Travelers' demand for more unique experiences fuels lifestyle hotel boom in Asia
Lifestyle hotels in Asia-Pacific are set to grow 34% by 2027 — driven by demand for unique, experience-led travel and rising investor interest.
TL;DR
- Travelers increasingly desire hotels that align with their interests (art, music, fashion, work) and facilitate social interaction.
- Lifestyle hotels' share of new hotel rooms has roughly doubled since 2000.
- In 2025, lifestyle hotels comprised 25% of new rooms in Europe, 16% in the Americas, and 16% in Asia.
- Lifestyle hotels are defined by their unique environments, contrasting with the standardized experience of traditional hotels.
- Boutique hotels are independent or family-run, while lifestyle hotels are operated by established companies.
- Asia-Pacific has seen the strongest growth, with room supply quadrupling from 2014 to 2024 and projected to grow 34% by 2027.
- China leads in lifestyle hotel supply in Asia-Pacific, followed by Southeast Asia.
- Australia and New Zealand show strong growth due to demand for unique, experience-driven travel.
- Lifestyle brands acquired by international chains (e.g., NoMad by Hilton, CitizenM by Marriott, The Standard by Hyatt) are expected to expand in Asia.
- Lifestyle hotels often have distinctive decor and prioritize social spaces over rooms.
- These hotels appeal to younger travelers who spend more on travel and seek unique experiences.
- Smaller footprints make lifestyle hotels easier and cheaper to build, though they command a 10-11% price premium.
- Food and beverage offerings are crucial, leading to 30% higher F&B revenue per occupied room.
- The lifestyle concept is expanding into upper midscale and entry-level four-star properties.
- Ten new lifestyle hotel brands are set to open in Asia-Pacific by 2027.