Sarawak Tourism Board appoints UK PR firm

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July 25, 2025

KUCHING, Malaysia, 25 July 2025: APAC Now, a UK-based strategic communications agency specialising in Asia-Pacific travel, has been appointed by Sarawak Tourism Board (STB) to lead its public relations efforts in the UK.

With a strong focus on destination storytelling, sustainable travel, and cultural engagement, APAC Now will promote Sarawak as a leading destination for eco-conscious and immersive travel experiences. The agency will play a pivotal role in raising Sarawak’s profile among UK travellers, aligning with the growing demand for meaningful, responsible, and nature-rich holidays.

Situated on the island of Borneo, Sarawak is home to one of the world’s most biodiverse ecosystems, offering pristine rainforests, rich indigenous heritage, and a broad spectrum of adventure and cultural experiences. The partnership signals a renewed commitment to connecting with the UK market through impactful storytelling and targeted media engagement.

Sarawak Tourism Board, Chief Executive Officer Sharzede Datu Haji Salleh Askor commented: “We are delighted to welcome APAC Now as our UK public relations partner. The UK remains a vital market for Sarawak. With APAC Now’s expertise in sustainability-led travel marketing and cultural storytelling, we are confident in our ability to connect with British travellers who value authenticity, nature, and purpose. Sarawak is home to rare wildlife like orangutans and hornbills, ancient rainforests, and warm, welcoming communities, all of which make it a destination where travellers can truly engage, explore, and leave a positive impact.”

APAC Now Managing Director Hannah Filer added: “We are thrilled to represent Sarawak in the UK. For nature lovers, adventure seekers, and culturally curious travellers, Sarawak offers an experience unlike anywhere else. From UNESCO-listed national parks and rare species to vibrant festivals and immersive homestays, this region embodies responsible and regenerative tourism.

We look forward to inspiring UK audiences to discover this hidden gem of Southeast Asia.”

As Malaysia’s largest state, Sarawak is home to extraordinary natural diversity, including two UNESCO World Heritage Sites — Gunung Mulu National Park and Niah National Park — and 67 protected areas, ranging from national parks and wildlife sanctuaries to marine reserves. Visitors can explore limestone cave systems, kayak along jungle rivers, or spot iconic wildlife, including orangutans, proboscis monkeys, Rafflesia flowers, and the rhinoceros hornbill, Sarawak’s state bird.

At the heart of Sarawak’s tourism approach is sustainability, with a focus on conservation, eco-friendly innovation, and community-based experiences. The region continues to expand its network of eco-hosts and homestays, giving travellers the chance to live alongside local communities, experience traditional crafts and cuisine, and support indigenous livelihoods. Accommodation in Sarawak ranges from eco-lodges and boutique hotels to community-run homestays, offering meaningful stays in rainforest, coastal, or village settings.

Last month’s successful staging of the Rainforest World Music Festival (RWMF) marked a significant milestone. Now in its 28th year, the festival welcomed over 22,000 attendees, with a notable increase in family participation, reflecting its growing focus on creating a warm, inclusive atmosphere for visitors of all ages. Offering something for all tastes, the event featured over 200 performers from 20 countries, blending global music with environmental education under the theme “Connections: One Earth, One Love.”

With its unique rainforest setting, dynamic programming, and international reputation, RWMF remains one of Asia’s most significant cultural festivals and will continue to be a key event for international travellers to watch in future years.

Beyond the festival, visitors can delve deeper into Sarawak’s culture by exploring the Sarawak Cultural Village, a living museum showcasing 34 ethnic groups, or visiting the award-winning Borneo Cultures Museum in downtown Kuching, the largest in Malaysia and the second-largest in Southeast Asia.

APAC Now will also spotlight Sarawak’s dedication to immersive travel experiences with a special focus on its rich culinary heritage. A key highlight is the release of Eat, Roam, Relish, a culinary travel series hosted by MasterChef Australia finalist Audra Morrice. The series explores Sarawak’s unique flavours and the cultural stories behind its cuisine, offering viewers an authentic taste of the region. This initiative reinforces Sarawak’s emerging role as a premier destination for food tourism, seamlessly blending culinary exploration with immersive travel experiences.

