The esteemed Ascott Limited, an integral lodging arm of CapitaLand Investment (CLI), has recently revealed an exhilarating rejuvenation of their signature Ascott brand. The spotlight is on their pioneering flex-hybrid accommodation approach, a resilient strategy that has gracefully weathered the pandemic and has emerged as a beacon in the modern lodging sector.
An Adaptable Blueprint for Modern Hospitality
With this avant-garde hotel-in-residence format, Ascott effortlessly melds the luxury of a hotel with the flexibility of a residence. This innovative blueprint is designed to suit a diverse range of stays, from brief getaways to protracted residencies, and is tailored to individual travelers as well as groups. It offers an unrivaled blend of top-tier amenities, facilities, and bespoke services.
The crux of this model lies in its adaptability. With a keen focus on evolving room configurations, amenities, and facilities, Ascott is adept at swiftly pivoting based on market demands. This agility translates to a proposition unparalleled in the industry, elevating the guest experience and presenting more than just a conventional serviced residence.
Leadership Insights: A Deeper Dive
Mr. Kevin Goh, the dynamic CEO of both Ascott and CLI Lodging, offered valuable insights. “Operating on a “flex-hybrid” model helps Ascott to stay agile and adaptive in the face of volatile business cycles. By being responsive to shifts in demand, Ascott can quickly pivot its operations to suit the needs of the market and optimise occupancy to drive revenue growth. The model also mitigates the risks associated with over-reliance on a single market segment. When one segment experiences a downturn, the business can focus on other segments that are performing better. This adaptability ensures a more stable income stream and reduces vulnerability to economic volatility.”
The post-pandemic era has ushered in a renewed desire for such versatile properties. “The agility empowers Ascott to deploy its resources strategically, to generate higher returns for our investors and owners,” Mr. Goh further added.
A Rich Tapestry of Brand Heritage
Launching initially with The Ascott Singapore in 1984, the brand has an illustrious history as the maiden international-class serviced residence in the Asia-Pacific. Ms. Tan Bee Leng, Ascott’s Managing Director for Brand & Marketing, elucidated on the evolving nature of guest preferences. She said, “The Ascott brand highlight the essence of fine living and celebrate its passion for fine arts. 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. These room options will be complemented with elevated hospitality offerings to enhance the experiences for both short leisure trips and extended stays; for our guests travelling as individuals as well as in groups.”
Redefining Brand Identity
Ascott’s commitment to brand evolution was evident when it showcased refreshed avatars of its Citadines and Somerset brands in 2022. Now, with a renewed emphasis on fine arts and luxury experiences, the rejuvenated Ascott brand is poised to charm an expanding demographic of discerning travelers.
The Quintessence of Ascott Luxury
The revamped Ascott experience begins with exquisitely designed interiors, reflecting both modern and classic aesthetics. Each property showcases distinct Lobby Art Installations that encapsulate its unique theme. For instance, Ascott Marunouchi Tokyo boasts a magnificent piece by renowned Korean artist, Bahk Seonghi, while Ascott Dadonghai Bay Sanya in China captivates with traditional brocade-inspired artistry.
Customized service and personal touchpoints remain pivotal to Ascott’s luxury ethos. Ascott Artisans, the brand’s ambassadors, curate bespoke experiences for guests, from curated events to specialized concierge services.
Ascott’s properties also feature artful Themed Suites, each aligned with the property’s central theme. This includes the historical Time Traveller’s Capsule Suite at Ascott Raffles City Chongqing or the couture-infused Murano Suite at Ascott Orchard Singapore.
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An Exciting Global Expansion
Currently, the Ascott brand proudly stands with over 40 operational properties across nine nations. With ambitious expansion plans, over 30 new properties are slated to join the portfolio within the next half-decade.
Particularly in China, Ascott is expected to double its impressive footprint of 23 existing properties by 2028. The brand’s newest entrant, Ascott Dadonghai Bay Sanya, is already making waves as a premier tropical retreat.