Luxury travel is being re-shaped to become more nuanced and intentional, driven by the rise of Gen Z travellers, whose luxury getaways are influenced by personal values rather than a demand for high end hotels and fine dining.
That’s according to a new Marriott International Asia Pacific report of 1200 Gen Z travellers from across the region.
The poll shows this generation can be split into four archetypes. The Connoisseur Traditionalist, accounts for around 34% and wants classic luxury experiences, such as iconic hotels, exceptional service, loyalty recognition, acclaimed dining and meticulously planned itineraries.
. . . Wellness Traveller
Next is The Future Proofer, those focused on wellness, which account for around 30% of the Gen Z travellers. Agents with this type of client should be looking at properties with wellness facilities and in-house healthcare experts, with a particular focus on preventive health, restoration and holistic wellbeing, shows the report.
Some 20% of Gen Z travellers are then defined as The Quiet Luxurist, who want to disconnect from modern life and avoid any crowds. They are seeking lesser-known destinations and experiences, think private villas and secluded escapes.
The final archetype, accounting for 16% of Gen Z, is The Cultural Reclaimer.
This traveller, says Marriott, is likely to pick a destination based on their family heritage, and wants immersive cultural experiences, with many travelling with their
family. See the report HERE.
