2025-05-26
The global consumer market is shifting toward higher quality and greater sophistication, with the service sector evolving from simple product sales to a focus on experiential value and perceived worth. According to Bain & Company, the global high-end hotel market is projected to grow by 4% to €242 billion in 2024, emerging as a key driver of growth within the broader high-end goods sector. International brands such as Four Seasons, Aman, and Rosewood are actively expanding their presence in the Asia-Pacific region. By integrating local culture with refined service, these brands cater to the new generation of travelers seeking personalized experiences and in-depth travel. Positioned at the heart of the Asia-Pacific, Taiwan lies within a three-hour flight radius of over 400 million people across Northeast and Southeast Asia – a strategic advantage for global high-end hotel groups looking to expand in the region.
According to data from Global Information, Inc. (GII), the global high-end travel market is projected to grow from US$10 trillion in 2024 to US$17 trillion by 2033, representing a compound annual growth rate (CAGR) of 6.03%. As high-spending consumers place increasing value on refined service, cultural depth, and personalized experiences, international high-end hotel brands are diversifying their offerings to capture traveler interest. Boutique hotels highlight local design and cultural narratives; resort properties emphasize scenic surroundings, relaxation, and wellness; while urban flagship hotels provide multifunctional experiences such as conferences, fine dining, and integrated technology. Overall, the global high-end hotel sector is evolving with flexibility, adapting to travelers’ lifestyles and the unique characteristics of regional markets—demonstrating a diversified strategy centered on customer experience.
Global travel underwent a significant transformation post-pandemic. Travelers place increasing emphasis on the quality and depth of their travel and accommodation experiences. Industry players have responded by offering a wider range of lodging options and value-added services, enhancing customer satisfaction and driving steady revenue growth. For example, the world’s three largest hotel groups by market capitalization—Marriott International, Hilton, and InterContinental Hotels Group (IHG)—have remained committed to the Taiwan market despite challenges during the pandemic. Over the past three years, these three major groups have collectively launched approximately ten new hotels across Taiwan, underscoring their strong confidence in the country’s tourism and business travel potential.
Marriott reported solid growth in its Q1 2025 earnings and announced plans to accelerate expansion in the Asia-Pacific region. Notably, it is planning to bring its most prestigious brand – The Luxury Collection – to Kaohsiung, Taiwan with THE AMNIS hotel. The new hotel is set to open in August 2025. Hilton has already established and currently operates three brands in Taiwan. In 2024, the Palais de Chine Hotel—under the investment of My Humble House Group—entered into a partnership with Hilton and was rebranded as Taiwan’s first Curio Collection by Hilton property, marking Hilton’s fourth brand in the market. IHG currently operates 14 locations across Taiwan and continues to augment market share with the expansion of InterContinental Taichung, aiming to double its footprint to 30 hotels by 2027. In addition to these global hospitality giants, other internationally renowned hotel groups are also ramping up investment in Taiwan:
According to statistics from the US-based media platform All About AI, the global AI market in the hotel industry is projected to reach US$920 million by 2028. Currently, over 60% of high-end hotels have adopted AI technologies to enable services such as automated check-in, predictive maintenance, and personalized recommendations. AI chatbots are now capable of handling 70% of common customer inquiries, improving service efficiency and customer satisfaction.
In Taiwan, Capella Taipei and Silks Hotel Group have adopted the "Hsiao Mei His (小美犀)" smart service chatbot, developed by Aiello Inc., to integrate functions such as bookings, room service, customer service, and marketing—accelerating the integration of AI with service processes. This has greatly enhanced convenience and addressed the challenges of labor shortages. Meanwhile, Dunqian Smart has leveraged its experience with operating over 50 unmanned self-service hotels in Taiwan to successfully expand into Japan by launching the WBF Group’s first fully automated hotel in Osaka.
Taiwan holds a unique edge in the global high-end hotel industry. First, it offers a high degree of cultural integration, blending diverse local cultures and lifestyles—making it particularly well-suited for the development of culturally immersive travel experiences. Second, Taiwan’s cities feature dense infrastructure and abundant events, with easy access to concerts, marathons, and art and cultural exhibitions, enabling high-end hotels to offer seamless, one-stop travel experiences. Third, Taiwan has extensive experience in long-term partnerships with international hotel brands, supported by a mature local operational ecosystem and a well-established talent pool—making it an ideal launchpad for foreign investments into the Asia-Pacific market. Fourth, Taiwan boasts advanced AI capabilities and integrated technologies, accelerating the automation and smart transformation of high-end hospitality services.
In addition to its geographic advantage, Taiwan also benefits from an open market environment that has long attracted international tourists and business travelers. With leading global hotel groups continuing to expand their presence in Taiwan, the market has a highly promising potential for development.
Source： Research and Analysis Team, Commercialization and Industry Service Center, Industrial Technology Research Institute (ITRI)
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