AHICE South East Asia 2026 wrap-up: the hot trends, new properties and essential market analysis

The fourth annual Asia Hotel Industry Conference and Exhibition South East Asia edition (AHICE South East Asia) once more proved to be an event that shouldn’t be missed, with over 600 delegates and 150 speakers from across the globe attending the event at Pan Pacific Singapore.

AHICE South East Asia, the largest and most influential hotel industry conference in the region, was also held alongside the South East Asia INN Tech Hotel Technology Summit and the 2026 Design INN South East Asia Symposium as part of a hotel industry ‘super week’ in Singapore that is attracting global interest.

AHICE DAY ONE

In the now well-rehearsed format, the formal AHICE program kicked off on the back of the informative and instructional DesignINN symposium and immediately dived into the maelstrom of challenges facing hoteliers, owners and operators throughout the SEA region.

Emceed by the polished and experienced local media identity, ANITA KAPOOR, and welcomed by the familiar and dapper JAMES WILKINSON, AHICE Group President and Editor-in-chief of HM and Wayfarer Magazines.

“I hope you enjoy the next two days as we explore facts and thoughts, trends, inspirations and ideas,” said Kapoor, “and I hope you are challenged as well.”

“We’re very happy to be back in Singapore at the stunning Pan Pacific Hotel,” said Wilkinson to the almost 600 delegates and speakers assembled before him, “there’s a lot happening in the industry both locally and globally, especially with what seems like a rush of deals being signed at the moment. It’s really an exciting time in Southeast Asia right now.”

That said, rapid developments in the Middle East hung something of a pall over many conversations, with the outcome of those events far from determined.

The first session launched into some hard core data with a presentation by JESPER PALMQVIST of STR, ‘by the numbers’ market outlook for South-East Asia, which he noted was more of a ‘safe haven’ comparatively.

Palmqvist also noted that while 2025 showed some stunning growth especially in regions like India and Indonesia, 2026 was more likely to exhibit robust rather that spectacular growth.

“Some may say stable, while others may say ‘boring’, and it’s about defining those pockets of opportunity,” he said.

Palmqvist also identified changes in the Singaporean guest profile and the surprising differences in CBD and Sentosa markets.

The first panel session asked “what does sustainability really mean for hotel operators and investors in Southeast Asia’, hosted by ANDREW CAMERON of Enzyme Consulting.

It was quickly determined that ‘greenwashing’ was still prevalent in many sectors with YOUREE PARK of JLL observing that sustainability has moved backward from cost-benefit discussions with many hotels still grappling with the cost benefit analysis and geopolitical issues, while DOUGLAS LOUDEN of Global Asset Solutions was more direct.

“Many hotels are still taking the the cheapest option and giving lip service to sustainability,” he said, “and plastic waste disposal remains an ongoing problem.”

He later added that ‘overtourism’ was becoming a factor in many destinations, asking “just how many more people can we plug into these destinations?”

On a more optimistic note, CASPAR SCHMIDT, CEO of QCC Collection cited the rise of ‘agritourism’ as a positive development and that children were now educating parents in sustainable and environmentally-friendly practices.

While numerous initiatives were discussed, it remained clear that sustainability in Southeast Asia still had a way to come.

The first of the many enlightening Q&A sessions saw GuocoLand Head of Investment Management and Hotels, DARRELL TAN, in conversation with JLL Executive Vice President, Investment Sales, JULIEN NAOURI.

Tan quickly identified Singapore and the Malaysia as prime investment locations thanks to political stability backed up by strong demand. He also noted that Malaysia surpassed tourist arrival numbers from Thailand and Japan for 2025 with Kuala Lumpur and resort destinations at the forefront.

While Singapore presented unique zoning issues, it nevertheless enjoyed a substantial margin of safety.

Next up in another Q&A was Marriott International APEC President, RAJEEV MENON, joined HM Editor-In-Chief and AHICE Group President, JAMES WILKINSON with both quickly resuming a comfortable position established over many years.

