Everyone’s Chasing the Same Travelers. The Smart Money Isn’t

As Chief Strategy Officer at H World, Jihong He is helping steer one of the largest hotel management companies through a period of rapid structural change in travel demand. Her vantage point spans expansion strategy, market selection, and the operational realities of scaling across China’s increasingly complex landscape.

At Skift Asia Forum 2026, Ms. He will speak to what growth actually looks like on the ground. Not just more demand, but different demand. New geographies, rising expectations, and a widening gap between what travelers want and what the industry consistently delivers.

What is driving the next phase of growth in your market or organization?

“In China, we see that the next phase of growth is being driven by a structural shift in how people travel. Travel is no longer a luxury or something people do occasionally. It has become part of everyday life. People are taking more trips throughout the year for business, leisure, and family reasons.

What is also changing is where that growth is happening. Demand is moving beyond major cities into lower-tier markets across China, from new economic hubs to more remote scenic destinations, supported by better transport connections.

At the same time, many of these areas still lack modern hospitality infrastructure, especially branded hotels. We see a clear long-term opportunity for consolidation as branded networks expand into these markets.”

How are experiences, culture, and community shaping traveler decisions today?

“What we are seeing is a shift from functional travel to more intentional travel. People are choosing destinations based on what they can experience, whether that is local culture, food, or a sense of place.

At the same time, travel has become more social. Trips are often shaped around shared experiences, from multi-generational family travel to small group trips. Community also plays a role through peer recommendations and digital platforms, which influence both destination choice and expectations.

This means experiences are no longer a differentiator, but a baseline expectation. The question now is how hospitality providers can find simple, scalable ways to better connect guests to the destination they are staying in.”

Which trends do you think will define the next phase of travel across the region?

“One defining trend is that traveler expectations are changing faster than the industry can keep pace with in some areas. Travel is becoming more frequent and more flexible, but it also needs to be simple and reliable at every step.

How the industry responds to this will define the next phase of development. Technology will play an important role, not by changing the experience completely, but by improving how it works in practice. From booking to check-in, it is about removing friction and making journeys smoother.

Closing the gap between expectation and delivery will be a key focus, with the winners being those who can deliver consistency at scale while still meeting evolving traveler needs.”

If Scaling in Asia Is on Your Agenda, Skift Asia Forum Belongs on Your Calendar

Demand is expanding beyond traditional strongholds, travelers are moving with more intent and frequency, and expectations are rising faster than most systems can handle. This is where strategy gets tested in the real world.

At Skift Asia Forum 2026, Jihong He brings a perspective grounded in scale, complexity, and execution. 

Apply to attend Skift Asia Forum 2026 in Bangkok this April 28–29. Tickets are limited.