2008 sparked Asia Pacific’s lifestyle hotel boom, how will the lifestyle hotel revolution shape hospitality in the region?.

Lifestyle hotels are transforming hospitality by emphasizing vibrant public spaces over traditional rooms, where travellers and locals connect through distinctive experiences.

As our Global Hotel Investment Outlook 2025 report highlights, this sector has become entrenched in modern hospitality, offering opportunities for brands and investors, as highlighted with the recent acquisitions of Standard International by Hyatt and of CitizenM by Marriott International.

In Asia Pacific, the lifestyle hotel trend gained momentum in 2008, marking a pivotal year with more new lifestyle brands entering the market than in the previous twenty years combined. In 2008 alone, brands like W Hotels and Aloft inaugurated their first properties in the region, establishing the foundation for what has evolved into a major hospitality industry movement. Lifestyle hotels continued to flourish in Asia Pacific through both global chain expansion and distinctive boutique platforms.

How will the lifestyle hotel revolution shape hospitality in the region in the years to come?

Key findings

Four times more lifestyle hotel rooms in 2024 than in 2014, with lifestyle supply anticipated to grow 34% by 2027 Southeast Asia counts three times more lifestyle hotel rooms than Australia New-Zealand and South Asia; ‘Down Under’ displaying the strongest growth Lifestyle hotels concentrated in upscale and above segments, yet upper midscale and below show promising growth Ten new lifestyle brands anticipated to enter Asia Pacific by 2027, with international lifestyle brands representing more than 80% of the lifestyle supply (in no. of rooms) Lifestyle hotels in APAC achieve a 10-11% Price Premium, however with nuances Lifestyle hotels registering 30% higher F&B (including MICE) revenue per occupied room on average compared to traditional hotels

1. Four times more lifestyle hotel rooms in 2024 than in 2014, with lifestyle supply anticipated to grow by 34% by 2027

Asia Pacific has witnessed remarkable growth in lifestyle hotel supply over the past two decades. This expansion accelerated notably from 2014, marking the beginning of an unprecedented expansion period. Since this inflection point, nearly 65,000 new lifestyle hotel rooms have been introduced to the Asia Pacific market.

The last decade has been particularly transformative, with lifestyle hotel inventory quadrupling during this period. This strong growth rate reflects both shifting consumer preferences toward experiential stays and strategic repositioning by hospitality groups and independent operators recognizing the value of lifestyle hotels.

In 2024, lifestyle properties achieved their highest representation among all new hotel openings. The momentum shows no signs of slowing, with lifestyle hotels likely to constitute between 6-9% of all new hotel supply entering the market between 2025 and 2027. This surpasses even the record-breaking levels observed in 2024, underscoring the transition of lifestyle from an emerging trend to an established foundation of Asia Pacific hospitality offering.

2. Southeast Asia counts three times more lifestyle hotel rooms than Australia New-Zealand and South Asia, yet ‘Down Under’ displaying the strongest growth

Lifestyle accommodations experienced growth across all subregions over the past ten years.

Despite Greater China outpacing the rest of the region in total number of lifestyle hotel rooms with the proliferation of prominent brands like Indigo, W and aloft, Southeast Asia was the first subregion where lifestyle hotels took off.

Indeed, Southeast Asia saw rapid development in lifestyle hotel offerings, propelled by the introduction and growth of brands such as Aloft, Autograph Collection, Hotel Indigo.

3. Lifestyle hotels concentrated in upscale and above segments, yet upper midscale and below show promising growth

Back in 2008, experiential offerings for hotel guests were primarily found in upscale and above properties, as these were viewed as premium amenities. Not surprisingly, 62% of lifestyle hotel inventory that year was concentrated in the luxury as the first mover segment in lifestyle.

This trend has persisted following the pandemic, with lifestyle brand growth continuing to occur predominantly in the luxury and upper upscale segments. New luxury lifestyle brands entering the APAC market between 2025 and 2027 include: Emblems, The Unbound Collection, Thompson Hotels, Delano.

Gradually, we are observing lifestyle take a firmer hold in the higher volume segments and domestic-focused products in the three-star and entry level four-star categories in Asia Pacific. Many of the trends supporting growth in full service lifestyle hold true in this segment and we expect high growth here, including from best-in-class domestic brands.

4. Ten new lifestyle brands anticipated to enter Asia Pacific by 2027

Marriott International leads the Asia Pacific region with eleven lifestyle brands, representing 44% of the total existing lifestyle hotel supply as of 2024. IHG Hotels & Resorts follows in second place with four brands, while Hyatt occupies the third position.

Post-pandemic, lifestyle hotel development has shifted from core urban locations with established brands to conversion projects using soft brands by major hotel groups. These soft brands allow properties to maintain unique identities and offer distinct and differentiated experiences without the need to follow strict brand standards.

Looking ahead to 2027, Marriott International maintains its market leadership, whilst lifestyle hotels under Hyatt brands are anticipated to represent 23% of the total upcoming new lifestyle supply between 2025 and 2027.

Lifestyle brands are anticipated to continue expanding in Asia to support interest from both investors and guests, especially for brands that have been recently acquired by international hotel chains, such as NoMad (Hilton), CitizenM (Marriott), The Standard (Hyatt), Ruby (IHG), and European/US based lifestyle hotel chains.

5. Lifestyle hotels in APAC command a 10-11% price premium, however with nuances

In Asia Pacific (APAC), lifestyle hotels command a price premium of an Average Daily Rate (ADR) of approximately 10-11% above the overall market average. This premium has remained stable year-on-year, indicating sustained consumer willingness to pay higher rates for lifestyle hotel experiences through market cycles.

The premium is consistent across different APAC subregions, though with some notable geographic variations. Australia and New Zealand (ANZ) demonstrates a slightly higher ADR premium for lifestyle properties compared to Southeast Asian (SEA) markets. At a more granular level, these premiums vary significantly based on location, concept and execution.

Where this price premium is paired with smaller room sizes, returns to investors are further elevated. Beyond this, investment returns can be enhanced through more appealing wellness and dining outlets, as well as associated branded residences or being integration in mixed-use precincts.

