In the travel industry today, everyone is trying to define what luxury means. But the fact is, it’s not as black and white as it used to be.
Luxury travel today is defined by a plethora of factors. It’s often experienced hoteliers and travel experts in the Boomer and Millennial generations having this conversation. But to be ahead of the curve, you have to speak to the generations that will be the industry’s largest demographic in the future.
Marriott International carried out research in Asia Pacific excluding China (APEC), to find out what Gen Z travellers consider luxury to be. The new report revealed a generation comprising four distinct mindsets. Each has its own take on what luxury is, including cultural immersion, personal wellbeing, digital disconnection and heritage-driven exploration. And it was no longer anchored by typical factors like age, sex and occupation, but rather shaped by their intention and identity.
Oriol Montal, Regional Vice President of Luxury, Marriott International APEC said: “Our research reveals that affluent Gen Z travellers 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.”
© 2019 Matthew Shaw
Becoming the architects of luxury travel
Today’s affluent Gen Z travellers are the deliberate architects of their journeys. More than half of the respondents fund their own trips. Nearly half plan every aspect of their journeys themselves.
Overwhelmingly, 87% of respondents said that cultural immersion and engagement with local communities influence destination choice. Culinary discovery (86%), proximity to nature (86%), and wellness (85%) were other key priorities that shaped their travel decisions. It’s no surprise that, for the generation that has grown up in a world obsessed with “seamless” experiences, their biggest frustrations are inefficiencies in service and communication.
In terms of who they travel with, 51% prefer to travel with immediate family, while small-group travel has grown by 17%. Unsurprisingly, technology is playing an increasingly important role in trip planning, with 23% already using AI tools for travel inspiration and planning.
Four distinct luxury personas
Following its report, Marriott International has identified four Gen Z archetypes whose definitions of luxury diverge significantly:
The Cultural Reclaimer (16%)
For this group, 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% also acting as the primary financial decision-maker.
Half say destinations linked to family heritage are very important, significantly above the broader Gen Z average of 33%. They are also highly engaged travellers, with 88% seeking immersive experiences. Their journeys are driven less by social validation, and more by cultural discovery, personal enrichment and strengthening intergenerational bonds.
The Quiet Luxurist (20%)
In an era of constant connectivity, this group chooses absence over access. They see luxury as the ability to disconnect, disappear, and reclaim stillness. All respondents in this profile (100%) say they limit technology use while traveling, compared with 63% of Gen Z overall.
Meanwhile, 85% seek out lesser-known destinations, 60% prefer places before they become popular, and 90% value private dining experiences. Favouring boutique hotels, private villas and secluded escapes, they measure luxury by the freedom to step away.
The Future Proofer (30%)
Travel is an investment in long-term wellbeing for this group. Their journeys are shaped by a desire for optimisation and balance, with nearly all (97%) engaging in wellness facilities during their stay. Additionally, 95% value access to in-house healthcare experts and consider proximity to nature important when choosing a destination.
More than half (57%) are willing to spend more on wellness treatments, far exceeding the broader Gen Z average (20%). The tendencies of this group reflects the evolution of luxury travel toward an indulgence in preventive health, restoration and holistic wellbeing.
The Connoisseur Traditionalist (34%)
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, 91% say brand reputation influences booking decisions. Loyalty remains a powerful driver, with 85% motivated by recognition and rewards. As one of the most organised traveller groups, 66% book trips at least one to two months in advance.
Broader shifts in luxury travel
Beyond Gen Z, the report also signals a broader recalibration of luxury travel across the region. Affluent travellers, for example, are equally becoming more selective, taking fewer trips while extending their length of stay.
As luxury travel enters a new era, the findings point to a future where luxury will not be defined by a single aspiration, but by a spectrum of personal values. From the pursuit of peace to the search for identity and cultural immersion, Marriott International deduces that Gen Z is transforming luxury into something more nuanced, intentional and deeply personal.