Wilkinson noted Marriott’s impressive growth on the back of the region’s healthy performance with Malaysia identified as the star player. The chat inevitably turned to the success of Marriott’s BONVOY program and how guests points could be utilised for a wide variety of experiences thanks to the partnership with Flipkart, a multi-brand rewards program. And we await an announcement about a new signing in Laos. Stay tuned to HM for that.

The following panel session canvassed the expectations for 2026 and beyond with leading hotel operators, hosted by RUWAN PEIRIS, Chief Executive Officer, THSA – Hotel Advisors.

Peiris had to make some adjustments to his intended script with Middle East developments and inquired of the panel whether these events had yet to make an impact on their activities.

Craig Bond of Pan Pacific Hotels summed up the majority of the panel’s sentiment noting that the industry was adept at pivoting, but admitted to some nervousness about how inbound tourism would be affected by airspace closures.

“We just have to wait and see and make sure we can pivot quickly to continue to operate profitably,” he said.

Beyond that BWH’s OLIVIER BERRIVIN observed that while ‘greenfield’ opportunities were harder to come by, conversions and rebranding presented ample opportunity in the immediate future.

After a vital boost from afternoon tea, IHG Hotels and Resorts’ SVP & MD EAPAC, RAJIT SUKUMARAN joined JAMES WILKINSON for another leadership Q&A.

Sukumaran was typically bullish about the regional outlook, citing 60 per cent of new business coming through the Eastern pipeline, particularly from Thailand and China. He also noted that IHG’s new brands such as Ruby and Garner were resonating with middle class segments as a result of IHG’s response to “going where our customers demand”.

The next panel session, hosted by QCC’s CASPAR SCHMIDT, explored the expectations for 2026 and beyond with leading executives and it was HOK YEAN CHEE of HVS who kicked the discussion off by citing Vietnam as her pick based on the perceived shortage of branded assets and relatively lower costs.

WONG KAR LING of The Ascott Limited believed that Southeast Asia’s strong domestic demand would “be able to sustain the uncertainties we’re facing at the moment”.

When quizzed about who was buying and driving real estate deals, SAM McVAY of McVay Real Estate was candid when stating that he hadn’t seen such a diverse buyer pool in a long time. Private equity, institutions and high net worth investors are all making up the buyer pool. “In a short answer, it’s coming from everywhere, with private capital pushing hard and going early, followed by institutions with the deeper pockets.”

When HOK YEAN CHEE of HVS was asked what advice she would give to potential hotel investors, she drew muffled laughter from the room with her response: “Are you sure?! While a hotel is indeed a piece of real estate, it doesn’t behave like real estate.”

Hilton President – Asia-Pacific, ALAN WATTS was next in the lineup of leadership luminaries, again with JAMES WILKINSON who drew the discussion back to one of his favourite topics, loyalty and rewards. Watts was quick to point out that unlike airline points which were something of a lottery, Hilton Rewards offered real experiences. “Non delivery of rewards offers an exit strategy for customers who no longer see intrinsic value in the system.”

On the subject of brands, Watts was keen to point out that despite one in four hotels carrying a Hilton flag, they were not in the business of acquiring and deploying new brands for short term gratification and possible long term regret.

Another panel session followed with leading investors taking to the stage to look at the segments, destinations, and brands that are fuelling growth.

Hosted by IRINA CHADSEY of JLL it seemed CHRISTOPHER HUR of SC Capital Partners Group had the most to say about the vagaries and challenges of the Southeast Asian market, noting that Southeast Asia was a much harder sell when compared to Australia, Singapore or Japan.

“To get international capital into markets like Vietnam is still pretty difficult, much of it due to the regulatory framework. In my view Thailand remains, relatively speaking, on investment grade.”

Adding to that, RAKESH PATEL of ALTA Capital Real Estate noted that changes in the Chinese inbound market has forced diversification which he sees as being good overall for the industry.

Nobu Hospitality Regional Director – Asia Pacific, LEE LIN, then spoke with JAMES WILKINSON on the remarkable evolution of this famous culinary brand. From dining to hotels to residential, Lin noted that while it was harder for small players to get into the major hotel market, branded residential offered a new pathway. He also maintained, unsurprisingly, that F&B remained the core of any quality hotel.