As Sarawak continues to position itself at the forefront of eco-cultural travel, this new partnership with APAC Now marks a pivotal step in bringing the state’s rich heritage, natural wonders, and sustainable vision to a broad UK audience.

For further information, visit: Sarawak Tourism Board.

GHA names VP leadership team

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TTR WEEKLY

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July 25, 2025

DUBAI, UAE, 25 July 2025: UAE-headquartered Global Hotel Alliance (GHA), an alliance of independent hotel brands, has announced three appointments to strengthen its leadership team.

Katharina Dein has been promoted to Vice President, Commercial, Jelena Kezika becomes Vice President, Strategy, and Andrea Krenn takes on the new role of Senior Vice President, Communications.

She was the first member of the GHA Commercial team, joining in 2013 to oversee a growing portfolio of brands. In her new role as Vice President Commercial, Dein will broaden her scope of responsibilities, optimising the performance of newly integrated properties.

Jelena Kezika, who has also been with GHA since 2013, has played a pivotal role in implementing strategic initiatives to enhance member engagement and improve GHA’s commercial success by driving member acquisition and increasing cross-brand revenue for GHA hotels. In her new role as Vice President of Strategy, Kezika will continue to shape GHA’s future, planning, developing, and implementing new strategies, as well as expanding GHA’s partnerships to increase the reach of GHA’s loyalty ecosystem.

Andrea Krenn, appointed Senior Vice President of Communications, has led global public relations efforts for GHA since 2021, bringing a wealth of international experience in corporate communications and media relations to the company. She held previous positions at Atlantis, The Palm, and Dubai Tourism before founding her consultancy endeavour.

These appointments coincide with a period of strong growth for GHA, as new brands such as Cinnamon Hotels (Sri Lanka), Sunway (Malaysia), and Rotana (UAE) are set to join in 2025, further expanding and innovating in the travel and hospitality space.

What 10,500 new flights mean for Australian hotels

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TTR WEEKLY

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July 25, 2025

SYDNEY, 25 July 2025: International flight routes are set to supercharge Australia’s hotel sector, potentially creating demand for up to 1.9 million room nights annually, according to a recent CBRE study.

CBRE’s ‘From Runway to Room Nights’ report highlights that 56 new routes have added 10,500 annual flights to key Australian cities, marking a significant shift in the country’s inbound travel capacity.

CBRE’s Head of Hotels Research Ally Gibson said this air connectivity would help drive a new phase of recovery for Australia’s hotel sector and have direct implications for hotel performance.

“Increased capacity from core markets including China, India, Southeast Asia, North America and the Middle East is expected to drive a continued recovery in international arrivals, reinforcing aviation’s role as a critical lever for tourism and hotel sector growth,” Gibson said.

“As these new services mature and inbound visitation continues to recover, the uplift in demand is expected to increase occupancy and RevPAR levels across key markets as Australia’s hotel development pipeline enters a sustained period of limited supply, driven by escalating construction costs and productivity constraints.”

CBRE’s analysis takes into account each route by airline, origin, frequency and aircraft type. This was used to estimate new international short-term arrivals and translate them into projected hotel room night demand and occupancy impacts.

By the end of 2026, CBRE estimates that these new routes will create demand for around 1.9 million hotel room nights nationally, with the potential to lift Australia’s hotel occupancy by an average of 3.4%.

CBRE Hotel’s Troy Craig noted: “Supply-constrained markets such as Brisbane, Perth and Cairns are particularly well-positioned to benefit, with new flight routes translating directly into performance upside. Meanwhile, the gateway markets of Sydney and Melbourne, underpinned by strong corporate and leisure-based demand and major event schedules, are expected to sustain elevated levels of international arrivals and translate this into continued performance growth.”