6. Lifestyle hotels registering 30% higher F&B (including MICE) revenue per occupied room on average compared to traditional hotels

In Asia Pacific, lifestyle hotels see their Food & Beverage (including MICE) recorded approximately 30% higher revenue per occupied room than the broader market average.

Globally lifestyle hotels tend to over-index on dining outlets and bars as part of delivering a more engaging and enhanced stay. This generally holds true in Asia, although the revenue premium may be less pronounced as many hotels (especially in Southeast Asia) have extensive F&B outlets across the board.

In Australia and New Zealand, lifestyle hotels demonstrate substantially higher F&B revenue compared to their overall markets. This success may be attributed to lifestyle brands effectively positioning their properties as destinations, not only retaining hotel guests for dining but also attracting non-resident customers to their food and beverage venues.

Conclusion

Lifestyle hotels in Asia Pacific have quickly moved from being an emerging segment to core to every urban and resort market in the region with depth – attracting many savvy investors.

The addition of a further 34% growth in lifestyle supply by 2027 signals a continued upward trend in the segment. We expect growth to gradually shift further into the domestic driven midscale segments, and for the lines between “lifestyle” and “traditional” hotels to continue to blur.

Southeast Asia’s leading position, complemented by brand proliferation in Australia, will reshape competitive dynamics across the region. As the sector continues to evolve, the question remains whether pricing premiums will hold – all indications are that it will for now.

Lifestyle hotels concepts, brands and design will continue to flourish, emphasising authenticity, sustainability, and ultra-personalisation — establishing this segment as a fundamental and expanding component of Asia Pacific’s hospitality landscape.

Key trends shaping the lifestyle sector in Asia Pacific

Authors

Marina Bracciani, Vice President APAC Hotels Research

Xander Nijnens, Head of APAC Advisory & Asset Management

Kai Siang Cho, Senior Vice President, Advisory and Asset Management, Hotels & Hospitality Group

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Now, Saudi Arabia, UAE, Qatar, Oman, Bahrain, and Kuwait Drive Middle East Hotel Boom as TrevPAR Soars Beyond Global Markets in 2025: Know All The Latest Information About This New Update

In the heart of the Arabian Peninsula, an unassuming reformulation of hospitality is revamping the world tourism map. With hotel markets in the Americas, Europe and Asia-Pacific reporting a sluggish 2025 performance, the Middle East is leading the charge, witnessing an 8.8% increase in Total Revenue Per Available Room (TrevPAR), the greatest surge from any other regions. This is not a one-time surge in popularity, but a carefully planned, deliberate strategic investment based on vision, investment and transformation.

In Riyadh, Dubai, Doha and Muscat, the luxury hotels of today are not just for staying but for fully immersive experiences. By the lavish spas and celebrity chef restaurants on offer, to its high-profile concerts and business events, the Middle East has created a blueprint in which each component of a guest’s stay counts. And its effect on tourism is as dramatic as the architectural skylines cropping up over its deserts and beaches.

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Making Sense of TrevPAR – A Discussion on Hotel Profitability

Whereas conventional measures of income, such as the Revenue Per Available Room (RevPAR), are concentrated exclusively on revenues derived from guests room nights, TrevPAR takes into account all revenues earned at the hotel: from rooms through to food and beverage, retail outlets, spa and fitness facilities and conferencing and banqueting, among others. It is a better representation of financial performance of a property or market.

Recent figures reveal that, as the US saw TrevPAR rise 3.2%, Europe 3.1% and the Asia Pacific region just a 1.2% uplift, the Middle East reported the 8.8% spike, up from $230.79 to $251.09 per available room. This overperformance reflects the region’s transformation from room-based occupation to hospitality based on experiences.

Saudi Arabia and the UAE: Vision-led, Investment Driven

The Gulf: Vision 2030 and beyond The UAE pandemic exit strategy and Saudi Arabia’s Vision 2030 have been critical in underpinning such success. Huge hotel developments, geared to business and religious tourists are planned for Riyadh, Jeddah and AlUla, based on renewed focus on cultural tourism. From NEOM to Qiddiya, the Kingdom is not only constructing cities but travel ecosystems of the future.

The U.A.E., which is already home to Dubai’s mega-hospitality market and Abu Dhabi’s cultural corridors, remains innovative. Projects like the Museum of the Future, new airport expansions and the waterfront luxury districts guarantee a steady update of lures that make visiting the gulf gateway a recurring agenda item for travelers. The UAE economy has been keen to differentiate itself from oil, with the Ministry of Economy constantly reminding everyone that the country’s non-oil sectors needs support, and their numbers are backing up its claim.

UPSCALE HOSPITALITY IN THE SERVICE OF GROWTH

Now, it is the growth of luxury hospitality that is having the greatest impact on TrevPAR in the Middle East and Africa. From the opulence of Burj Al Arab to the peaceful desert camps in Oman’s Sharqiyah Sands, the region has genuinely luxurious experiences for the discerning traveler.

These guests are not just reserving rooms; they are buying into lifestyle stays. Whether it’s a 14-course tasting menu at a Michelin-starred restaurant in Doha or a weekend wellness retreat in Bahrain, luxury travelers are spending more — and hotels are able to capture that value. This does more than increase profitability; it enhances the region’s cachet as a luxury travel venue around the world.

The Region Becomes a World Stage with Major Events

Beyond bricks-and-mortar investments, the Middle East has adeptly positioned itself as a destination for the globe’s biggest sporting events. Coldplay’s landmark Abu Dhabi gig, which attracted thousands from across the region, is an example of how music tourism is being leveraged.

The annual Dubai Shopping Festival remains a regional draw, combining luxury shopping with splashy cultural offerings. After FIFA World Cup, Qatar is keeping the ball rolling, hosting international business summits, luxury car expositions and tech conventions. Such events draw well-heeled tourists who are ready to spend across many of the hotel’s revenue streams — spa treatments, private dining and concierge services, to name just a few.

