Hilton expands its network of luxury and lifestyle hotels in Asia

Photo: Hilton

The luxury hotel segment is gradually becoming one of the most resilient and attractive areas of the global hospitality industry. After the pandemic downturn, the premium format proved the most adaptable: affluent travelers were the first to resume trips, while younger generations began to view luxury not as excess, but as the quality of space and experience. Against this backdrop, international operators are increasing investments in the upper segment of the market.

Expansion in Southeast Asia

Hilton follows the global trend and has announced 17 new projects across six countries — Malaysia, Thailand, Vietnam, Indonesia, the Philippines, and Singapore. The combined room inventory of these future hotels will reach about four thousand, significantly strengthening the company’s presence in Asia.

The main focus is on two directions — luxury and lifestyle. The first implies the traditional premium format with a high level of service; the second focuses on hotels with a freer concept and local identity, aimed at a new generation of travelers.

Premium brands enter new markets

Hilton is actively developing its flagship brands — Waldorf Astoria, Conrad, LXR Hotels & Resorts, and NoMad. In Vietnam, Waldorf Astoria Hanoi and two Conrad resorts — in Hoi An and on Phu Quoc Island — are set to open, with the APEC Summit taking place there in 2027. In Thailand, the company will add a second Conrad Bangkok and its first LXR — The Rawai Phuket.

Malaysia will gain two major properties — Waldorf Astoria Kuala Lumpur and Conrad Kuala Lumpur, both scheduled to open in 2026. In Indonesia, Waldorf Astoria Bali is expected to open in 2029, while Singapore will host the region’s first NoMad hotel.

This geography shows how major operators are adapting to shifts in travel flows: attention is gradually moving from traditional megacities to coastal and cultural centers, where the combination of nature and infrastructure supports a higher average check.

A new logic of luxury

Many international operators view Asia as a testing ground for new hospitality concepts: here it is easier to experiment with architecture, service formats, and models of engagement with local communities. For Hilton, which already manages more than 160 properties in the region, adding four thousand rooms marks a strategic effort to consolidate its position in the future hub of global hotel growth.

If in the past luxury hotels were associated with seclusion and exclusivity, today the segment increasingly follows the principle of “immersive luxury” — experiences rather than attributes. This is the direction taken by many global hotel chains, designing new properties with attention to cultural codes — from wooden villas on the Kok River in Chiang Rai to modern high-rises in major city centers. In this sense, Hilton’s Asian projects reflect a broader trend: the global hospitality industry is moving away from measuring luxury by star count and returning it to its original meaning — uniqueness and attention to detail.

Georgia on the new luxury map

Hilton is also showing interest in other regions, particularly Georgia, where international chains are only beginning to shape the premium segment. The most notable project marking this shift comes from another global brand — the Wyndham
Grand Batumi Gonio complex, which has effectively set a new benchmark for the Black Sea coast. The property combines a five-star hotel, residences, villas, and club spaces.

The Ultra All Inclusive format at Wyndham Grand focuses not on ostentatious luxury but on a thoughtful balance of comfort, privacy, and personalized service. Its infrastructure includes spa and wellness centers, water zones, fine-dining restaurants, and dedicated areas for family and adult leisure. The concept targets guests who value impeccable service and attention to detail over external glamour. The project demonstrated that Georgia’s Black Sea coast can compete with Turkey, the UAE, and Mediterranean destinations not only through its natural setting but also through the quality of its infrastructure.

Alongside Wyndham and Hilton, Georgia is seeing growing activity from Accor, Marriott, and, according to industry consultants, Hyatt, which is
considering Tbilisi as a potential site for its Park Hyatt or Hyatt Centric brands.

For international operators, this market offers clear advantages: a shortage of quality premium assets under global management, strong brand recognition that enhances guest trust, and a favorable development base both on the coast and in the capital. Against this backdrop, Georgia is moving away from a model of independent hotels and forming a branded portfolio that is gradually changing its reputation on the global hospitality map, integrating the country into the modern luxury landscape of Eastern Europe and the Black Sea.