MORE THAN TWO-THIRDS OF ASIA PACIFIC’S GEN Z AND MILLENNIALS INTEND TO HOLIDAY CLOSER TO HOME

Survey by Marriott International in Asia Pacific Reveals Young Luxury Travelers Are Ditching Long-Haul to Explore Their Own Backyards

MORE THAN TWO THIRDS OF ASIA PACIFIC’S GEN Z AND MILLENNIALS INTEND TO HOLIDAY CLOSER TO HOME - Survey by Marriott International in Asia Pacific Reveals Young Luxury Travelers Are Ditching Long-Haul to Explore Their Own Backyards

A regional survey by global luxury hospitality leader Marriott International has coined a term to describe a new generation of travelers set to disrupt the industry over the next few years. ‘Native Explorers’ recognizes a tribe of affluent millennial and Gen Z travelers in Asia Pacific who are bucking the trend by traveling in reverse order to generations before them. While their predecessors may be saving up for more costly long-haul travel later in life, Native Explorers are already well-traveled at a younger age, with one in four notching up no less than two continents outside of Asia Pacific by the time they hit 26. Despite having the means, Native Explorers claim they will be spending their travel dollars closer to home for at least the next two years, as 85% believe that they have yet to fully discover all the region has to offer.

The survey across Australia, China, Japan, India, Singapore, and South Korea was commissioned to better understand the attitudes of affluent millennial and Gen Z travelers and help luxury brands meet their evolving aspirations.

With their sights firmly set on holidays closer to home, Native Explorers rank Japan (52%), South Korea (42%), and New Zealand (39%) as their top three travel destinations. They are also seeking out the new in familiar hotspots such as Australia (39%) and Thailand (32%) through a culture-centric lens. Although one in four Native Explorers would prefer to beat the jetlag and pick nearby, fuss-free holidays, their sense of adventure shouldn’t be underestimated: 43% look for nature escapes and wellness experiences and 36% are looking for hidden cultural gems they have yet to discover.

Luxury is defined by authentic connections and experience, with craft still key

Native Explorers are redefining what luxury travel means – from elusive and exclusive to meaningful connections and experiences. As they transition towards understated and authentic holidays, one in three respondents (37%) called out human connection, genuine hospitality, and being part of a community as critical components of luxury travel.

Explore destinations through luxury hotel comforts

Caught between their desires to discover and luxuriate, a staggering nine in 10 respondents prefer to explore the destination with assistance from their luxury hotel, rather than research and hire a local guide of their own. Almost half (45%) prefer to sample local cuisine through the property’s gourmet dining, 39% want to experience the local culture through the hotel’s curated programming, and 34% are keen to try local wellness rituals available at the hotel spa.

Marriott International’s luxury brands portfolio is poised to meet the demands of Native Explorers

Marriott International’s luxury brands portfolio is poised to meet these reimagined travel desires with hotel openings that inspire the modern traveler. The company plans to take its unrivaled portfolio of eight dynamic luxury brands to the region’s most popular travel spots such as Sydney and Bangkok and emerging destinations like Fukuoka, Japan, and Jiuzhaigou, China.