# Hotels will need to tailor offerings to Gen Z travellers' varied tastes: Marriott

- **Source:** EdgeProp Singapore
- **Published:** 2026-07-04T10:37:52.000Z
- **Author:** Fiona Lam
- **Original:** https://www.edgeprop.sg/living/wellness/hotels-will-need-tailor-offerings-gen-z-travellers-varied-tastes-marriott
- **Topics:** Government & Policy, Regional Markets

## Featured rationale

This diversity signals demand for flexible luxury hospitality formats, potentially encouraging hotels to add wellness, social, family-oriented and private spaces within individual properties.

## AI summary

Marriott’s survey identified four distinct affluent Gen Z traveller archetypes, while nearly seven in 10 Apac respondents plan to spend more on longer leisure trips.

## Original article

Hotel operators may need to cater to multiple definitions of luxury as affluent young travellers take a larger role in planning and paying for leisure trips in Asia Pacific (Apac), according to a July 1 research report by Marriott International’s luxury brands group.

The US-based hospitality giant suggests that Gen Z can no longer be treated as a single demographic, as it debunks the “outdated caricature” of the cohort as “screen-addicted”, uninterested in traditional luxury, driven by the fear of missing out (FOMO), and travellers who chase novelty and book trips on a whim.

“That portrait is increasingly inaccurate,” Marriott says.

Instead, its research identifies four main traveller categories within Gen Zs with vastly different expectations around accommodation, wellness, dining, design, and cultural experiences.

Read also: Millennium Hotels and Resorts expands halal-certified offerings in Singapore, eyes growing demand

These four Gen Z archetypes in Apac are:

The 'Connoisseur Traditionalist' (34%)The 'Future Proofer' (30%)The 'Quiet Luxurist' (20%)The 'Cultural Reclaimer' (16%)

Besides, more than half of Gen Z luxury travellers pay for their own leisure trips, while nearly half are the main decision-makers for each holiday. Their top planned travel companions are immediate family and small friend groups.

The diverse range of priorities among affluent young travellers entails a structural change in how luxury hotels need to think about everything — from room configurations and wellness facilities to F&B offerings, experience design, and sales strategy, in Marriott’s view.

For example, friend groups may want adjacent rooms on a corridor with a shared social space, instead of traditional couple- or family-centric layouts such as connecting rooms.

When it comes to dining, communal menus, larger shared tables, curated tastings could resonate more with younger guests travelling together. That means traditional F&B packages tailored around romance or couples may have to be rethought.

Gen Zs' planned holiday companions this year:

For the study, the research team surveyed 2,800 individuals in eight Apac markets — Australia, India, Indonesia, Japan, Singapore, South Korea, Thailand and Vietnam — drawn from the wealthiest 10% of residents in each market, from April to May 2026.

Read also: Inside Ayana Bali, where luxury hospitality meets culture, wellness and conservation

These are frequent international travellers who primarily travel for leisure. The Gen Z segment comprised 1,200 respondents, aged 18 to 29.

Wellness treatments, traditional luxury for younger guests

The study categorises Gen Z into four emerging groups. Each prioritises different aspects of travel such as privacy, stillness, quality, service, status cues, heritage, placed-based discovery, cultural connection, restoration, well-being, and preventative care.

Four main types of Gen Z luxury travellers:

The Connoisseur Traditionalist is the largest Gen Z segment in the region, making up 34%.

This group prizes prestige, established luxury brands, design, and service excellence. With “exceptionally high” accommodation standards, they tend to stay in flagship hotels and turn to Michelin-starred restaurants and butler service, the report notes.

About 55% of them travel with immediate family, and 51% are willing to spend more on family trips.

Most of the Connoisseur Traditionalists say that brand reputation influences their booking decisions. Loyalty is also a key driver, as 85% of them are motivated by recognition and rewards.

Their trips are researched and planned months ahead, and they find satisfaction in everything being precisely organised. This category of travellers is most concentrated among residents in Singapore and Thailand.