CBRE’s analysis highlights that Sydney is expected to see the most significant uplift in demand, with 13 new flight routes projected to generate around 390,000 additional short-term arrivals and drive an expected 542,000 room nights by the end of 2026.

Melbourne will benefit from 12 new international routes, adding around 306,000 short-term arrivals and an expected 409,000 room nights by the end of 2026. As hotel supply begins to moderate, the increase in demand is expected to help absorb recent additions and drive improved performance momentum.

With nine new direct services, primarily from Southeast Asia and the Middle East, Perth is forecast to experience the highest percentage growth in international arrivals, with 298,000 new short-term arrivals expected to generate an additional 339,000 room nights.

Brisbane’s new flights align with strategic inbound travel growth and capacity gains following the completion of its second runway. Eight new routes from various origins, including North America and Asia, are expected to generate approximately 214,000 new short-term arrivals and create demand for around 267,000 room nights.

With four new international routes including direct flights from San Francisco and Auckland, Adelaide is set to welcome around 143,000 additional short-term visitors, translating into demand for an expected 102,000 room nights.

Cairns is meanwhile expected to continue its evolution into a year-round premium leisure market, with seven new flight routes set to deliver around 120,000 new short-term arrivals, generating an expected 104,000 room nights.

About CBRE Group Inc
CBRE Group Inc, a Fortune 500 and S&P 500 company headquartered in Dallas, is the world’s most extensive commercial real estate services and investment firm (based on 2024 revenue) serving clients in more than 100 countries.
Visit the website at www.cbre.com.

Preferred Hotels expands in Q2 2025

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TTR WEEKLY

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July 25, 2025

SINGAPORE, 25 2025: Preferred Hotels & Resorts, a global independent hotel brand, has announced the addition of 18 new member properties to its international portfolio during Q2 2025.

To celebrate, I Prefer Hotel Rewards members can earn 2,500 bonus points on eligible stays at any of these participating locations for a limited time. Ranging from a brand-new and distinguished Texas Inn to a historic castle-turned-luxury-retreat in the Austrian Alps, each of these unique and independent properties offers immersive, authentic experiences that spark curiosity and encourage travellers to discover even more extraordinary destinations across the globe.

The new members include two Asian standouts

Amara Singapore (Singapore, Singapore) — Lifestyle Collection:

The 389-room hotel is situated in the city’s central business district in the heart of Tanjong Pagar.

Himalayas Hotel Shanghai (Shanghai, China) — Lifestyle Collection:

The 412-room property is situated in Shanghai’s thriving Pudong district, within the Shanghai Himalayas Centre and offering access to the Shanghai New International Expo Centre and Century Park.

Other member properties joining Preferred Hotels & Resorts’ portfolio from 1 April to 30 June 2025 include:

About Preferred Hotels & Resorts
Preferred Hotels & Resorts is the world’s largest independent hotel brand, representing more than 600 distinctive hotels, resorts, residences, and unique hotel groups across 80 countries.

Thailand: More than recovery: It’s a renaissance

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Andrew Wood

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July 25, 2025

BANGKOK, 25 July 2025: Thailand is roaring back on the world tourism stage, leading Southeast Asia’s bold recovery and showcasing a powerful combination of strategy, sustainability, and regional cooperation.

According to the latest data from the UN Tourism, the Asia-Pacific region welcomed 316 million international arrivals in 2024, marking an 87% recovery from pre-pandemic levels. Thailand’s performance has been robust, with the Tourism Authority of Thailand (TAT) reporting a 30% increase in international arrivals during the first half of 2025 compared to the same period last year. Source markets in Europe performed positively, while visitors from China to Thailand declined.

*Thailand’s glorious seascapes. Andrew Wood.*

“This is more than a recovery — it’s a renaissance,” said TAT Governor Thapanee Kiatphaibool. “Thailand’s rebound reflects a national effort to reimagine tourism for a sustainable, resilient future.”

