The Asia-Pacific luxury hotel landscape is already a crowded marketplace, yet competition continues to intensify as hospitality giants expand their portfolios to cater to the evolving demands of discerning high-net-worth individuals.

For example, Hilton already counts Waldorf Astoria and Conrad among its luxury brands, but announced at ILTM Asia Pacific 2024 that it was adding the NoMad, and Signia brands, to the luxury portfolio. Earlier in February, Hilton also partnered with Small Luxury Hotels of the World, adding another 400 boutique hotels to the portfolio.

Candice D’Cruz, vice president of luxury brands at Hilton, Asia Pacific, told TTG Asia: “Our expansion from three to five luxury brands allows us to cater to this evolving demand and increase our competitive edge.

“By introducing new brands and experiences, we can tap into niche segments and push the boundaries of luxury hospitality. The luxury market is expansive, allowing multiple brands to coexist and cater to different segments of discerning travellers, all of whom we remain committed to in meeting their evolving needs.”

NoMad, a joint venture with Sydell Group, represents Hilton’s entry into the luxury lifestyle segment, shared D’Cruz. The brand will be known for its exceptional culinary offerings, distinctive locally-inspired interior design, and impeccable service, and will rise in sought-after neighbourhoods across the globe.

Meanwhile, Signia will target active business travellers and meeting professionals that value technology, design, and premium amenities.

D’Cruz shared: “Hilton plans to expand NoMad and Signia in Asia-Pacific through a combination of new builds and conversions. The expansion will include both new constructions and conversions, with up to 100 NoMad properties projected globally, while Signia is currently exploring various opportunities in the region.”

IHG Hotels & Resorts is also investing in six of its luxury and lifestyle brands, which account for 22 per cent of its global pipeline, twice the amount five years ago.

Rajit Sukumaran, senior vice president & managing director, East Asia & Pacific, IHG Hotels & Resorts, shared with TTG Asia: “We have built up a strong presence in this segment in the region, with 45 per cent of the global luxury and lifestyle pipeline in Asia-Pacific. It is home to about 60 per cent of our InterContinental brand’s global pipeline, as well as iconic award-winning hotels across Six Senses and Regent.”

In August 2021, IHG launched Vignette Collection to complement its existing luxury and lifestyle portfolio. “As a collection brand, it appeals to owners of independent luxury and lifestyle properties seeking to tap into IHG’s enterprise systems, without the need for high upfront costs or compromise on a property’s unique character, style or name,” Sukumaran pointed out.

Vignette Collection has grown to 11 open hotels across nine countries globally, and IHG expects this collection to grow to more than 100 properties in the next seven years. This year, 13 properties are set to join the Collection, where Asia-Pacific properties include Dinso Resorts & Villas Phuket (which rebranded in April 2024), Shanghai Snow World, Rumah Luwih Bali, and Moire Hoi An.

Accor has a similar luxury collection brand, the Emblems Collection, that was also established in 2021. However, there are no open properties in Asia-Pacific at the moment.

Camille Lopeo, vice president global marketing, Emblems Collection, shared that “five flagship hotels have been signed in North America, Greece, China, Vietnam, and the Philippines”.

Although these projects remain confidential at press time, she believes that the “Emblems Collection will encapsulate up to 60 properties in the decade to come”.

“Emblems is a collection brand designed for independent hotelier visionaries who embrace collaboration and seek to elevate their property from neighbourhood hotel to destination landmark, while preserving the very essence of what makes their place exceptional,” she explained.

The brand welcomes conversions, as well as new builds, where partners can expect luxury experts (design, F&B, wellness, etc.), bespoke marketing content and a full sales, distribution and loyalty ecosystem.