By Our Staff Writer
As Gen Z rises as a defining force in luxury travel, a new industry study revealed one long-held assumption no longer holds: there is no single Gen Z traveller.
A new report from the Luxury Group by Marriott International in Asia Pacific excluding China (APEC) revealed a generation comprising four distinct luxury mindsets, with each redefining luxury on their own terms – from cultural immersion and personal wellbeing to digital disconnection and heritage-driven exploration.
Drawing on insights from 2,800 affluent travellers across eight Asia Pacific markets, including 1,200 Gen Z respondents aged 18 to 29, the report signalled a decisive shift. Luxury travel is no longer anchored by demographic factors, but increasingly shaped by intention, identity, and personal meaning, it said.
Oriol Montal, Regional Vice President of Luxury, Marriott International Asia Pacific excluding China, said luxury today is no longer defined by a singular standard. “Our research reveals that affluent Gen Z travellers are not just participating in luxury travel. They are reshaping it, driven by a desire for meaning, wellbeing, and authentic connection,” Montal said.
The Marriot senior executive said as the definition of luxury continues to fragment and evolve, understanding these emerging perspectives will be critical for shaping the next generation of travel experiences.
The study said today’s affluent Gen Z travellers are no longer passive participants. “Rather, they are deliberate architects of their journeys. More than half fund their own trips, while nearly half plan every aspect of their journeys themselves,” it said.
The survey shows that while immediate family remains Gen Z’s preferred travel companions (51 percent), small-group travel has grown by 17 percent, signalling a shift toward more intimate, shared experiences.
The survey also revealed that today’s Gen Z travellers bring sophisticated expectations to every journey. “Cultural immersion and engagement with local communities influence destination choice for 87 percent of respondents, while culinary discovery (86 percent), proximity to nature (86 percent), and wellness (85 percent) are key priorities shaping travel decisions,” it said.
The report also identified Gen Z’s four distinct luxury mindsets – the Connoisseur Traditionalist (34 percent), the Future Proofer (30 percent), the Quiet Luxurist (20 percent)
and the Cultural Reclaimer (16 percent).
Beyond Gen Z, the report also signalled a broader recalibration of luxury travel across the region. Fuelled by a continued appetite for premium travel experiences, affluent travellers are also becoming more selective, taking fewer trips while extending their length of stay, it said.
