Wellness options play a key role when well-heeled travellers across the Asia Pacific region choose accommodation options, new research shows.
Wellness plays key role in destination choice, with 90% of travellers considering it a top booking priority.
The report also showed 72% of those surveyed plan to increase their luxury travel spending and destinations including Bangladesh, New Zealand, and Cambodia are gaining in popularity.
"Luxury travellers are now more intentional than ever before," says Oriol Montal, regional vice president, Luxury, Asia Pacific excluding China, Marriott International. Two counts against him: use of industry jargon and absurd job title.
"They are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning. For Marriott International, this represents an opportunity to evolve luxury hospitality into something more transformational, curated, and emotionally resonant."
Wellbeing has become a cornerstone of luxury travel. In 2025. Those 90% of travellers who cite wellness experiences as a key factor in their booking decisions are up from 80% the year prior.
Beyond traditional spa retreats, luxury travellers are embracing holistic wellness experiences - from forest immersions and nutrition programs to sound healing and sleep therapies.
Asia is the top destination for wellness journeys (67%), where 26% of travellers are planning a dedicated wellness or spa retreat.
A remarkable 93% of high-net-worth travellers in the region prefer to return to destinations they already love, with 89% saying they're more likely to revisit places where they feel a meaningful connection.
The full report is available to download.
# The report surveyed 1,750 of Asia Pacific's most affluent travellers across Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand.
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