Secondary Cities and Emerging Markets are Winning the Tourism Race in Asia Pacific

Travel and tourism across Asia Pacific have rebounded beyond pre-pandemic levels. This is according to Ron Pohl, president of international operations for BWH Hotels and president of WorldHotels, when Esquire Philippines interviewed him at the 2026 Pan APAC Regional Conference held at Carlton Hotel Bangkok Sukhumvit in Thailand.  

Data from the PATA Asia Pacific Visitor Forecasts 2026–2028 report supports this outlook, projecting that international visitor arrivals (IVAs) will reach between 600 million and 918 million by 2028. “This growth is being driven by several factors, including economic recovery in key markets, rising travel demand, visa facilitation and cross-border cooperation, and the increasing role of digitalization and technology in shaping travel experiences,” the report noted. 

BWH Hotels, a global hospitality network composed of approximately 4,300 hotels in over 100 countries and territories worldwide, identifies the critical importance of the APAC region to the organization's long-term growth and success. “Half of the global population resides in APAC. Over four billion people are here,” Pohl said, addressing conference attendees. “Eighty percent of those four billion people travel on an annual basis. So we have to make sure that we have the hotels in the destinations, in the new destinations that they're now seeking.” 

Shifting customer demographics are changing the way people travel across the world. “If you look back 40 years, the father typically decided where the family would travel. Twenty years ago, it was the spouse. Today, children are making the decision about where to travel 73 percent of the time—the younger generations, Gen Z and Gen Alpha,” Pohl observed. 

The median age of travelers also varies by region. Pohl cited several examples: 19 in South Africa, 29 in India, 39 in Australia and the US, 41 in Thailand and China, and 46 in South Korea. 

These changes have obviously affected travel preferences. Younger travelers lean toward experiential travel. “They want new places. They still travel to some of the major destinations like Hong Kong, Tokyo, and Paris, but they also want to experience new and unique destinations, understanding the lives of locals.” 

 
Pohl said they see great potential in the APAC region. “We’ve had tremendous success over the years in Bangkok and, more recently, in Vietnam. India now has 36 open [BWH] hotels, with 25 more in the pipeline. Japan is an emerging market—not Tokyo, but secondary and tertiary cities. We also see opportunities in the Philippines, Australia, and New Zealand, where we opened new hotels last year.”

Although operations in the Middle East have experienced a temporary pause, Pohl sees a significant opportunity in Saudi Arabia. In addition to the seven existing properties in the region, several new hotels are currently under construction in Riyadh, Jeddah, Medina, and Makkah. 

South America represents another key emerging market, with a specific focus on Brazil. To facilitate long-term growth and expansion within the country, the organization recently formalized its presence in the country by establishing a local corporate arm, solidifying South America as a primary target destination. 

BWH Hotels likewise identified Africa as the next major growth market, driven by younger traveler demographic. “Today, we have 25 hotels either open or in the pipeline there... We are strategically focused on how and when to enter the various countries within Africa,” revealed Pohl.  

In his speech, the hospitality veteran made special mention of Aiden boutique hotels, which are particularly strong in North America and Scandinavia but have been expanding rapidly across Europe and Asia. The hotels are noted for their distinctive designs, modern tech-friendly features, and social spaces that appeal to younger, experience-driven travelers. He also highlighted the versatile @Home brand, which caters to smaller cities and emerging destinations. 

Technology is more relevant now than ever in the travel and tourism industry. Artificial intelligence, in particular, has become a disruptive force in this category, says Joelle Park, Senior Vice President and Chief Marketing Officer for BWH Hotels. “From a consumer standpoint, travel is one of the top reasons people use AI. About 30 percent of AI queries are related to travel. AI can get highly personalized—it can plan not just where you go and where you stay, but also your activities. You can get very specific based on your preferences,” she said. 

 
From the hotelier’s standpoint, AI can help with pricing strategy by determining optimal daily rates; it can predict prices in real time more effectively than traditional revenue-management tools, said Park.  

Furthermore, AI can analyze guest profiles to infer preferences (e.g., extra water, a dessert instead of a snack) even without full data. It can also optimize back‑of‑house operations—housekeeping schedules, room servicing, real‑time tasking—making staff more efficient. Overall, AI is affecting nearly every step of the hotel experience. 

In his speech, Victor Patel, Chairperson for the BWH Hotels' Board of Directors, underscored the group’s investment in technology to streamline the guest experience, starting with a 'smarter' redesign of their digital platforms. 

He quoted Jensen Huang, co-founder, president, and CEO of Nvidia, the company that pioneered the GPU technology which powers modern artificial intelligence: “The world is being rewritten. So you have two choices. You can either be the one holding the pen or the one being written out of the story.” 

Wellness is a multi-trillion-dollar industry, the Global Wellness Institute (GWI), noted in its reports. This is why BWH Hotels is placing it at the forefront of luxury lifestyle offerings. 

“It’s not just about offering spa services as an amenity,” Pohl clarified, “but about integrating wellness into the hotel’s daily operations. It’s about changing the way you live your life—having dedicated medical facilities and staff on the property to provide a retreat where you can reset and, ultimately, enjoy a higher quality of life as you age.” 

Pohl shared that the organization expanded beyond Mexico City last year, opening and signing its first deal in Cuernavaca, Mexico. The same partner is now set to open a second property in Cabo, has acquired land for a third in Greece, and is exploring opportunities in Spain. This expansion also extends to branded residences, which are extremely popular in Vietnam. 

He added that the brand is also entering the growing glamping segment, centered on unique, experience-driven resorts in remote destinations. The group has already opened its first two properties in North America, with a third set to launch in Honduras, and sees strong global potential in locations such as the Australian outback, South Africa, and parts of Japan. 

Pohl noted that this reflects a broader shift in traveler preferences toward new and immersive experiences. He shared that the company has developed a dedicated brand for this concept, which is set to be launched at an upcoming hospitality conference in Africa. 

Amid all the shifts in the hospitality world, Board Chairperson Patel maintains that the group’s future success lies in a "simple and meaningful" return to local roots. "Our new brand positioning centers on inviting guests into our neighborhood, because we all know travelers want authenticity, connection, and a sense of place," Patel noted, emphasizing that each property’s unique story is shaped by the character of its community.  

This "welcoming to the neighborhood" philosophy is set to become the centerpiece of a refreshed loyalty program—one designed to feel more personal and reflective of modern travel—which the group will officially unveil this October at its annual convention in Phoenix, Arizona. 

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