Future Proofers are the next-largest group in Apac, accounting for 30% of the cohort. They view travel through the lens of health and well-being.

Read also: Gen Z appetite for experiential travel puts lifestyle hotels in spotlight, attracts investor interest

Nearly all of these travellers use wellness facilities during their stay, while 95% would like to have access to in-house healthcare experts. Their preferred accommodation choices are luxury hotels and private villas in beautiful and restorative environments.

Retreats and proximity to nature are also important to Future Proofers when they are choosing a destination. More than half (57%) of them are willing to spend more on wellness treatments — far exceeding the broader Gen Z average of 20%.

“Their growing influence reflects the evolution of luxury travel towards an indulgence in preventive health, restoration and holistic wellbeing,” says Marriott.

In Apac, the biggest proportion of Future Proofers are found among travellers from Australia and India.

Market breakdown of the four types of Gen Z luxury travellers:

Gen Zs who want seclusion, cultural connection

Quiet Luxurists, representing 20% of Gen Z respondents, prioritise privacy, personal space, a gentle pace, and the ability to go off-grid — worlds away from packed itineraries and incessant social sharing. All of them limit technology use while on holiday.

The majority seek out lesser-known destinations and quieter places far removed from crowds, and 90% look for private dining experiences. They typically gravitate towards longer stays.

Boutique hotels and resorts, private residences and villas, secluded beach escapes, and countryside getaways appeal to Quiet Luxurists.

“They are redefining luxury as the ability to disconnect, disappear, and reclaim stillness,” the report states.

Almost six in 10 of Quiet Luxurists travel with a small group of friends, though 36% enjoy solo travel.

Geographically within Apac, the Quiet Luxurists are represented most frequently among travellers from Indonesia, and the least in Thailand. In terms of this group’s favourite destinations, Europe takes the lead, closely followed by Asia.

The least common category among affluent young travellers is the Cultural Reclaimer, making up 16% of Gen Z respondents in the region.

Cultural Reclaimers seek deeper engagement with local communities, heritage, and identity, and wish to strengthen intergenerational bonds.

Half of them say that destinations linked to their family heritage are “very important”, and nearly nine in 10 look for immersive experiences. About 93% of them like to explore architecture and design.

All Cultural Reclaimers take an active role in planning family trips, with roughly two-thirds also acting as the main financial decision-maker. This archetype is most commonly based in Vietnam and Japan.

How hospitality brands can respond

As more wealthy young travellers actively plan and fund their trips, hotel owners and operators may have to accommodate a greater variety of travel styles within each property.

The key is to invest in personalisation without adding friction, so as to build spaces to serve multiple modes of luxury.

“The same property may need restorative wellness spaces, highly social dining venues, family-oriented experiences and private retreats to meet their expectations,” Marriott highlights.

It adds that hospitality brands ought to design for traveller motivations, instead of demographics. Behavioural data can help hotels curate relevant dining, wellness and local experiences.

In particular, wellness is one of the defining themes influencing luxury travel demand, with such offerings becoming a significant part of the hospitality proposition.

Among Gen Z luxury travellers, 85% point out that restorative wellness experiences are key to picking a destination.

Gen Zs: How important are these factors in your choice of travel destinations this year?

The Future Proofer group is especially keen on wellness-oriented offerings — the vast majority say it is important for hotels to have in-house healthcare experts, wellness therapies, and a spa, gym, and swimming pool.

The findings suggest that wellness is extending beyond traditional spas to encompass other types of amenities and experiences, including sleep programmes and preventative health services.

Gastronomy as a differentiator

Food continues to be a primary driver of luxury travel, with 88% of all respondents in Apac describing gastronomy as either an important or very important part of their experience. Among Gen Zs, 86% want to discover new food or culinary experiences.

That said, hotels can no longer compete on exceptional dining quality alone, as travellers are placing greater emphasis on dietary requirements, allergy risks, wellness considerations, uniqueness, and personal preferences.