Back to panel sessions and this time asset managers give their honest opinions on how they see the hotel industry. Hosted by BILL BARNETT, Founder and Managing Director, C9 Hotelworks, who initiated the discussion by challenging the panel to reveal why it took something like COVID for hotel owners to rationalise their operations and grow their GOP.

Ever candid, DAVID BARK of Mulpha can see inefficiency creeping back in despite the reorganisation, while CHRIS ELY of CBRE cited the “cooling off” of ADRs as a contributing factor. CHUILING LEE of JLL added rising expenses to the mix.

Barnett came back with “we keep looking at rooms, rooms, rooms. What about other revenue streams?”

Ever responsive, Rodger Powell quipped, “I am definitely not looking at STRs!” (the industry benchmarking standard) but acknowledged the total revenue per available room (TRevPAR) is critically important. This brought the discussion to progress naturally to F&B as well as the necessity to consider different asset classes to achieve accurate benchmarking, to which CHUILING LEE of JLL acknowledged more attention should be paid to restaurants particularly in regard to capturing local patrons besides simply hotel guests.

For yet another leadership Q&A. Pan Pacific Hotels Group Chief Executive Officer, CHOE PENG SUM, sat down with JAMES WILKINSON.

The easy flowing conversation dealt with Pan Pacific’s conservative expansion plans in developed markets for assets, but CHOE revealed he was happy to consider management contracts anywhere, but particularly China.

CHOE also touched on the company’s Active Enhancement Initiative (AEI) where many millions was being spent to upgrade existing assets such as Pan Pacific London and its 42 suites after just five years.

“Every hotel is a testimony for the brand,” he said.

The following panel brought four visionary female leaders to the stage to reinforce what everyone in the room was already aware, namely that the hospitality industry and the ancillary services are a great opportunity for motivated women to advance.

Hosted by SERENA LIM, Chief Growth Officer, The Ascott Limited, CHOY YUIN YI, Director, Masteron Group of Companies, SERENA TEO, Chief Executive Officer, Capitaland Ascott Trust and TONG YAN, Managing Director, New Vision all shared their own journeys and aspirations. They talked about the hard decisions they’ve all had to make at times, along with the 24/7 demands with TEO noting that one cannot allow themselves to get too sentimental about a property, while CHOY shared her advice about never trying to dominate a room (with men), and rather listen respectfully, then present your case with well-prepared facts and data.

The assembly then broke for a vibrant networking reception in the stunning foyer of the Pan Pacific Hotel where CHOE PENG SUM’s F&B team excelled in the delivery of exquisite food and refreshments.

AHICE DAY TWO

The role of technology in hotel management has always been a hot topic at every AHICE conference around the world and on the back of popular demand, AHICE day two started with the South East Asia INN Tech Hotel Technology Summit, covering everything from revenue management and property management systems (PMS) to customer relation management (CRM) and payment systems and more.

Three panel sessions were conducted over the morning prior to the resumption of the main AHICE with two helmed by Enzyme Consulting’s ANDREW CAMERON and the other by ADAM MOGELONSKY of Hotel Mogel Consulting Limited.

With morning coffee still steaming, the first session dealt with creating the “friction-less” guest journey which inevitably included the role of AI in its implementation from initial booking to checkout.

DANIEL MOURAD, General Manager – APAC, Canary Technologies pointed out it is critical that whatever technology is employed, it should be scaleable to allow for future expansion and upgrading, while ALEXANDRE SCHAPPO of Lightera made the important point of ensuring any network is able to cope with the inevitable surge in data transmission coming from new technology. To this end he identified legacy copper wiring creating issues, while fibre optic cable allowed for much higher data speeds as well as longevity.

ADAM MOGELONSKY then posed the question of how a coordinated approach to revenue, procurement, operations and distribution technology turns information into financial performance.

Here it waas AMANDA SEE of Agilysys who identified AI’s role in optimising dynamic pricing to increase gross operating profit (GOP). DAVID BARK of Mulpha made the point that with labour costs constantly increasing, effective technology can be employed to increase labour efficiency with rostering etc.

