Lifestyle Hotels Surge Ahead in Asia Pacific
Lifestyle hotels are reshaping the hospitality landscape across Asia Pacific, with room supply projected to surge another 34 percent by 2027, according to JLL’s latest report. The trend is powered by changing traveller preferences, investor enthusiasm, and a growing appetite for curated experiences.
Since 2014, the number of lifestyle hotel rooms in Asia Pacific has quadrupled, with nearly 65,000 new rooms introduced. JLL’s Lifestyle Hotels in Asia Pacific 2025 report highlights how the sector is riding a wave of evolving consumer tastes, strong pricing power, and rising investor demand.
Lifestyle hotels now account for 6-9 percent of new hotel supply across the region, as travellers increasingly seek personalised, design-forward stays. Investors are taking notice, drawn by the sector’s potential for above-average returns and long-term value.
Consolidation and Innovation on the Horizon
«The strong performance and growth potential of lifestyle hotels are attracting significant investor interest», said Xander Nijnens of JLL Hotels & Hospitality Group. He expects continued M&A activity as larger hotel chains expand portfolios and smaller platforms seek scale through partnerships.
This wave of consolidation is poised to reshape the competitive landscape, drive innovation, and push the industry toward more differentiated offerings. Established players will grow stronger, while newcomers will need to stand out through creativity and cultural resonance.
Southeast Asia Leads, Australia Rises Fast
Currently, Southeast Asia commands three times more lifestyle hotel rooms than Australia, New Zealand, and South Asia combined. Yet it’s Australia and New Zealand that are growing the fastest, driven by domestic tourism and demand for unique, experience-driven stays.
Lifestyle hotels in the region enjoy a 10-11 percent price premium over traditional hotels, thanks to their tailored experiences, curated dining, and vibrant social spaces. Food and beverage offerings alone contribute up to 30 percent more revenue per occupied room than conventional competitors.
New Brands, New Competition
Asia Pacific is set to welcome ten new lifestyle hotel brands by 2027, further expanding traveller choice. While international giants still dominate, accounting for 80 percent of current supply, local brands are making strides with culturally attuned, authentic guest experiences.
Marriott International leads the region’s lifestyle hotel inventory, with Hyatt projected to follow. Acquisitions of niche players like NoMad, CitizenM, The Standard, and Ruby point to a strategic push by global chains into the lifestyle space.
Lifestyle Brands Blur the Lines
While lifestyle hotels have historically thrived in luxury and upscale segments, JLL sees major growth coming from the upper midscale and even three-star categories. The lifestyle ethos, once premium, is now being adapted to volume-driven, domestic markets.
«Traditional hotel brands will need to adapt», said Marina Bracciani, Head of Hotels Research at JLL Asia Pacific. As lifestyle brands blur the lines between categories, only those able to blend authenticity with scale will thrive in this dynamic and fast-evolving market.
