#Hospitality

In a region famed for its glittering shows of wealth, a new language of affluence is quietly taking over the minds of Asia’s ultra-wealthy. Silent luxury, a movement that values craftsmanship, longevity, and deeply personal experiences over logos and conspicuous branding, is redefining what it means to be rich in 2025. For Thai readers, this trend arrives at a moment when wellness tourism, curated hospitality, and high-end experiential travel are already climbing the ladder of importance in both domestic and international markets. The shift signals not just a taste for exclusivity, but a shift in values: spending less on visible status and more on meaningful, long-lasting moments with family, culture, and nature.

Thailand remains Southeast Asia’s tourism leader, yet the path ahead is nuanced. As Bangkok’s dawn rituals meet the footsteps of international visitors, the broader picture reveals both resilience and caution for the years ahead.

After the pandemic, Thailand welcomed 35 million international visitors in 2024, a strong rebound that outpaced many regional peers. Still, this milestone sits alongside vulnerabilities that could shape 2025 and beyond, especially as momentum in mid-2025 hints that growth may slow without targeted strategies.

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 rebound in international travel in 2025 coincides with a subtle shift in how American visitors are perceived abroad. Political and cultural tensions are influencing how travelers are treated, prompting careful attention to behavior, attire, and conversations. Industry voices suggest a more nuanced travel climate in several regions, with implications for Thai travelers and those who work in hospitality and tourism.

For Thai readers, this trend matters beyond mere curiosity. Thailand sits at the heart of Southeast Asia’s dynamic tourism scene, welcoming millions of visitors while sending many Thais abroad. The evolving mood around U.S. travel intersects with hospitality strategies, diplomatic nuance through tourism, and the importance of cultural sensitivity in creating memorable experiences.

Singapore has emerged as the top destination for ultra-high-net-worth travelers in Southeast Asia, according to recent findings from Vista, the world’s largest private aviation on-demand operator. The report signals a shift in how Asia’s wealthiest travelers spend, with implications for tourism investment and long-term economic planning across the region.

Vista’s June release highlights Singapore’s rise as a premier hub for affluent jet-setters, driven by safety, world-class hospitality, stable governance, and easy connectivity. As regional economies recover from the pandemic, private jet movements into Singapore have surged, underscoring a preference for efficient, tailor-made experiences and exclusive access over mass tourism.

Singapore has emerged as Southeast Asia’s leading destination for ultra-high-net-worth (UHNW) travelers, according to the latest findings released by Vista, the world’s largest on-demand operator for private aviation. The new trends underscore a shift in luxury travel preferences and spending patterns among Asia’s wealthiest elite, with regional implications for tourism, investment, and long-term economic development.

Vista’s research, unveiled on June 19, highlights Singapore’s ascent as the premier hub for affluent global jet-setters—a distinction earned through its reputation for safety, world-class hospitality, financial stability, and seamless connectivity. As regional economies recover post-pandemic, the rising frequency of private jet flights to Singapore spotlights its expanding influence among UHNW individuals who, according to Vista, are increasingly prioritizing efficient, bespoke experiences and exclusive access over conventional tourism.

A recent trends report by restaurant technology provider Toast highlights how tipping culture in the United States is evolving, revealing regional differences in generosity and growing public fatigue with gratuities. The study, published in June 2025, offers insights for observers beyond America as global service norms shift.

The core finding ranks U.S. states by digital tipping, using data from Toast’s checkout system. Delaware led with an average tip of 22.1% in the first quarter of 2025, followed by West Virginia and New Hampshire at around 21% or more. California and Washington posted the lowest digital tips, at about 17.3% and 17.8% respectively. This pattern suggests how regional cost of living, hospitality expectations, and local service traditions shape tipping behavior. Researchers note that lower-cost areas in the Northeast and South may tip more, while higher-cost states see more hesitancy to add extra percentages.

A new trends report by restaurant technology provider Toast has reignited the debate around the U.S.’s rapidly evolving tipping culture, revealing sizable differences in generosity depending on the state and highlighting growing public fatigue about how gratuities are handled nationwide (Yahoo News). The findings, published in June 2025, draw attention to shifting attitudes toward tipping—offering valuable insights not only for American diners and restaurateurs, but also for observers in Thailand as global service norms take on new forms.

Vietnam emerged as Asia’s most-visited country in the first quarter of 2024, outperforming Thailand and Indonesia with about 10 million international visitors in the first three months. The finding highlights a shift in regional travel trends and growing competition in Southeast Asia, according to travel industry data reported by a major Indian daily.

For Thai readers, the news carries practical implications. Thailand has long been a tourism powerhouse, but rising competition from Vietnam invites the Kingdom to rethink its approach. Early 2024 figures show Vietnam ahead of both Thailand and Indonesia in visitor numbers, signaling a new era of innovation and strategic refinement in the regional travel market.

Asia’s tourism landscape is undergoing a dynamic transformation as Vietnam has emerged as the region’s most-visited country during the first quarter of 2024, outpacing popular destinations like Thailand and Indonesia, according to recent travel industry data highlighted by Hindustan Times. A staggering 10 million international tourists flocked to Vietnam in the first three months alone, reflecting the country’s surging appeal as well as shifting travel trends within Southeast Asia.

This news is especially significant for Thai readers as Thailand, long regarded as Asia’s tourism powerhouse, now faces stiff competition from neighboring Vietnam. The first quarter figures underscore a need for the Kingdom to re-examine its tourism strategies to maintain relevance amid rapidly evolving traveler preferences. With Vietnam attracting more arrivals than Thailand and Indonesia—both mainstays on the Asian tourism circuit—the development signals a new era of competition and innovation in the region’s travel sector.