Luxury Group by Marriott International reports four distinct Gen Z luxury travel mindsets in Asia Pacific excluding China, based on April–May 2026 research of 2,800 affluent leisure travellers.

The study surveyed the wealthiest 10% of residents in Australia, India, Indonesia, Japan, Singapore, South Korea, Thailand and Vietnam, including 1,200 Gen Z respondents aged 18 to 29. It found luxury travel choices were shaped more by intention, identity and personal meaning than demographics.

Gen Z respondents were described as self-directed travelers, with more than half funding their own trips and nearly half planning all details themselves. Cultural immersion, culinary discovery, proximity to nature and wellness strongly influenced destination and hotel decisions.

Researchers identified four archetypes: Connoisseur Traditionalists, Future Proofers, Quiet Luxurists and Cultural Reclaimers. Connoisseur Traditionalists prioritized brand reputation, service and loyalty rewards, with most staying consistently in luxury hotels and booking trips at least one to two months in advance.

Future Proofers treated travel as an investment in long-term wellbeing and heavily used wellness facilities, in-house healthcare experts and nature access, and were more willing than other Gen Z travelers to spend on treatments. Quiet Luxurists favoured technology limits, lesser-known destinations, private dining and secluded or boutique stays. Cultural Reclaimers prioritised heritage-linked destinations, immersive experiences and planning and financing family trips.

The report also found affluent Asia Pacific travelers were taking fewer international leisure trips but extending average stays from seven to nine nights. It said rising expectations around personalisation, seamless service and meaningful engagement accompanied this shift toward longer, less frequent trips.