TTG Asia
Asia/Singapore Thursday, 2nd April 2026
Page 6

Choice Hotels’ Ascend Collection reaches 500 properties with further openings planned

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Choice Hotels International’s Ascend Collection has reached 500 properties following recent openings in the US, including The Harrison Hotel in Hollywood, Florida, and The Gould Hotel in Seneca Falls, New York.

The brand, positioned as an upscale soft brand, continues to expand with a pipeline of 70 properties as of March 2026. Planned openings include locations in Flagstaff, Arizona, Anaheim, California and Miami, Florida, as well as The Ellen in Port Pirie, South Australia.

Ascend Collection now includes 500 properties, with recent openings in the US and further expansion planned globally; SSAW Boutique Hotel Yangzhou, pictured

Ascend Collection has also grown its presence in Asia-Pacific, where it currently includes 83 properties. The expansion reflects increased interest from hotel owners in flexible models that allow independent properties to retain their identity while accessing global distribution and technology platforms.

Choice Hotels said demand for independent and experience-led accommodation remains strong, supporting continued development activity. In Asia-Pacific, the company has expanded through distribution agreements and brand growth initiatives aimed at both single-property and multi-unit owners.

Recent developments in the international portfolio include a distribution and master franchise agreement with SSAW Hotels & Resorts in China, adding more than 9,500 rooms. The brand has also entered Poland, expanded in Québec with six additional properties, and plans to open a hotel in Kenya’s Maasai Mara National Reserve. In Latin America, Ascend Collection has opened its first property in Chile.

Many Ascend Collection hotels participate in the Choice Privileges programme, which allows members to earn and redeem points across more than 7,000 properties in 46 countries and territories.

“The performance and compelling value proposition of our soft brands continue to resonate with both developers and guests,” said Mark Shalala, senior vice president, development, Upscale Brands, Choice Hotels International.

“The Ascend Collection is well positioned to capture demand, support owner success, and maintain a leading position in the dynamic and growing soft brand category.”

TAT bets on domestic travel boom with Thailand Tourism Festival 2026

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As global travel continues to face headwinds, the Tourism Authority of Thailand (TAT) is looking inward to stimulate economic growth. The 44th Thailand Tourism Festival (TTF) 2026, taking place from March 25 to 29 at the Queen Sirikit National Convention Centre, promises an immersive journey across all five Thai regions in the heart of Bangkok.

For industry professionals monitoring the resilience of the hospitality and events sector, this large-scale showcase serves as a barometer. By bringing the cultural, culinary and artisanal highlights of the country to a single accessible venue, the TAT aims to deliver on its promise of “instant happiness” and inspire future travel across Thailand.

Thailand Tourism Festival 2026 will take place from March 25 to 29 at the Queen Sirikit National Convention Centre; photo by Anne Somanas

The festival is divided into specialised zones, each highlighting a selection of five must-do experiences from Thailand’s regions.

The Southern zone, for example, will showcase the region’s growing status as an international film location, featuring sets inspired by recent productions such as Jurassic World: Rebirth, alongside traditional shadow puppets. The Central zone will highlight its UNESCO Creative Cities, while the Northern zone will focus on contemporary Lanna design. The northeastern Isan zone will feature hands-on archaeological activities where children and parents can “discover” dinosaur fossils previously found in the region, alongside its spiritual and healing rituals. The Eastern zone will feature fresh local produce, including locally grown tulips from Rayong by PTT LNG, highlighting that travellers do not need to travel far for varied experiences.

The festival’s stages will feature musical performances spanning Thai genres throughout the event, as well as beauty pageants showcasing traditional fabrics and local design elements.

Crucially, the 2026 festival places a strong emphasis on responsible tourism. For the fourth consecutive year, TTF will implement a strict “Zero Waste to Landfills” policy.

“Our dedicated attendees are already bringing their own reusable bags and bottles, and opting for public transportation. That sustainable mindset is the true foundation of modern travel in Thailand,” Thapanee noted.

To support this, the TAT has set a KPI to reduce event waste sent to landfills to less than 10 per cent, enforcing clear waste separation protocols across all zones.

