Ascott Limited, the international lodging operator backed by Singapore’s CapitaLand Investment, is making waves in the European hospitality scene. The company has announced plans to rebrand the stadium hotels at Chelsea Football Club and open six new properties across the UK and France.
This expansion strategy underscores Ascott’s commitment to delivering unique experiences for guests. This is evident in the partnership with Chelsea FC, which will offer exclusive sporting packages to loyal members worldwide. Imagine watching a Premier League match, training with Chelsea’s professional players, or even staying in the luxurious villa built by former club owner Roman Abramovich!
Ascott’s commitment to providing exclusive experiences is not limited to Chelsea FC. The company recently hosted over 80 platinum members for a weekend of sporting excitement in London, including lunch and tickets to the Wimbledon Championships. These unique experiences solidify Ascott’s dedication to enriching travel for its valued guests.
Expanding into New Markets
Ascott’s European ambitions don’t stop with Chelsea FC. The company has also announced exciting new openings in Colmar, France, and Edinburgh, Glasgow, Leicester, and Manchester in the UK. These properties will showcase Ascott’s diverse portfolio of brands, including lyf, which focuses on social living and co-working, and The Unlimited Collection, which offers upscale lodging with a local touch.
Ascott’s CEO, Kevin Goh, emphasizes the importance of Europe in the company’s global expansion strategy. He believes that the region’s dynamic hospitality sector provides ample opportunities for Ascott to forge successful partnerships with property owners. This will be achieved through Ascott’s flexible “hotel-in-residence” model, which caters to diverse needs with customizable solutions and experienced teams with local knowledge.
Adapting to Evolving Needs
Ascott recognizes the importance of staying ahead of the curve in the hospitality industry. The company’s success with extended-stay serviced residences during the pandemic has led to a focus on short-term stays and adapting to the needs of modern travelers.
Ascott’s London properties are undergoing exciting transformations. The company recently opened Citadines Islington London, a sustainable hotel that won EDGE certification, and is currently renovating Citadines Holborn-Covent Garden London to offer a modern and convenient experience. The flagship The Cavendish London will be converted into a five-star property under the The Crest Collection banner, showcasing Ascott’s dedication to providing luxurious and memorable experiences.
Ascott’s European growth extends beyond the UK. The company is expanding its presence in Continental Europe with new lyf properties in Vienna, Frankfurt, and Paris. Ascott’s strong performance in Europe has resulted in average daily rates exceeding pre-pandemic levels by almost 30 percent, further solidifying the region’s significance in the company’s global strategy.
Building a Strong Future
Ascott’s growth strategy is fueled by a commitment to asset-light models and leveraging its expertise in conversions and franchise management. This allows Ascott to rapidly expand its portfolio while remaining financially flexible.
Ascott’s conversion capabilities enable the company to transform properties within a short timeframe, demonstrating its efficiency and attracting new partners. The company’s focus on franchise management opens doors to new markets and further strengthens its position as a leading hospitality provider.
Ascott’s vision for the future is clear: to deliver exceptional experiences for guests while expanding its footprint in key markets, ensuring sustained growth and long-term success. With a strong track record and an unwavering commitment to innovation, Ascott is well-positioned to become a dominant force in the global hospitality landscape.
