When people think of luxury travel, five-star hotels, personalised service and exclusive experiences are often the first things that come to mind. A new generation of travellers is giving luxury holidays a different meaning.
A recent report commissioned by the Luxury Group by Marriott International found that affluent Gen Z travellers are redefining luxury travel based on their own values, interests and identity, rather than following a single trend.
Based on insights from 2,800 travellers across eight Asia Pacific markets, including 1,200 Gen Z respondents aged 18 to 29, the study named four distinct travel styles: “connoisseur traditionalists”, “future proofers”, “quiet luxurists (sic)” and “cultural reclaimers”.
The report found that young travellers are becoming more conscious about how they travel, with many funding their own trips and seeking meaningful experiences.
Among the biggest factors influencing their travel decisions are cultural immersion (87%), culinary exploration (86%), nature (86%) and wellness (85%).
The connoisseur traditionalists (who make up 34% of the number of people surveyed) still appreciates the classic elements of luxury, such as prestigious hotels, attentive service and strong brand reputation.
About 91% say a hotel’s reputation influences their booking decisions, while 79% regularly choose luxury hotels. Loyalty programmes also matter, with 85% saying rewards and recognition play a role in where they stay, and 66% prefer planning their trips at least one to two months in advance.
For the future proofers (30%), luxury is all about health and wellbeing. Almost all respondents (97%) make use of wellness facilities during their trips, while 95% consider access to healthcare professionals and a connection to nature an important part of the experience.
More than half (57%) are also prepared to spend a good amount of money on wellness treatments, compared with just 20% of Gen Z travellers overall.
Meanwhile, the quiet luxurists (20%) see luxury as an opportunity to disconnect from technology and escape the crowds. Every traveller in this group said they intentionally reduce their use of digital devices while on holiday, compared with 63% of Gen Z overall.
They are also drawn to lesser-known destinations (85%), prefer visiting places before they become popular (60%) and value private dining experiences (90%).
The remaining group, cultural reclaimers (16%), is motivated by heritage and meaningful connections. These travellers are more likely to plan family holidays, explore destinations linked to their roots and seek immersive cultural experiences (88%).
Beyond Gen Z, the report also reveals a broader shift in luxury travel. Travellers are said to be taking fewer but longer holidays a year, while placing greater emphasis on personalised service, seamless experiences and meaningful travel.
