Seoul and Bangkok Tie for Third in APAC Hotel Investment, Highlighting Strong Regional Growth

Bangkok

Seoul and Bangkok have both secured a spot in the top three cities for hotel investment in the Asia Pacific (APAC) region, according to the CBRE’s 2025 Asia Pacific Hotel Investor Intentions Survey. Tied for third place, these two dynamic cities showcase the growing investor interest in emerging hospitality markets, driven by strong tourism recovery, growing infrastructure, and an increasing demand for hotel accommodations.

As international travel rebounds, particularly following the easing of pandemic-related restrictions, both Seoul and Bangkok have positioned themselves as top contenders in the hotel investment space. The cities’ strategic locations, thriving tourism industries, and rich cultural offerings have made them attractive destinations for investors looking to capitalize on the recovery of the hospitality sector.

In Seoul, the demand for hotel rooms is being driven by a rise in both leisure and business travel, alongside the city’s status as a global hub for technology, culture, and entertainment. Seoul’s diverse tourism market—spanning everything from shopping and K-pop culture to business conventions—has made it a hotspot for both international and domestic visitors. This broad appeal is reflected in its growing hotel market, where opportunities for investment in upscale and midscale hotels are increasingly being explored by investors looking to tap into the city’s expanding tourism sector.

Similarly, Bangkok has seen a surge in hotel investment activity as it emerges as a leading destination in Southeast Asia. The Thai capital has long been a favourite among tourists, and as travel to the region rebounds, Bangkok’s iconic attractions, rich cultural heritage, and vibrant nightlife continue to draw visitors from around the globe. The city’s appeal is further bolstered by its well-developed tourism infrastructure, including modern transportation networks and a range of hospitality offerings. Investors are particularly focused on opportunities in the midscale and upscale segments of the market, as Bangkok continues to evolve into a diverse and thriving global metropolis.

Steve Carroll, Head of Hotels, Capital Markets, Asia Pacific at CBRE, commented, “The tie between Seoul and Bangkok for third place highlights the growing appeal of both cities as emerging hotel investment markets. With a boost in international arrivals and a strong demand for hospitality services, these cities are proving to be resilient players in the APAC hotel investment scene.”

Seoul

The strong showing for both Seoul and Bangkok reflects a broader regional trend of growth in the APAC hotel market. Over 72% of survey respondents indicated that they plan to increase their hotel investment allocations in the region, underscoring the strong investor confidence in key markets across APAC. In addition to the increasing number of international visitors, both cities are seeing a rise in domestic travel, which further strengthens their position as attractive destinations for hotel investments.

Investors in both cities are also showing greater interest in value-add opportunities, including the redevelopment and rebranding of existing hotel properties. With the cost of new developments remaining high in many markets, the ability to reposition and upgrade assets offers an appealing avenue for growth. Seoul and Bangkok, with their diverse hotel offerings, are well-positioned for these types of value-enhancing strategies.

While global economic factors like inflation and rising interest rates have introduced some uncertainties, the resilience of the hospitality sectors in Seoul and Bangkok, coupled with strong demand from both leisure and business tourists, is expected to keep investor interest high. As more international visitors return to these cities, both Seoul and Bangkok are poised to maintain their status as leading hotel investment destinations in APAC.

The strong performance of Seoul and Bangkok in the 2025 APAC Hotel Investor Intentions Survey underscores their growing importance as key markets in the region. With a combination of strategic positioning, tourism recovery, and attractive investment opportunities, these cities continue to emerge as top choices for hotel investors looking to expand their portfolios in the Asia Pacific region.