Design Hotels, a global collection of independent, design-driven hotels, has welcomed 15 new hotels in 12 destinations to its Asia-Pacific network this year, signalling continued growth in high-end hotel development across the region as well as a growing appetite for inspiring hotel stays among travellers.

Speaking to TTG Asia, Aik Wee Ong, senior director, APAC, Design Hotels, said the growth is in line with the company’s projections and reflects both the strength of the region’s hospitality pipeline and the increasing number of owners and developers who share Design Hotels’ approach to independent, design-led hospitality.

“There are many exciting and distinctive independent hotels emerging across Asia-Pacific and we believe we are only getting started,” he stated.

Ten of the new Asia-Pacific additions are located in China. Yangshou Sugar House in Guangxi, Jinmao Pureal Mountain Lijiang, and 6500, Changsha are among the new signings.

Ong expressed excitement in China’s design-led hotel boom.

“We’re seeing a strong appetite for what Design Hotels stands for from a very well-travelled and sophisticated Chinese audience and their appreciation for independent, design-led hotels has really grown. At the same time, there’s a new generation of incredibly talented Chinese architects and designers bringing fresh ideas and a distinctly local perspective to hospitality. It’s a very exciting time for design-led hospitality in China,” he said.

Despite the energetic expansion of Design Hotels’ Asia-Pacific portfolio, the company has only 59 member hotels compared to 100 in Americas and 210 in Europe.

Ong told TTG Asia that “there is significant potential for Design Hotels to grow across Asia-Pacific”.

He noted that the growth trajectory is fairly consistent across the different regions.

“Our European portfolio is naturally larger given our German heritage and the fact that we have been championing independent, design-led hotels there for more than 30 years. China will remain a key part of our growth story, while we are also keeping a close eye on markets such as India, Thailand, Vietnam, Australia and New Zealand,” he explained.

Ong believes that the strong appetite for design-led hotels will fuel Design Hotels’ expansion.

He said: “Travellers are moving beyond traditional definitions of luxury and increasingly looking for originality, authenticity and a strong sense of place.

“Design is no longer simply about aesthetics or beautiful interiors; it is increasingly a reflection of culture, creativity and the destination itself. This creates a compelling opportunity for Design Hotels, whose portfolio is built around independent hotels with a distinctive identity and a genuine connection to their surroundings.

“As the hospitality landscape becomes more competitive and increasingly homogenous, individuality will be an important differentiator.”

Cassandra Lin, general manager of The Warehouse Hotel in Singapore, a member of Design Hotels, told TTG Asia that there is indeed a growing appetite for non-normative lodging experiences, especially among early-career travellers.

“At the same time, a lot of affluent travellers prefer to stay in a hotel that is of a smaller scale, where they will get exclusive attention and are addressed by name,” Lin observed, adding that hotels must also offer unique experiences to truly capture customers’ attention and repeat business.

As one of the earliest unique, design-led hotel in Singapore, and one occupying a heritage architecture, Lin said The Warehouse Hotel has to keep engagements fresh and attractive to encourage repeat visits from both diners and travellers.

The hotel is rebranding its bar and revitalising the menu at its popular restaurant, Po. A series of art and music programming is also being unveiled.

“The common thread in all our activations is the opportunity to connect our guests with the local community and our heritage surroundings,” said Lin.