Cameron returned to the stage again with his strong suit of AI in the hotel environment noting Guest-facing AI, smart-room automation and predictive commercial tools are already live in hotels across the region and, in a deeper dive, asked his panel what’s delivering, what’s next, and how to pilot emerging technology without disrupting service.

It was DAVID THOMPSON of Myma.ai who pointed out that AI was having a corrosive effect on OTRs’ profitability by enabling guests to do their own research and make bookings direct with properties. This, he said, was already being reflected in OTRs’ share prices.

Following the INNTech sessions, it was back into AHICE programming, starting with Far East Hospitality Managing Director, MARK ROHNER, who sat with JAMES WILKINSON to discuss his company’s progress in the Southeast Asian sector.

The following panel examined the greater Asia Pacific region and the outlook for 2026.

Hosted by MATTHEW BURKE, Regional Director – Asia Pacific ex China for STR, the conversations inevitably returned to the key metric of available daily rate (ADR). GAVIN WEIGHTMAN Section L identified the mid-maul market as the driver in this region, with greater attention being paid to Japan.

Fortified by more excellent Pan Pacific coffee and pastries, the assembly reconvened to examine top and emerging trends in F&B, hosted and moderated by KATHERINE CAMERON Enzyme Consulting, it quickly became one of the day’s most engaged discussions.

Independent consultant, EVELYN CHEN’s rousing chorus “China China China” set a humorous tone, yet identified China as a recognisable source for many modern hotel food trends in the APAC and SEA regions.

“China has so many styles to offer,” said Chen, “these many styles are driving creativity in so many hotels and it’s easy to see why.”

Cameron then postulated that many restaurants are set up for the sole purpose of winning awards in the short term and asked “How do you set up a restaurant for long term success?”

BOBBY CAREY of Studio Ryecroft responded with “… and then what? After all that effort, you’re only setting yourself up for failure, especially in such a tough market as Singapore.” Clearly his message was to engineer for longevity.

The whole panel agreed that over-explaining menus and dishes only led to guest confusion and indecision and that simplicity was more efficient. It was ANDREW ING of OUE Restaurants who quipped “It takes too darned long to order!”

The rise of mocktails with younger clients was raised, and what about AI-connected ovens? Stay tuned for that!

Leadership was again the focus with EVT Director of Hotels and Resorts, NORMAN ARUNDEL, in conversation with JAMES WILKINSON. Arundel identified F&B as the core of his hotels as well as the cultivation of exceptional GMs as the key drivers to his brands’ success, particularly in relation to the new QT in Singapore. The stalwart Rydges brand, meanwhile, remains “highly profitable.”

What is a ‘Power Session’? The room quickly discovered that the brisk and robust discussion addressed the phenomenal growth of midscale and upscale projects and brands attracting this significant demand.

Hosted by ANANTH RAMCHANDRAN, Head of Advisory & Strategic Transactions, Hotels & Hospitality Asia at CBRE Capital Markets, the panel was quick out of the blocks to recognise the relative ease of conversion for properties in this sector being a strong force for growth.

SHI’AI LIANG of IHG used the voco and Garner brands as a prime example based on growing ‘lifestyle’ demand with ANDREW LANGDON of Accor adding that this sector was very amenable to franchise agreements and the tendency for owners to want to remain as operators with lower fees being a significant factor.

Continuing on the power sessions, the evergreen topic of franchising was next up with a panel hosted by KAI SIANG CHO, Head of Operator Selection Asia at JLL.

While some like MATT HOLMES of Wyndham noted a strong growth in franchise, others like CYRILL CZERWONKA of BWH lamented that destinations like Indonesia was much slower to adopt this model with most deals defaulting to Hotel Management Agreements (HMAs). RUWANI WEERASINGHE of La Vie Hotels reminded the room that such agreements were effectively three-way partnerships and that luxury franchising was still a learning process regionally.

Back to more ‘chatty’ panel session, IVAN SUNDE, Founder and CEO of Onyx ASW quizzed his group of experts on which brands were standout performers. Surprisingly, it was not the luxury segment that dominated the discussion, rather the upper and midscale, with one conversation even debating the merits of bunk beds with ANMOL (AB) BHOJWANI of Generator, a brand that combines the social atmosphere of a hostel with the design and amenities of a boutique hotel.