Regional unity has been a cornerstone of this progress. ASEAN’s coordinated response — including seamless cross-border travel, joint visa schemes, and destination marketing — is helping position Southeast Asia as a unified tourism zone. The ASEAN Tourism Strategic Plan 2016–2025 continues to provide a strong framework for innovation, workforce development, and inclusive growth.

According to the Pacific Asia Travel Association, Southeast Asia now accounts for over a third of all international arrivals to the Asia-Pacific region. Thailand, Indonesia, and Vietnam are among the top performers driving visits to destinations in the Asia-Pacific region.

Travel analytics firm ForwardKeys has also ranked Thailand as one of Asia’s top-recovering destinations, with bookings for Q3 and Q4 2025 already surpassing those of 2019.

Thailand is also investing heavily in smart tourism infrastructure and sustainability. The recently launched Thailand Green Tourism Plan 2030 includes eco-certifications, digital immigration, and low-carbon transport initiatives. Education remains central, with new training programmes designed to upskill the tourism workforce in digital marketing, customer service, and sustainability leadership.

Meanwhile, in stark contrast, the US President’s “America First” policy has raised concerns among global tourism leaders. The US Travel Association reports that international arrivals to the US remain 18% below 2019 levels, particularly from Asian markets, due to prolonged visa delays, reduced airlift, and unclear policy direction.

“While Asia builds bridges, the US risks pulling up the drawbridge,” said Skål International Bangkok’s President James Thurby. “In today’s interconnected travel landscape, regional cooperation and open engagement are vital. Thailand and ASEAN understand this — and the world is taking notice.”

World Tourism Day, to be hosted in Malaysia on 27 September under the theme “Tourism and Peace,” will highlight the region’s efforts to build a more inclusive and sustainable tourism future.

As Q4 approaches, the outlook remains positive for Thailand and the wider region. Airline capacity is expanding, traveller confidence is up, and the ASEAN brand has never been stronger.

Standouts

Thailand’s international arrivals up 30% in H1 2025; substantial gains from China, India, UK, Russia, and the Middle East

Asia-Pacific’s tourism recovery reaches 87% of pre-pandemic levels in 2024 (UN Tourism)

Thailand, Vietnam, and Indonesia lead ASEAN’s resurgence (PATA, ForwardKeys)

ASEAN unity and seamless travel arrangements accelerating cross-border tourism growth

Thailand Green Tourism Plan 2030 positions country as a regional sustainability leader

America First policy could slow US inbound recovery; Asia continues to lead globally.

World Tourism Day 2025 to be held in Malaysia on 27 September, themed “Tourism and Peace”

About ASEAN
The Association of Southeast Asian Nations (ASEAN) is a political and economic organisation of ten countries located in Southeast Asia, which was formed on 8 August 1967 by Indonesia, Malaysia, the Philippines, Singapore and Thailand. Since then, membership has expanded to include Brunei, Cambodia, Laos, Myanmar and Vietnam. Its aims include accelerating economic growth, promoting social progress and sociocultural development among its members, protecting regional peace and stability, and providing opportunities for member countries to discuss differences peacefully.

About the author
Andrew J Wood is a respected travel writer, hotelier, and tourism lecturer with over four decades of experience in Southeast Asia’s hospitality and tourism sectors. A former general manager of several leading hotels in Thailand and a regular speaker at international tourism forums, he is widely recognised for his insight into emerging travel trends and his passionate advocacy for Thailand as a world-class destination.

PHIST returns for 8th edition

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TTR WEEKLY

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July 25, 2025

PHUKET, 25 July 2025: Phuket Hotels for Islands Sustaining Tourism (PHIST) returns for its 8th annual edition on 1 September 2025, targeting a gathering of more than 1,300 leaders, hoteliers, innovators, and changemakers at the Angsana Laguna Phuket venue.

