The Ascott Limited, the serviced apartments division of Singaporean group Capitaland, has signed a series of deals that will ensure its brands have a growing presence in European markets, over the coming years.
Together, the moves promise to add around 8,000 new units to the European portfolio, growing its presence by around 14%. Currently present in 24 European cities, the additions will mean that number grows to 29, across six Ascott brands. Those five additions are the French destination of Colmar, and in the UK, Edinburgh, Glasgow, Manchester and Leicester.
Teaming up with Chelsea
Also growing the profile of the company in the UK, is a strategic partnership with globally renowned London soccer team, Chelsea. For the next four seasons, Ascott will become the team’s global hotel partner and the pair will work together on initiatives including creating experiences around sport that money can’t buy, for members of the Ascott loyalty programme to enjoy.
As part of the coming together of Chelsea and Ascott, the accommodation provider will take over the management and branding of two hotels at the Chelsea football ground in London. Previously operated as a Millennium and a Copthorne, the two hotels will be reformatted and rebranded under Ascott’s Lyf brand. Ascott will take over the properties with their 232 rooms in the second half of 2024, with the rebranding taking place a year later.
“Europe plays a key role in Ascott’s expansion plans,” said Kevin Goh, CEO for Ascott and CLI Lodging. “The diverse and dynamic nature of its hospitality sector offers plenty of scope for Ascott to drive more successful partnerships with owners. We will achieve this by leveraging Ascott’s flex-hybrid hotel-in-residence model, which is designed to meet the varying needs of owners and guests through a wide selection of brands and customised solutions, backed by experienced teams with deep local knowledge.”
Among the other new signings, a property in Colmar will become a Citadines branded aparthotel. Additions in Glasgow and Manchester will join the Chelsea hotels in trading under the Lyf brand, which will also launch later in 2024 in France. And in Edinburgh and Leicester, new properties will launch under the Unlimited Collection brand, which allows Ascott to partner with independent hotel owners who want to retain the unique appeal of their properties, while sharing the benefit of working with a global accommodation expert that can deliver international exposure to guest bookings.
Upgrading existing hotels
The Ascott is also refreshing and upgrading its existing European portfolio, with a number of asset enhancements. These include a rebranding of the Temple Bar Hotel in Dublin, which will be joining the Unlimited Collection in late 2024. In London, the group’s Cavendish property will switch following renovation to become its first UK property representing the Crest Collection, while Citadines Holborn-Covent Garden is also being updated during 2024. A Crest Collection presence will also be created in Paris, where the Citadines Saint-Germain-des-Pres undergo a transformation ahead of a scheduled relaunch in 2028.
