Ascott to Refresh and Expand Citadines Aparthotel
Brand
(22/09/22)
Ascott has unveiled plans to refresh and expand
its fastest growing brand, Citadines.
Ascott acquired the Citadines chain in Europe in
2004 and has since tripled its portfolio with 104 properties in
operation today, including its latest flagship property, Citadines
Raffles Place Singapore (pictured), in the heart of the city’s financial
district.
The brand, which offers travellers the comfort of
a serviced residence with the flexibility of a hotel, currently
has 80 properties under development across 56 cities.
“Citadines is an
important brand in Ascott’s portfolio and we look to aggressively
expand its footprint in key cities around the world,” said Tan Bee Leng, Ascott’s
Managing Director for Brand & Marketing. “With the buoyant growth in both corporate
and leisure travel across key markets, we are excited to bolster
our expansion plans for Citadines and
it is timely for us to embark on a refresh of the brand. With the trajectory we’re seeing, we are confident
of the continued growth of Citadines, which has one of the most extensive
global footprints amongst aparthotel brands, delivering
value for both our guests and owners,”
The refresh of the brand includes efforts to
increase the number of resident events, promote city living and
the neighbourhood where each property is found, offer coffee-related experiences to guests,
a more relaxed
check-in experience, a more innovative use of available space for
meetings, events and other purposes,
With the unveiling of the refreshed Citadines brand, guests can
expect to experience the full suite of key brand signatures as
properties progressively roll out all initiatives across regions
including the Americas, Asia Pacific, Europe and the Middle East
by 2025.
“Over the past few years, the serviced apartment
business has transformed. We have likewise pivoted our offerings
towards a hybrid model that would not only allow us to offer the
option of both hotel rooms and serviced residences, but also a
robust programme that better caters to the lifestyle needs of our
guests,” added Tan Bee Leng.
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