JLL’s recent Hotel Operators’ Sentiment Survey across Asia Pacific, drawing 832 responses from a full spectrum of hotel segments, provides critical insights into hotel performance expectations for 2025 and 2026. With 38% of responding hotels from Greater China, the findings offer the market’s investors, hotel owners and operators a clear roadmap to navigate the key challenges and sustainability issues, making wise decisions on 2026 budget planning.

Key findings:

• Sentiment in performance continued to be low, despite numerous promotional efforts and visa facilitations anticipated to draw in more tourists from abroad and domestically.
• F&B performance in 2026 should be lower than in 2025 for 44% of the respondents, an opposite sentiment from the rest of the region where F&B are anticipated to perform better in 2026.
• A better salary remains the key reason losing talent and is more pronounced in Greater China compared to Asia Pacific, followed by taking on a more senior role elsewhere.
• Proactive sales process with dynamic pricing model, diversification, and cost optimization are the top 3 strategies that hotels in Greater China are anticipated to implement in 2026.
• Asset Preservation seeking efficiencies help on the cost management fronts: investing in operating systems, brand standards and MEP are top 3 key CAPEX priorities for 2026.