Asia Pacific’s hospitality sector is experiencing a record-setting surge in lifestyle hotel development, sparking both investor frenzy and a new era of experiential travel across the region. According to a new report by JLL, lifestyle hotel rooms in Asia Pacific have quadrupled since 2014, adding nearly 65,000 rooms, with the momentum set to accelerate sharply through 2027. Projections estimate that lifestyle hotels will make up 6-9% of all new hotel supply in the region by 2027, with the sector poised for a 34% increase in inventory during that period (JLL via Travel Daily Media, Skift).
At the heart of this boom is a shift in traveler and investor sensibilities. Lifestyle hotels—defined by their distinctive design, curated F&B experiences, communal spaces, and an emphasis on local culture—are increasingly the go-to for travelers seeking more than a bed for the night. For investors, these hotels offer premium pricing opportunities, sustained demand, and higher return potential, supported by evolving consumer preferences and stronger pricing power relative to traditional hotel formats.
The lifestyle segment’s meteoric rise matters for Thai readers because Thailand stands at the crossroads of this regional trend. The nation is both a major destination for lifestyle hotel development and a focal point for evolving global hospitality tastes, given the diversity of its domestic and international traveler base, as well as its established reputation for world-class hospitality.
Industry leaders confirm that lifestyle hotels in Asia Pacific command a remarkable 10-11% price premium over traditional hotels, driven by a growing cohort of discerning travelers willing to pay extra for personalized, authentic, and design-centric experiences. Food and beverage play an outsized role in this pricing power; the average F&B revenue per occupied room at lifestyle hotels is around 30% higher than at traditional hotels, underscoring the value of vibrant dining and social spaces in attracting and retaining guests (Travel Daily Media).
“Lifestyle hotels are making a significant leap in attracting investor interest due to their differentiated offerings and efficient programming,” said the Senior Managing Director, Head of Advisory and Asset Management at an international hospitality group in Asia Pacific. “We expect to see continued M&A activity as both established chains and emerging platforms vie for greater market share—a trend that will drive substantial innovation in the sector.” According to a Vice President, Hotels Research at JLL in Asia Pacific: “The lifestyle concept, initially premium, is breaking into three-star and entry-level four-star properties, pointing to broader adoption in high-volume domestic markets.”
While Southeast Asia currently boasts three times as many lifestyle hotel rooms as Australia, New Zealand, and South Asia, it’s the latter regions (notably Australia and New Zealand) that are seeing the fastest growth rates, driven by strong domestic demand and a taste for unique, experience-driven travel experiences. This bodes well for countries like Thailand, where domestic tourism continues to rebound post-pandemic and the appetite for fresh, locally-flavored offerings shows no sign of waning (Skift).
The report also notes that market competition is set to intensify: at least ten new lifestyle hotel brands from Europe and the Middle East will debut in Asia Pacific by 2027. While international brands dominate the current supply—around 80%—locally developed lifestyle brands are gaining ground, leveraging deep cultural insights to create “authentic and compelling guest experiences.” Marriott International, for instance, maintains a strong lead in supplying lifestyle hotel rooms, with Hyatt projected to follow closely between now and 2027. International chains recently acquiring brands like NoMad, CitizenM, The Standard, and Ruby are likely to see rapid growth alongside European and U.S.-based lifestyle hotel groups (Travel Daily Media, Skift).
Thailand’s place in the lifestyle hotel revolution is notable and multifaceted. Bangkok and resort destinations such as Phuket, Samui, and Chiang Mai have seen a marked rise in design-focused boutique hotels and international lifestyle brands. Thai owners and conglomerates are not only investing in global brands but also cultivating distinctive homegrown concepts—often drawing inspiration from regional crafts, local materials, and culinary traditions. These properties cater to new market segments: solo travelers seeking community, digital nomads desiring coworking spaces, and Thai millennials prioritizing immersive local experiences. Data from domestic tourism authorities indicates that Thai travelers, too, are increasingly drawn to hotels emphasizing eco-conscious designs, locally sourced cuisine, and creative amenity programming—an echo of the larger regional trend.
Historically, Asia’s hotel industry was dominated by large-scale, uniform properties often tied to international chains. In Thailand, the emergence of lifestyle hotels represents a departure from the classic tourist package model of the 1990s and early 2000s. Instead of standardized experiences, there is a newfound emphasis on reinterpretation of local architecture, contemporary hospitality concepts, and the transformation of urban neighborhoods—elements also observed in the thriving “sleep tourism” and wellness travel sectors.
For investors, the draw is clear: lifestyle hotels are structurally more adaptive to changing market conditions and consumer expectations. The JLL report highlights that investors are not only banking on continued growth in the luxury and upscale segments, but also branching into the upper midscale and economy segments. This suggests more affordable, experience-driven accommodations will proliferate even outside capital cities and established tourist hotspots, reaching “high-volume, domestic markets.”
Looking ahead, several factors are poised to accelerate Thailand’s integration in the Asia Pacific lifestyle hotel landscape. First, the country’s enduring popularity with both regional and global travelers creates fertile ground for new concepts and brand launches. Second, the cross-pollination of international design trends and local traditions—seen in properties using Thai silks, heritage motifs, and fusion cuisine—keeps the sector dynamic and globally relevant. The entry of major international lifestyle brands into the Thai market is likely to raise customer expectations and competitive standards, driving local operators to continuously innovate.
Yet challenges remain. As new entrants crowd the market, hotels must differentiate through meaningful guest engagement, sustainability initiatives, and curated local experiences. The blurring of lines between traditional and lifestyle hotels, including the increasing adoption of lifestyle elements by mainstream hotel brands, means the competitive playing field is only getting tougher. Thai operators looking to succeed will need to balance global best practices with authentic Thai hospitality—a value that still holds powerful resonance among both foreign and local guests.
Expert commentary points to sustained momentum for Asia Pacific’s lifestyle hotel boom: “This sector will continue to see vibrant growth, driven by investor enthusiasm, new market entrants, and the relentless search for innovative guest experiences,” said a senior executive from JLL Asia Pacific. “Those who best combine local authenticity with global standards will set themselves apart in an increasingly crowded field.”
For Thailand’s hospitality stakeholders, there are actionable lessons. New and existing hotel investors should closely monitor the evolving preferences of both domestic and international travelers, invest in staff training that bridges local authenticity with creative service design, and prioritize partnerships with artisans, designers, and F&B operators rooted in Thai culture. Local governments and tourism bodies can support further growth by promoting creative precincts, simplifying development regulations for boutique properties, and highlighting successful homegrown concepts as case studies for the region.
For Thai travelers, the rise of the lifestyle hotel offers an expanded palette of choices—whether seeking staycations in creative city neighborhoods, immersive escapes in heritage towns, or culinary weekend getaways. In a country celebrated for its legendary “land of smiles” hospitality, the challenge and opportunity now lie in combining time-honored warmth with next-generation innovation, turning every check-in into a personalized story.
To stay informed, travelers and tourism professionals are encouraged to follow developments from leading consultancies like JLL, monitor openings of both international and local lifestyle hotel brands, and participate in forums or events showcasing hospitality innovation in Thailand and across the Asia Pacific.
For further information and industry updates, see the original JLL report as summarized by Travel Daily Media and Skift.