Ascott Expands in Southeast Asia with Record Hotel Signings, Targeting Regional Travelers
Ascott, a Singapore-based hospitality company, has announced a significant expansion in Southeast Asia, marking a 'landmark year of signings' in 2025. The company has added over 7,300 new units, a 55% increase from 2024, positioning it among the top three hotel operators in the region by new signings, according to Horwath HTL. This expansion is part of a broader trend where intra-ASEAN travel is driving the post-pandemic rebound, surpassing long-haul travel from Europe or North America. Ascott currently operates over 200 properties in Southeast Asia and has about 150 more in its pipeline, with more than 25 expected to open this year. The company is focusing on intra-ASEAN travelers who prefer local experiences and flexibility, which is influencing their product design and hospitality offerings. 
