A new era of luxury travel is taking shape across Asia Pacific, defined by purpose, personalization, and profound lifestyle shifts. According to a new study from the Luxury Group by Marriott International, high-net-worth (HNW) travelers in the region are recalibrating how, where, and why they travel – prioritizing wellbeing, immersive experiences, emotional value, and intentional design over volume and extravagance.

Barcelona, the capital of Spain’s Catalonia region, is famed for its distinctive architecture, rich cultural heritage and vibrant atmosphere. In 2024, Catalonia outpaced the national economy with a 3.6% growth in GDP (compared to Spain’s 3.2%) with tourism remaining a key driver, contributing around 14.0% of Barcelona’s GDP.

Interest in summer travel to Europe has decreased among key long-haul markets, with rising costs and global tensions influencing decisions. However, China shows a significant increase in travel intent.

The latest findings from the European Travel Commission’s Long-Haul Travel Barometer (LHTB 2/2025) show a slight decline in the overall intention to travel overseas during the summer of 2025, with a 1% drop compared to the previous year.

Specifically, the desire to visit Europe has fallen from 41% in 2024 to 39% in 2025. This change is most pronounced in the United States, Brazil, Canada, and Japan, which have all seen a decrease in travel interest towards Europe. Conversely, China has experienced a robust increase in travel intent to Europe, with 72% of respondents indicating plans to visit, up 10% from last year.

Today, AI dominates many conversations across different industries, and AI in hospitality is no exception. It is redefining the notion of a ‘norm’ and what guests expect. The volume of AI-related news continues to grow exponentially, making it difficult to filter through the noise and understand its impact. However, being informed is critical for business success, as the ability to adapt will form a sustainable competitive advantage. Based on recent media insights, the key AI moves in hospitality can be classified into two interrelated areas: customer-facing innovation and backend operational transformations.