The Ascott Limited has recorded its strongest-ever year of signings in Southeast Asia, with regional leadership pointing to sustained owner confidence and rapid expansion across multiple lodging typologies.

Ascott, the Singapore-based hospitality company and wholly owned lodging business unit of CapitaLand Investment, recorded a landmark year of signings in 2025, adding more than 7,300 units across the region, representing a 55% increase over the 4,700 units signed in 2024, marking Ascott’s strongest signing performance in Southeast Asia to date. 

Speaking to HM in Vietnam last week, Ascott Chief Strategy Officer and Managing Director, Southeast Asia, Wong Kar Ling outlined the scale of momentum across the region.

“We had our strongest ever signing, and in 2025 we were ranked among the top three hospitality companies by [Howath HTL] independent consulting company,” she said.

 Ascott’s Southeast Asia platform now spans more than 200 operating properties, with a further 150 in its pipeline, with an expectation to open more than 25 properties in the region in the next 12 months. The pipeline will see the group extend its footprint into around 20 new cities across the region including, Phu Quoc and Nha Trang in Vietnam; Phuket and Hat Yai in Thailand; Labuan Bajo and Medan in Indonesia; Davao and Biñan in the Philippines; and Johor Bahru and Langkawi in Malaysia.

Ascott’s expansion is underpinned by Southeast Asia’s near-complete post-pandemic recovery in 2025 and travel momentum increasingly driven by intra-ASEAN demand. At the same time, the region’s hospitality market remains highly fragmented, with independent and unbranded properties accounting for most hotel supply. 

The pipeline reflects strong alignment with owners, with Wong noting: “a lot of our growth is reflections of the owners confidence in us, and also a testament to our presence.”

This is reinforced by comments from Ascott Chief Growth Officer, Serena Lim who said Southeast Asia continues to be one of the most dynamic hospitality markets in the world, with the group well positioned to capture opportunities. 

“Our expansion is intentional and owner-led, anchored by long-term partnerships with owners who value our flex-hybrid model and its ability to deliver resilient outcomes.”

“Supported by our multi-typology brand strategy, we have moved beyond our serviced residence heritage to unlock opportunities across a broader range of lodging types. The depth of owner interest and track record across Southeast Asia gives us confidence in both our pipeline and our ability to execute this expansion.” Lim said.

Wong added a defining feature of Ascott’s growth is leveraging its multi-typology strategy.

“We essentially have the full spectrum of … the different typology … service residence and hotel, resort, social living,” Wong said, adding that “for us, it is really listening to what our guests are telling us … they want to stay in resorts”.

Resorts are emerging as a key driver as one of its fastest growing segments, Wong said, as the group expands into leisure destinations across Vietnam, Indonesia and Thailand.

She also highlighted that conversions are playing a significant role in accelerating scale, accounting for 30% of the total pipeline, reflecting a broader strategy to reposition existing assets and enter new markets more quickly.

Addressing media at the soon-to-open Ascott Tay Ho Hanoi last week, wrapping up the group’s internal annual meeting, Wong said Vietnam remains central to its regional growth story, underpinned by long-standing market presence.

“We were here in Vietnam 32 years ago, a record hard to break,” she said, adding “this is also where the presence in the market and the insights and the history really positioned us very strongly, both in driving the growth as well as delivering promises that we make to our guests and to our owners” she said.

Recent openings and developments reflect this momentum, including flagship projects in Hanoi and a growing pipeline of resort and lifestyle assets across the region.

Ascott’s broader platform continues to evolve alongside changing travel demand, supported by its flex-hybrid model and expanding brand ecosystem. 

Looking ahead, Wong reinforced the scale of opportunity across Southeast Asia with the development pipeline spanning across brands including Ascott, Citadines, lyf, Oakwood, Somerset, The Crest Collection and The Unlimited Collection. New resort openings are earmarked for Vietnam, Indonesia, the Philippines, Malaysia and Thailand and follow the launches of  Somerset Valero Makati in the Philippines and Oakwood Cameron Highlands in Malaysia earlier this year.

Ascott Tay Ho Hanoi is poised to become Ascott’s largest full-service MICE hotel and a landmark events and hospitality destination in Vietnam’s capital. Located on the shores of West Lake in Hanoi’s upscale Tay Ho District, the property features an international convention centre that is already operational, offering 13 flexible event spaces including Hanoi’s largest pillarless hotel grand ballroom with capacity for up to 2,000 guests. 

When fully open in 2027, the property will also offer 1,165 hotel rooms and serviced apartments as well as premium wellness facilities including a spa, gym, indoor and outdoor swimming pools and yoga rooms, alongside 10 dining concepts and a sky bar overlooking the lake. Ascott Tay Ho Hanoi combines long-stay living, hotel accommodation and world-class MICE facilities under one roof.

Other notable openings include Lasong Hotel & Villas Sam Son by The Unlimited Collection, Harris Resort Cam Ranh, debuting the Harris brand in Vietnam, Citadines Selavia Phu Quoc and Somerset Nha Trang, as well as 1926 Heritage Hotel Penang by The Unlimited Collection, opening this year to coincide with its centenary.