The travel industry is undergoing a transformation as a new tribe of young luxury travelers emerges in the Asia Pacific region.
Coined as ‘Native Explorers’ by a recent survey conducted by Marriott International, these affluent millennial and Gen Z travellers are challenging traditional travel norms and opting for homegrown adventures over long-haul escapades. The survey, which delved into the attitudes of 601 affluent Gen Z (18 – 24 years old) and Millennials (25 – 41 years old) in Australia, China, Japan, India, Singapore, and South Korea, revealed that more than two-thirds of these young travelers intend to spend their travel dollars closer to home for the next few years.
Unlike their predecessors, who often saved up for extravagant long-haul trips later in life, Native Explorers are already well-travelled at a younger age. In fact, one in four respondents had explored at least two continents outside of Asia Pacific by the time they reached 26. However, despite their wanderlust and financial means, 85% of these adventurers believe there’s still much to explore within their native region.
What Native Explorers Want
Japan, South Korea, and New Zealand top the list of preferred destinations for Native Explorers, with an increasing interest in exploring familiar hotspots like Australia and Thailand through a culture-centric lens. While some prefer nearby, fuss-free holidays, don’t underestimate their sense of adventure; 43% seek nature escapes and wellness experiences, while 36% yearn to uncover hidden cultural gems.
Defining luxury in a new light, Native Explorers prioritize meaningful connections and experiences over elusive exclusivity. For them, once-in-a-lifetime experiences and pinch-me moments are the true markers of luxury travel. This includes VIP access to sold-out concerts and exclusive culinary workshops with celebrity chefs, both of which can be fulfilled through Marriott Bonvoy Moments, where members bid on exclusive packages using points earned from travel and everyday activities.
Craftsmanship remains a key aspect of luxury travel for Native Explorers, with over 50% valuing service excellence and state-of-the-art facilities. Personalization is also essential, with 32% expecting bespoke services and tailored itineraries from their luxury hotels.
The survey reveals that Native Explorers prefer to explore destinations with the assistance of their luxury hotels, rather than hiring separate local guides. Gourmet dining, curated programming showcasing local culture, and indigenous wellness rituals at hotel spas are just some of the experiences they seek.
