Ascott’s aparthotel brand has introduced new signature programmes and also celebrated the opening of its flagship property in Singapore. Citadine is Ascott’s fastest growing brand and has 80 properties under development across 56 cities to add to its existing portfolio of over 180 establishments.
The brand name, Citadines, means ‘city dwellers’ in French and this is represented in its new tagline ‘For the Love of Cities’. A brand film of the same name will roll out on various digital and social channels and a regional TikTok campaign will debut 27th September 2022 across eight different Asian, European, Middle Eastern and Australasian markets.
‘activ∞’ will be a key brand signature and is aimed at promoting a well-balanced lifestyle. It consists of curated amenities and events to allow guests to live, work and play within the property and around the city in which they are based. Another new signature is ‘For the Love of Coffee’, which will take the form of a collaboration with local communities to deliver coffee-related Citadines experiences to guests. Furthermore, Citadines associates known as ‘Citazens’ will undergo barista training. In addition to providing guests with insider tips for the city they will also double up as baristas.
‘Convertible features’ is a signature that will allow for the transformation of room and property spaces to suit work and living needs of guests. For example, in one property, guests seeking to prepare their meals or host a private meeting in a more social environment may take advantage of the residents’ kitchen. Citadines’ brand refresh extends also to a new colour palette, ‘Urban Sunrise’, designed to inspire a sense of wonder and eagerness to explore, according to the brand.
Citadines Raffles Place Singapore is the brand’s new flagship property. It houses 299 units across eight floors, which include studio, one and two-bedroom units as well as loft apartments. Renowned firm, Takenouchi Webb, was responsible for the property’s design, which also features artwork by local artist and illustrator, Tan Zi Xi.
Amenities include a residents’ kitchen, an outdoor barbecue garden, an outdoor fitness park with swimming pool, an indoor gym as well as an integrated 400 m running track. Citadines Raffles Place Singapore is the first Ascott property in the country to deploy service robot ARIA (Ascott Robotic Intelligent Assistant). The robot performs tasks such as concierge services, clean laundry and package deliveries, and room supply refills.
Citadines is an important brand in Ascott’s portfolio, and we look to aggressively expand its footprint in key cities around the world. We have always believed in the market potential of aparthotel living. Supported by its design versatility, favourable guest demographics and resilient market fundamentals, the growth of the brand has been exponential. 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. With the buoyant growth in both corporate and leisure travel across key markets, we are excited to bolster our expansion plans for Citadines. Especially as travel resumes, it is timely for us to embark on a brand refresh for this fastest growing brand. With the trajectory we’re seeing, we are confident to continue growing Citadines, which has one of the most extensive global footprints amongst aparthotel brands, to deliver value for both our guests and owners.
Tan Bee Leng, Managing Director for Brand & Marketing at Ascott