Religious tourism is still anchoring the traffic, unfortunately. Millions visit Saudi Arabia annually to perform Umrah and Hajj, ensuring year-round hotel occupancy and related spending on food, transport, local excursions.

GCC Visa and Easier Access United GCC visa, one step further, longer stays

Also prompting growth is the development of the GCC common tourist visa, due to launch soon. Like Europe’s Schengen system, the new visa will enable visitors to go to several Gulf countries on a single application as part of an effort to encourage regional tourism by easing travel restrictions for foreigners.

For hotel owners, it translates to longer average lengths of stay and more chances to sell bundled services. With the arrival of a new visitor in Dubai there is now the perfect reason to extend their stay to visit the coastlines of Muscat, the art scene of Doha or heritage villages of Bahrain in one trip. And this not only generates bookings but adds to the overall economic impact of cross-border travel, sharpening the power of the entire region to draw people in.

Aviation infrastructure is also rapidly ramped up. Think of Saudi Arabia’s King Salman International Airport, which has an anticipated 100 million passenger capacity, and Qatar’s Hamad International Airport extension as just two ways the region is positioning itself for mass, but regulated, tourism.

A Model That Holds Up in a World That Doesn’t

As the whole world hospitality industry remains cautiously optimistic during slowdowns, the model of the Middle East is seen to be resilient and progressive. The region is also concentrating on year-round travel, varied source markets and hybrid models that mix business and leisure. This policy has insulated the region from any seasonal downturns and made it a 12-month destination.

What’s more, government-backed incentives have helped enable pubic-private partnerships that support small and medium-sized tourism enterprises—from desert safari operators to craft-based hotel boutiques—bringing on more players into the economic engine.

Broader Impact on Tourism Devel- opment in the Area

The success story that is TrevPAR is driving policy change. Ministries throughout the GCC have been proactive in re-imagining national tourism strategies to incorporate performance-based metrics such as TrevPAR as lynchpin indicators rather than the more traditional occupancy-based measures. In Saudi Arabia and Oman, revenue management training programs are focusing on corporate wide hotel revenue management. Bahrain has begun urging local developers to build up multi-cap spaces — cafes, galleries, co-working hubs — in boutique hotels, in order to drive income per square foot.

Tourism boards from across the Gulf are also making a co-ordinated effort to build their marketing strategies around the total experience as opposed to just headline attractions, and encouraging visitors for spa stays, gastromonic journeys and cultural events to maximize the wider economic impact.

Final Reflection

A traveler sips Arabic coffee on a peaceful Muscat rooftop while a traditional oud player strums in the background. The guest isn’t just in town for the beach — he’s here for the vibe, the service, the surprise of being able to find a local art gallery squeezed in next to his hotel’s lobby. That, in some ways, is the surest sign of success: a hotel whose pleasures eclipse the rest of the trip.

The Middle East isn’t just booking rooms — it’s building memories, delivering experiences and rewriting the global tourism playbook. And with increasing numbers of travelers looking for depth over speed, service over selfies, the region stands poised to lead, not follow. The numbers can indicate revenue, but the true story is there in a guest’s smile, a lengthier stay, a repeat visit. That is where the future of tourism resides.

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Asia’s Women Leading the Travel Transformation

The travel industry in Asia is undergoing a rapid transformation. And at the forefront of that change is a new generation of women shaping the future of how the region moves, explores, and connects. These are not the usual names found in press releases or on conference panels (at least not yet). They are the builders, the fixers, the quiet disruptors, and the bold visionaries rewriting what leadership looks like across airlines, OTAs, hotels, and tourism platforms.

The women on this year’s Generation Next list from APAC are the rising power centers of Asian travel. From public policy to product design, luxury branding to digital commerce, they are making critical decisions that will define the next decade of growth and resilience in one of the world’s most dynamic markets.

This list isn’t just about titles. It’s about impact. These ten leaders are creating new playbooks in legacy sectors, opening markets, modernizing systems, and making room for others as they rise. Their work is shaping how the industry evolves not only in Asia, but globally.

This is our snapshot of the future. Ambitious, smart, and very much already in motion.

– Sarah Kopit

Skift, Editor-in-Chief

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Candice D’Cruz Hilton Vice President – Luxury Brands, Asia Pacific, including China Candice D’Cruz didn’t plan on ending up in hospitality. “It just kind of happened,” she laughs. “Some things unfold by chance, quietly shaping your path before you even realize it. But when you pause and reflect, you just know, you wouldn’t have it any other way.” It was the early 2000s, and she was working at developer Emaar Properties, heading up marketing and communications for the Burj Khalifa. One of the projects sparked a passion: Launching the first-ever Armani Hotel and Residences. Fast forward two decades, and D’Cruz considers herself a “true-blue hotelier.” She leads Hilton’s luxury portfolio across Asia Pacific — brands like Waldorf Astoria, Conrad, LXR, NoMad, and Signia — and oversees more than 60 hotels and projects in the region. Her job is equal parts brand building, strategic thinking, and making sure the guest experience actually lives up to the promise of ‘luxury.’ But it’s not just about hotels or shiny new openings. For D’Cruz, it’s also about the kind of industry she’s helping shape. D’Cruz is Indian, and as a woman of color in a space that hasn’t always been the most diverse, she knows what it means to challenge the usual way of doing things. “We’ve come a long way,” she says. D’Cruz is proud that Hilton is rapidly increasing the representation of female general managers and has a 50-50 gender balanced senior leadership team in the region. “But we can always do more,” she says. Her work mantra? A people-first mindset, whether she’s mentoring new leaders or steering her team through big transitions. Accessibility, humility, and kindness aren’t just soft values, “they’re essential,” she says. – Peden Doma Bhutia

