H World Group, a Shanghai-headquartered hospitality group operating more than 12,700 hotels across 20 countries, will accelerate its global expansion, with Southeast Asia emerging as a key strategic pillar as it pursues scalable growth beyond its home market, said a senior executive.

Most of the Chinese hotel operator's projects in Southeast Asia, either already launched or in the pipeline, follow an asset-light model proven in China. The approach emphasizes standardized operations, brand replication and scalable expansion through franchise and management contracts.

The company opened its first Hanting Hotel outside China in Ho Chi Minh City, Vietnam, in December, applying its domestic operating experience to overseas markets.

Zhu Xiaogang, president of H World Asia-Pacific, said the company will continue to work with both Chinese investors and local owners to seek opportunities in the Asian market.

"We have established Singapore as our regional management hub, gradually extending our footprint to neighboring countries," said Zhu.

He said H World will explore growth opportunities in emerging markets, where rapid urbanization and economic growth are creating demand for credible management with track records, strong branding and integrated supply chains.

Multiple new projects are set to open across Southeast Asia in the coming months, including in downtown Kuala Lumpur, Malaysia.

The group has also signed agreements to open a Maxx Hotel in Pattaya, Thailand, and four projects in Laos spanning Vientiane and Luang Prabang. In Cambodia, H World signed a contract in 2025 to open a Steigenberger Hotel in Phnom Penh, marking the luxury brand's first entry into the Cambodian market and underscoring the group's multi-brand approach to regional expansion.

"As Southeast Asia represents a critical move in our overall global expansion, we have already begun exploring organic growth in the region by opening hotels and developing a regional network. Our goal is to make the region a key pillar of H World's international development," Zhu added.

Since the Chinese hospitality group opened Ji Hotel Orchard in Singapore in 2019, it has gradually built a local and international guest base.

Meanwhile, the group's overseas expansion is being reinforced by a steady recovery in cross-border travel, strengthening links between its international ambitions and domestic operations.

For example, hotels operated by H World in China, including Hanting Hotel, Ji Hotel and Orange Hotel, recorded 86,401 room nights from overseas travelers during the recent New Year holiday period, jumping 60 percent from the same period last year.

The Chinese company found that international visitors tend to stay longer in China, travel more frequently and visit a wider range of cities.

Jiang Yiyi, dean of the School of Leisure Sports and Tourism at Beijing Sport University, said the expansion of Chinese hotel brands and the rebound of inbound travel are reinforcing each other, supporting the recovery of tourism-related services and contributing to the steady growth of China's trade in services.

Established in 2005, H World's loyalty program surpassed 300 million members by the third quarter of 2025. It also partners with Chinese companies like Bank of China, Juneyao Air and Didi to offer cross-brand service packages.

The Chinese company currently manages more than 30 hotel and serviced apartment brands across China, and aims to run 20,000 properties in around 2,000 cities and counties by 2030.

To enhance its competitiveness, H World plans to increase the use of artificial intelligence in its hotels, including robotic item delivery and personalized services to improve the guest experience.

zhongnan@chinadaily.com.cn