The lifestyle hotel sector in Asia Pacific is projected to grow by 34% by 2027, according to a new report released by global real estate consultancy JLL.
The sector has seen strong growth over the past decade, with the number of lifestyle hotel rooms in the region quadrupling since 2014.
Nearly 65,000 new rooms have been added during this period, driven by changing traveler expectations, premium pricing, and rising investor interest.
Lifestyle hotels now represent 6% to 9% of all new hotel supply in Asia Pacific. These properties are characterised by tailored guest experiences, flexible use of space, and curated dining and social offerings.
JLL noted that their differentiated positioning allows for stronger margins compared to traditional hotels.
On average, lifestyle hotels command a rate premium of 10% to 11% and report higher food and beverage revenue per occupied room, estimated at around 30%.
While Southeast Asia holds the largest share of lifestyle hotel supply in the region, Australia and New Zealand are experiencing faster expansion, supported by strong domestic travel demand.
South Asia is also seeing increased interest in the category.
Marriott International currently leads in total supply across Asia Pacific and is expected to maintain its position.
Hyatt is projected to become the second-largest operator in the segment between 2025 and 2027. Other international players such as CitizenM, The Standard, NoMad, and Ruby are also expanding.
The report also highlights the emergence of upper midscale lifestyle hotels, with operators extending the model beyond luxury and upscale properties.
Ten new lifestyle hotel brands are expected to enter the region by 2027, intensifying competition. Local brands are also expanding by leveraging cultural familiarity to cater to domestic travelers.
The growth of the sector is expected to continue, supported by M&A activity, new brand entries, and evolving consumer demand.
Business News Asia
