Pro-invest Group CEO & Deputy Chair APAC. Jan Smits, spoke exclusively to HM about opportunity in the flex-living segment, sustainability targets, key investments and more. At AHICE South East Asia 2025, Jan Smits joined HM Editor-in-Chief James Wilkinson to share insights on the evolving hospitality landscape. Jan highlighted key trends shaping the industry, including hyper-personalised guest experiences powered by AI, the rise of event-driven travel, and the growing importance of F&B as a cultural and experiential driver. He also spotlighted Pro-invest Group’s technology leadership, with in-house teams delivering best-in-class systems across PMS, RMS, and guest-facing platforms to elevate operational efficiency and satisfaction. Jan reinforced the strength of the Australia and New Zealand hotel markets, citing high occupancy rates and strong travel momentum, while acknowledging challenges such as cost pressures and climate risks. He positioned hotels as resilient, inflation-hedging assets, and emphasised the strategic opportunity in flex-living, an emerging sector Pro-invest Group is entering with a fully integrated platform. Sustainability remains central to Pro-invest’s investment thesis, with ESG embedded across the lifecycle and rigorous