“It’s an easy way to utilise space, hence profitability,” says AB, “and it’s great for families.”

ANTHONY SMITH of Yotel found similar results with his CBD and airport-based brand that fiocuses on technology and compact spaces.

“It’s actually the 35-50s who are our main market, :said Smith, “proving that anyone can be found at a Yotel.”

STELLA BLYTHE of EVT added that the pod-based brand Lylo “can earn more per square metre than QT under some circumstances.”

Next James Wilkinson returned to the stage with Outrigger Hospitality Group President and CEO, JEFF WAGONER to discuss the brands success in locations like the Maldives and how, after a couple of setbacks, the brand has recovered in markets like Thailand.

Obviously Hawaii is where the heart lies, but Wagoner confessed a deep affection for Fiji and the continued support the property receives from the government. He added that US$100 million is about to be spent on the Outrigger flagship hotel on Waikiki.

After more fabulous food from the Pan Pacific team at lunch, leading investors took to the stage to look at the segments, destinations, and brands fuelling growth across Asia Pacific, with CBRE’s ANDREW HUNTER.

IAN WILSON of Title Hospitality was understandably enthusiastic about his $2billion Lakeside mixed-use development in Queenstown NZ, citing string ineterst from USA and Australia.

JONATHAN LAW of Liu Chong Hing Investment Ltd, cited the freehold law in Thailand as a motivator for investors, noting “100 per cent freehold is rare in Asia” and that conversely, such strict laws in China remained an impediment.

SAMANTHA MANIGSACA of Philippines-based AppleOne stated that important questions needed to be addressed such as: “how resilient is the area”, “what is the market demand”, is it an “investor friendly environment” and what is the “ease of travel to the destination”. She added that it was important for investors to share the same cultural values in her territory.

Next panel, Hosted by CLEAVON TAN, SVP Advisory, Asia, JLL, asked what to expect for the luxury sector this year and beyond as one of the world’s most resilient hospitality sectors.

Hyatt’s BASTIEN TOUZEAU was particularly bullish asserting “all signs point to growth in Asia” adding that “revenues are predicted to grow from $34b to $58b in the next five years.” with NITESH PANDEY of The Lux Collective adding that he believed experiential luxury is the growth engine with guests being more critical and owners wanting more control over costs while still delivering superior experiences.

LAURE MORVAN of Accor cautioned by noting brands and owners needed to be more selective because of escalating construction costs, with STEVE TJEN of Radisson urging more focus on concepts than scale.

Overall, the panel agreed that the era of pure opulence was waning and that the creation of memories through experiences was a greater motivation for the new luxury traveller. And ‘all inclusive”? Yes, it’s a growing thing in Asia thanks to easier cost prediction.

In a revealing keynote presentation, Watson Farley & Williams Partners’ LADA SHELKOVNIKOVA and ROBERT WILLIAMS shared the results of a survey of 50 APAC owners of their sentiments as Third Party Operators towards Franchise agreements. It exposed the value, risk and reality among those owners with some surprising results.

The topic of White Label is always an invigorating topic among panelists, and so it was again with ROBERT WILLIAMS, Head of Hotels & Hospitality Asia Pacific of Watson Farley & Williams staying on stage to host the discussion.

SCOTT BOYES of Trilogy Hotels backed his position by asserting “TPOs are not a budget option as we must back ourselves on performance” and later adding “it is important to look at distribution gaps remembering the whole value proposition is to drive better that market.”

CLAAS ELZE of Apara Hotel Advisers, also oberved: “distrubition is one thing, but what else is there in the system? Franchise is till a new concept in Asia.”

Clearly there is some ground to be made up in Asia generally, but the education continues.

While branded residential and mixed-use property is not a new concept, it is one that has been embraced in Asia, particularly Thailand. LADA SHELKOVNIKOVA, Partner, Hotels & Hospitality, Watson Farley & Williams hosted this panel.

JAEL FISCHER of Six Senses shared her strategy that selling on as an extension of lifestyle with an emphasis on wellness should go beyond the transactional adding benefits with the brand’s hotels beyond cheap rates. CHANPRAKAISI SAOWARIN of The Ascott Limited added that such developments must add value to all parties and that standalone propeties risked missing out on the benefits of the hotel offering.

