Goh also emphasized the tremendous potential of introducing Quest to the Chinese market, especially as China's hotel franchise sector continues to mature. "Quest is the leading apartment hotel brand in Australasia, and we see great promise in extending its success to China." Looking Ahead: Expansion and Innovation In addition to expanding their apartment hotel brands, Ascott and Jin Jiang Hotels are keen to focus on innovation and sustainability, two factors that are increasingly shaping the future of the travel and hospitality industry. During the ITB Asia 2024 event, Ascott hosted an exclusive panel discussion titled "Transforming Travel: Can Asia Lead the Charge in Revolutionising the Hospitality Industry?". The dialogue explored how Asia, with its rich cultural heritage and rapid technological advancements, can play a pivotal role in transforming the global travel ecosystem.