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Amy Wei Trip.com Group Sr. Product Director; TripGenie/TrainPal Founder With a passport stamped in 54 countries and regions, Amy Wei says her life has always run on parallel tracks — exploring the world and exploring technology. Wei began her career with Nokia in 2004, moved to Motorola in 2011, and joined Amazon in 2013, where she managed Kindle e-books and digital content. “This was when I began to grasp the immense opportunities in the China market,” Wei said. She moved to the travel industry in 2015 when she joined Qunar, which later became part of the Trip.com Group. She led international flight product and business development and discovered a profound insight: “Travel is fundamentally about experiences, connections, and emotions, and technology is the key to enhancing all of it.” Wei led the creation of Trip.com Group’s international train ticketing business in 2017. She founded TrainPal, overcoming the fragmentation of European rail systems with an innovative “Split Fares” algorithm. After a brief stint in China’s robot-tended convenience store chain Bianlifeng, she returned to Trip.com Group in 2022 to lead consumer-facing products for the Trip.com app. When the generative AI revolution took off in 2023, Wei saw not just a trend but a “historic opportunity” to redefine travel. She quickly formed a task force to launch TripGen, which soon evolved into TripGenie, an AI-powered travel assistant. As a female leader, Wei says she is committed to mentoring younger women, building inclusive teams, and challenging gender stereotypes through performance and advocacy. She believes the industry must continue to boost women’s representation at the C-suite and board level, and build stronger cross-company ecosystems to support female leadership. – Peden Doma Bhutia

Hermione Joye Google Sector Lead – Travel & Vertical Search APAC Hermione Joye remembers her “a-ha” moment. It was at a summit in Silicon Valley where she met the CEO of Expedia Group, and it just clicked: “I realized the depth of the impact that Google could have when partnering with clients, both to their businesses and to their consumers.” What really lights Joye up, though, is creating impact close to home in Asia Pacific. Whether it’s helping launch Japan’s new custom Travel SERP page or integrating YouTube and Hotel ads, or seeing Asia Pacific clients like Agoda and Singapore Airlines thrive globally. She’s seen the travel industry grow and evolve a lot over the years, especially when it comes to women in leadership. “I particularly love seeing more women stepping into the entrepreneurial space within travel and to observe the fresh perspectives and innovative ideas they bring.” The industry has always moved fast, and Joye’s always loved that energy. “I had to learn to set boundaries… and to prioritize,” she says. What helped? Being clear on her priorities, and accepting that balance doesn’t mean doing it all. “I cannot be the perfect mum, wife, friend, sister, daughter, employee at the same time — if I try, I will be a hot mess. So instead, I really try to choose two or three priorities, and then roll with that.” She names two powerful role models: Lucy Werner, chief commercial officer at Rosewood Hotel Group, and Sapna Chadha, vice president, Southeast Asia and South Asia Frontier, Google Asia Pacific. But if you ask her what really matters most? “My team,” she says. “Watching them grow, brings me immense satisfaction.” Her advice to women coming up in the travel space? “Dream big. Be persistent. Know what you’re great at and lean into it. Back your team and find people who’ll back you too.” – Peden Doma Bhutia

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Mich Goh Airbnb Director of Public Policy for APAC Mich Goh grew up in Singapore, and travel was always a natural part of life. “I was always fascinated by how people, ideas, and cultures move across borders,” she says. She started her career in a consultancy in 2010, helping global tech companies navigate public affairs in Asia Pacific. Over time, she realized what really drove her: creating meaningful connections. That’s what made joining Airbnb in 2016 such a natural move. “It sits at the intersection of business and impact,” she says. Today, she leads public policy for Airbnb across the Asia Pacific region. Her work is all about collaboration with governments, nonprofits, academics, and communities. Goh has sometimes found herself in situations where her expertise was underestimated or where assumptions were made based on age or gender. “There were moments when questions were directed to my male colleagues, even when I was the subject-matter expert,” she says. She focused on what she could control: knowing her stuff and showing up with clarity and consistency. Support from mentors, both men and women, played a huge role, too. And now, she’s doing her part to pay that forward by building a team culture where everyone feels heard and valued. Goh hopes Airbnb has grown into a true community partner, not just a travel platform. Beyond the policy wins, Goh says she’s incredibly proud of the team they’ve built. To young women looking to grow into leadership in travel or policy, her advice is clear and honest: “Trust that you belong in the spaces you enter. The more women show up as themselves, the more we collectively reshape what leadership looks like.” – Peden Doma Bhutia

Veranita Yosephine CEO Indonesia AirAsia When Veranita Yosephine joined AirAsia as the Deputy CEO of AirAsia Indonesia in 2019, she had no prior experience in aviation or travel but had a lot of leadership experience in the consumer goods industry, eventually as Sales Director at The Kraft Heinz Company. Still, within five months of entering aviation, she was promoted to the position of AirAsia Indonesia CEO – the first and only female airline CEO in Indonesia, according to INSEAD. Her experience in emerging market growth strategy while in the consumer goods industry helped her lead AirAsia Indonesia to swift recovery during the pandemic. She feels “blessed” to have gone through the experience. “I could understand much more about the company, the organization, the people, the process, and myself,” she said in an interview with Aerotime Hub. “We became the first airline in Indonesia to establish direct connectivity of hotels and flights,” she said. Diversifying the product offerings of AirAsia Indonesia, the company started listing hotels on its platform. “It was very simple, actually, but we were the first airline to do that in Indonesia.” As the face of diversity in the Indonesian aviation industry, she is passionate about inclusion in the workplace. In 2016, she was recognized by UN Women with the HeForShe award for her work in gender equality and women’s empowerment across the globe. “The topics around gender equality, diversity, and how to bring people together in aviation are very close to my heart,” she said in 2021. According to AirAsia Group CEO Tony Fernandes, “Yosephine is a true trailblazer and what she is doing for our airline in Indonesia and for worldwide equality in aviation is truly commendable.” – Bulbul Dhawan