With special travel packages to stimulate travel to each region, and discounts from more than 30 partner organisations, TTF 2026 is positioned not just as a cultural showcase, but as a driver of domestic tourism.

“The TAT places immense importance on this event, featuring nine dedicated zones to catalyse interest in domestic travel to all five regions of Thailand. While we must navigate global concerns like connectivity issues and fluctuating oil prices resulting from the conflict in the Middle East – directly impacting inbound and outbound travel – this festival allows us to directly support regional economies by bringing local artisans and entrepreneurs straight to the capital,” Thapanee concluded.

Traveloka , Gyeonggi tourism target Indonesian travellers through industry seminar

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The Gyeonggi Tourism Organization (GTO) and Traveloka held a tourism seminar aimed at expanding demand from Indonesian travellers to South Korea, with a focus on independent travel.

Around 60 participants attended the session, including representatives from Traveloka, local tourism operators and agencies specialising in free independent travellers (FIT). Industry participants included Everland, Shinsegae Premium Outlets, Novotel Suwon and Island Castle, alongside public sector representatives such as Suwon City and the Hwaseong City Cultural and Tourism Foundation.

Lifestyle attractions such as Starfield Library in Suwon, pictured, form part of efforts to attract Indonesian independent travellers to Gyeonggi Province; photo by zesphiete

The seminar included an overview of Traveloka’s platform, marketing approaches for independent travellers and a networking session. Participants discussed how to use digital platforms to promote tourism products and reviewed recent travel trends in the Indonesian market.

Indonesia, with a population of about 280 million, is a growing source market for South Korea. Data from Korea Tourism Data Lab shows that about 360,000 Indonesians visited South Korea in 2025, an increase of 8.3 per cent compared with the previous year. A 2025 survey by the Ministry of Culture, Sports and Tourism found that 86.6 per cent of Indonesians have a favourable view of South Korea.

Policy developments may also support travel growth. A pilot programme allowing visa-free entry for Indonesian groups of three or more was outlined at the 11th National Tourism Strategy Meeting in February. Indonesian president Prabowo Subianto is also scheduled to visit South Korea later this month.

GTO and Traveloka said they will work with local tourism businesses to increase the number of Gyeonggi-based products listed on the platform. Traveloka plans to assign dedicated managers to support the registration of attractions and accommodation providers.

“The proportion of independent travellers visiting South Korea continues to rise,” said an official from GTO. “To capture the Indonesian market – which boasts the world’s fourth largest population and the largest Muslim population – we will collaborate with Traveloka and our local industry partners to drive a substantial increase in tourism to Gyeonggi Province.”

Sun Group, Changi Airports International to develop Phu Quoc airport as tourism hub

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Sun Group and Changi Airports International (CAI) have entered into a strategic agreement to develop Phu Quoc International Airport, with plans to integrate aviation infrastructure with tourism, retail and entertainment.

Under the agreement, CAI will provide advisory services covering airport operations, commercial planning, air connectivity and service standards. The initiative aims to position Phu Quoc as an aviation and tourism hub in the Asia-Pacific region ahead of the APEC 2027 Summit.

Sun Group and Changi Airports International have inked an agreement to support the development of Phu Quoc International Airport; photo by Sun Group

Phu Quoc International Airport handled about six million passengers in 2025 and has seen growth in international and regional travel demand. A government-approved master plan includes the development of a new runway and Terminal 2. The airport is expected to handle up to 24 million passengers per year, with long-term capacity of up to 50 million.

The partnership will align airport operations with international standards while supporting broader tourism development on the island. It also builds on prior discussions in Vietnam and Singapore on combining airport management and destination planning expertise.

Through the agreement, the companies aim to integrate airport infrastructure with visitor experiences, positioning the airport as part of the wider tourism offering rather than solely a transport facility. This approach reflects a broader trend of airports being developed as integrated destinations. Singapore Changi Airport is often cited as an example of combining operational efficiency with retail and leisure offerings, while Sun Group has developed tourism and resort projects across Vietnam.

“Through this partnership with Changi Airports International, we aim to develop Phu Quoc International Airport into a true ‘airport destination’ where the travel experience begins the moment visitors arrive,” said Dang Minh Truong, chairman of Sun Group.

