THAILAND

Asia’s Luxury Travellers Now Choose Purpose Over Perks 

Published on 03/07/2025

» A new era of luxury travel is taking shape across Asia Pacific, defined by purpose, personalisation, and profound lifestyle shifts. According to a new study from the Luxury Group by Marriott International, high-net-worth (HNW) travellers in the region are recalibrating how, where, and why they travel – prioritising wellbeing, immersive experiences, emotional value and intentional design over volume and extravagance.