WEALTHY Generation Z travelers are creating their own luxury travel options and bringing their families along to enjoy these.
A new study from the Luxury Group by Marriott International in Asia Pacific excluding China (Apec) also indicated that affluent Gen Z (those born in 1997-2012) travelers believe that every aspect of their trip should be frictionless and seamlessly connected.
The report showed that affluent Gen Z travelers have four distinct mindsets on what constitutes luxury travel. They are going for trips involving cultural immersions, taking care of their personal wellbeing, disconnecting from the digital world, and connecting with their own heritage and distinct identities.
‘Luxury today is no longer defined by a singular standard. It is deeply personal,’ said Oriol Montal, Regional Vice President of Luxury, Marriott International Apec, in a news statement attached to the report.
‘Our research reveals that affluent Gen Z travelers 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.’
The insights were drawn from a survey conducted from April 24 to May 19, 2026, of 2,800 affluent travelers across Apec, including 1,200 Gen Z respondents aged 18 to 29. The report showed a shift in luxury travel which is increasingly defined by ‘intention, identity, and personal meaning,’ instead of demographics.
Self-funding shared experiences
These findings should nudge the travel and tourism industry to broaden their strategies and cater to many luxury markets ‘understanding many, and delivering experiences that feel deeply personal, emotionally resonant, and unmistakably relevant,’ said the report.
Overall, the report showed that wealthy Gen Z travelers strategically build their trips, with more than 50 percent of respondents saying they fund their own travels, and nearly half plan every facet of their journey. ‘Immediate family remains their preferred travel companions (51 percent), while small-group travel has grown by 17 percent, signaling a shift toward more intimate, shared experiences,’ said the report.
Affluent Gen Z travelers are also a sophisticated lot. Eighty-seven percent of the respondents said they chose their destinations based on how they were able to immerse themselves in the local culture and engage with the local residents. Some 86 percent chose based on local cuisine exploration and dining spots. Another 86 percent preferred destinations that made them feel surrounded by nature, while 85 percent prioritized wellness destinations.
‘At the same time, Gen Z travelers expect luxury to be seamless. Time inefficiencies and communication gaps are among their biggest frustrations, underscoring a growing demand for intuitive, frictionless service,’ said the report. ‘[Technology] is playing an increasingly important role in trip planning, with 23 percent already using AI (artificial intelligence) tools for travel inspiration and planning,’ it added.
Less trips but longer
The report defines four Gen Z types, who define luxury travel quite differently:
The Connoisseur Traditionalist (34 percent) has an affinity for iconic hotels, exceptional service, loyalty rewards, prestige dining, and meticulously planned itineraries.
The Future Proofer (30 percent) indulges in preventive health, restoration and holistic wellbeing.
The Quiet Luxurist (20 percent) chooses to disconnect, disappear, and reclaim stillness, limiting the use of technology as she travels.
The Cultural Reclaimer (16 percent) plans and likely funds her family trips, as she explores her family heritage, and seeks immersive experiences that bond all familial generations.
Meanwhile, for the broader spectrum of affluent travelers, the report said most of them are becoming choosy, taking fewer premium trips, but extending their length of stay at destinations.
‘Average international leisure trips are expected to increase in duration from seven to nine nights, reflecting a shift from frequency to depth. As travelers concentrate their time and spending, expectations around personalization, seamless service, and meaningful engagement continue to rise,’ said the report.
As of June 11, Marriott International’s Luxury Group has more than 560 landmark hotels, resorts, and yachts in over 70 countries and territories. Brands include The Ritz-Carlton, Ritz-Carlton Reserve, The Ritz-Carlton Yacht Collection, Bvlgari Hotels and Resorts, St. Regis Hotels and Resorts, Edition, The Luxury Collection, JW Marriott, and W Hotels.