Family offices are driving a surge in hotel investments in the Asia-Pacific region, with a 19% increase in transactions totaling USD5.7bn in the first half of 2024, according to JLL. This trend is attributed to the financial flexibility of family offices amid high debt costs. JLL projects a record USD11.6bn in hotel transactions for 2024, nearing pre-pandemic levels. Key markets include Singapore, where family offices are outbidding private equity players, and there is growing interest in boutique hotels and wellness retreats across Asia. Recovery varies by region, with strong demand in Southeast Asia and Japan.