“(Phu Quoc’s) integrated tourism and entertainment eco-system provides a strong foundation for the long-term development of Phu Quoc International Airport as a key gateway for the island. We look forward to contributing our expertise to enable Sun Group to create a world-class airport experience,” added Eugene Gan, CEO of CAI.

Hilton signs agreement with Yotel to expand lifestyle hotel portfolio

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Hilton has entered into an agreement with Yotel to expand its global hotel portfolio, adding a brand focused on compact, technology-driven accommodation in urban markets.

The franchise agreement brings Yotel into Hilton’s network while allowing the brand to continue operating independently under its existing model. Yotel currently manages and licenses 23 hotels across 10 countries and aims to more than triple its portfolio in the coming years.

Yotel properties will join Hilton’s network while retaining independent branding and operations under a new partnership

Yotel will become part of a new category known as Select by Hilton, which is intended to include established hotel brands that retain their identity while gaining access to Hilton’s distribution systems and loyalty programme. Participating brands will connect to Hilton Honors, the group’s global guest programme.

Founded in London in 2007, Yotel operates in cities including New York, Tokyo, Amsterdam, Glasgow and Singapore. The brand focuses on compact rooms with features such as adjustable beds and automated luggage storage, designed to maximise space and efficiency.

Under the agreement, Yotel properties will access Hilton’s distribution and technology platforms while maintaining their existing service model. Hilton said the partnership aligns with its asset-light strategy and supports growth in the lifestyle segment.

Hilton Honors members will be able to earn and use points at participating Yotel properties once integration is completed. The programme has nearly 250 million members who book through Hilton’s direct channels.

The first Yotel hotels are expected to be available for booking through Hilton’s channels later in 2026.

Christian Charnaux, executive vice president and chief development officer, Hilton said: “This agreement further strengthens our network effect by connecting a beloved independent brand like Yotel into the powerful Hilton Honors network and commercial distribution system, while preserving what makes the brand unique.”

“Yotel’s relationship with Hilton allows us to expand our reach while staying true to who we are. What changes for Yotel is access – not identity – in a capital-light, and scalable way,” added Phil Andreopoulos, CEO, Yotel.

Singapore’s Swissotel and Fairmont complex scores a profitable 2025

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Fairmont Singapore and Swissôtel The Stamford, a dual-brand hotel complex in Singapore’s civic district, is said to have marked its “best year ever” in 2025, an achievement rooted in the conscientious “management of the 3Ps”, shared its managing director, William J Haandrikman.

The 3Ps refers to people, product and profit, with people being the topmost focus, stated Haandrikman in an interview with TTG Asia.

Themed afternoon tea sets at Fairmont Singapore and Swissôtel The Stamford support efforts to boost repeat visits and local demand

He said: “2025 was the best year ever for us since our opening in 1986, and it is our people that make this property. We have team members who have been with us for 40 years, and we have customers and guests coming back because of them. Therefore, for me and for my leadership team, we know it is super important to ensure that our staff are well taken care of. With a happy team that takes care of our customers and guests, profits will come.”

He added that team member satisfaction rating was the “highest ever in 2025”. Surveys conducted by a third-party agency looked into various factors including staff access to training, internal communications, and openness of leadership.

The complex’s focus on product has also resulted in several unique market activations last year to draw both new and repeat customers and guests. Activations spanned F&B specials, including a Paddington Bear-themed high tea at Skai restaurant, complete with a red phone booth photo corner and character meet-and-greet sessions. Guests are invited to taste Paddington’s favourite moments – marmalade sandwiches and edible recreation of iconic red London buses and his well-travelled suitcase.

Anti:dote bar also entered a partnership with National Gallery Singapore and the Museum of Fine Arts, Boston to present an afternoon tea inspired by the Into the Modern: Impressionism from the Museum of Fine Arts, Boston – said to be South-east Asia’s largest exhibition of French Impressionism. The menu featured elegant afternoon tea treats like forest mushroom mousse with winter truffle, which captured the rustic tones and dappled light of Camille Pissarro’s Two Peasant Women in a Meadow.

Haandrikman noted that these activations were not only especially impactful on the domestic market, but also encouraged repeat visits.

