The Evolution of Hotel Brands in Asia Pacific: Why it Matters

With hotel brand penetration still relatively low compared to the U.S. and Europe, Asia Pacific has become a key growth market.

CBRE Research estimates that 74% of Asia Pacific hotel supply between now and 2030 is aligned with one of the top 8 listed hotel companies – a significant increase over the currently operational market share of 18%.

The proliferation of brand offerings is a key strategy for expansion in the region. Between 2014 and 2024, the number of brands offered by the top eight global operators in Asia Pacific more than doubled, growing from 58 to 130 by the end of last year.

Our latest report analyses the current state of the hotel brand landscape, and explores the brand strategies that owners and operators are pursuing to maximise their returns and adapt to ever-changing market dynamics.

With hotel brand penetration in Asia Pacific remaining low compared to the U.S. and Europe, the region is a vital growth market for global hotel operators. As owners and investors seek to upgrade their assets, effective brand strategies will be crucial for maximising returns and adapting to evolving market dynamics. Ananth Ramchandran, Head of Advisory & Strategic Transactions, Hotels & Hospitality, Asia, for CBRE

Key Takeaways:

• CBRE expects the eight top global hotel operators to account for a combined 74% of new Asia Pacific hotel supply due to come on stream between now and 2030, a significant increase over the current operational market share of 18%.
• Major global hotel operators continue to expand their footprint across Asia Pacific with strategic brand introductions, acquisitions, partnerships, and conversions, looking to capture market share in this fast-growing region.
• Between 2014 and 2024, the number of brands in Asia Pacific offered by the top eight global hotel operators more than doubled, growing from 58 to 130 as of the end of 2024. By offering a diverse range of brands catering to different lifestyles, budgets, and travel styles, hotel operators are capturing a wider range of the market and mitigating risk by diversifying across demographics and segments.
• Data from listed hotel companies suggests that their branded portfolios in Asia Pacific have outperformed regional benchmarks on a Revenue per Available Room (RevPAR) basis over the past few years, owing to brand recognition, stronger distribution platforms, and a growing loyalty programme network.

Download the full report