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Dawn Jeremiah Go City Vice President, Global Brand Marketing Ever traveled with someone who builds meticulous, color-coded spreadsheets for every itinerary, books all the best excursions, and somehow always knows the perfect hidden café to visit? Dawn Jeremiah is that travel companion. For almost 2 decades, Jeremiah has built a career that spans continents and industries, from broadcast television to tech, media, and travel. Her journey has taken her from San Francisco to Kuala Lumpur, Hong Kong, and now Singapore. Jeremiah began her career in travel at a regional content marketing agency in Singapore in 2013. Her passion for storytelling soon took her to Kayak in Hong Kong in 2017, and later to Go City in 2019, where she has helped shape how people discover and experience cities around the world as a provider of multi-attraction sightseeing passes. The path hasn’t been without challenges. Navigating sudden shifts in global markets (and a global pandemic, no less) taught her the value of resilience, trusting her instincts, and building positive, people-first work environments. Along the way, she’s been fortunate to work with inspiring men and women leaders, who reinforced her belief in strong, empathetic leadership. Her proudest achievements? Launching products in new markets, pioneering localization strategies, and growing Go City’s presence across Asia Pacific — even through the pandemic. Throughout her career, Jeremiah has championed the rise of women in leadership. She’s seen progress — women stepping into roles across finance, technology, revenue management, and operations. She believes that diverse voices have a permanent seat at the decision-making table. Jeremiah’s interests extend beyond travel: She also co-founded an online store and social enterprise that modernized Southeast Asian ethnic wear, supporting local tailors from disadvantaged backgrounds. – Peden Doma Bhutia

Michelle Ho Klook General Manager Philippines In 2016, Michelle Ho joined online travel company Klook as the marketing lead in the Philippines, just when the company raised its Series A funding and started a new growth phase. She became the General Manager for Klook Philippines in 2021 when the biggest challenge was still the pandemic. Her response: Helping the Philippines market pivot towards local tourism. In order to build up domestic offerings, she oversaw the expansion and curation of unique local products and services. This segment increased from 161 to over 1,000 services under her leadership. This January, Ho led Klook into an agreement with the Philippine Department of Tourism to support initiatives geared towards driving domestic tourism and going digital. She also helped grow Klook by teaming up with the Philippines-based e-wallet GCash, making it easier for people to access the platform and giving Filipino travelers early access to special deals. In addition, she made it possible for places like Manila Ocean Park and Cebu Ocean Park to offer digital ticketing. Ho drove the implementation of Klook’s Kreator Program in the Philippines, which now has more than 3,000 content creators. Last year, the first Klook Kreator Awards event was held in the country to recognize top Filipino travel content creators, after the company recorded nearly half a million transactions in eight months. – Bulbul Dhawan

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Michelle Jie Gao Booking.com Regional Manager Before joining the travel industry in 2009, Michelle Jie Gao worked in public service jobs at ICC China Banking Commission and TnJ Codev Consultant. She started as the Manager of Hotel CRM Solutions with TripAdvisor, helping it expand its presence in China upon its initial entry into the country. She then moved to Booking.com, helping onboard thousands of hotels online. Gao was working for international companies like TripAdvisor and Booking.com when many travel players in China were wary about the impact global companies would have on the country’s travel landscape. As a result, Gao helped local businesses such as boutique hotels and traditional courtyard guesthouses get an opportunity to capitalize on the travel boom. By 2020, she had expanded her work across the Mekong region and was supporting travel partners in Thailand and Vietnam to rethink their strategies in more sustainable and resilient ways. According to Booking.com, Gao’s early efforts contributed to Thailand’s recovery as a destination in Asia-Pacific after the pandemic. “Travel isn’t just about crossing borders, but in shifting perspectives. When we empower communities to share their stories, travelers don’t just visit places, they connect with purpose,” Gao told Skift. A lot of her focus has been on initiatives that promote sustainable travel and inclusion. For example, Gao partnered with tourism boards, hotels, and advocacy groups to facilitate for over 1,200 partners workshops providing insights and sustainable practices that can be easily incorporated. She also urged her teams to adopt inclusive hospitality practices and Booking.com’s LGBTQ+ community-focused program Travel Proud, which is a training and sensitization program for accommodation providers. “This wasn’t about rules or pandering to what’s current, it was about respect. When a homestay owner proudly displays they’re a Travel Proud property, or a resort reduces plastic use by 90%, that’s how we measure progress,” she said. During Thailand’s post-pandemic recovery, Gao integrated Thailand’s entry pre-registration system for foreigners during Covid Thailand Pass program on Booking.com in an effort to streamline the experience for partners as well as visitors. She also sponsored the APAC chapter of Booking.com’s employee resource group B.Proud to maintain a culture of openness, inclusion and acceptance of the LGBTQ+ community. Gao now uses her expertise to guide the next generation of travel innovators through mentorship programs and cross-industry partnerships. She told Skift, “The future of travel isn’t shaped by lone visionaries. It’s built by curious minds who ask, ‘How can we make journeys more meaningful for everyone they touch?’” – Bulbul Dhawan

Ting Ding Sands China Assistant Vice President of Digital Marketing Ting Ding has spent her entire career in the travel industry – nearly 20 years and counting. She started as the Overseas Hotel Business Manager for Ctrip, and then worked with big names like St. Regis Singapore, Starwood Hotels & Resorts, and Wynn. Ding’s current role is the Assistant Vice President of Digital Marketing & eCommerce at Sands China, a Macau-based integrated resort developer and operator. As part of Starwood Hotels & Resorts in 2011, she developed Sheraton Macao’s destination site. Along with highlighting the hotel’s facilities, the site focused on educating customers on Macau as a destination and showcasing its offerings, including its potential for meetings. She has also been part of teams that have used diverse ways to drive engagement. In December 2016, as part of Wynn, she launched the Wynn Wechat service account, which was integrated with the booking system and enabled settling of payments with Wepay. Wechat is a Chinese instant messaging, social media, and payments platform used by over 90% of Chinese internet users and is often referred to as the “app for everything.” The integration helped the Wynn brand further penetrate the Chinese market. On her LinkedIn profile, Ding says that a key achievement in her career is developing the first dual-loyalty membership program at Macau with Ctrip as part of Sands China. She also established the company’s first flagship store at Macau on Chinese mega platforms Ctrip, Meituan, Fliggy and Qunar. – Bulbul Dhawan

