REGIONAL REPORTS

The world in 2025 isn’t slowing down. Change is constant, plans are fluid - but luxury travel continues to thrive, with wellness at its heart. Across Asia Pacific, affluent travellers are seeking more than just an escape. They’re looking for meaning, balance, and experiences that nourish both body and mind. The definition of wellness travel is evolving into journeys that integrate fitness, mental clarity, and emotional wellbeing. Asia, the spiritual home of traditional and holistic wellness, is now shaping the future of it - leading with innovation, depth, and a highly bespoke touch. In this Buzz vs. Reality: APAC edition - launched in the Year of the Snake, a symbol of wisdom and transformation - we’ve partnered with Altiant and Hyatt to survey 450 affluent travellers across four key markets. The findings offer a clear picture of where wellness travel stands today, and where it’s headed next. We hope it sparks fresh thinking - and sets the tone for a year of thoughtful renewal.

As a famous Chinese saying goes “women hold up half the sky.” Clearly, in travel as well, women are in charge  they make 80% of travel decisions and account for 6 out of 10 Chinese tourists last year. With China reclaiming its position as the top spender on international travel in 2023, not only has Chinese outbound travel bounced back, it is roaring forward. Suffice to say, Chinese women play a pivotal role in shaping the future of travel.

Like the changes observed in travel behaviour and attitudes globally, Chinese travellers, especially women, have undergone notable transformations in recent years. The typical image of affluent Chinese female travellers shopping at Louis Vuitton in Paris, or having a buffet with her multi-generation family has shifted. While many still hold on to traditional values and strive to harmonise travel with family responsibilities, most Chinese women are harnessing their expanding economic and social influence, using travel as a means of self-discovery, cultural immersion and personal growth. This shift signifies that affluent Chinese female travellers are embracing a new era of travel, marked by greater boldness and exploration.

Despite the growing significance of Chinese female travellers, there remains a dearth of studies specifically dedicated to understanding the outbound travel behaviour of this demographic. Hence, the objective of this research is to dive into the prevailing and emerging trends that resonate with this dynamic and discerning market. Through our analysis, we also present archetypes that capture the values, attitudes and behaviours of this increasingly diverse segment.

We hope that these findings will be a valuable resource for you and your teams in 2024 and beyond.

The past two years have seen our industry confronted by unique and unprecedented challenges, giving way to predictions, opinions, and forecasts. As such, ILTM has collaborated once again with affluent research specialist Altiant to bring you this new report to understand which trends are being reflected, and which are mere speculation.

The rapid evolution of post-COVID travel means that, as an industry, we must listen more closely to individuals’ wants and needs. Surveying almost 500 validated wealthy APAC travellers from six countries, this is a unique and reliable barometer of luxury sentiment and habits in the region.

In our first edition, we decode the luxury travel consumer’s mindset across the Asia Pacific. We hope you find the report valuable!