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HK's Affluent Prioritise Travel; Property Last Among Life Goals, Standard Chartered Reveals

The argument

Affluent Hong Kong residents increasingly view travel as an intangible investment, with a Standard Chartered report from August 2026 showing property ownership ranks last among life goals.

By Lena Ho20 August 20262 min read
Photo: H Clicks / Pexels

A Reordering of Wealth Priorities

Standard Chartered's Hong Kong Travel Value Report 2026, released in August, reveals a significant reordering of life aspirations among affluent Hong Kong residents.

The survey, conducted in June [2026] through interviews with 1,058 individuals aged 30 or older possessing at least HKD1 million (US$127,449) in investable assets, indicates that traditional real estate acquisition is no longer a primary objective. Only 24% of respondents selected buying a first home or owning a dream home as a life goal, placing it seventh on their list.

This contrasts with early retirement, which was the top goal for 49% of respondents, followed closely by in-depth or immersive travel at 48%, and holistic wellness at 47%. This represents a notable departure from historical wealth accumulation strategies that often emphasised tangible assets like property.

Travel as Intangible Capital

The Standard Chartered report further elaborates on the conceptualisation of travel among high-net-worth individuals (HNWIs), defined as those with investable assets of HKD7.8 million or more. For 72% of surveyed HNWIs, pursuing travel is perceived as a means to "build intangible capital," which encompasses broadening one's outlook and sustaining long-term well-being.

This perspective extends to educational investments for their children; 92% of affluent parents identified overseas travel as "the most meaningful and valuable component" of their child’s education, surpassing traditional tutoring and extracurricular activities.

This indicates a strategic allocation of resources towards experiences that are believed to yield long-term personal and developmental returns, rather than solely financial ones.

Property's Diminished Share and Evolving Expenditure

Historically, real estate has constituted a crucial asset class for Hong Kong households, operating within one of the world’s most expensive property markets.

Data from a 2024 report by Shenzhen-based financial services company Great Wall Securities shows that the real estate sector contributed more than 30% to the city’s gross domestic product between 2000 and 2003, before declining to approximately 21% in 2021. This historical emphasis is now contrasted by current spending patterns.

HNWIs plan to spend an average of HKD345,000 on travel this year [2026], compared with HKD153,000 for all affluent respondents, according to the Standard Chartered report. This figure, however, remains below the HKD870,000 recorded in the 2024 survey, which captured a period of heightened post-pandemic outbound tourism.

Implications for Asian Consumption and Investment

The observed shift in priorities among Hong Kong's affluent class has direct implications for consumption patterns and investment strategies across Asia. Two-thirds of HNWIs now allocate more expenditure to travel than to daily living costs, including dining, entertainment, and lifestyle consumption.

This reorientation of discretionary spending suggests a potential recalibration of consumer demand within Hong Kong and for regional tourism providers. For decision-makers in Asian markets, this trend indicates a sustained demand for premium travel services and experiential offerings.

Property developers and investors in Hong Kong may observe continued pressure on residential asset appreciation if this preference for intangible assets persists. The Q3 2026 property transaction volumes, due for release in late October, will offer further evidence of whether this sentiment translates into observable market activity.

This analysis is journalism, not investment advice; consult a licensed professional before making financial decisions.

Pieces are credited to the desk that commissioned and edited them. Our editorial standards, and the desks behind them, are set out on the Editorial Standards and Team pages.

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