Travellers across Asia Pacific will soon find even more familiar hotel brands and loyalty perks, thanks to a dramatic rise in brand expansion by global operators.
A new CBRE report reveals that 74% of hotel rooms opening between now and 2030 will be affiliated with one of the top eight hotel companies – up from just 18% today. Brands under Marriott, Hilton, IHG, Hyatt and others now dominate future hotel pipelines, with over 65% of this growth concentrated in China.
For travellers, this means:
More recognisable hotel names in popular destinations like Vietnam, Thailand, India and Indonesia.
Greater access to loyalty programme perks, with members now making up over half of bookings across these major chains.
Increased presence of lifestyle and extended-stay hotels, offering home-like amenities and design-led spaces under known brand umbrellas (e.g., Element, Novotel Suites, The Standard).
More flexible accommodation options via “soft brands” – hotels with unique character that still tap into global loyalty and booking systems.
The report also shows:
Marriott added 123,000 rooms globally in 2024 (+6.8% YoY); Hilton added 100,000 (+7.3%) – both record highs.
The number of brands in Asia Pacific from the top 8 operators has more than doubled from 58 in 2014 to 130 in 2024.
Extended-stay offerings grew 4x in the last decade; “soft brands” (unique hotels with global perks) are also gaining traction.
In Southeast Asia, Vietnam, Thailand, India, Indonesia and Malaysia account for 23% of new supply outside China, focusing on luxury and resort destinations.
CBRE’s report also finds that loyalty programme members contributed 52.8% of all room nights in 2024 – a new high. The number of members per available room hit 137, up 7.4% from the year before.
Travellers can also expect faster rollouts: With construction costs high, 30–40% of new hotel signings by Marriott and IHG now come from conversions rather than new builds.
Whether seeking style, savings or status perks, travellers will have more branded beds to choose from across Asia Pacific in the years ahead.
Several banks offer premium credit cards that provide hotel-specific benefits to cardholders. These cards typically include free stays, room upgrades, dining discounts, lounge access, loyalty programme upgrades, and bonus points for spending at partner hotels.
Some cards are co-branded with hotel chains, while others provide broad travel benefits across multiple brands.
Cards with hotel benefits (as compiled by Paisabazaar)
HSBC Taj Credit Card offers 25% savings on Taj hotel stays, room upgrades, dining discounts, free night stays and Taj InnerCircle Platinum membership.
Marriott Bonvoy HDFC Credit Card provides Marriott Bonvoy Silver Elite status, free night awards based on spending milestones, and Marriott Bonvoy Points on hotel and travel spends.
American Express Platinum Charge Card includes memberships with loyalty programmes such as Marriott Bonvoy Gold Elite, Hilton Honors Gold Elite, Taj Epicure Plus and others. Cardholders get room upgrades, complimentary breakfasts, and special rates at luxury hotels including Oberoi and Lalit.
Axis Bank Reserve Credit Card offers memberships like ITC Culinaire, Accor Plus and Club Marriott. Benefits include free night stays, dining discounts, room upgrades, and exclusive offers at partner hotels.
HDFC Infinia Credit Card (Metal Edition) provides Club Marriott membership, discounts and offers at ITC Hotels, and higher reward points on travel bookings through SmartBuy.
ICICI Emeralde Private Metal Credit Card gives Taj Epicure membership, reward points on hotel bookings via iShop, and options to redeem points for hotel vouchers.
Axis Atlas Credit Card allows cardholders to earn EDGE Miles that can be converted into hotel loyalty points with partners like Accor, Wyndham, ITC and Marriott.
Hotels say these co-branded card tie-ups help build guest loyalty.
KB Kachru, Chairman, South Asia, Radisson Hotel Group, says, “Co-branded credit card partnerships are a powerful lever in enhancing guest loyalty and encouraging repeat stays. These collaborations extend the reach of our loyalty program beyond the hotel stay, allowing members to earn points on everyday purchases—making engagement with the brand more frequent and meaningful.”
He adds that Radisson has partnered with American Express and is exploring more local tie-ups to expand its base in India.
Arjun Baljee, Founder of Iconiqa and President of Royal Orchid Hotels, says, “Co-branded card partnerships help hotels remain top of wallet by allowing guests to earn points not only during stays but also through everyday spends, strengthening their transactional connection with the brand.”
Both hotel groups note that guests are redeeming more points and free night vouchers than before.
According to Kachru, redemption rates have increased, especially for leisure trips and festive stays. Baljee says guests often use points and vouchers on weekends and staycations.
Such premium hotel credit cards are generally used by frequent travellers and high spenders who stay at partner hotels and spend enough to benefit from loyalty rewards. Whether to use one depends on how often a person travels, their spending habits and if they can make full use of the perks relative to the annual fee, experts say.
South Korea’s internet pioneers, Kakao Corp. and Naver Corp., are ramping up overseas investments in artificial intelligence startups, shifting focus to North America in a move that is raising concerns among domestic startups over tighter funding at home.
