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For decades, much of the global hospitality industry\u2019s growth and influence was centred on North America and Europe. Today, Goh believes more of that momentum is shifting towards Asia.\u00a0<\/span><\/p>\n \u201cThe most exciting opportunities in hospitality today are in experience,\u201d he said. \u201cCompared to more mature markets like the US and Europe, the Asia-Pacific is where that shift is now happening at speed and at scale.\u201d<\/span><\/p>\n A growing middle class, rising disposable incomes and younger consumers prioritising travel have helped fuel hospitality growth across the region.<\/span><\/p>\n But Goh is careful not to treat Asia-Pacific as a single market. Singapore, Tokyo and Sydney are mature gateway cities where expectations continue to rise, while fast-growing secondary cities and emerging leisure destinations are creating new sources of demand.<\/span><\/p>\n Vietnam, in particular, stands out. Already a major leisure destination, the country is also seeing growth in business travel, wellness tourism, MICE and extended stays, Goh said.<\/span><\/p>\n Infrastructure investment continues at pace, while new coastal destinations are steadily moving onto travellers’ radar.<\/span><\/p>\n For Ascott, which has operated in Vietnam for more than three decades, the opportunity extends well beyond adding pins to a map. It recently signed management agreements for eight new properties in a single month, bringing its portfolio in the country to more than 40 operational and pipeline properties.\u00a0<\/span><\/p>\n