A increasing fig of travelers privation much from their hotels than a brushed furniture and cleanable spot to sleep.
They privation hotels that bespeak their interests — beryllium it art, music, manner oregon enactment — and let them to mingle with different travelers who stock these passions too.
That's fixed manner hotels a boost, with the planetary stock of manner rooms successful caller hotels astir doubling since 2000, according to JLL's Global Hotel Investment Outlook 2025.
In 2025, immoderate 25% of caller edifice rooms successful Europe were in lifestyle hotels, followed by 16% each successful the Americas and Asia, the study shows.
"Lifestyle and boutique hotels are defined by their unique, exclusive situation versus the standardized acquisition of accepted hotels," according to a downloadable mentation of a abstracted JLL report examining manner hotels successful Asia-Pacific.
The quality betwixt them, the study states, is that boutique hotels are autarkic oregon chains tally by families, whereas manner hotels are operated by established edifice companies.
Growth successful the past 5 years has been strongest successful Asia-Pacific, wherever country proviso quadrupled from 2014 to 2024 — and is acceptable to turn different 34% by 2027, the study showed.
China has the astir manner edifice proviso successful the region, followed by Southeast Asia, which has 3 times much rooms than Australia, New Zealand and South Asia, according to JLL.
However, Australia and New Zealand displayed the strongest maturation successful manner rooms proviso connected the backmost of surging request for unsocial and experience-driven travel, the institution said.
Lifestyle brands are expected to proceed expanding successful Asia connected the backmost of capitalist and impermanent demand, JLL added, peculiarly for brands that person been precocious acquired by planetary edifice chains, specified arsenic NoMad (acquired by Hilton), CitizenM (acquired by Marriott), and The Standard (acquired by Hyatt).
Distinctive offerings
From luxury flagships similar The Singapore EDITION to offbeat brands specified arsenic Mama Shelter, manner hotels are often smaller than halfway marque hotels and person distinctive interior decor. And, successful a twist from accepted hotels, these hotels stress the societal spaces implicit the rooms.
"I deliberation guests contiguous are choosing a edifice due to the fact that they privation to person much than a room. They privation to person a party… a spot wherever they admit themselves," said Sylvain Pasdeloup, enforcement vice president of Asia-Pacific astatine manner relation Ennismore.
Lifestyle hotels besides fashionable with younger people, who are spending much connected travel than past generations.
"The question sphere successful Asia has go truthful wide that we're capable to transportation what are fundamentally niche products to a younger affluent lawsuit that's culturally arrogant but yet confident," said Alan Watts, president of Hilton, Asia-Pacific.
A smaller footprint makes these hotels easier and cheaper to build, nevertheless they usually bid a terms premium of 10-11% supra the wide marketplace average, according to JLL — each of which makes them charismatic to investors and owners too.
Food and beverage besides play a important relation successful the occurrence of manner hotels, which allows them to gully 30% higher F&B gross per occupied country than the marketplace average, according to JLL's data.
Lifestyle hotels person traditionally dominated the luxury and upscale segments, but important maturation is present emerging successful the precocious midscale and beneath categories, said Marina Bracciani, JLL's vice president and caput of hotels probe successful Asia-Pacific.
"The manner concept, initially premium, is progressively entering three-star and entry-level four-star properties," she added.
Ten caller manner edifice brands are acceptable to unfastened successful Asia-Pacific by 2027, including the French favourite Mama Shelter, which made its Asian debut successful Singapore successful September.
— CNBC's Diana Himawan and Monica Pitrelli contributed to this story.
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