Native Explorers - native explorers rank Japan and Korea as their top travel destinations
Don't spend time saving money to go on vacation
The survey was conducted across Australia, China, Japan, India, Singapore and South Korea to better understand the attitudes of affluent millennials and Gen Z travelers.
A new term has been coined to describe a new generation of travelers who will break the traditional travel habits in the coming years - "Native Explorers".
Accordingly, Marriott International noted that the group of high-income millennials and Gen Z travelers in Asia-Pacific are going backwards, creating new travel trends in the opposite order of the generations before them. Specifically, Native Explores found that the age of travelers is getting younger, with more than a quarter of them having traveled to at least two continents outside the Asia-Pacific region by the time they reach the age of 26.
While their predecessors may have saved up for longer, more expensive trips, Native Explorers say they will be spending their money on travel closer to home for at least the next two years. 85% of respondents believe they have yet to explore all the new destinations in their immediate area.
With a new trend toward vacationing closer to home, Native Explorers ranked Japan (52%), South Korea (42%) and New Zealand (39%) as their top three travel destinations. A majority of respondents are also looking at familiar destinations like Australia (39%) and Thailand (32%) through a culture-centric lens.
While 1 in 4 locals prefer to beat jet lag and opt for nearby, off-the-beaten-path vacations, their sense of adventure shouldn’t be underestimated. 43% seek out wellness and healing experiences in nature, and 36% are looking for hidden cultural gems they haven’t yet discovered.
“Globally, we are seeing an undeniable shift among travelers towards more meaningful, one-of-a-kind experiences in both new and familiar destinations. This is particularly evident in Asia Pacific from our findings on the travel patterns and behaviors of Generation Z, Millennials,” commented Bart Buiring, Chief Sales and Marketing Officer, Marriott International Asia Pacific.
To create engaging stays and culturally rich itineraries that meet this new trend, Marriott is expanding its luxury branded hotels in the region’s most sought-after destinations such as Nara, Sydney and Jiuzhaigou in China, with a target of opening 12 hotels by 2023.
High-income millennials and Gen Z travelers in Asia-Pacific are creating new travel trends
What is "luxury travel"?
Luxury travel is defined by authentic connections and experiences where artisanal activities remain key to unlocking exceptional journeys.
Native Explorers also redefines what luxury travel means, from elusive and exclusive travel trends to connected, meaningful experiences. As they move towards authentic and refined vacations, 1 in 3 respondents (37%) say human connection, genuine hospitality and being part of a community are important components of luxury travel.
The majority of survey respondents (58%) believe that once-in-a-lifetime experiences and unforgettable moments are what make up a luxury travel experience. Top choices cited were VIP access to sold-out concerts by their favorite artists (52%) and exclusive culinary workshops with celebrity chefs (36%).
Marriott Bonvoy Moments, a program created specifically for Marriott Bonvoy members, caters to this desire by offering once-in-a-lifetime experiences. The program allows guests to use points earned from travel and everyday activities to bid on exclusive packages such as access to a one-of-a-kind Mercedes-AMG PETRONAS F1; private experiences with celebrity chefs and artists; and more.
Craftsmanship is still considered important to luxury travel, with more than 50% of respondents citing excellent service and modern facilities as key tenets. Personalization remains a key factor in choosing a luxury hotel, with 32% expecting bespoke services such as bespoke travel advice and 32% preferring to stay at hotels that offer tailored itineraries and customised amenities.
The recently launched Ritz-Carlton Club experience immerses guests in a world of personalized luxury experiences. From pre-arrival to departure, the Ritz-Carlton Club experience is available across all Ritz-Carlton hotels in Asia Pacific, where guests will find unique indulgences, curated culinary itineraries and personalized encounters to create meaningful moments.
Most young people choose hotels and resorts with their own design ideas to inspire local culture.
Explore destinations through luxurious and comfortable hotel amenities
Caught between the desire to explore and enjoy, a surprising nine out of 10 respondents would rather explore a destination with the help of their luxury hotel than do their own research and hire a local guide.
Nearly half (45%) would like to sample local cuisine through a hotel’s gourmet restaurant, 39% would like to experience local culture through a hotel-curated program, and 34% would like to try local wellness programs offered at a hotel spa.
Native Explores also found that travelers enjoy having more time to explore the culture of their destinations, with the majority (76%) of respondents choosing hotels and resorts with design concepts that are inspired by local culture.
Stemming from the spirit of exploring the uniqueness of the region, more than 170 Renaissance Hotels around the world have announced a series of annual "Global Discovery Days" events with the aim of honoring the unique culture of the community, promoting the cultural value of each region with unique moments to bring visitors a little surprise at every step of their journey of discovery.
Native Explores also asserts that brand affinity remains key for about a third of travelers, who often choose their destination with inspiration from an established luxury brand. For example, W Hotels’ design direction takes a thoughtful approach through the lens of both the brand and the location in each destination. As a result, no two W hotels look the same.
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