%) say human connection, genuine hospitality, and being part of a community are important components of luxury travel.
Young people in the Asia Pacific region choose short-term travel over long-term trips.
The majority of survey respondents (58%) believe that once-in-a-lifetime experiences and unforgettable moments are what make up a premium travel experience. Top choices cited were VIP access to sold-out concerts by their favorite artists (52%) and exclusive culinary workshops with celebrity chefs (36%). Marriott Bonvoy Moments, a program created specifically for Marriott Bonvoy members to use points earned from travel and everyday activities to bid on exclusive packages, caters to this desire by offering once-in-a-lifetime experiences, from access to a one-of-a-kind Mercedes-AMG PETRONAS F1 to the opportunity to participate in private experiences with celebrity chefs and artists.
Craftsmanship remains important to luxury travel, with over 50% believing that excellent service and modern facilities are key tenets. Personalization remains a key deciding factor in choosing a luxury hotel, with 32% expecting bespoke services such as bespoke travel advice and 32% preferring to stay at hotels that offer tailored itineraries and customised amenities. The recently launched Ritz-Carlton Club experience, for example, immerses guests in a world of personalised luxury experiences. From pre-arrival to departure, the Ritz-Carlton Club experience is available across all Ritz-Carlton hotels in Asia Pacific, where guests will find unique indulgences, curated culinary itineraries and personalised encounters to create meaningful moments.
Explore destinations through luxurious and comfortable hotel amenities
Caught between the desire to explore and to indulge, a staggering nine in 10 respondents would rather explore a destination with the help of their luxury hotel than do their own research and hire a local guide. Nearly half (45%) would rather sample local cuisine through a hotel’s gourmet restaurant, 39% would rather experience local culture through a hotel-curated program, and 34% would rather try local wellness programs offered at a hotel spa.
Native Explores also found that travelers enjoy having more time to explore the culture of their destinations, with the majority (76%) of respondents choosing hotels and resorts with a design concept that is inspired by the local culture. Native Explores also found that brand relationships remain key for about a third of travelers, and they often choose a destination inspired by an established luxury brand. For example, W Hotels’ design direction takes a thoughtful approach through the lens of both the brand and the location in each destination, and as a result, no two W hotels look the same.
Marriott International's luxury hotel brand is ready to meet the needs of travelers.
Marriott International’s luxury hotel brand is poised to meet travel desires with a series of recent hotel openings that inspire modern travelers. The brand also plans to bring eight dynamic luxury brands to the region’s most popular tourist destinations such as Sydney and Bangkok as well as emerging destinations such as Fukuoka, Japan and Jiuzhaigou, China in the near future.
As a world leader in luxury hotel services, Marriott International currently operates nearly 500 luxury hotels and resorts in 68 countries and territories, including 159 existing hotels in Asia Pacific. This region contributes half of the company's global development system with nearly 200 luxury hotels and resorts.
The findings come from a survey commissioned by Marriott International conducted in June 2023 among 601 affluent Generation Z (ages 18–24) and Millennials (ages 25–41) based in Australia, China, Japan, India, Singapore, and South Korea who will spend more than $3,000 on a vacation.
The term Native Explorers refers to the high-class Gen Zers and Millennial travelers with an intrinsic desire to explore, who traveled the world in their youth and are now seeking destinations in their native regions.
