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How the Asian Middle Class is Shaping Travel Trends

Travel Trends: Family on the beach at Dusit Thani

The middle class in Asia is growing fast, and it’s quickly becoming a major force in the global travel scene. By 2030, experts predict that this group will hit 3.5 billion people, making up two-thirds of the world’s middle class. This shift is changing how people travel, and it’s a big opportunity for businesses in the tourism industry. Insights from a recent study by Expedia, in partnership with Atomik Research, reveal some important trends about how Asia’s middle class is approaching travel.

One key takeaway is that inflation isn’t stopping Asian travelers from booking trips. Despite rising costs, 81% of respondents in the study claim they will still prioritize travel. Many of them even plan to spend more on their vacations than on other big purchases, like cars or home improvements. This shows how much travel matters to the growing middle class, and businesses that offer memorable experiences will be well-positioned to meet their needs.

A Growing Appetite for Long-Haul and Multi-Destination Travel

Long-haul travel is also on the rise. Travelers from Asia are increasingly choosing destinations in the United States, Western Europe, and Japan. Many of them are planning trips with multiple stops. For instance, people from India expect their next international vacation to last about 14 days, visiting five different destinations. This shift shows that these travelers aren’t just looking for a quick getaway — they want deeper, more immersive experiences. For businesses, this is a chance to market longer stays and unique itineraries that cater to these travel desires.

Moreover, technology plays a big role in travel planning for Asian travelers. According to Expedia’s study, 72% of respondents use apps like Expedia to book everything from flights to hotels. This is a clear sign that digital platforms are key to reaching these travelers, and businesses need to make sure they are visible in those spaces. Offering tailored deals through these platforms can also help attract more customers early in the planning process.

Another interesting trend is the growing interest in personalized travel experiences. While budget-friendly options are still important, many Asian travelers are looking for something special, like luxury amenities or cultural experiences. According to the study, 53% of respondents were interested in luxury amenities, 52% in experiential excursions, and 40% in cultural immersion. For businesses, this means there’s a real opportunity to create offerings that stand out by adding a bit of luxury or unique experiences to attract this demographic.

The Asian middle class is becoming an influential force in the travel industry, and businesses that are ready to meet their needs will thrive. As more travelers seek new destinations and unique experiences, there’s a huge chance for companies to make a mark.

Feature image: Dusit Thani Maldives

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Sonu Shivdasani’s Enduring Legacy: Redefining Luxury Hospitality and Embracing a New Chapter

Sonu Shivdasani pioneers sustainable luxury resorts, wellness, and innovation across Maldives, Soneva, Six Senses, and global hospitality.

Few figures have shaped the world of luxury travel quite like Sonu Shivdasani. As the co-founder of both Soneva and Six Senses, he defined what sustainable, experiential luxury looks like not just in the Maldives but on a global scale. Over more than three decades of passion-driven leadership, he transformed remote islands into globally celebrated eco-conscious sanctuaries.

Since opening Soneva Fushi in 1995, Sonu Shivdasani has pioneered a back-to-nature luxury experience that redefined the Maldives as a premier high-end destination. Under his leadership, Soneva introduced many hospitality innovations that have become industry standards, including private pools, open-air bathrooms, and curated experiences with marine biologists and artists. His approach seamlessly fused luxury with environmental responsibility by embedding sustainability into every facet of the business.

Now, following a significant change in Soneva’s ownership structure, Shivdasani embarks on a new chapter guided by creativity, exploration, and long-awaited personal pursuits.

Stepping Back, Not Stepping Away

In May 2025, KSL Capital Partners converted their preference shares into ordinary shares, taking majority control of the Soneva Group. Despite this shift, Sonu and his wife Eva remain significant minority shareholders but have stepped back from the company’s day-to-day operations.

Sonu Shidvasani told Hotel Investment Today,

“It is very important to us that Soneva thrives. However, I have agreed with them that they will run the business and Eva and I will not be involved.”