Organised by the Phuket Hotels Association, in collaboration with C9 Hotelworks and Greenview, PHIST 2025 is a knowledge-sharing, solution-building, and action-taking platform. This year’s expanded format includes over 25 sessions, a sustainable fashion show, a farm-to-table showcase, and a “Best Practice Video Award” that recognises outstanding real-world green achievements by hospitality operators.

Natalie Phaholyothin, CEO WWF Thailand (left), will be joined by other key contributors, including Vojtech Vegh, Zero Waste Culinary Advisor to Winnow (centre), and Eric Ricaurte, CEO of Greenview (right).

A key voice at PHIST 2025 will be Natalie Phaholyothin, CEO of WWF Thailand, who will participate in a panel discussion on marine conservation. She hailed the importance of the event as a way of inspiring positive action.

“PHIST is more than a conference – it’s a catalyst. It unites people who are not afraid to challenge the status quo. In fragile ecosystems like our island regions, this kind of collaboration is urgently needed,” she commented.

This year’s event will also focus on the critical issue of food waste. A dedicated farm-to-table zone will showcase local producers and chefs working together to celebrate Thailand’s food culture through sustainable sourcing. A compelling food waste presentation by Vojtech Vegh, Zero Waste Culinary Advisor to Winnow, will talk about “The Black Truffle Mindset.”

“Food waste is one of hospitality’s most overlooked problems, but it’s also one of the easiest to solve,” said Vojtech. “Through smart kitchens, better measurement, and chef-led change, we can slash waste and costs while improving the guest experience. I’m thrilled to be part of a movement that puts solutions front and centre.”

Beyond panel discussions and presentations, PHIST 2025 will bring sustainability to life through interactive and engaging experiences. The next generation of hospitality professionals will be given a voice through a workshop led by students from Dusit Thani College, and a fashion show will spotlight eco-conscious designers who use ethical, upcycled, and plant-based textiles. A large-scale green exhibition will also feature over 35 booths, showcasing solutions ranging from water-saving technologies and plastic-free amenities to intelligent energy and green certification services.

Other topics to be covered at PHIST 2025 include climate resilience, regenerative tourism, ESG in MICE, circular economy models, smart technologies, and innovative accommodation concepts such as off-grid retreats and glamping. The overall goal is to move beyond sustainability theory and provide tools and strategies for fundamental transformation.

Greenview CEO Eric Ricaurte returns to PHIST to lead sessions focused on data-driven strategies for enhancing hotel efficiency and reducing carbon footprints.

PHIST 2025 is free to attend for all, making it an ideal event for hospitality professionals, students, and sustainability advocates. The event is supported by Pan Pacific Hotels, Winnow, Luxury Escapes, Tuu, Delivering Asia, QUO, SaiYok Springs, and many of the region’s most forward-thinking hospitality brands.

To learn more about PHIST 2025 and to attend this critical event, please visit phist.phukethotelsassociation.com.
You can register here.
See the highlight of last year’s edition here.

Cathay Group releases June traffic figures

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TTR WEEKLY

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July 25, 2025

HONG KONG, 25 July 2025: Passenger and cargo volumes increased in June compared to the same month in 2024, according to Cathay Group’s latest traffic figures.

Chief Customer and Commercial Officer Lavinia Lau said: “Cathay Pacific and HK Express carried a combined total of around 2.9 million passengers, 23.3% more than June 2024. Meanwhile, Cathay Cargo carried over 130,000 tonnes of cargo, representing a 6.3% increase from June last year.

“Our global network has also continued to expand with five new destinations added in June. In 2025 as a whole, Cathay Pacific and HK Express have announced or launched passenger services to 19 destinations, with additional services to follow. We now operate passenger services to more than 100 destinations worldwide as a Group.”

Cathay Pacific

Cathay Pacific carried 25.2% more passengers in June 2025 compared with June 2024, while Available Seat Kilometres (ASKs) increased by 26.2%. In the first six months of 2025, the number of passengers carried increased by 27.8% compared with the same period in 2024.