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Eyvonne Lin Wyndham Vice President of Marketing and Commercial Performance – Asia Pacific Eyvonne Lin joined Wyndham Hotels & Resorts in 2022 and oversees key business areas such as public relations, marketing, direct booking platforms, alliances, loyalty programs, and distribution. Wyndham has credited Lin with strengthening brand-consumer connections, optimizing marketing channels, enhancing customer experience, and improving customer loyalty. She has also made efforts in forging alliances and exploring distribution networks that have helped the brand grow. Under her leadership, Wyndham last year partnered with Harley-Davidson, which provided Wyndham access to a new segment of customers: Members of the Harley-Davidson’s loyalty program Harley Owners Group. The collaboration offered members of the motorcycle company’s loyalty program from around the world a discount on more than 500 Wyndham properties in the Asia Pacific region, as long as they enrolled in Wyndham’s loyalty program and booked hotels through direct channels. Though she had not been in the travel industry before Wyndham, Lin had previously worked at the Asia Pacific marketing department of American Standard and Bristol-Myers Squibb’s public affairs department. – Bulbul Dhawan

Edited by Lex Haris. Design and photo treatments by Beatrice Tagliaferri.

Marriott and Hilton Expand Spa Presence in Asia as Wellness Tourism Booms

Marriott and Hilton are significantly expanding their spa presence across Asia in response to the region’s rapid surge in wellness tourism, driven by rising disposable incomes, health-conscious travelers, and a growing preference for holistic, preventive care. As the Asia-Pacific region emerges as the fastest-growing market in the global health and wellness spa industry, both hospitality giants are strategically launching new properties with state-of-the-art spa facilities to capture demand. Their latest openings in Thailand and India exemplify this shift, reflecting a broader trend where luxury hospitality aligns with immersive wellness experiences to cater to evolving travel expectations.

The global health and wellness spa market is experiencing transformative growth, reaching an estimated value of $124.23 billion in 2024 and projected to surge to $173.74 billion by 2030. With a robust compound annual growth rate (CAGR) of 5.75% during the forecast period, the spa industry is being shaped by a convergence of rising health consciousness, aging populations, and booming tourism. Nowhere is this transformation more dynamic than in Asia, where wellness tourism is redefining hospitality standards. In this evolving landscape, major global hospitality giants like Marriott and Hilton are strategically expanding their spa footprints across key Asian destinations to meet soaring demand.

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Asia’s Spa Boom Fueled by Wellness-Conscious Travelers

The Asia-Pacific region is emerging as the world’s most rapidly expanding hub for health and wellness spa growth, outpacing all other global markets. Driven by rising disposable incomes, the increasing popularity of holistic health treatments, and an influx of wellness-focused tourists, the region is witnessing heightened investment in resort and hotel spas. Among the standout performers in this race are India and Thailand, where wellness travel has emerged as a core sector within tourism development policies.

India, in particular, has taken center stage as the fastest-growing country in both the APAC region and the world in terms of spa market expansion. From traditional Ayurvedic therapies to advanced wellness retreats, the country’s offerings appeal to both domestic and international travelers seeking preventive healthcare, rejuvenation, and immersive cultural experiences.

Marriott’s Expansion in Thailand: Khao Lak Marriott Beach Resort & Spa

In 2024, Marriott International advanced its strategic presence in Asia with the opening of the Khao Lak Marriott Beach Resort & Spa in Thailand. This new luxury beachfront resort is designed to blend contemporary amenities with elements of traditional Thai hospitality, offering guests a tranquil, culturally immersive wellness escape.

The wellness sanctuary at Khao Lak Marriott offers an extensive selection of treatments, including custom body exfoliations, revitalizing facials, and acclaimed massage therapies rooted in traditional healing techniques. Designed to revitalize the body and mind, the facility incorporates local wellness traditions and natural ingredients, ensuring alignment with growing global preferences for organic, eco-friendly, and holistic spa experiences.

This expansion is part of Marriott’s broader strategy to capitalize on Asia’s rising profile as a wellness tourism hotspot. The location’s integration with beachside tranquility and therapeutic services exemplifies how the brand is adapting to consumer expectations that now extend beyond comfort into full-scale physical, emotional, and mental well-being.

Hilton’s Flagship Entry into India: Wellness at Hilton Gurugram Baani City Centre

Complementing Marriott’s movement in Southeast Asia, Hilton made a significant debut in India with its flagship property—Hilton Gurugram Baani City Centre. Opened in Delhi’s vibrant Gurugram district, the 223-room hotel emphasizes high-end wellness through state-of-the-art spa and fitness facilities.

The spa at Hilton Gurugram is tailored to urban professionals and leisure travelers seeking rejuvenation through modern and traditional therapies. Services include curated body treatments, hydrotherapies, and personalized fitness programs that align with Hilton’s global focus on health-centric hospitality.

India’s rapid spa market growth provides an ideal foundation for Hilton’s expansion, with the hotel group strategically positioning itself at the intersection of luxury, convenience, and wellness-driven experiences. This development affirms the hospitality industry’s shift toward integrating spa services as essential offerings rather than auxiliary amenities.

Market Overview: Wellness as a Global Tourism Pillar

The global health and wellness spa market is being reshaped by shifting consumer priorities. Stress-related health concerns, sedentary lifestyles, and mental health awareness have led individuals across demographics to embrace holistic wellness as an essential part of travel. Spas are no longer perceived as indulgences but as integral to health, prevention, and self-care.

Key drivers of this market evolution include:

The aging global population seeking non-invasive, therapeutic care.

The mainstreaming of mental health treatment through wellness experiences.

Greater interest in natural, organic, vegan, and environmentally responsible spa products.

The rise of personalized and immersive service models in wellness hospitality.

The inclusion of services such as Ayurvedic healing, aromatherapy, acupuncture, and body contouring treatments has fueled consumer interest, creating a demand for diverse, culturally rooted offerings. Hotel groups that cater to these shifting needs are finding new revenue streams and broader customer loyalty.

Segment Analysis: Massage and Body Treatments Dominate

Among the core service categories, massage and body treatments remain the largest and fastest-growing segments. Consumers are increasingly opting for massage therapies not only for relaxation but also for physical and mental rehabilitation.