“It is important to build repeat guests, as they spend 2.6 times more on our property (than other guests),” he added.

Fairmont Singapore and Swissôtel The Stamford also benefitted from Singapore’s vibrant events calendar, which included Lady Gaga’s Mayhem concerts (May), the World Aquatics Championships (July to August), the Toyota World Para Swimming Championships 2025 (September) and Formula 1 Singapore Grand Prix (October).

Haandrikman said the complex’s prime location in the city centre and access to two train lines played a vital role in drawing event visitors.

Looking ahead, Haandrikman is hopeful of another strong year, and shared that more creative market activations will be introduced throughout 2026.

“January and February did better than we expected. The Chinese New Year festivities helped. While a lot of flights through the Middle East are now cancelled, there is still a bright side. People who planned trips to and through the Middle East are now diverting to Asia. Summer looks strong – demand is high from China, South Korea, Japan and Indonesia while corporate bookings and meetings are picking up for 2H2026,” he said.

He added that Singapore has an opportunity to capture more longhaul transits and international visitors amid current geopolitical tensions, especially as Singapore is regarded as a “safe and stable” destination while Asia offers “great opportunities” for businesses.

Vivid Sydney 2026 unveils 23-day programme

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Vivid Sydney 2026 will present the breadth of Sydney, Australia’s creative identity over 23 days, through events spanning light, music and food, most of which will be free to visitors.

Vivid Sydney festival director Brett Sheehy said this year’s programme represents a “bold new horizon” for the event.

Sydney’s Vivid festival returns with a citywide programme of light, music and food, featuring installations and events across major waterfront precincts

“For 2026, we are expanding our programme into new artforms including aerial performance, daytime public art, theatre and dance. These join our vast Vivid Minds, Light, Music and Food offerings to now make your Vivid Sydney one of the great comprehensive arts festivals of the world.”

A highlight is the 6.5km Vivid Light Walk, featuring more than 43 installations and projections by local and international artists. The free attraction stretches across Circular Quay, The Rocks, Barangaroo and Darling Harbour, with additional venues across the CBD hosting related events.

Vivid Sydney 2026 will include collaborations with Biennale Sydney and cultural institutions such as the Museum of Contemporary Art Australia, Australian National Maritime Museum, City Recital Hall, The Mint, Carriageworks, State Library of NSW and Sydney Opera House.

The Vivid Light programme will be anchored by two centrepieces: Molecule of Light, the festival’s tallest installation at 23m, and Obstacle, one of the longest works stretching 45m along the harbour.

Vivid Minds will feature leading storytellers and cultural figures including Academy Award-winning filmmakers Sean Baker and Chloé Zhao (Nomadland, Hamnet), music broadcaster Zane Lowe, Pulitzer Prize-winning art critic Jerry Saltz and author Roxane Gay.

The series also includes weekly keynote talks showcasing contemporary creative practice, featuring architect Dong-Ping Wong, designer and researcher Mindy Seu, The New Yorker creative director Nicholas Blechman, and filmmakers Leela Varghese and Emma Hough Hobbs.

Vivid Food will bring together chefs and producers to showcase dining across New South Wales, including the debut of the Regional Dinner Series. Its centrepiece, A Shared Table with Yotam Ottolenghi, aims to “celebrate the outstanding produce and beverages of New South Wales and share the kind of food that I love and that also tells the story of the region’s creativity and generosity”.

Additional dining experiences will be available at Vivid Fire Kitchen at Barangaroo Reserve and through pop-ups across the city.

Vivid Music will present a curated programme of international and local artists, alongside special events and performances.

As part of the Biennale of Sydney’s Art After Dark series at White Bay Power Station, the programme will include headline shows from UK soul singer anaiis and American ambient electronic trio Purelink, as well as a free closing night party with a line-up to be announced.

Vivid Sydney 2026 will also extend to the Sydney Opera House, where more than 50 international and Australian artists will contribute content, and to Carriageworks, which will host music, performance and dining across three weekends.

Minister for jobs and tourism Steve Kamper said: “No other city in the world can host Vivid, because no other city in the world has what Sydney has to offer. Vivid Sydney 2026 will redefine how we experience our city, delivering a bigger and bolder event programme that will come to life both day and night.

