Singapore, Australia, Japan, South Korea, India, and other Asia Pacific countries are shaping luxury travel trends in 2025, with a focus on wellness and immersive experiences for high-net-worth travellers. According to a Marriott International report, these travellers are moving away from traditional luxury and towards purpose-driven holidays that promote wellness and match with personal beliefs. 

Wellness travel has emerged as a priority, with 90% of respondents citing wellness as an important consideration in trip planning, up from 80% the previous year. Meditation, nutrition programs, and nature-focused retreats have become more popular in Thailand, India, and Indonesia.

Brand trust has become significant in travel decisions, with high-net-worth individuals choosing established hotel chains that provide tailored experiences over independent villas. Luxury hotel brands in Asia Pacific are responding with bespoke offerings to meet evolving expectations. New Zealand and Cambodia are emerging as new luxury travel destinations, with each projecting growth as travellers seek unique, culturally rich experiences.

The rise of intentional, wellness-focused travel in Asia Pacific is having an impact on regional and global tourism, driving service providers and destinations to adopt sustainable and culturally sensitive practices to attract affluent travellers looking for meaningful, transforming experiences.