Should brands demand minimum pricing? DARLENA ZHAI of Swire Hotels was content to allow owners to set their own pricing based on their own market knowledge and experience.

Hotel Mogel Consulting Limited Partner, ADAM MOGELONSKY is one of the most insightful voices globally on longevity, wellness and the next generation of travel behaviour. His advisory work spans financial analysis, development strategy, tech stack evaluations and wellness programming for luxury and independent hotels. He’s co-authored seven hospitality books, published more than 1,400 industry articles and co-hosts the GAIN Momentum podcast — all of which gives him a uniquely integrated view of how wellness, AI, cybersecurity, loyalty, and behavioural shifts will impact owners and operators and as such his presentation revealed the growth of the long-living healthy generation and how that demographic is expecting more from the hospitality industry. These new sectors take the form of expanded hospitality into everything from agritourism to medical tourism. The takeaway: properties, amplify what you have!

In another of James Wilkinson’s signature leadership Q&As, Travel + Leisure Co Vice President Commercial Partnerships and Marketing, TONY GOTHARD, joined him in conversation.

Gothard revealed that Japan was currently a big target, along with Bali and Thailand. He also advised the best place to use credits was Fiji and noted his growing demographic was in Gen Z and Millennial, with that cohort making up some 50 per cent of new business.

Back under the spotlight this time was Ovolo Hotels Chief Development Officer, CHRIS BATTERHAM in conversation with Wyndham Hotels and Resorts Vice President of Development – South East Asia and Pacific Rim, MATT HOLMES, where the two waxed lyrically about the unique merger of their respective brands, a strategic partnership to develop franchise model for Ovolo brand using the extensive Wyndham distribution system.

“Ovolo retains full independence,” said Batterham, “we insisted that our hard-won brand not be cannibalised or diluted and Wyndham were very happy with that.”

Sounds like a true win-win in an otherwise ferocious jungle.

With one of his favourite topics, JAMES WILKINSON quizzed Global Hotel Alliance Chief Executive Officer, CHRISTOPHER HARTLEY on the benefits of his unique proposition for independent hotels and smaller operators.

“We have more than 50 independent brands in the alliance, brought together over 20 years,” said Hartley, “We’re not competing with likes of Bonvoys instead attracting those with more modest marketing budgets.”

Maintaining that loyalty is the true way to reward customers, GHA has developed Discovery Dollars as a virtual currency, rather than exchangeable points with those dollars able to be spent on a variety of services and experiences – and soon, cruises.

James stayed on to host the next panel examining new developments in the travel industry through communications, marketing, PR and more

In one of the most dynamic environments in the hospitality sector, it was the wisdom of RENEE LIM of The Lux Collective who stressed that proper analysis of an influencer’s target market be conducted before any collaboration. The panel also reminded brands and operators that significant traction can also be obtained from regular guests via platforms like Instagram

Plus, we all learned the new term of KOL – a Key Opinion Leader, namely someone who’s considered an expert on a certain topic and is respected by their audience.

Finally, in ‘The Closing Bell” KEVIN CROLEY of GHA predicted that 2026 – the year of the fire horse – would be one of fast moving challenges and not for the faint-hearted.

While Vietnam as a destination arose many times over the two days as showing the most potential, Thailand, Japan and even South Korea were cited as hotspots to note with an underlying theme of wellness. Indonesia, for various reasons, was cited as the hardest nut to crack.

From the obvious and palpable “buzz” of these two days, it is clear that AHICE is not only here to stay as the preeminent hotel and hospitality conference, its spread to more and more destinations demonstrates the format and content is resonating loudly in the industry, assuring its continued success as hotels and hospitality moves into more challenges.

The fourth annual event was hosted by HM and Wayfarer, and had the support of over 65 sponsors and partners, headlined by Principal Partners IHG Hotels and Resorts, Marriott International, Pan Pacific Hotels Group and Travel and Leisure.

The next AHICE South East Asia event will be held in March 2027 at Pan Pacific Singapore, with dates to be revealed soon.

by Roderick Eime