As travellers increasingly search for meaningful experiences, whether for leisure, business or incentive travel, Ascott leads with a multi-typology portfolio
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Intraregional travel continues to fuel demand across Asia, as travellers seek destinations that offer more than just a place to stay. From coastal escapes to heritage-rich cities, the focus is shifting towards immersive experiences, flexibility and variety.
This same shift is influencing how companies choose destinations for incentive travel, retreats and group events – with leisure appeal increasingly part of the equation.
As hospitality players align their expansion plans to capture growing demand, Ascott’s strategy is to push forth with a multi-typology portfolio, spanning serviced residences, full-service hotels with MICE facilities, resorts and social living properties.
The company’s portfolio continues to expand across key markets, particularly in South-east Asia where it achieved record growth in 2025. These properties showcase how Ascott is responding to evolving leisure, business and incentive travel needs across Asia.
Coastal escapes
Resort destinations continue to appeal to leisure travellers looking to unwind and connect with the locale, while also attracting corporate retreats and incentive groups drawn to their mix of recreation and event capabilities.
Reflecting this demand, Ascott’s growing resorts portfolio now spans more than 50 destinations globally, offering travellers and groups a diverse range of experiences across Asia.
In Thailand, Somerset Pattaya is located just minutes from Pattaya Beach, one of the country’s most popular seaside destinations. The property offers lifestyle and family-friendly amenities, including a rooftop bar, water park and dining options, alongside conference facilities for corporate and incentive groups. Over in Chonburi, Oakwood Hotel & Residence Sri Racha offers panoramic views of the Gulf of Thailand from its sky bar and bistro on the 48th floor. Within easy reach of Bangkok, the property’s extensive meeting and event facilities make it equally suited to corporate retreats, incentive programmes and leisure stays.
In Vietnam, the recently opened Lasong Hotel & Villas Sam Son by The Unlimited Collection offers a tranquil retreat along the eastern coast of Thanh Hoa Province, blending resort-style experiences and wellness facilities, including a Korean-style jjimjilbang, with event spaces. For those seeking a different side of Vietnam, Oakwood Ha Long serves as a gateway to the UNESCO-listed Ha Long Bay, making it an attractive base for both holidaymakers and groups.
Ascott’s other upcoming resort openings include Harris Resort Cam Ranh and Citadines Selavia Phu Quoc, which is expected to open in time for the 2027 Asia-Pacific Economic Cooperation (APEC) meeting.
Culture-rich destinations
Authentic, locally-rooted experiences form another big part of the motivations for travel, with Agoda’s 2026 Travel Outlook finding that cultural exploration leads Gen Z’s travel decisions, while 76 per cent of business travellers plan to blend corporate trips with leisure.
This is also contributing to the rise of secondary cities as both leisure destinations and emerging hubs for group travel.
Penang, for instance, showcases the breadth of Ascott’s portfolio. Known for its rich heritage and renowned food scene, the destination appeals to travellers seeking authentic local experiences that go beyond the usual city break.
lyf Georgetown Penang brings its own style of fun for next-generation travellers seeking a social and community-driven stay, with vibrant communal spaces that can easily double up as event venues and programmes that connect guests with the neighbourhood. Those looking for a deeper dive into the history of UNESCO-listed George Town would relish a stay at the newly opened 1926 Heritage Hotel Penang by The Unlimited Collection. Formerly British official residences a century ago, the heritage property reflects the brand’s focus on distinctive, experience-led stays rooted in local history and culture. For larger corporate gatherings, Harris Hotel & Conventions Sunshine Penang may be a more convenient option as it houses one of Penang’s largest and pillarless ballrooms, spanning around 1460m² and accommodating up to 1,300 guests with unobstructed views.
In Hanoi, Ascott Tay Ho Hanoi is home to an extensive convention centre that is already in operation, featuring 13 flexible event spaces and the city’s largest pillarless hotel Grand Ballroom, accommodating up to 2,000 guests. Slated to fully open next year, the property will also offer 1,165 hotel rooms and serviced apartments, along with premium wellness amenities, upscale dining establishments with 10 diverse cuisines crafted by world-renowned chefs, and a stunning sky bar.
Over in Singapore, Oakwood Bencoolen Singapore places travellers within the city’s arts and cultural district, also touted as one of the coolest neighbourhoods in the world according to TimeOut’s 2025 survey. Its mix of meeting and event spaces, coupled with easy access to museums and heritage attractions, makes it particularly suited to travellers looking to blend business with leisure.
In another heritage district stands the newly opened lyf Chinatown Singapore. Partly housed in a row of conserved pre-war shophouses and part new build, the property honours the area’s heritage and community in its design and programming. Rotating programmes for guests such as a heritage walk and heritage workshop keep guests connected with local customs while the property’s social spaces double up as event spaces.
With a diverse portfolio of accommodation across the region, there is no shortage of options to suit various travel purposes and preferences.
For more of Ascott’s properties, visit www.discoverasr.com/en now.
