High-income Gen Z travelers in the Asia-Pacific region are shifting away from ostentatious tourism, opting instead for 'quiet luxury' experiences that involve disconnecting from digital devices and exploring hidden gems. These travelers are emerging as a new market force, often covering their own travel expenses and planning their own itineraries.
A new report titled 'Beyond The Gen Z Myth' from the Luxury Group by Marriott International surveyed 2,800 high-income leisure travelers from the top 10% income bracket across eight Asia-Pacific countries, including South Korea. Among the respondents, 1,200 were aged 18 to 29.
According to the report, more than half of high-income Gen Z travelers pay for their own trips, with many taking the lead in planning their itineraries. The primary factors influencing their destination choices are immersion in local culture and community engagement (87%), followed by culinary experiences (86%), access to nature (86%), and wellness (85%). Additionally, 23% of respondents reported using artificial intelligence (AI) tools to assist in trip planning.
Notably, 20% of respondents identified as 'The Quiet Luxurist,' a group that prefers intentional disconnection from their hyper-connected lives. All respondents in this category reported limiting their use of digital devices while traveling, with 85% favoring lesser-known destinations. Furthermore, 90% placed a high value on private dining experiences, reflecting a preference for serene recovery over conspicuous consumption.
The remaining Gen Z travelers' values were categorized into three groups: Authentic Luxury Seekers, Wellness Investors, and Cultural Connectors.
Authentic Luxury Seekers (34%) prioritize brand reputation and loyalty program benefits, with 91% considering brand reputation when booking and 66% confirming reservations one to two months in advance.
Wellness Investors (30%) view travel as an investment in health, with 97% utilizing wellness facilities during their stays and 57% willing to pay extra for related treatments.
Cultural Connectors (16%) place importance on family heritage and cultural discovery, with all respondents in this group participating in family travel planning and 65% taking the lead in determining the travel budget.
This diversification in consumer preferences is indicative of a broader trend in the luxury travel market across the Asia-Pacific region. The average duration of overseas leisure trips for high-income travelers is expected to increase from seven nights to nine nights.
Oriol Montal, Vice President of Luxury for Marriott International in the Asia-Pacific region (excluding Greater China), stated, "Today, luxury has a highly subjective meaning based on individual values. High-income Gen Z travelers are driving market changes based on meaning, well-being, and authentic connections."
* This article has been translated by AI.
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