Come together

Ascott’s new brand Lyf is “designed for and managed by millennials”. And in true Ascott fashion, the roll out will be fast and furious, with a target of 10,000 units by 2020.

Ascott CEO Lee Chee Koon said: “Millennials already form a quarter of Ascott’s customers and this segment is poised to grow exponentially. Lyf is a unique accommodation tailored for this demographic, including technopreneurs, start-ups and individuals from music, media and fashion. We do not define millennials by age but instead they are a social generation who crave discoveries and desire to be part of a community. Lyf will provide global jetsetters and trendsetters with the rising trend of co- living and co-working, Ascott aims to have 10,000 units under the Lyf brand globally by 2020.”

One of the key features of Lyf is a significantly increased focus on communal spaces and activities where guests can meet and interact with each other – seemingly the bedrock of millennial travel behaviour, and a trait which hasn’t gone unnoticed by Adagio, which is set to unveil the first of its  new look aparthotels in Edinburgh next month.

The property, on the city’s famous Royal Mile, will  feature a new concept communal area, designed to be “an open space where guests can meet, share and collaborate”.

The millennials have definitely moved from a concept lurking around the corner to the here and now.