New research by Marriott International has revealed four distinct luxury mindsets among Gen Z travellers in the Asia-Pacific region (excluding China), ranging from cultural immersion and personal wellbeing to digital disconnection and heritage-driven exploration.

Gen Z is a rising force in luxury travel, with the generation’s motivations no longer anchored by demographic factors, but increasingly shaped by intention, identity and personal meaning.

More than half of today's affluent Gen Z travellers fund their own trips, while nearly half plan every aspect of their journeys themselves. Immediate family remains their preferred travel companions (51 per cent), while small-group travel has grown by 17 per cent, signaling 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 per cent of respondents, while culinary discovery (86 per cent), proximity to nature (86 per cent) and wellness (85 per cent) are key priorities shaping travel decisions.

At the same time, Gen Z travelers expect luxury to be seamless. Time inefficiencies and communication gaps are among their biggest frustrations, underscoring a growing demand for intuitive, frictionless service. Meanwhile, technology is playing an increasingly important role in trip planning, with 23 per cent already using AI tools for travel inspiration and planning.

Regional Vice President of Luxury, Marriott International Asia Pacific excluding China Oriol Montal said: "Luxury today is no longer defined by a singular standard. It is deeply personal.

"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. 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."

Four distinct luxury mindsets

The report identifies four Gen Z archetypes whose definitions of luxury diverge significantly:

  1. The Connoisseur Traditionalist (34 per cent)
    For this group, luxury remains rooted in the enduring pillars of hospitality: reputation, service, and craftsmanship. They gravitate toward iconic hotels, exceptional service, loyalty recognition, acclaimed dining and meticulously planned itineraries. Notably, 79 per cent consistently stay in luxury hotels, while 91 per cent say brand reputation influences booking decisions. Loyalty remains a powerful driver, with 85 per cent motivated by recognition and rewards. As one of the most organised traveller groups, 66 per cent book trips at least one to two months in advance.
  2. The Future Proofer (30 per cent)
    For Future Proofers, travel is an investment in long-term wellbeing. Their journeys are shaped by a desire for optimisation and balance, with nearly all (97 per cent) engaging in wellness facilities during their stay, while 95 per cent value access to in-house healthcare experts and consider proximity to nature important when choosing a destination. More than half (57 per cent) are willing to spend more on wellness treatments.
  3. The Quiet Luxurist (20 per cent)
    In an era of constant connectivity, Quiet Luxurists are choosing absence over access. They are redefining luxury as the ability to disconnect, disappear and reclaim stillness. All respondents in this profile (100 per cent) said they limit technology use while travelling, compared with 63 per cent of Gen Z overall. Meanwhile, 85 per cent seek out lesser-known destinations, 60 per cent prefer places before they become popular and 90 per cent value private dining experiences. Favoring boutique hotels, private villas and secluded escapes, they measure luxury not by visibility, but by the freedom to step away.
  4. The Cultural Reclaimer (16 per cent)
    For Cultural Reclaimers, luxury travel is closely linked to identity, heritage and meaningful connection. Every respondent in this group takes an active role in planning family trips, with 65 per cent also acting as the primary financial decision-maker. Half said destinations linked to family heritage were very important, significantly above the broader Gen Z average of 33 per cent. They are also highly engaged travellers, with 88 per cent seeking immersive experiences. Their journeys are driven less by social validation, and more by cultural discovery, personal enrichment and strengthening intergenerational bonds.

View the full report here.