With countries across Asia, USA and Europe reaching high vaccination rates, many affluent and high-net-worth individuals have started making plans to resume both domestic and international travel. This is no surprise to us; we have been picking up signs of strong pent-up demand for travel and a desire to return to pre pandemic normality in our data for months.

A large majority of affluent Asians plan to travel domestically for leisure in markets where domestic travel is possible. This is especially true in China, where consumers are almost back to their normal pre-Covid lifestyle, and where 88% of affluent individuals planned some form of domestic trip, particularity among the Gen Z and Millennial groups.

A majority of affluent consumers are also planning to resume international travel in most key Asian markets, with the only exception of Japan, where affluent consumers are more cautious due to the low vaccination rate and fear of a new wave following the Olympics.

Yet, our data show that travel patterns and mindsets have changed. While most affluent Asians used to enjoy travel to the furthest and most exotic destinations, now they are planning to visit destinations which are either culturally similar or which they have visited before. Still high in most travelers’ mind is the worry they will be stranded in an unfamiliar destination due to a resurgence of Covid 19.

Therefore, for affluent Chinese, Japan, Hong Kong, Singapore and South Korea are the destinations most likely to travel to, all in Asia and culturally similar. While Japanese affluent are planning to travel to US, Taiwan and Australia.

We found that what affluent and HNW Asian travelers miss the most is the feeling of being pampered and taken care of in a luxurious environment. While most cannot yet travel, they are splurging on staycations at their local 5 stars hotels, restaurants, and spas.