Popular types of massage such as Swedish, deep tissue, Thai, and aromatherapy are gaining traction across all age groups. In the United States alone, over 25% of women and 20% of men received massage treatments in 2024. This indicates the global normalization and growing appeal of massage therapy as a health service.

Body treatments such as scrubs, hydrotherapy, and body wraps are also experiencing growth due to their effectiveness in alleviating chronic pain, joint discomfort, and muscular tension. Consumers are leaning into treatments that combine aesthetic benefits with deeper therapeutic outcomes.

Spa experiences that integrate traditional healing modalities and cutting-edge techniques—such as acupressure and infrared therapies—are gaining attention in luxury and destination spa settings.

Facility Analysis: Hotel and Resort Spas as Market Catalysts

Hotel and resort spas represent one of the most lucrative facility segments in the wellness market. These spas are typically embedded within hospitality ecosystems, offering premium experiences for guests seeking wellness tourism packages.

The expansion by brands like Marriott and Hilton exemplifies the growing importance of full-service spas within the broader hotel value proposition. As wellness becomes a deciding factor in travel planning, hotels with dedicated spa services hold a strategic advantage.

Other key facility segments include day spas, destination spas, and medical spas. While destination spas focus on immersive wellness retreats, medical spas integrate cosmetic and healthcare services. Hotel spas, however, are best positioned to serve both leisure and business travelers with convenience and luxury.

Gender and End-User Insights: Inclusive Wellness for All

The global spa market is becoming increasingly inclusive. Women continue to dominate spa patronage, but there is a noticeable uptick in male participation. Services tailored to male clients—such as grooming therapies, muscle recovery massages, and stress-relief programs—are seeing increased demand.

Teenagers and younger adults are also becoming active participants in the wellness ecosystem. Many spas now offer age-specific treatments that focus on skin care, anxiety management, and body positivity, reflecting generational shifts toward self-care from an early age.

Senior citizens, too, are contributing to the market’s growth, drawn to wellness programs that address mobility, joint health, and chronic condition management. This multi-generational demand highlights the market’s evolution toward accessibility and inclusiveness.

Regional Landscape: Europe Dominates, Asia Accelerates

Europe holds the largest share in the global health and wellness spa market, with approximately 60,000 spa establishments across countries like Germany, France, Italy, and Spain. High health awareness, emphasis on preventive care, and a mature tourism infrastructure have made Europe a leader in spa-based wellness.

Corporate wellness programs, aging demographics, and premium lifestyle spending continue to fuel demand across the continent. The growth of social media, influencer marketing, and health tourism initiatives has helped Europe maintain its leadership in the global spa landscape.

However, Asia-Pacific is outpacing all other regions in terms of growth. Surging travel activity, strengthening economies, culturally rooted wellness traditions, and the growing spending power of the middle class are propelling the Asia-Pacific region into a leading position in the global spa and wellness market. Countries like India, Thailand, China, and Japan are becoming hubs for international travelers seeking transformative wellness experiences.

Technological Innovation: Elevating the Spa Experience

Technology is playing an increasingly vital role in enhancing spa services and operations. From AI-powered booking systems to personalized wellness programs based on biometric data, spas are integrating digital tools to offer convenience and customization.

Virtual reality meditation sessions, app-based therapy guides, and AI-assisted diagnostics are just a few examples of innovations reshaping how spa services are delivered. These advancements appeal particularly to tech-savvy consumers looking for science-backed wellness solutions.

Hotels and resorts are also using digital platforms to streamline service offerings, manage guest preferences, and maintain contactless experiences—further aligning with post-pandemic health expectations.

Europe’s Strategic Position in the Spa Industry

While Asia-Pacific is the growth engine, Europe remains the heart of the wellness spa market. High disposable income levels, sophisticated infrastructure, and centuries-old spa traditions support the region’s strong market presence.

The sector’s growth is further supported by:

The growth of wellness getaways nestled in scenic and culturally rich environments is accelerating across global travel markets.

Increasing government support for medical and thermal tourism.

Cross-border travel agreements facilitating wellness-driven mobility.

From traditional thermal spas in Germany to luxury wellness retreats in the French Alps, European destinations continue to attract wellness seekers globally.

Leading Companies in the Global Wellness Spa Market

The health and wellness spa sector comprises a diverse mix of niche specialists and multinational hospitality groups. Leading players actively shaping the market include:

Accor S.A.

Four Seasons Hotels Limited

IHG Hotels & Resorts

OneSpaWorld Holdings Limited

Massage Envy

Hand & Stone Franchise Corp.

Mandarin Oriental Hotel Group

Kempinski Hotels

Chiva-Som

Therme Group

Canyon Ranch

Elemis

Woodhouse Spa

These companies are expanding into emerging markets, developing wellness-centric hospitality offerings, and incorporating sustainable practices to stay competitive.

Marriott and Hilton are expanding their spa offerings in Asia to capitalize on the region’s booming wellness tourism, fueled by rising health awareness and demand for holistic travel experiences. Their new properties in Thailand and India highlight a strategic move to meet growing consumer interest in luxury wellness services.

The Future of Spa Tourism in Asia

With wellness continuing to influence how people travel and where they stay, Asia is set to become a global wellness tourism leader. The presence of trusted global brands like Marriott and Hilton ensures the region will deliver premium, trustworthy, and culturally relevant experiences to a diverse clientele.

As economic growth and wellness awareness intersect, the spa industry will likely see continued innovation, personalization, and sustainability-focused transformation. The strategic expansion of spa services by hospitality leaders reflects an industry in transition—one that sees health not as an add-on, but as the core of the modern travel experience.

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Jakarta, Mumbai, Udaipur, Jaipur: Marriott’s Luxury Hotel Explosion Brings The Ritz-Carlton and Edition to India and Indonesia, Setting New Travel Standards!

