Guests are being judged, and their motivations analysed, by major hotel chains.
New research by the Luxury Group by Marriott International challenges common assumptions about Gen Z travellers, uncovering diverse motivations and definitions of luxury travel.
As Gen Z rises as a defining force in luxury travel, 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), reveals 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 signals a decisive shift.
Luxury travel is no longer anchored by demographic factors, but increasingly shaped by intention, identity, and personal meaning.
"Luxury today is no longer defined by a singular standard. It is deeply personal," said Oriol Montal, regional vice president of luxury.
"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. 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 research shows 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.
Immediate family remains their preferred travel companions (51%), while small-group travel has grown by 17%, signalling a shift toward more intimate, shared experiences.
They also bring sophisticated expectations to every journey. Cultural immersion and engagement with local communities influence destination choice for 87% of respondents, while culinary discovery (86%), proximity to nature (86%), and wellness (85%) are key priorities shaping travel decisions.
At the same time, Gen Z travellers expect luxury to be seamless. Time inefficiencies and communication gaps are among their biggest frustrations.
Technology, meanwhile, is playing an increasingly important role in trip planning, with 23% already using AI tools for travel inspiration and planning.
The report identifies four Gen Z archetypes whose definitions of luxury diverge significantly: 1) The Connoisseur Traditionalist (34%), 2) The Future Proofer (30%), 3) The Quiet Luxurist (20%), and 4) The Cultural Reclaimer (16%).
If you'd like to know more, the full report is available to download.
