#AsiaPacific

Thailand is being urged to overhaul its tourism strategy to seize a burgeoning opportunity in the Asia-Pacific luxury travel market, as affluent travelers from countries like China and India shape the future of the regional hospitality industry. Recent market research indicates that the nation’s traditional approach risks falling behind more agile competitors unless authorities and private-sector partners move quickly to upgrade infrastructure, embrace luxury-focused branding, and deliver exclusive experiences on par with global leaders (Travel and Tour World).

Thailand’s tourism sector stands at a critical juncture as industry leaders demand comprehensive strategic overhaul to capitalize on unprecedented growth in Asia-Pacific luxury travel demand. Affluent travelers from China, India, and emerging Southeast Asian economies increasingly influence regional hospitality market evolution, prompting urgent calls for infrastructure modernization, premium branding initiatives, and exclusive experience development. Recent market analysis by Travel and Tour World reveals that Thailand’s traditional volume-based tourism model faces existential challenges from more adaptable regional competitors who rapidly embrace luxury-focused strategies. The Kingdom must act decisively to upgrade its hospitality infrastructure, refine its global brand positioning, and deliver world-class premium experiences that match international luxury standards.

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).

The Asia Pacific hotel sector is experiencing a record surge in lifestyle developments that reshape travel, investment, and local experiences. In recent market assessments, lifestyle hotel rooms in the region have quadrupled since 2014, adding roughly 65,000 rooms and expected to accelerate toward 2027. Projections show lifestyle hotels could make up 6-9% of new regional supply by 2027, with a 34% increase in inventory during the period.

The core driver is a shift in traveler and investor priorities. These properties emphasize distinctive design, curated dining, communal spaces, and strong ties to local culture. For guests, they offer more than a bed for the night; for investors, they provide premium pricing potential and durable demand, supported by evolving consumer preferences and stronger pricing power compared with traditional formats.

The Asia Pacific region is witnessing a dramatic rise in the development of lifestyle hotels, as revealed in a new report by global real estate consultancy JLL. Nearly 65,000 lifestyle hotel rooms have been added since 2014, marking a fourfold increase and signaling a transformation in both the regional hospitality landscape and traveler expectations. This surge in alternative, design-forward accommodations is poised to reshape tourism, especially in destinations popular with the younger, experience-seeking demographic—including Thailand.

A regional study shows a rapid surge in lifestyle hotels across Asia Pacific, signaling a shift in how travelers seek experiences. Since 2014, about 65,000 lifestyle hotel rooms have been added—a fourfold rise that reshapes hospitality expectations. This design-forward movement is set to influence destinations popular with younger, experience-seeking travelers, including Thailand.

The trend centers on authentic, place-based travel. Lifestyle hotels emphasize contemporary design, local culture, and vibrant communal spaces. They attract travelers who want meaningful, connected experiences beyond a standard hotel stay. For Thailand, already a magnet for international tourism, the rise of lifestyle hotels presents both a challenge to traditional operators and an opportunity to refresh offerings for new and returning guests.

A new global assessment shows why travel remains a major engine of prosperity. In 2024, the United States and China lead the world’s largest tourism economies. The U.S. tourism sector generated about $2.36 trillion, while China reached around $1.3 trillion. The findings, based on WTTC data and independent visual analyses, highlight how domestic demand, infrastructure, and policy choices shape national fortunes.

Tourism is not just about beaches and landmarks. It sustains jobs, funds infrastructure, and deepens international exchange. For Thailand, a country with a long history of growth driven by travel, the report underscores the need for strategic planning and adaptation to shifting regional dynamics as the recovery continues.

A recent analysis of the world’s largest tourism economies underscores the immense financial impact of travel on nations’ prosperity, with the United States and China leading the global hierarchy in 2024. Data published by the World Travel & Tourism Council (WTTC) and visualized by Visual Capitalist shows that the U.S. tourism sector generated a staggering US$2.36 trillion this year, while China followed as a rapidly growing market at $1.3 trillion Visual Capitalist.

Delivery now accounts for 23% of Asia Pacific’s foodservice market, marking a rapid digital shift since 2019. Across the region, delivery’s share more than doubled from 10% in 2019 to 23% in 2024, while total Asia Pacific foodservice sales reached US$1.3 trillion and global deliveries rose to 21% of the market. In Thailand, this trend is visible in Bangkok’s congested streets and in upcountry towns, where riders from major platforms ferry meals from dawn until late at night.

The food delivery sector in Asia Pacific has reached a significant new milestone, with delivery now comprising 23% of the region’s foodservice market—more than doubling its share since 2019, according to the latest research by Euromonitor International as reported by Retail Asia. This dramatic rise underscores how convenience and digital transformation are rapidly reshaping how people across the region, including in Thailand, purchase and enjoy food.

For Thai readers, the rapid expansion of food delivery is impossible to miss. Just a few years ago, a visit to a bustling local food market or a sit-down meal at a street-side restaurant was the norm. Today, it is common to see motorcycle riders from Grab, Foodpanda, or Robinhood zipping through Bangkok traffic or delivering upcountry, a trend that accelerated during the COVID-19 pandemic and shows no sign of slowing down. This change matters both as a reflection of shifting consumer habits and because it impacts the livelihood of restaurant owners, riders, and the broader foodservice economy in Thailand.