A landmark report by the Luxury Group of Marriott International has positioned Australia as a leading destination for high-net-worth travelers across the Asia-Pacific region, with over one-third of the region’s affluent travelers planning Australian journeys in the coming year.
The comprehensive study, conducted between April and May 2024, surveyed the wealthiest 10 percent of residents across six key markets—Australia, Singapore, India, Indonesia, South Korea, and Japan—revealing significant insights for luxury travel stakeholders in Australia.
Indian and Japanese Markets Show Strongest Demand
Australia has captured exceptional interest from Indian luxury travelers, with an overwhelming 69 percent planning visits, making it their number one international destination. Similarly, Australia ranks as the top choice for Japanese high-net-worth individuals, with 25 percent intending to visit.
Wendy El-Khoury, founder of Wedded Wonderland, noted that Indian expatriates living in Australia are driving significant visitation. “There are people who moved to Australia on their own who have friends and family that come over from India, Bangladesh, Hong Kong or Singapore for their wedding,” she explained, emphasising the importance for Australian tourism operators to accommodate multi-day wedding itineraries.
Culinary Excellence Drives Destination Selection
The report identifies gastronomy as the primary driver of luxury travel decisions, with 88 percent of affluent travelers planning their holidays around food experiences. This presents a strategic opportunity for Australian tourism stakeholders to highlight the country’s world-class culinary offerings.
Among surveyed travelers, 83 percent choose destinations specifically to visit celebrated restaurants, while 81 percent select their accommodations based on fine dining options. Nearly half of respondents (49 percent) consider fine dining their ideal evening activity, with 35 percent willing to allocate additional budget for exceptional culinary experiences.
Evolving Travel Patterns
The luxury market is witnessing a pronounced shift toward longer, more frequent stays. High-net-worth travelers across the region are planning an average of six leisure trips in the next 12 months, with one-third anticipating seven or more holidays.
Australian travelers stand out for their extended itineraries, with 73 percent planning minimum two-week getaways and 33 percent embarking on journeys exceeding three weeks—significantly longer than their regional counterparts, particularly Japanese travelers who typically opt for shorter stays.
Additionally, 68 percent of affluent APAC travelers intend to increase their travel expenditure over the next year, peaking at 89 percent among Indian respondents—representing a substantial revenue opportunity for Australia’s premium tourism sector.
Emerging Traveler Personas
The study identified three distinct new categories of affluent travelers that Australian luxury operators should consider:
The “Venture Travelist”—next-generation business tourists who prioritise destinations offering commercial opportunities alongside leisure experiences, actively seeking local business connections.
The “Experience Connoisseur”—predominantly millennial travelers who view travel as personal enrichment and an investment in wellbeing, seeking exclusive, personalised experiences.
The “Timeless Adventurer”—mature travelers over 65 who defy stereotypes with their desire for authentic immersion in destinations, prioritising unique experiences over conventional tourist attractions.
For Australian luxury tourism stakeholders, understanding these emerging traveler profiles and their distinct preferences will be crucial for capturing market share in an increasingly competitive landscape.
As Australia continues to strengthen its position as a premier luxury destination, industry leaders would be well-advised to enhance their culinary offerings, develop extended-stay packages, and create bespoke experiences catering to these evolving traveler personas—particularly for the high-potential Indian and Japanese markets.
