Gen Z Isn’t One Luxury Traveler, Marriott Study Finds
New research suggests affluent younger travelers are driven more by purpose and personal values than by age alone.
Photo: Courtesy of Marriott International
Affluent Gen Z travelers are often treated as a single demographic, but new research from Marriott International’s Luxury Group suggests the reality is far more nuanced.
The company’s latest study, based on responses from 2,800 affluent travelers across eight Asia-Pacific markets outside mainland China—including 1,200 Gen Z travelers aged 18 to 29—identifies four distinct luxury travel mindsets shaping demand across the region. Rather than defining luxury through traditional markers such as exclusivity or status, younger travelers are increasingly prioritizing wellness, cultural immersion, privacy, and meaningful personal experiences.
“Luxury today is no longer defined by a singular standard. It is deeply personal,” said Oriol Montal, regional vice president of luxury for Marriott International Asia Pacific excluding China. “Our research reveals that affluent Gen Z travelers are not just participating in luxury travel. They are reshaping it, driven by a desire for meaning, wellbeing, and authentic connection.”
The largest segment identified in the report is the connoisseur traditionalist (34%), travelers who continue to value hallmarks of classic luxury hospitality, including renowned brands, attentive service, fine dining, and loyalty recognition. Nearly four in five consistently stay in luxury hotels, while 91% say brand reputation influences their booking decisions.
The future proofer segment (30%) views travel through a wellness lens. Nearly all respondents in this group seek out spa and wellness facilities, value access to healthcare expertise, and prioritize destinations close to nature. More than half said they are willing to spend more on wellness treatments than the broader Gen Z population.
Meanwhile, the quiet luxurist (20%) is seeking the opposite of constant connectivity. These travelers actively limit technology use during vacations, gravitate toward boutique hotels and private villas, and prefer emerging destinations before they become mainstream. Privacy, seclusion, and opportunities to disconnect rank among their top priorities.
The fourth group, the cultural reclaimer (16%), places heritage and family connection at the center of travel planning. These travelers are more likely to organize multigenerational trips, make key financial decisions for their families, and seek destinations tied to their cultural roots, while placing a high value on immersive local experiences.
The research also points to broader shifts extending beyond Gen Z. Among affluent travelers in the region, international leisure trips are expected to become longer—from an average of seven nights to nine—as travelers prioritize fewer, more meaningful journeys. For luxury travel providers, the findings suggest that personalization, seamless service, and flexible experiences may matter more than targeting travelers by generation alone.
