Revolutionizing Travel: How the Lifestyle Hotel Boom is Transforming Hospitality in Asia Pacific – Insights from JLL

A recent report from JLL shows an exciting trend in Asia Pacific’s hospitality market: the number of lifestyle hotel rooms has skyrocketed since 2014. We’ve seen nearly 65,000 new rooms pop up in this region alone.

According to JLL’s “Lifestyle Hotels in Asia Pacific 2025” report, this growth is fueled by changing consumer desires, higher prices, and keen investor interest. Surprisingly, lifestyle hotels now make up about 6-9% of new hotel supply in the region.

Xander Nijnens, a top executive at JLL, highlights the strong appeal of lifestyle hotels. He points out that these hotels offer unique experiences and better returns, which is why investors are eager to be involved. As larger brands merge or acquire smaller ones, we can expect to see more fresh ideas and enhancements in the hotel space.

Looking closely at regional differences, Southeast Asia currently has three times more lifestyle hotel rooms than Australia and New Zealand. However, Australia and New Zealand are catching up quickly, thanks to a rising interest in unique travel experiences.

Lifestyle hotels charge a premium of about 10-11% compared to traditional options. They are popular with travelers who seek special experiences and personalized service. Food and beverage offerings play a key role in this success, contributing 30% of revenue per room.

By 2027, ten new lifestyle brands are expected to emerge in the Asia Pacific, increasing competition and diversity for travelers. Right now, major international brands hold 80% of the market, leveraging their global recognition. However, local brands are also stepping up, offering authentic experiences shaped by a deep understanding of local culture.

Marriott is currently the leader in this market, but Hyatt is on track to become the second largest player in the next few years. The interest from both guests and investors in lifestyle hotels—like NoMad and CitizenM—remains strong.

Interestingly, while lifestyle hotels have typically focused on luxury segments, there’s now significant growth in the upper midscale and below categories. Marina Bracciani of JLL notes that lifestyle concepts are making their way into lower-tier hotels, which signals a shift aimed at domestic markets.

The entrance of new brands from Europe and the Middle East will keep pushing innovation in the Asia Pacific market. Traditional hotel brands will likely adapt to incorporate lifestyle elements, appealing to a broader range of travelers.

This burgeoning lifestyle hotel scene in Asia Pacific not only reflects changing travel preferences but also contributes to a dynamic hospitality landscape that promises unique experiences for guests.

For a deeper dive into this trend, you can explore JLL’s full report here.

Source link