After a two-year lull, both companies have resumed active startup investing but with a markedly global tilt.
The pair, which respectively backed about 20 startups annually during 2021–2022, have since cut that pace by more than half, according to Seoul-based tracker The VC.
Now, their investments are skewed toward US-based companies developing next-generation AI technologies in hopes of tapping innovations that align with their core platforms or open up new growth paths.
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According to the investment banking industry on Tuesday, Naver Cloud Corp., a cloud computing arm of Naver, recently led a Series A funding round for Urban Datalab, the developer of an AI medical platform, MeDiAuto, with its own investment of 3.5 billion won ($2.5 million).
Naver founder Lee Hae-jin announces the launch of Naver Ventures in Palo Alto on June 5, 2025 (Courtesy of Naver)
Naver’s newly launched Naver Ventures also made its debut investment in TwelveLabs, a Silicon Valley-based startup with an unrivaled multimodal AI technology that has already attracted big-name backers, including Nvidia, Samsung Electronics Co. and Intel Corp.
“We are open to collaboration (between Naver and TwelveLabs) next year or later,” said Kim Sung-ho, head of Naver’s Immersive Media Platform team.
It has invested in AI-powered logistics platform startup Techtaka; AI game developer Anchor Node; AI-supported autonomous driving technology developer whereable.ai; and multi-modal commerce AI startup Studio Lab.
Kakao has been similarly active in investing in AI companies.
While the uptick in tech investment is a welcome shift after years of slowdown, Korean startups now worry they may be left behind.
Historically reliant on Kakao and Naver for early-stage capital, domestic startups fear the funding tide may be turning westward – just as global AI interest is surging.
(Graphics by Daeun Lee)
Of five startups Naver D2SF has invested in 2024, three are US-based, including 3D content developer Claythis and YesPlz AI, a fashion-focused multimodal AI developer.
Kakao Ventures has also invested in FS2, a 3D AI chip design company led by MIT engineers; Oligo Space, an automated spacecraft design and production toolchain developer; and medTech startup Kompass Diagnostics.
To deepen its reach in the North American venture capital ecosystem, Naver opened D2SF’s US office in Silicon Valley last year and launched Naver Ventures in the global tech hub to scout growth-stage firms.
Kakao Ventures’ officials regularly visit the US once every two to three months to build ties with local VCs, engineers and researchers.
Investors see more room for upside in US startups than in their Korean counterparts, offering greater synergy.
Kakao Ventures meeting (Courtesy of Kakao Ventures)
“The ecosystem for tech-based startups is more mature in the US, and top US universities generate stronger pipelines of investable early-stage companies,” said an official from a Korean VC company.
The trend also reflects a strategic calculus, said industry observers.
Korean tech giants face less public scrutiny abroad compared to frequent domestic criticism over big tech firms’ aggressive M&A moves with startups after investment.
That’s prompting concern that capital could increasingly flow to overseas startups instead of bolstering the local tech scene.
“Startup funding is borderless,” said an official in the VC industry. “Without competitiveness to appeal globally, any startups won’t survive.”
Write to Eun-Yi Ko at koko@hankyung.com Sookyung Seo edited this article.
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Models Kendall Jenner and Naomi Campbell, TV host Martha Stewart, and actors Orlando Bloom and Kate Hudson were among those invited to the extravagant party.
Outside of hotels, on-the-ground tour company Trafalgar announced it is also expanding into river cruising with two new ships, the Trafalgar Verity and Trafalgar Reverie, for sailings on the Rhine and Danube rivers, starting in April 2026.
Four Seasons I won’t be anything like a normal cruise ship. (Supplied)
Ted Blamey Principal at specialist cruise consulting firm CHART Management Consultants says there are many reasons all these firms want in on the water-bound holidays.
“The first is basically that cruising is booming, so it’s a great opportunity for experienced travel and accommodation companies to capitalise on,” he tells 9Travel.
“Second, I guess, would be, that these organisations, they have very powerful existing guest basis.
“They have a very significant number of past guests who are loyal to the brand, and love it, and why not offer them something new that will continue to get their loyalty and of course, earn revenues.
“I guess another reason is that these same people are open to new experiences.”
Meanwhile he said cruising is unique from a business point of view because guests are captive on the vessel much of the time.
And that means you can control their holiday – as well as retain much of the money they pay to be there.
Martha Stewart on the Ritz Carlton superyacht. (Instagram/marthastewart48)
The new players are competing against other luxury cruise brands such as Crystal Crusies, Ponant, Explora Journeys, Azamara, Silversea, and Regent Seven Seas.
But this could be good for the whole industry Ted says.
“I think all of us in the industry have felt for years that competition is a good thing, it grows the market,” he says.
Actress Simone Ashley is the godmother of Luminara from The Ritz-Carlton Yacht Collection. (Getty Images for The Ritz-Carlto)
Even Orient Express, most famous for its lavish trains, is getting involved. It’s planning the world’s largest sailing ship, Orient Express Silenseas, for next year.