A wider variety of F&B options including vegan and vegetarian food, and low- or no-alcohol beverages, are among must-haves for younger guests.

Many Quiet Luxurists desire wellness-focused dining, Cultural Reclaimers expect unique dining experiences, and Connoisseur Traditionalists actively seek restaurants with accolades such as Michelin stars or 50 Best awards.

Besides F&B, Marriott reckons it will be important for hotels to rethink their concierge services to attract Gen Z luxury travellers, who name personalisation and cultural immersion as major influencing factors in their choice of destinations.

For instance, Cultural Reclaimers want heritage tours, community programmes, and immersive local experiences, while Future Proofers look for wellness practitioners, and Connoisseur Traditionalists seek priority access to sought-after restaurants.

Iconic hotels, family trips appeal in Singapore

In Singapore, Connoisseur Traditionalists make up 42% of the Gen Z respondents — the biggest proportion of the archetype among the eight markets surveyed.

Motivated by celebrations, status and experiences, this group of travellers from the city-state prefer iconic hotels, exceptional service, loyalty recognition, acclaimed dining, and meticulously planned itineraries.

Most of the Connoisseur Traditionalists based in Singapore note that Thailand is their preferred destination, often with immediate family.

Beyond Gen Z, in the broader Singapore market across other age groups, the study found that family is likewise the core focus, with 47% of wealthy Singaporeans most willing to spend on trips with their families.

Roughly six in 10 respondents in the city-state also cite brand reputation as the main factor when selecting accommodation abroad.

Cruises (36%), beach holidays (35%), and travelling holidays such as coach and train trips (32%) rank highly among travel preferences for high-net-worth individuals in Singapore.

Top destinations include mainland China, Australia and India. About 88% plan to visit somewhere new, which reflects “a strong appetite for discovery” among Singapore residents, the report notes.

More are staying within Asia Pacific

As for the wider Apac region, the findings conclude that luxury travel is seeing a recalibration.

While travellers from the eight markets surveyed are still spending, they are taking fewer trips, staying longer, remaining closer to home, booking closer to departure, and choosing more immersive experiences.

A clear shift this year is the growing focus on travel within Apac. Planned travel to every region outside Apac has declined amid an uncertain global environment.

Southeast Asia is among top destinations for Apac's luxury travellers:

Australia continues to be the region’s most popular destination, holding onto its number one spot. Indonesia is seeing the biggest rise in rankings, jumping to second place in 2026 from 16th place in 2025.

Southeast Asia, which increasingly appeals for short-haul luxury travel, now dominates much of the top 10 spots for affluent travellers in Apac.

Luxury accommodation options also have to broaden beyond the traditional five-star property, as the appetite for exclusive villas and “characterful” properties is growing, Marriott says.

Despite global economic uncertainty, spending on leisure travel is likely to increase. Nearly seven in 10 well-off travellers in Apac plan to put more money into longer leisure trips, while 60% expect to spend more on shorter breaks too.

## Chinese translation

> Translation model: grok

### 万豪：酒店须按Z世代旅客多元口味定制产品

康养旅居、朋友团出行、文化沉浸、高端餐饮：酒店业正适应多元的Z世代客群

万豪国际旗下豪华品牌集团7月1日研究报告指出，随着富裕年轻旅客在亚太休闲出行的规划与付费中扮演更重要角色，酒店运营商或需同时满足对“奢华”的多重定义。

这家美国酒店巨头认为，Z世代不宜再被视作单一人口群体，并驳斥了将其刻画为“沉迷屏幕”、对传统奢华不感兴趣、由错失恐惧（FOMO）驱动、追逐新鲜感并即兴订程的“过时刻板印象”。

万豪表示：“这一画像正越来越不准确。”