Lau said: “Cathay Pacific set a new post-pandemic record by carrying over 90,000 passengers on 28 June, while also achieving its highest single-day load factor so far this year of 93.4% on the same day.

“Following a quieter start to the month, demand picked up, supported by various traffic flows, most notably inbound student traffic from the UK and the US. Regionally, while demand for Japan from Hong Kong softened, there was a marked increase in traffic to destinations across Southeast Asia and the Chinese Mainland. The outlook for our long-haul routes continues to be robust for the summer period.”

Cathay Cargo

Cathay Cargo carried 6.3% more cargo in June 2025 than in June 2024. Available Freight Tonne Kilometres (AFTKs) increased by 5% while load factor decreased by 1.1 percentage points year on year. In the first six months of 2025, the total tonnage increased by 11.3% compared with the same period in 2024.

Lau noted: “Our cargo business continued to see year-on-year growth in June, largely due to tariff timelines and resulting market behaviour. We observed significant growth in tonnage from Southeast Asia and the Taiwan region to the Americas, driven by both general cargo and high-tech electronics. Our Cathay Pharma solution also performed well across long-haul trade lanes, in particular. For July, we expect demand uncertainties to persist, and we will continue to monitor developments over the coming weeks closely.”

HK Express

HK Express carried more than 580,000 passengers in June 2025, an increase of 16.5% year on year, while Available Seat Kilometres (ASKs) grew by 32.1%. In the first six months of 2025, the number of passengers carried increased by 33.5% compared with the same period in 2024.

HK Express continued to expand its network. In addition to launching flights to Cheongju, Daegu, and Miyako (Shimojishima) in June, the airline has also announced new routes to Guiyang, launching at the end of July; Kuala Lumpur (Subang) in early August; and Kota Kinabalu in November. While these new destinations will further enhance the connectivity of our Hong Kong international aviation hub, they require time and investment in market awareness to stimulate demand. Coupled with softened travel demand for Japan, which constitutes a significant share of HK Express’s capacity, this resulted in a significantly reduced load factor in June.

Summer sorted: Dubai delivers

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TTR WEEKLY

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July 24, 2025

SINGAPORE, 24 July 2025: As summer holidays beckon, Emirates invites travellers from Singapore to reimagine their plans with Dubai – a city purpose-built for comfort, discovery, and world-class experiences all year round.

With exclusive benefits for Emirates passengers and seamless connections through the airline’s extensive global network, Dubai is not only a rewarding summer destination but an ideal stopover for travellers.

A City Designed for All Seasons

Dubai is one of the few global cities engineered for year-round travel. With wide-scale air conditioning, temperature-controlled pools, and an abundance of indoor entertainment, visitors can explore, unwind, and spend time comfortably, even during the peak of summer. From indoor theme parks and immersive museums to shopping festivals, live events, and family-friendly experiences, Dubai offers more than just a place to stay – it is a city that thrives in every season.

Added Value for Emirates Passengers

To help travellers make the most of their trip, Emirates invites customers to take advantage of My Emirates Pass. With an Emirates boarding pass, they can unlock exclusive offers at hundreds of retail, leisure, and dining outlets across the UAE.

From exploring iconic landmarks to indulging in world-class shopping and cuisine, My Emirates Pass enhances every summer adventure in Dubai with added value and memorable experiences. It is available for all Emirates passengers travelling to or through the city this season.

A Seamless Journey with Emirates

Onboard, Emirates offers a travel experience designed for comfort and enjoyment at every stage of the journey. Customers across all cabins can enjoy regionally inspired meals, complimentary beverages, and ice, as well as Emirates’ award-winning in-flight entertainment system, offering more than 6,500 channels of movies, music, TV, and more.

Families are treated to kid-friendly meals, entertainment, and toys, with priority boarding and additional support at the airport for smoother journeys.

Arriving at Dubai International (DXB), Emirates customers enjoy fast-track connections and direct access to the city’s modern, climate-controlled transport network, ensuring the journey continues with ease on the ground.

