Hilton is expanding its meetings-capable supply across South-east Asia’s emerging destinations – led by a three-brand cluster in Phu Quoc – as event planners look beyond gateway hubs for locations that pair modern infrastructure with authentic local experiences.
Driven by a projected US$700 billion business travel spend across Asia-Pacific (excluding China) in 2026, a 10.9 per cent year-on-year surge, according to the Global Business Travel Association, Hilton is aligning its portfolio with shifting delegate expectations.
Recent Agoda data shows accommodation searches in emerging Asian destinations grew 15 per cent faster than in major hubs over the past two years, representing 34 per cent of all 1H2025 searches. Simultaneously, Hilton’s Why We Gather trend report revealed that 84 per cent of attendees view experiencing local culture as a primary benefit of work events, while 83 per cent prioritise local cuisine.
“Our growth strategy is focused on ensuring that we have the right brands in the right destinations to meet evolving customer demand,” said Sebastien Kaeuffer, Hilton’s vice president of commercial operations for Asia-Pacific excluding China. “Governments and tourism authorities in South-east Asia are investing in the next generation of MICE destinations. As the MICE industry shifts towards more purpose-driven and experience-led events, demand is growing for alternative destinations that offer a distinctive experience beyond conventional urban venues.”
That strategy centres heavily on Vietnam, where Hilton will introduce 1,500 rooms across Conrad Phu Quoc, Hilton Phu Quoc, and DoubleTree by Hilton Phu Quoc within a purpose-built precinct for the 2027 APEC Economic Leaders’ Meeting. This follows the February 2026 opening of Hilton Quang Hanh Onsen Resort, which offers wellness-focused itineraries for incentive groups.
Elsewhere in South-east Asia, expansion continues with recent 2026 debuts with dedicated meeting venues: Kahavadi Chiang Rai, Curio Collection by Hilton in Thailand; Hilton Burau Bay Langkawi Resort in Malaysia; and Hilton Bandung Padalarang in Indonesia.
While urban centres like Manila and Jakarta remain strong alternatives for major conventions, Kaeuffer noted that regional markets like Bandung, Chiang Rai, Langkawi, Da Nang, and Kota Kinabalu are increasingly favoured for corporate retreats and incentive travel.
“We look at a range of factors, including connectivity, demand levels, and infrastructure investment to determine which brands are best suited,” Kaeuffer explained. He noted that full-service brands serve large-scale event needs, whereas lifestyle and resort properties allow smaller groups to integrate destination-led, wellness, or cultural experiences directly into their business itineraries.