相反，研究识别出亚太Z世代中四大旅客类型，在住宿、康养、餐饮、设计与文化体验上的期待差异显著。

相关阅读：千禧酒店拓展新加坡清真认证产品，看好需求增长

亚太四大Z世代原型为：

“鉴赏传统派”（34%）
“未来保障派”（30%）
“安静奢华派”（20%）
“文化寻回派”（16%）

此外，逾半数Z世代豪华旅客自费休闲出行，近半数是每次假期的主要决策者。最常见的同行计划对象是直系亲属与小群朋友。

在万豪看来，富裕年轻旅客优先事项多元，意味着豪华酒店需在客房配置、康养设施、餐饮产品、体验设计与销售策略等方面作出结构性调整。

例如，朋友团或更希望走廊上相邻客房并共享社交空间，而非传统情侣/家庭导向的连通房布局。

餐饮方面，共享菜单、更大拼桌与策展式品鉴或更能打动结伴出行的年轻客人，传统围绕浪漫或情侣的餐饮套餐或需重思。

Z世代今年计划的度假同行：

研究团队于2026年4月至5月，在澳大利亚、印度、印尼、日本、新加坡、韩国、泰国与越南八个亚太市场，调研2,800人，样本取自各市场最富裕的10%居民。

相关阅读：走进阿雅娜巴厘，豪华酒店邂逅文化、康养与保育

受访者以休闲为主的频繁国际旅客，其中Z世代1,200人，年龄18至29岁。

康养护理与传统奢华，仍吸引年轻客人

研究将Z世代分为四类新兴群体，分别侧重隐私、静谧、品质、服务、地位符号、遗产、在地发现、文化联结、恢复、福祉与预防保健等不同维度。

Z世代豪华旅客四大类型：

鉴赏传统派是区内最大Z世代细分，占34%。

该群体看重声望、成熟奢华品牌、设计与卓越服务。报告指其住宿标准“极高”，倾向于旗舰酒店，并偏好米其林星级餐厅与管家服务。

约55%与直系亲属出行，51%愿为家庭旅行多花钱。

多数鉴赏传统派表示品牌声誉影响预订决策；忠诚度亦是关键驱动，85%受认可与奖励激励。

其行程多提前数月研究规划，并以一切精确安排为满足。该类旅客在新加坡与泰国居民中占比最高。

未来保障派为亚太第二大群体，占30%。他们从健康与福祉视角看待旅行。

相关阅读：Z世代偏好体验式旅行，生活方式酒店受关注并吸引投资者

几乎所有此类旅客入住期间会使用康养设施，95%希望可接触驻店医疗专家。偏好的住宿是环境优美、利于恢复的豪华酒店与私人别墅。

选择目的地时，旅居与亲近自然亦重要。逾半数（57%）愿为康养护理多花钱——远高于Z世代整体平均的20%。

万豪表示：“其影响力上升，反映豪华旅行正向预防健康、恢复与整体福祉演进。”

在亚太，未来保障派在澳大利亚与印度旅客中占比最高。

四类Z世代豪华旅客的市场分布：

追求隐秘与文化联结的Z世代

安静奢华派占Z世代受访者20%，优先隐私、个人空间、舒缓节奏与离线能力——与排满行程、不停社交分享截然不同。他们度假期间均限制科技使用。

多数寻求小众目的地与远离人群的安静之所，90%追求私人用餐体验，通常偏好较长停留。

精品酒店与度假村、私人住宅与别墅、隐秘海滩与乡村旅居，对该群体具吸引力。

报告称：“他们把奢华重新定义为断开连接、消失与重获静谧的能力。”

近六成安静奢华派与小群朋友出行，36%享受独游。

亚太范围内，该类型在印尼旅客中最常见，泰国最少。最爱目的地以欧洲居首，亚洲紧随其后。

富裕年轻旅客中最少见的是文化寻回派，占区内Z世代受访者16%。

文化寻回派寻求与本地社区、遗产与身份的更深互动，并希望加强代际纽带。

半数表示与家族渊源相关的目的地“非常重要”，近九成寻求沉浸式体验；约93%喜欢探索建筑与设计。

所有文化寻回派都积极参与家庭行程规划，约三分之二亦是主要财务决策者。该原型在越南与日本最为常见。

酒店品牌如何应对

随着更多富裕年轻旅客主动规划并出资出行，业主与运营商或需在同一物业内容纳更多旅行风格。

关键在于在不增加摩擦的前提下投入个性化，打造可服务多种奢华模式的空间。

万豪强调：“同一物业或需同时具备恢复性康养空间、高社交餐饮场所、家庭导向体验与私密静修，才能满足其期待。”

