Market Study

Asia-Pacific Luxury Travel Trends in 2025

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As we step into 2025, luxury travel is evolving in exciting ways. It’s no longer just about extravagant accommodations or the most expensive destinations. Instead, luxury is being redefined by something far more personal—it’s about quality time, meaningful experiences, and a sense of well-being. Whether it’s spending a week in a serene private villa, immersing in local culture, or simply slowing down to enjoy life’s simple pleasures, travellers are now prioritising what truly matters to them. In this article, we’ll reveal the key luxury travel trends in 2025, shaping Villa Finder and our offerings, from market trends to changing client expectations.

Travel Insights: The Data Behind Luxury Travel Trends in 2025

Villa booking windows

APAC Villa Rental Market: Booking window 2024 vs 2023
  • Bali: from 3.3 months to 3.5 months
  • Phuket: from 2.8 months to 2.9 months
  • Samui: similar to 2023 (4.1 months)
  • Sri Lanka: from 4 months to 4.8 months
  • Mauritius from 3.8 months to 3.3 months
  • Niseko: from 5.4 months to 6.5 months
  • Nagano: from 4.9 months to 6 months
  • Ibiza: from 2.7 months to 5.3 months
  • Mallorca: from 5.0 months to 5.3 months

Note: The above is the average booking window from January to September. We expect the booking window to be shorter towards the end of as there will be more last-minute bookings for the Christmas season.

Contrary to what many might expect, the booking window has remained quite stable—and in some destinations, it’s even extending.

Markets with abundant supply, like Bali, typically experience shorter booking windows, as travellers have more options and flexibility. In contrast, destinations with limited availability and strong seasonality, like Japan, often see longer booking windows, as guests tend to plan further in advance to secure their ideal stay.

At Villa Finder, we’ve noticed that many property owners lean heavily on last-minute discounts to fill vacancies. However, with the right partner, there’s no need to rely on such tactics. By strategically positioning their property, owners can attract large bookings well in advance, ensuring they maximize occupancy without sacrificing value.

That said, it’s important to manage expectations—being at 50% capacity three months in advance is rare.

Resist the urge to lower your prices too early; with the right strategy, bookings will still come through without the need for premature discounts.

Villa average booking value & average daily rate

APAC Villa Rental Market: Average Booking Value 2024 vs 2023
Luxury Travel Trends 2025: Average Daily Rate

We saw a significant increase in the average booking value in Phuket, Sri Lanka, and Nagano:

  • Phuket: +12.5%
  • Sri Lanka +74.9%
  • Nagano: +15.3%

The average booking value in Bali, Samui, Mauritius and Niseko decreased:

  • Bali: -5.1%
  • Samui: -8.8%
  • Mauritius: -4%
  • Niseko: -0.3%

Notable insights

Due to the mass protests in 2023, the villa owners offered heavy discounts for travellers. In 2024, the price went back to normal. This is why we see a huge increase in the average booking value in Sri Lanka.

In Bali, the decrease is because of oversupply and stiff competition. While the length of stay is the same as that in 2023, many villa companies offer more promotions to attract travellers. This brings the Average Daily Rate and the Average Booking Value down, making Bali an incredibly affordable villa destination. There are a lot of opportunities for villa agencies and property managers to promote the villas and attract bookings much earlier rather than offering last-minute discounts.

Phuket is experiencing strong growth, with its average booking value rising. This surge can be attributed to several factors, including a 33% increase in search volume (see the next section), signalling heightened interest in the destination. The increase in international flights to Phuket has made it more accessible than ever, drawing more travellers and driving demand. As Phuket continues to expand its connectivity and appeal, it’s solidifying its position as one of the top choices for travellers seeking a premium experience.

Nagano (Hakuba, in particular) is experiencing a clear shift, with demand outpacing supply, which has led to a 15.3% increase in the average booking value. As one of Japan’s premier ski destinations, Hakuba’s appeal continues to grow, yet the availability of accommodations hasn’t kept pace with this rising interest. This undersupply creates a sense of urgency among travellers to book earlier and secure their preferred villas or chalets.

