The hotel industry in Asia Pacific (APAC) is facing a mix of challenges and opportunities in today's changing macroeconomic environment. This creates an unpredictable situation that requires hotel operators to stay flexible with their business plans, and quickly adapt to different market conditions.

Looking ahead to 2026, the region expects continued uncertainty. Hotel operators must monitor several key factors, such as political tensions, slowing economic growth, and increased competition from new hotel openings across the region.

Despite these headwinds, tourism in Asia Pacific shows sustained growth, with international visitors increasing by 10.7% in the first half of 2025 according to UN Tourism. This positive trend has helped hotels in the region achieve marginal but steady improvements in Revenue Per Available Room (RevPAR). Hotels have managed this by raising their Average Daily Rates (ADR) to offset slightly lower occupancy levels compared to last year's strong performance.

In this complex and fast-changing business environment, the APAC Hotel Operators' Sentiment Survey explores how hotel leaders across the region are managing current challenges while taking advantage of new opportunities in the market.

Launched in 2023, JLL’s Hotel Operators’ Sentiment Survey (HOSS) analyses sentiment from hotel General Managers in the year ahead to get a view ‘on the ground’ from an operations perspective. In this complex and fast-changing business environment, collecting feedback from hotel operators strengthens JLL’s understanding of the market, complementing our understanding of the dynamics from an investor perspective.

The 3^rd edition of the APAC HOSS report is based on over 830 responses from hotels in Asia Pacific, across 22 countries. The survey was conducted in Q3 2025.