How The Rise of Quiet Luxury in Asia Pacific Is Redefining High-End Travel

Affluent travelers of Asia Pacific are no longer chasing more. They’re chasing better. They’re prioritizing experiences that feel personal, immersive, and emotionally rewarding, not necessarily the ones that scream luxury at first glance.

Luxury travel in Asia Pacific (APAC) isn’t what it used to be. It’s no longer about five countries in two weeks, infinity pools, or flashy labels. The new status symbol? Traveling with intention and often, to places no one expects.

Take Bangladesh, for example. The destination is now gaining popularity among luxury travelers in the region, as per a new report from the Luxury Group by Marriott International. This sure says a lot about where luxury travel is heading.

According to the 2025 Intentional Traveler Report, released Tuesday, Asia Pacific’s affluent travelers are pulling back on how often they travel, but spending more when they do.

“In 2025, luxury travel is no longer about spontaneity, it’s about intention,” the report states. “The modern luxury itinerary is meticulously planned, deeply personal, and designed to deliver meaningful returns — emotional, sensory, and transformational.”

The findings, based on responses from 1,750 travelers in the top 10% income bracket across seven APAC markets — Australia, Singapore, India, Indonesia, South Korea, Japan, and Thailand, reflect a recalibration of what luxury means in 2025.