The hospitality world has never seen a power move like this! Marriott International has steamrolled its competition, signing 109 massive hotel deals across 11 booming Asian markets in 2024 alone. Adding 21,439 luxurious new rooms, the global hotel giant has locked in an unstoppable dominance over the Asia Pacific region, transforming travel for millions.

With record-breaking growth, brand-new five-star resorts, and a relentless expansion strategy, Marriott is proving one thing—it’s not just leading the hotel industry, it’s completely taking over. Is there anyone left who can challenge its reign?

The Numbers That Have the Travel World Shaken

In the most aggressive expansion in Marriott’s history, the numbers are staggering.

109 new signed deals in Asia Pacific (excluding China) in 2024 alone

in Asia Pacific (excluding China) in 2024 alone 21,439 rooms added to Marriott’s luxury pipeline

to Marriott’s luxury pipeline 77,532 total rooms now under development across the region

now under development across the region 12% year-over-year increase in new hotel signings

in new hotel signings 72% of deals concentrated in India, Japan, and Indonesia, proving these are the hottest markets in global tourism

Marriott has left its competitors gasping for air, with Hilton, Hyatt, and Accor trailing far behind in expansion deals. For travelers, this means more choices, more destinations, and more luxury than ever before.

Marriott’s Most Jaw-Dropping Openings Across Asia

From bustling metropolises to tropical escapes, Marriott’s global expansion strategy is creating an unstoppable travel empire.

The Ritz-Carlton Jaipur & The Ritz-Carlton Udaipur, India – Opulence redefined in the land of maharajas

– Opulence redefined in the land of maharajas EDITION Jakarta & EDITION Mumbai – Ultra-luxury boutique hotels entering Asia’s biggest cities

– Ultra-luxury boutique hotels entering Asia’s biggest cities Four Points Flex by Sheraton Osaka Umeda, Japan – A game-changing midscale launch shaking up Japan’s hotel industry

– A game-changing shaking up Japan’s hotel industry Adelaide Marriott Hotel, Australia – Marriott’s 600th property in Asia Pacific, proving its iron grip over the region

– Marriott’s 600th property in Asia Pacific, proving its iron grip over the region Moxy Bengaluru Prestige Tech Cloud, India – Marriott’s trendy, Instagram-ready hotels take over India’s tech hub

Marriott isn’t just building hotels, it’s shaping the future of global tourism.

The Secret to Marriott’s Unstoppable Growth—How It’s Crushing the Competition

While other hotel chains are playing it safe, Marriott is rewriting the rules of hospitality, and the strategy is working.

Luxury Is King – With more than 20 deals under luxury brands like The Ritz-Carlton, W Hotels, and EDITION , Marriott is cornering the market for high-end, experience-driven travel

– With , Marriott is cornering the market for Conversion Strategy Dominance – 36% of new signings are conversions , meaning Marriott is quickly acquiring and rebranding existing hotels , fueling rapid expansion

– , meaning Marriott is , fueling Multi-Unit Agreements Changing the Game – Deals like the 14-property agreement with KKR in Japan are helping Marriott expand at warp speed

– Deals like the are helping Marriott Midscale Market Disruption – By introducing affordable brands like Four Points Flex, Marriott is grabbing control of the budget-friendly segment

This cutthroat strategy is what’s making Marriott the most powerful hotel empire in Asia Pacific.

Asia’s Travel Boom—And Why Marriott Is Cashing In

The timing of this massive expansion couldn’t be better. Asia Pacific is experiencing a historic travel surge, with countries like India, Japan, Indonesia, and Thailand leading global tourism growth.

India’s Travel Explosion – Domestic and international tourism in India is booming , with travelers seeking luxury, heritage, and business hotels

– Domestic and international tourism in India is , with travelers Japan’s Unstoppable Tourist Influx – The weak yen has made Japan one of the world’s hottest travel destinations , and Marriott is seizing the opportunity

– The weak yen has made Japan , and Marriott is seizing the opportunity Indonesia’s Resort Dominance – As Bali continues to be the top tropical escape , Marriott is flooding the market with high-end beachfront resorts

– As Bali continues to be , Marriott is flooding the market with Thailand’s Rising Popularity – With Moxy Bangkok Ratchaprasong opening in 2024, Marriott is locking in millennial travelers seeking vibrant, stylish stays

While other hotel brands are struggling to adapt, Marriott has positioned itself at the center of the biggest tourism boom in decades.

What This Means for Travelers—Marriott Is Now Unavoidable

For frequent travelers, business elites, and luxury vacationers, this expansion changes everything.

More luxury choices than ever before – Whether it’s an overwater villa in Bali or a penthouse suite in Mumbai , Marriott has it all

– Whether it’s , Marriott has it all Business travel dominance – With new openings in Jakarta, Osaka, and Sydney , Marriott is now the first choice for global executives

– With new openings in , Marriott is now the Affordable yet premium stays – The launch of Four Points Flex and Moxy Hotels means travelers can now enjoy Marriott quality at lower price points

– The launch of means Better loyalty perks – With Marriott Bonvoy expanding its reach, members will have even more benefits in top destinations

Marriott’s Next Move—What’s Coming in 2025?

Industry insiders predict that Marriott’s reign is just beginning. With this aggressive expansion strategy, expect:

More ultra-luxury hotels in Vietnam, South Korea, and the Maldives

in Surprise entries into underdeveloped markets like the Philippines and Sri Lanka

like Even faster expansion in India and Indonesia , as these two powerhouses drive global tourism growth

, as Strategic partnerships that could increase Marriott’s dominance in Southeast Asia and beyond

The travel world is on edge, waiting to see what Marriott conquers next.

Final Thoughts—Marriott Has Secured Its Throne as the King of Hospitality

Marriott International has obliterated its competitors, rewriting the rules of global hospitality with record-breaking expansion, luxury dominance, and unstoppable growth.

For travelers, this means unparalleled access to high-end stays, vibrant city escapes, and budget-friendly options in every major tourism hub across Asia Pacific.

With over 100 deals signed in 2024, and no signs of slowing down, one thing is clear—Marriott isn’t just winning the hospitality race, it’s already at the finish line.

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