The Ascott Limited (Ascott) has introduced an innovative concept for its flagship "Ascott" brand to enhance the hotel experience.
This brand refresh highlights the flexible hybrid accommodation model, which has proven resilient in the face of pandemic challenges and is now emerging as the preferred choice in the lodging industry. The hotel-in-residence model offers greater adaptability, enabling Ascott to meet a wide range of customer needs, from short to extended stays, solo travelers to groups, all complemented by hotel-like services and amenities.
By introducing a mix of product offerings, room models, facilities and features, Ascott can pivot quickly to meet diverse market segments and adapt to changing demand in different regions. What's more, Ascott's hotel portfolio can also accommodate extended stays, making it even more convenient for guests.
As part of its brand renewal, Ascott draws inspiration from fine art and recognizes the global trend among luxury travelers to seek meaningful experiences rather than material goods. The new Ascott brand aims to appeal to discerning and experienced travelers who appreciate the art of living during their travels. Far from excessive opulence, Ascott offers a discreet expression of luxury, resonating with travelers seeking a refined and sophisticated travel experience.
Ascott properties embody the essence of quality of life through their timeless interiors, carefully blending modern design with classic elegance. Each Ascott establishment welcomes its guests with art installations in the lobby that represent the overall theme of the establishment. This artistic touch enhances the atmosphere, creating an immersive experience that goes beyond traditional serviced residences.
"Whether it's solo travelers on short leisure breaks, families on vacation or business travelers looking to extend their stay or relocate, the integration of expanded serviced residence space and intuitive hospitality services, amenities and facilities will further enhance the stay experience." - Mr. Kevin Goh, Managing Director of Ascott and CLI Lodging
"While the brand remains deeply rooted in its serviced residence heritage, the brand refresh will augment Ascott's flex-hybrid strategy with room options ranging from studios and penthouse suites to connecting and dual-key units. These room options will be complemented by premium hospitality offerings to enhance the experience of our guests traveling individually or in groups, whether for short leisure breaks or extended stays." - Ms Tan Bee Leng, Ascott's General Manager of Brand and Marketing