Top destinations for APAC luxury villa rentals (according to search volume)

Top destinations for luxury villa rentals in APAC
  • Phuket: +33.5%
  • Bali: +31%
  • Sri Lanka: +23.8%
  • Koh Samui: +8.7%

Where guests are coming from

Bali tourist arrivals 2024

Bali Tourism Statistics: Bali tourist arrivals by country in 2024
  1. Australia, 24.2% (+18.3%)
  2. India, 9.1% (+26.9%)
  3. China, 7.6% (+91.4%)
  4. UK, 4.8% (+15.8%)
  5. South Korea, 4.5% (+31.4%)

Thailand tourist arrivals 2024

Thailand Tourism Statistics: Thailand tourist arrivals by country in 2024
  1. China, 27.5% (+116.7%)
  2. Malaysia, 18.8% (+10.9%)
  3. India, 7.8% (+33.8%)
  4. South Korea, 7.2% (+17.9%)
  5. Russia, 6.2% (17.3%)

Sri Lanka tourist arrivals 2024

Sri Lanka Tourism Statistics: Sri Lanka tourist arrivals by country in 2024
  1. India, 19% (+51.9%)
  2. UK, 9% (+53.3%)
  3. Russia, 9% (-1.2%)
  4. Germany, 7% (+48%)
  5. China, 6% (+133.7%)

Mauritius tourist arrivals 2024

Mauritius Tourism Statistics: Mauritius tourist arrivals by country in 2024
  1. France, 24.1% (+8%)
  2. UK, 11.2% (+9.5%)
  3. Reunion, 10.6% (+3.8%)
  4. Germany, 8.8% (+11.3%)
  5. South Africa, 7.2% (+1.3%)

Japan tourist arrivals 2024

Japan Tourism Statistics: Japan tourist arrivals by country in 2024
  1. South Korea, 27.6% (+34.4%)
  2. China, 21.8% (+261.2%)
  3. Taiwan, 19.5% (+58.9%)
  4. Hong Kong, 8.6% (+35.2%)
  5. United States, 8.4% (+21.7%)

Note: The data for Thailand and Japan encompasses the entire country

Notable insights

India is emerging as a rapidly growing market, with a significant rise in Indian tourists travelling to destinations like Bali, Thailand, and Sri Lanka.

On the other hand, the Chinese market has yet to fully rebound and remains well below 2019 levels. While data shows an increase in Chinese tourists travelling abroad, the numbers are still far from pre-pandemic figures. This slower recovery is largely influenced by the Chinese government’s encouragement of domestic travel, prioritising local tourism over international trips. As a result, destinations that previously relied heavily on Chinese visitors are still waiting for a full resurgence of this key market.

Bali has gained significant popularity in Korea, largely thanks to its status as a vacation spot for many well-known K-pop idols, celebrities, and influencers. Stars like Blackpink’s Rose, Super Junior’s Choi Siwon, SNSD’s Hyoyeon, EXO’s Kai and Jung Haein have been spotted vacationing there. TXT’s Sugar Rush Ride music video was also shot in Bali. Their influence has sparked a trend, with fans and followers eager to experience the same tropical getaway that their idols enjoy.

Shaping Tomorrow’s Journeys: Emerging Luxury Travel Trends in 2025

1. AI powers the travel industry, but human connection is still important.

Luxury Travel Trends 2025: AI vs human connection

AI is one of the key luxury travel trends in 2025. It is an important tool and a big opportunity for the travel industry. With just a few clicks, you can have your entire trip mapped out for you. Villa Finder leverages AI to increase our productivity and streamline processes.

But it is only part of the equation. We deeply believe that AI cannot and should not replace the deep insights and genuine care a human provides. Personal connection is still a crucial part of our business. It’s through these connections that we gather valuable feedback, truly understand our guests’ needs, and deliver the most tailored villa recommendations and memorable experiences.

