Ascott Targets the Traveler Next Door After Record Southeast Asia Signings

Singapore-based hospitality company Ascott announced a “landmark year of signings in Southeast Asia in 2025,” adding over 7,300 new units. That is up 55% from 2024 and puts the company among the top three hotel operators in Southeast Asia by new signings, according to Horwath HTL.

The expansion, reported this week, reflects a broader shift in regional travel. Travel within Southeast Asia is now driving the post-pandemic rebound more than long-haul visitors from Europe or North America.

Ascott operates over 200 properties in the region and has about 150 more in its pipeline. More than 25 are due to open this year.

“Intra-ASEAN travelers travel more frequently, make decisions closer to the date, and prefer depth, flexibility and experiences that feel more local, unlike long-haul visitors which are generally more interested in iconic first-timer itineraries. That shifts how we think about product design,” Kar Ling Wong, chief strategy officer and