This marks the close of an era of active leadership while maintaining lasting influence. Their continued stake reflects deep-rooted confidence in the brand’s values and future.

A Legacy of Innovation in Sustainable Hospitality

To fully appreciate this transition, it is essential to reflect on Sonu and Eva’s remarkable journey, which has been a deeply personal and enduring commitment. Over more than 30 years, they built two globally respected hospitality brands that set new benchmarks for sustainability, wellness, and authentic guest experiences. They launched Six Senses in 2004, growing it to 26 resorts and 41 spas worldwide, before deciding to focus exclusively on Sovnea’s “One Wonder, One Operator, One Philosophy” model. This model champions intimate, purpose-driven luxury.

Beyond pioneering resorts, Sonu spearheaded transformative environmental and social initiatives through the Soneva Foundation, founded in 2010. Under his guidance, the foundation rolled out impactful programs, such as eliminating branded bottled water in favor of purified onsite water. This initiative funded clean water access for over 800,000 people across 50 countries. Additionally, the voluntary carbon levy on guest stays supports projects including planting half a million trees in Thailand, installing a windmill in India, and distributing energy-efficient cookstoves that have benefited nearly 300,000 people in Myanmar and Darfur.

He also led the Myanmar Stoves Campaign, which generated $14 million in social value over four years by reducing deforestation, improving public health, and increasing incomes for 140,000 people. In the Maldives, his groundbreaking Soneva Namoona waste management program led the regional and national phase-out of single-use plastic.

From Personal Challenges to Global Recognition

In 2017, Sonu faced a serious health challenge when diagnosed with Stage IV Non-Hodgkin’s Lymphoma. After a courageous battle, he emerged with a renewed holistic wellness philosophy that integrated both conventional and alternative therapies. This vision led to the launch of the Soneva Soul, a wellness brand in 2021, broadening the group’s commitment to well-being.

Therefore, his extensive contributions to tourism, sustainability, and philanthropy earned him recognition in 2023 when he was appointed Officer of the Order of the British Empire (OBE). That same year, he received the SevenRooms Icon Award at the World’s 50 Best Hotels. A unique individual honor celebrating his transformative impact on global luxury hospitality.

Today, Soneva’s portfolio includes:

  • Soneva Fushi
  • Soneva Jani
  • Soneva Secret
  • Soneva in Aqua (luxury yacht experience)

Each property embodies the brand’s core philosophy, “SLOW LIFE.” Which focuses on Sustainability, Locality, Wellness, Learning, and Inspiring experiences. These principles have defined Shivdasani’s legacy and continue to shape the future of luxury travel.

Looking Forward: A New Chapter of Creativity

Despite stepping back, Sonu Shivdasani is far from slowing down. While many might see this as a step toward retirement, he views it as a welcome pause and a chance to breathe and pursue projects long deferred.

“I feel fortunate to have a little bit of a break to catch my breath and do many things that I have always wanted to, but have never had the time..  At 58, I have another lifetime of creativity ahead of me.”

With day-to-day operations now entrusted to KSL. He plans to revisit hospitality concepts he once envisioned to develop but had kept aside. His broad experience and deepening focus on wellness and longevity continue to inform his evolving perspective on hospitality.

What’s Next for Soneva Under KSL?

With its increased stake, KSL Capital Partners now guides Soneva’s next phase. Armed with a strong background in luxury travel and leisure, the firm intends to expand operations and invest in existing properties while preserving the founding values that define Soneva.

To lead this evolution, KSL appointed Neil Gallagher as Soneva’s new CEO.

The Legacy Continues

Though Sonu Shivdasani no longer leads Soneva’s daily operations, his legacy remains deeply woven into the Maldives hospitality sector and resonates across global luxury travel. His vision endures in every villa, every tranquil moment, and every barefoot step taken on the Maldivian sands.

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