It’s not just about convenience. It’s about making sure every customer feels seen and understood. The real value lies in taking advantage of AI while maintaining human connection.

2. Hyper-personalisation is the key to delivering exceptional travel experiences in 2025.

Luxury Travel Trends 2025: hyper-personalisation - the villa is decorated for a wedding

Hyper-personalisation has been a defining movement throughout 2024, and we expect it to continue as one of the most significant luxury travel trends in 2025. At Villa Finder, no two bookings or itineraries are alike—each traveller brings their distinct vision of the perfect getaway.

For our guests, the villa is more than just a place to sleep; it’s a core part of the holiday experience. In fact, 61% of our bookings in 2024 included personalised requests through our Villa Finder Concierge services, reflecting just how much travellers value those special touches.

The requests we receive are as diverse as our guests. Some are as straightforward as organizing an airport transfer or pre-stocking the fridge, while others are more elaborate—configuring the bedroom layout, setting up specific décor, planning surprise birthday parties with live performances, or even coordinating full-scale wedding celebrations.

Even something as simple as pre-stocking the fridge is hyper-personalised. Guests often have detailed preferences for the exact drinks, snacks, and groceries they want, ensuring their villa feels like a perfect retreat from the moment they arrive. This level of customisation reflects the evolving expectations of luxury travellers, who seek unique, tailored experiences at every turn.

3. Meeting guest demands starts with adapting the booking process to reflect their preferences and requirements.

APAC Luxury Travel Trends 2025: Adapting the booking process
Photo by Adem AY on Unsplash

Travellers come from all corners of the globe, each bringing unique expectations, preferences, and needs. This has become even more adamant as we’ve expanded our portfolio to include holiday villas in Europe and ski chalets in Japan.

Meeting our guests where they are goes far beyond simply offering multilingual support—it’s about truly adapting to their preferred way of interacting. Depending on their familiarity with the destination, cultural background, and even generational habits, each traveller seeks a different booking experience.

Some guests appreciate the personal touch of working with a consultant who takes the time to understand them and provide expert insights, while others prefer the independence of gathering information and planning on their own. Some want a friendly chat on the phone, while others favour communication via email or WhatsApp.

This flexibility extends to payment methods as well. We’ve found that offering the right payment options can be the deciding factor for many travellers. That’s why we ensure Villa Finder guests can pay in their local currencies and cryptocurrencies through various flexible methods.

When we failed to align with these preferences, we saw the impact firsthand, with conversion rates taking a hit. It’s a reminder that understanding and catering to the diverse needs of our guests is key to creating an exceptional travel experience.

4. Leadership in sustainability is crucial for shaping a more eco-conscious travel industry.

Sustainability in travel: Villa Finder partners with Yagasu to plant 1 tree for every booking

At Villa Finder, we don’t view sustainability as just a trend or a box to tick because it’s in fashion. For us, it’s a fundamental responsibility.

As a travel company, we recognise our duty to protect the environment and support the local communities we engage with. That’s why we plant a tree for every booking made and partner with Kiva to provide micro-loans that empower local communities.

But we’re not stopping there. To elevate our sustainability efforts, we’re bringing in a dedicated specialist, and we’re planning to install solar panels in our newly built office to further reduce our footprint.

Sustainability isn’t something we wait for clients to ask for—it’s something we believe in and proactively pursue because it’s the right thing to do for our planet and future generations.

In conclusion, the luxury travel landscape in 2025 is all about personalisation, connection, and forward-thinking innovation. Travellers expect more than just traditional offerings—they want experiences tailored to their specific needs and preferences. From the villas, they stay in the ways they interact and pay. By being proactive and anticipating these desires, businesses can stay ahead of the curve, delivering exceptional service that goes beyond expectations. In this evolving market, success lies in not just meeting guests where they are but in leading the way toward what they didn’t even know they wanted.

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