品牌应按旅客动机而非人口标签来设计；行为数据可助酒店策展相关餐饮、康养与在地体验。

尤其康养是影响豪华旅行需求的核心主题之一，相关产品正成为酒店价值主张的重要部分。

在Z世代豪华旅客中，85%指出恢复性康养体验是选择目的地的关键。

Z世代：今年选择旅行目的地时，这些因素有多重要？

未来保障派对康养导向产品尤为热衷——绝大多数认为酒店配备驻店医疗专家、康养疗法，以及水疗、健身房与泳池很重要。

研究显示，康养正从传统水疗延伸至睡眠项目、预防健康服务等其他设施与体验。

美食成为差异化因素

餐饮仍是豪华旅行的主要驱动力，亚太全部受访者中88%将美食描述为体验中重要或非常重要的部分；Z世代中86%希望发现新的美食或烹饪体验。

不过，酒店已不能仅靠卓越餐饮品质竞争，旅客更重视饮食要求、过敏风险、康养考量、独特性与个人偏好。

更丰富的餐饮选择——包括纯素与素食、低酒精或无酒精饮品——是年轻客人的“必备”。

许多安静奢华派渴望康养导向餐饮，文化寻回派期待独特用餐体验，鉴赏传统派则主动寻找米其林星级或世界50佳等荣誉餐厅。

除餐饮外，万豪认为酒店需重思礼宾服务，以吸引将个性化与文化沉浸列为选地重要因素的Z世代豪华旅客。

例如，文化寻回派需要遗产导览、社区项目与沉浸式在地体验；未来保障派寻找康养从业者；鉴赏传统派则寻求热门餐厅的优先通道。

新加坡：地标酒店与家庭出行更具吸引力

在新加坡，鉴赏传统派占Z世代受访者42%——是八个受访市场中该原型占比最高者。

受庆祝、地位与体验驱动，这批来自城市国家的旅客偏好地标酒店、卓越服务、忠诚认可、美誉餐饮与精心规划的行程。

多数在新加坡的鉴赏传统派指出，泰国是首选目的地，且常与直系亲属同行。

在更广泛的新加坡市场（跨年龄段），研究同样发现家庭是核心：47%富裕新加坡人最愿为与家人同行的旅行花钱。

约六成新加坡受访者亦将品牌声誉列为境外选住宿的主要因素。

邮轮（36%）、海滩度假（35%）与乘车/火车等移动式假期（32%）在新加坡高净值人士旅行偏好中排名靠前。

热门目的地包括中国大陆、澳大利亚与印度。约88%计划造访新地方，报告称这体现新加坡居民“强烈的探索欲”。

更多人选择留在亚太

就更广亚太而言，研究结论是豪华旅行正经历再校准。

八个市场的旅客仍在消费，但出行次数减少、停留更长、更靠近家、更临近出发才预订，并选择更沉浸的体验。

今年一个明显转向是更关注亚太区内旅行。在全球环境不确定下，计划前往亚太以外各地区的意愿均有下降。

东南亚跻身亚太豪华旅客热门目的地：

澳大利亚仍是区内最受欢迎目的地，守住榜首。印尼排名跃升最大，由2025年第16位升至2026年第二位。

日益吸引短途豪华出行的东南亚，现已占据亚太富裕旅客前十名中的多个席位。

万豪表示，豪华住宿选择亦须超越传统五星物业，对独家别墅与“有个性”物业的胃口正在增长。

尽管全球经济不确定，休闲旅行支出仍可能上升。近七成亚太富裕旅客计划为更长的休闲行程增加预算，60%亦预期在短途假期上花更多钱。