Ascott Limited, continues to expand its global presence, driven by its innovative multi-typology strategy. This expansion is reflected in the brand’s growth, with over 17,400 Ascott-branded units now operational and in the pipeline across 43 cities globally. In the last 16 months, the company has signed 11 new properties, including serviced residences, hotels, resorts, and branded residences, which showcases its diverse offerings tailored to various guest needs.
An expansion across key global markets
Ascott’s portfolio now includes over 80 properties across major cities in Asia, Africa, and the Middle East, with significant new additions in 2025. This includes the recent signings of Ascott Ortigas Manila in the Philippines, Ascott Shenton Way Singapore, and the first Ascott property in Wenzhou, China. In 2024, the brand also made strides in regions such as Indonesia, East Africa, and Malaysia, further strengthening its foothold in these emerging markets.
The signing of Ascott Shenton Way in Singapore is a key milestone, reinforcing the brand’s dominance in the Central Business Districts (CBDs) of gateway cities. This will be the third Ascott property in Singapore, designed to cater to both short- and extended stays, with facilities including a resident’s lounge, wellness amenities, and meeting spaces, all in the heart of Singapore’s business hub.
“In the face of increasing economic uncertainty, Ascott’s flex-hybrid operating model is now reinforced with a multi-typology brand strategy. The core strength of the flex-hybrid model lies in its dual capability to serve transient, short-stays as well as extended, long-stay demand from a single operational framework. When strengthened by a multi-typology brand ecosystem, Ascott’s business model gains a unique competitive edge. This enables Ascott to respond dynamically to demand shifts not just by length of stay, but also by owner and guest profiles, and location offerings.” – Mr Kevin Goh, Chief Executive Officer for Ascott
Expanding the Ascott experience with new typologies
Ascott’s strategic shift towards incorporating a broader range of hospitality offerings, including hotels, resorts, and branded residences, demonstrates the brand’s commitment to providing diverse accommodations for different types of travelers. The introduction of branded residences, such as the Ascott Residences Batu Ferringhi Penang, marks a new chapter for the brand. This greenfield development, set for completion in 2028, will feature 99 luxury residential units, offering elevated coastal living.
“Rather than creating separate brands for each market segment, we extend our well-established brands – including Ascott, Citadines, lyf, Oakwood, Somerset, The Crest Collection and The Unlimited Collection – across diverse accommodation types, ranging from limited select-service to luxury full-service operations. Guided by our brand promise to empower our loyal guests to ‘Stay Your Way’, this multi-typology strategy offers tailored global living solutions to address the diverse travel needs of our guests. It is however more than an operationally adaptive strategy to ensure we deliver a consistent and high-quality brand experience worldwide. It is also a revenue-centric model to extend our market reach and enhance our strategic resilience through yield management and distribution efficiencies. By swiftly tailoring the brand presence and reallocating the service mix based on our multi-typology brand strategy, Ascott is honing our agility to meet the dynamic patterns in travel and guest behaviour.” – Tan Bee Leng, Chief Commercial Officer, Ascott
Additionally, Ascott’s first all-villa hotel, Ascott Villas Riyadh in Saudi Arabia, is set to open in July 2025. Located in the heart of Riyadh’s financial district, this property will combine luxury villas with business-friendly amenities, including meeting rooms and executive boardrooms, catering to both corporate guests and families.
Guest experiences with Ascott Soirée
Alongside its expansion, Ascott continues to enrich the guest experience through its signature program, Ascott Soirée. This initiative aims to elevate the guest experience through curated arts programming that showcases local culture.This initiative reflects Ascott’s dedication to blending fine living with cultural immersion, offering guests an elevated stay with a focus on craftsmanship and the arts.
As Ascott continues to expand across Asia, Africa, and the Middle East, its multi-typology strategy allows the brand to cater to a wider range of guests and markets. This expansion, coupled with initiatives like Ascott Soirée, underscores the brand’s commitment to providing guests with stays that reflect local culture and luxury.
