Ascott refreshes brand as it looks to boost revenue sustainability

CapitaLand’s wholly owned lodging business unit, The Ascott Limited (Ascott) has refreshed its flagship Ascott brand with a hotel-in-residence model and new brand signatures to cater to the consumer’s appetite for different experiences.

Ascott's brand refresh showcases the brand’s flex-hybrid accommodation concept with an added level of adaptability that enables Ascott to cater for varying lengths of stay for a variety of guest profiles.

In a bid to enhance a traditional stay in a serviced residence, Ascott has adopted new room models, facilities, amenities and features for its hotel-in-residence model that it hopes will better allow the company to adapt to shifts in demand.

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“Operating on a "flex-hybrid" model helps Ascott to stay agile and adaptive in the face of volatile business cycles,” said Kevin Goh, CEO for Ascott and CLI Lodging.

Through the flex-hybrid accommodation concept, it reduces Ascott’s reliance on a single market while allowing it to pivot its operations to optimise occupancy and drive revenue growth for a more stable income stream, Goh elaborated.

Ascott’s portfolio of hotels will have the flexibility to offer extended stays if required.

“Targeting affluent travellers and C-suites with high-end lifestyles and an appreciation of the finer things in life, our properties under the Ascott brand highlight the essence of fine living and celebrate its passion for fine arts,” said Tan Bee Leng, Ascott’s managing director for brand and marketing.

“While the brand continues to be deeply rooted in its serviced residence heritage, the brand refresh will augment Ascott’s flex-hybrid strategy with room options ranging from studio apartments, penthouse suites to connecting and dual-key units,” Tan explained.

Ascott has been updating its brand portfolio as it recently revealed brand refreshes for its Citadines and Somerset brands last year.

In September 2022, Ascott launched a global TikTok campaign titled the #Infin8Citadines in partnership with global influencers. While the campaign aimed to reignite the passion for travel in a post-pandemic world, its main objective was also to celebrate and garner awareness of its Citadines property.

The brand first bought the Citadines chain in Europe in 2004 and has since built on the portfolio and brought the brand over to Singapore as well.

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