“With more than 80 per cent of the programme free to attend, Vivid Sydney is focused on making world-leading cultural experiences accessible to everyone… this year’s festival will bring colour and creativity to the city while delivering a significant boost to local businesses.”

Kamper added that the New South Wales government aims to grow the state’s visitor economy to A$91 billion (US$63.6 billion) over the next decade, with major events such as Vivid Sydney playing a key role in driving domestic and international visitation as well as supporting jobs and delivering real economic and social benefits across the state.

Tourism Australia unveils industry sustainability initiative

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Tourism Australia has launched a new sustainability initiative aimed at encouraging the tourism sector to adopt shared standards for responsible travel.

The initiative, titled Green is Our Gold, invites tourism and business events organisations across the country to commit to a set of principles designed to support environmental protection, cultural respect and community engagement.

The Bay of Fires Experience in Tasmania, pictured, showcases Australia’s natural landscapes, a focus of Tourism Australia’s sustainability efforts

Organisations that join the programme will be asked to align with five principles: Celebrate Community, Embrace Culture, Preserve Place, Respect Wildlife and Take Care. The initiative is intended to provide a common framework for sustainable tourism practices across the industry.

Tourism Australia said the programme responds to increasing demand from travellers for experiences that deliver social and environmental benefits. According to its Consumer Demand Project, 77 per cent of travellers consider sustainability important in their daily lives, while 70 per cent factor it into their travel decisions.

Among business events planners, 76 per cent consider sustainability credentials an important factor when selecting destinations.

The initiative builds on existing national policies, including the National Sustainability Framework for the Visitor Economy and the Sustainable Tourism Toolkit introduced in 2023 as part of the Thrive 2030 strategy.

The programme was introduced at Tourism Australia’s Destination Australia conference in Melbourne, which brought together more than 800 industry participants.

“Australia has a strong track record of sustainable growth in tourism, and many businesses have already embraced sustainability – delivering world-class experiences that are sensitive to our natural environments, our cultures and our communities,” said Robin Mack, managing director of Tourism Australia.

Hospitality HR pivots to cross-training amid talent shortage

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Hospitality operators across Asia are overhauling traditional human resources structures to address the mounting talent shortage. Rather than focusing solely on hiring new staff, organisations are shifting towards retaining their existing workforce by decentralising management and creating internal career pathways.

Speaking during a strategy panel titled Leading with Heart: Redefining Talent and Culture in Hospitality, senior executives outlined how removing rigid operational hierarchies is becoming essential for business sustainability.

A panel at Thaifex HOREC Asia 2026 on March 13, 2026 at Impact Arena, Muang Thong Thani, discussed the future of HR with senior hospitality executives; photo by Thaifex HOREC Asia

Marriott International has responded to the ongoing talent shortage by rolling out an integrated job training programme across its properties to support internal mobility. The initiative cross-trains hotel employees to operate across multiple departments. This shift allows staff to build broader skill sets and qualify for supervisory roles beyond their original departments.

“We started working on making sure that (our employees) can multitask – that the same person who can deliver in-room dining can also work in a banquet, or at an Italian restaurant,” noted Priya Panjikar, senior area director of human resources for Thailand, Myanmar & Cambodia at Marriott International.

Panjikar indicated this operational flexibility improves career progression and reduces staff overtime. When employees see a clear path for advancement, they are more likely to remain with the company.

Bali-based LYD Group is taking a similar approach to retention by empowering frontline workers to make immediate operational decisions. The consulting company, which manages boutique hotels, has found that waiting for senior approvals can create operational bottlenecks. To support faster service and build staff confidence, the group allows employees to bypass central offices for minor financial decisions.

“We do have some structure of decision-making, like for instance, giving them small budget approvals,” said Rosana Meldawati, chief talent and culture officer at LYD Group.

Meldawati said that giving employees autonomy reduces delays in decision-making. This approach is paired with a focus on internal promotion and cross-training, with LYD Group prioritising internal transfers across its properties over external hiring.

Meldawati noted that current market conditions require a shift in how hospitality operators view their workforce.

“Retention is the new recruitment now. That’s why we have to build from the beginning,” Meldawati commented.