Dubai as a Destination – and a Value-packed Stopover

For travellers planning a more extended holiday, Dubai offers a full spectrum of indoor leisure, shopping, culture, and dining. For those taking long-haul journeys, it provides a smooth, value-packed stopover that combines rest with discovery.

Connected to the World

Emirates connects Dubai to over 140 destinations across six continents, offering global travellers flexible options throughout the summer. With multiple daily flights from key cities across Europe, Asia, the Middle East, the Americas, and Africa, passengers can choose schedules and cabin products that match their travel plans—whether flying for leisure, business, or connecting through Dubai en route to other global hubs.

This year, Emirates celebrates 35 years of operations in Singapore, marking more than three decades of connecting travellers between the Lion City and the world through its hub in Dubai. Since commencing operations in June 1990, Emirates has carried over 10 million passengers on more than 65,000 flights between Singapore and Dubai.

Emirates currently operates four daily flights between Singapore and Dubai with a mix of Airbus A380s and Boeing 777s, as well as a non-stop daily service connecting Singapore with Phnom Penh, Cambodia. Emirates also offers personalised travel planning and expert advice from dedicated consultants at the Emirates World retail store located at Singapore’s Odeon 333, which opened earlier this year.

For more information, visit https://www.emirates.com/sg/english/.

Purchase tickets at https://www.emirates.com/sg/english/, Emirates sales offices or contact centre, via travel agents or online travel agents, or at Emirates’ retail store.

To learn more or book your journey, visit emirates.com.

Mama Shelter to settle in Bangkok

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TTR WEEKLY

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July 24, 2025

BANGKOK, 24 July 2025: Ennismore, a lifestyle and leisure hospitality company under the Accor umbrella, joins Thailand’s Platinum Group to announce the signing of Mama Shelter Bangkok Platinum.

Located in the heart of Bangkok, Mama Shelter is set to open its doors in 2029, featuring 578 rooms spread across 47 floors of a new mixed-use development. The 48-storey Platinum Square, which will also house a four-storey shopping centre, is under construction on a site near Prathunam-Petchaburi junction.

The Platinum Square is situated a short walk from the Siam and Chit Lom BTS Skytrain stations, and close to the MRT Orange Line, currently under construction with a planned opening in 2030.

Mama Shelter at Ennismore Brand CEO Cedric Gobilliard said: “Bangkok is a city that offers something new to experience at every turn, and the thrill of the unexpected excites us with the signing of Mama Shelter Bangkok Platinum. Mama Shelters are living places, offering something for everyone, and we can’t wait to bring Mama’s distinctive spirit to Thailand for the first time with Platinum Group.”

Platinum Group, Chairman of the Executive Committee Surachai Chotjurangkool added: “The company is delighted to collaborate with the Mama Shelter brand from Ennismore to launch Mama Shelter Bangkok Platinum, the first of its kind in Southeast Asia.”

Founders Serge Trigano and his two sons, Jérémie and Benjamin, describe Mama Shelter as “a place to live life to the full: it’s affordable, irreverent, popular, sassy, and sexy. Mama has created havens for her guests. Much like a mother who cares for her children, Mama looks after travellers as if they were her own.”

Since opening its first hotel in Paris East, Mama Shelter has expanded to Marseille, Lyon, Bordeaux, Prague, Belgrade, Toulouse, Lille, London, Paris West, Luxembourg, Rome, Lisbon, Paris La Défense, Rennes, Dijon, Nice, and Dubai. Future hotels include Zurich, Casablanca, Cape Town, Amsterdam, and Lake Como, as well as Mama Shelter’s first hotel in Asia, set to open in Singapore later this year.

“Mama Shelter is owned by Ennismore, a global collective of lifestyle brands, which is in turn a joint venture with Accor Group. The brand was originally founded by Serge Trigano and his sons, Jérémie and Benjamin, in 2008,” according to the Accor Group’s corporate website. While Mama Shelter is part of the Ennismore portfolio, they collaborate with Accor, which holds a majority shareholding.

