Marriott Worldwide reveals that Gen Z are reshaping luxurious journey, from their motivations to the very definition of luxurious, based on new findings from its newest research.
A brand new report from the Luxurious Group by Marriott Worldwide in Asia Pacific excluding China (APEC) has uncovered that the Gen Z technology of these aged 18 to 29 years outdated has 4 distinct luxurious mindsets, with every redefining luxurious on their very own phrases, from cultural immersion and private wellbeing to digital disconnection and heritage-driven exploration.
The Luxurious Journey Traits Report takes a pool of two,800 prosperous travellers, of which 1,200 Gen Z have been included, throughout eight Asia Pacific markets, together with Australia and uncovered that “luxurious journey is not anchored by demographic elements, however more and more formed by intention, id, and private which means,” the group said.
“Luxurious at the moment is not outlined by a singular commonplace. It’s deeply private,” Regional Vice President of Luxurious, Marriott Worldwide Asia Pacific excluding China, Oriol Montal stated.
“Our analysis reveals that prosperous Gen Z travellers should not simply taking part in luxurious journey. They’re reshaping it, pushed by a want for which means, wellbeing, and genuine connection. Because the definition of luxurious continues to fragment and evolve, understanding these rising views will probably be essential for shaping the following technology of journey experiences.”
The report additionally alerts a broader recalibration of luxurious journey throughout the area with prosperous travellers turning into extra selective. Traits present they take fewer journeys, however are extending their size of keep, with worldwide leisure journeys growing from 7 to 9 nights.
Key Australian highlights embody:
• Australia is the #1 journey vacation spot for APAC luxurious travellers
• Australians are probably the most spontaneous bookers within the area, 68% booked their final journey inside one week of departure, and 20% inside simply three days
• 77% of Australians plan to extend spending on lengthy leisure journeys, the very best determine throughout all eight markets surveyed
• 92% are motivated to journey for occasions, and 85% are interested by music festivals, making Australians the report’s most event-driven travellers
• Australia has the most important focus of ‘Future Proofer’ travellers, Gen Z adventurers motivated by nature, wellness and exploration, with Japan as their vacation spot of selection and social media as their greatest supply of journey inspiration (48%)
• AI’s affect on journey is rising, with reserving by AI on the rise in Australia particularly
4 luxurious mindsets
Based on the report, greater than half of Gen Z travellers fund their very own journeys, whereas practically half plan each facet of their journeys themselves. Fast household stays their most well-liked journey companions (51%), whereas small-group journey has grown by 17%, signaling a shift towards extra intimate, shared experiences.
Moreover, cultural immersion and engagement with native communities affect vacation spot selection for 87% of respondents, whereas culinary discovery (86%), proximity to nature (86%), and wellness (85%) are key priorities shaping journey selections.
Gen Z travellers additionally count on luxurious to be seamless, noting time inefficiencies and communication gaps are amongst their greatest frustrations. In the meantime, know-how is enjoying an more and more essential function in journey planning, with 23% already utilizing AI instruments for journey inspiration and planning.
The report identifies 4 Gen Z archetypes whose definitions of luxurious diverge considerably. For the Connoisseur Traditionalist (34%), with 79% selecting to remain in luxurious accommodations, whereas 91% say model popularity influences reserving selections. Loyalty stays a strong driver, with 85% motivated by recognition and rewards.
In the meantime, journey is an funding in long-term wellbeing for the Future Proofer (30%), with 97% partaking in wellness amenities throughout their keep, whereas 95% worth entry to in-house healthcare specialists and think about proximity to nature essential when selecting a vacation spot. Greater than half (57%) are prepared to spend extra on wellness remedies, far exceeding the broader Gen Z common (20%).
The Quiet Luxurist (20%) are these redefining luxurious as the flexibility to disconnect, with all respondents on this profile (100%) saying they restrict know-how use whereas travelling, in contrast with 63% of Gen Z general. In the meantime, 85% hunt down lesser-known locations, 60% want locations earlier than they grow to be standard, and 90% worth non-public eating experiences.
And eventually, the Cultural Reclaimer (16%) is all energetic in planning household journeys, whereas 65% additionally act as the first monetary decision-maker. Half say locations linked to household heritage are crucial, considerably above the broader Gen Z common of 33%. They’re additionally extremely engaged travellers, with 88% looking for immersive experiences.
The report covers findings over a interval from April-Might 2026, with frequent worldwide travellers who primarily journey for leisure. The research focused the wealthiest 10% of residents in Australia, India, Indonesia, Japan, Singapore, South Korea, Thailand, and Vietnam with 350 respondents from every market.
