Forget cookie-cutter hotel rooms and predictable getaways. Today’s travellers are chasing meaning, just not mileage: from urban sanctuaries and destination dining to branded residences and wellness-led retreats, the hospitality landscape is being reshaped by guests who are rapidly becoming more savvy. The smartest investors and developers are following suit, and the brands are in lockstep and they continue to pivot not just adapt but lead in this golden age of lifestyle and leisure.
Going where the guest (and investor) wants to be
Today’s travellers are increasingly driving hotel development and investment strategy worldwide.
Diane Daudin-Clavaud, corporate director of global development at Nobu Hospitality notes: "When we look to expand, we focus on destinations that are trendy and in demand—places where our guests want to go and where our partners are excited to invest. Our strategy is always rooted in culinary experience, so we look at locations where both a hotel and a Nobu restaurant can thrive."
That strategy is continuing to shape Nobu’s development roadmap. “In Asia, we already have developments in Vietnam and Thailand, and we’re actively looking at Indonesia and several other markets - essentially, anywhere the Nobu concept makes sense culturally and economically.”
In Europe, Daudin-Clavaud notes Nobu is still missing key destinations like Switzerland, Italy, France and Central Europe more broadly, adding “A ski resort would be a great addition too. Nobu by the snow would be a dream!”
Asked about Nobu’s interest across the pond, she says, “In the US, we’re still considering a few cities like Seattle and Austin—though the list isn’t exhaustive.”
And secondary cities aren’t being overlooked. While gateway cities remain core targets, lifestyle and leisure brands are increasingly drawn to dynamic secondary markets. Nobu has just signed in Lisbon and Manchester, cities Daudin-Clavaud describes as having a strong “cultural dynamic and culinary energy”, adding that those are the qualities Nobu Hospitality looks for in secondary target markets.
For Marriott, the Mediterranean remains fertile ground. “We see more in Croatia, Montenegro,” Markus Lehnert, SVP International Hotel Development at Marriott says, adding that Scandinavian countries like Norway are also on the rise.
Looking further afield, Saudi Arabia continues to be a hotspot, driven by infrastructure investment and an aggressive push for tourism diversification.
Six Senses has also signalled interest in the Maldives, a destination that resonates well with its focus on wellness and sustainability as well as Tanzania and Zanzibar.
Meanwhile, less saturated regions like the Balkans are attracting investor curiosity, despite their growing pains, with Albania and Montenegro highlighted as having great potential.
And Six Senses, traditionally known for its resort portfolio, is making its move into the city. Their first urban outpost in Rome is already operational, with London and Milan set to follow. Lisbon, Madrid and Paris are on the brand’s radar too. In city centres, the aim is to bring the same calm that guests expect from a beach or jungle setting.
Branded residences
Branded residences are taking centre stage in lifestyle-led development and are a growing part of Nobu’s offering. “Branded resi is a hot topic globally and it’s become a significant part of our pipeline. We’re open to developing branded residences, particularly where we already have hotels,” Daudin-Clavaud confirms.
She adds: “Everything I’ve signed recently includes a residential component - from Amsterdam to Manchester and Middle East in general. There’s strong demand from our investors and clients for this lifestyle offering.”
This sentiment is echoed by an executive from Six Senses who notes that while branded residences are generating significant interest and there are several in development, the company is focused on ensuring strong synergy with a hotel presence in the same location, either through an existing property or a combined project from the outset.
The rising prominence of branded residences reflects a growing demand from affluent travellers and as buyer appetite grows, so those that of the investor, with the assets emerging as a compelling hybrid model.
The shape of the future
With value increasingly measured in stories and experiences, not just in thread count and square footage as safari lodges and sub-30-room properties with premium rates prove that smaller, experience-rich formats are not only viable but lucrative, many are leaning in.
“The performance of these lifestyle hotels is an indication what kind of investment they are,” Lehnert says.
Looking ahead, he predicts that the next big shift in lifestyle and leisure development in the next five years will centre on sustainability and strategic brand partnerships. “We will see more and more environmentally associated products,” he says, pointing to a growing demand for hospitality offerings that align with eco-conscious values.
At the same time, he anticipates increased collaboration between smaller lifestyle brands and major hotel groups. “I think we will see a lot of small brands that have reached a certain size try to associate with some of the larger brands, retaining their individuality but using some of the chassis of the big brands. I see the demand for that kind of structure at the moment.”
Ultimately, the evolution of lifestyle and leisure development is being shaped by a guest who knows more, expects more and spends more for the right experience – and investors are taking note. Brands that can flex across formats and still deliver something memorable are poised to lead the charge.