Lifestyle hotel boom reshapes hospitality

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TTR WEEKLY

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July 24, 2025

SINGAPORE, 24 July, 2025: Lifestyle hotel rooms in Asia Pacific have quadrupled since 2014, with nearly 65,000 new hotel rooms having been introduced to the region, according to a new report by global real estate consultancy firm JLL.

JLL’s Lifestyle Hotels in Asia Pacific 2025 report attributes the continued growth of the lifestyle hotel sector across the region to evolving consumer preferences, premium pricing power, and increasing investor interest. Projections indicate that lifestyle hotels constitute 6-9% of new hotel supply in the region.

“The strong performance and growth potential of lifestyle hotels are attracting significant investor interest across Asia Pacific. The efficient programming and differentiated offerings of lifestyle hotels are making them increasingly attractive to investors, who recognise their potential for higher returns and long-term value creation,” said JLL Hotels & Hospitality Group, Asia Pacific Senior Managing Director, Head of Advisory and Asset Management Xander Nijnens.

“We expect to see continued M&A activity in the sector as established chains look to expand their portfolios, and smaller platforms seek to leverage the resources and distribution networks of larger players. This consolidation will further shape the competitive landscape and drive innovation in the years to come.”

Southeast Asia currently boasts three times more rooms than Australia and New Zealand, as well as South Asia. However, Australia and New Zealand are experiencing the most rapid growth, driven by strong domestic demand and a growing appetite for unique and experience-driven travel.

Lifestyle hotels in Asia Pacific command a significant price premium of 10 to 11% compared to traditional hotels, with an ability to attract discerning travellers willing to pay for distinctive experiences and personalised service. Curated dining experiences and vibrant social spaces are essential in attracting and retaining guests. Food and beverage offerings play a crucial role in the success of lifestyle hotels, contributing a higher F&B revenue per occupied room (around 30% on average) compared to traditional hotels.

The Asia Pacific is set to welcome ten new lifestyle brands by 2027, further intensifying competition and expanding the range of options available to travellers. International brands currently dominate the landscape, accounting for 80% of the supply, leveraging their global recognition and established distribution networks. However, locally grown lifestyle brands are also demonstrating strong expansion potential, capitalising on their deep understanding of local culture and preferences to create authentic and compelling guest experiences.

Marriott International currently leads the existing supply in Asia Pacific and is set to maintain its market leadership. Hyatt is projected to rank second between 2025 and 2027. Investor and guest interest will drive continued growth, particularly for recently acquired international lifestyle brands like NoMad, CitizenM, The Standard, and Ruby, as well as other European and US-based lifestyle hotel chains.

“While lifestyle hotels have traditionally dominated the luxury and upscale segments – a trend which will continue with new brands entering Asia Pacific – significant growth is also now emerging in the upper midscale and below categories,” said JLL Vice President, Head of Hotels Research, Asia Pacific Marina Bracciani.

“The lifestyle concept, initially premium, is increasingly entering three-star and entry-level four-star properties, indicating a promising expansion into higher-volume, domestic markets.”

The entry of new brands from Europe and the Middle East will further intensify competition in the Asia-Pacific lifestyle hotel market, requiring operators to continually innovate and refine their offerings to stay ahead of the curve. Traditional hotel brands will have to increasingly adopt elements of the lifestyle hotel model, blurring the lines between the two categories, driven by a desire to appeal to a broader range of travellers and remain competitive in a rapidly evolving market.

Sarawak Tourism Board appoints UK PR firm

GHA names VP leadership team

What 10,500 new flights mean for Australian hotels

Preferred Hotels expands in Q2 2025

Thailand: More than recovery: It’s a renaissance

PHIST returns for 8th edition

Cathay Group releases June traffic figures

Summer sorted: Dubai delivers

Mama Shelter to settle in Bangkok

Lifestyle hotel boom reshapes hospitality

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