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Marriott International Report Highlights Shift Toward Wellness and Nature in Luxury Travel

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A new report released by the Luxury Group by Marriott International on July 1, 2025, sheds light on the evolving behaviors and motivations of high-net-worth (HNW) travelers across the Asia Pacific region. 

The Intentional Traveler” study, based on a survey of 1,750 affluent individuals from seven markets including Australia, India, and South Korea, highlights a decisive shift toward purpose-driven, wellness-oriented, and nature-immersive travel experiences. 

These findings reflect broader trends already influencing the outdoor hospitality industry, as destinations and operators adapt to meet changing guest expectations.

Wellness and Slow Travel Drive Booking Decisions

The report notes that 90% of respondents now consider wellness a top priority when booking travel, up from 80% in 2024. 

The concept of wellness extends beyond spa treatments to include forest immersions, sound therapy, and sleep programs. 

This rising interest in holistic wellbeing aligns with increased demand for slower-paced, meaningful travel, a trend also observed at destinations like Dunya Camp in northwest Georgia. 

Designed as a wellness retreat, Dunya has experienced high occupancy rates this summer, with guests seeking digital detox and restorative experiences in a natural setting.

Nature-Based Travel Gains Momentum

Nature-based travel is also gaining prominence among luxury travelers, with 92% citing proximity to nature as an essential factor. Safaris, countryside escapes, and wildlife encounters have grown notably in popularity. 

Marriott is responding to this demand through strategic investments, including its upcoming Autograph Collection Safari Camp in the Serengeti, set to open in late 2025

The camp will feature tented suites with open-air amenities and offer guests immersive experiences such as game drives and cultural programs.

Additional Marriott projects underscore the brand’s pivot toward outdoor luxury. Two safari camps under The Ritz-Carlton and JW Marriott banners are slated to open in Kenya, with features such as tented suites, private plunge pools, and wellness centers. 

These developments reflect Marriott’s broader strategy, as seen in its December 2024 acquisition of Postcard Cabins

The acquisition, involving 1,200 cabins across 29 U.S. locations, brings nature-based stays into the Marriott Bonvoy portfolio and expands the brand’s reach into slow, intentional travel markets.

Glamping Retreats Meet Emerging Demand

Glamping, a sector that bridges traditional camping with luxury, continues to resonate with this demographic. 

Laurel Highlands in Pennsylvania and Bulgaria’s emerging glamping market illustrate the appeal of combining outdoor immersion with comfortable amenities. 

Properties like Wander Ridge in the U.S. and a growing number of Bulgarian glamping sites offer furnished tents, curated itineraries, and settings that cater to travelers who want to connect with nature without sacrificing convenience.

As Oriol Montal, regional vice president, Luxury, Asia Pacific excluding China, Marriott International, noted in a press release

“Luxury travelers are now more intentional than ever before. They are seeking journeys that align with their values, enhance wellbeing, and deliver deep personal meaning. For Marriott International, this represents an opportunity to evolve luxury hospitality into something more transformational, curated, and emotionally resonant.” 

For outdoor hospitality operators, the findings suggest a continued convergence of luxury, nature, and wellness, with opportunity for growth through curated, sustainable, and emotionally engaging experiences.

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Hi, you might find this article from Modern Campground interesting: Marriott International Report Highlights Shift Toward Wellness and Nature in Luxury Travel! This is the link: https://moderncampground.com/marriott-international-report-highlights-shift-toward-wellness-and-nature-in-luxury-travel/