Singapore: Hospitality business The Ascott Limited has refreshed its namesake brand Ascott to reflect a “flex-hybrid accommodation concept”.
The “hotel-in-residence” model enables Ascott to cater for different guest profiles across varying lengths of stays, supported by hotel-style facilities and amenities.
Introducing new room models with a wider range of hospitality services has led to the brand refresh. Ascott’s portfolio of hotels will also have the flexibility to offer extended stays if required.
Kevin Goh, CEO of The Ascott Limited and lodging at parent company CapitaLand Investment, said: “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.”
He added: “Amid a renewed hospitality landscape post-COVID, there’s certainly demand from our guests seeking these types of hotel-in-residence properties. Be it for solo travellers on shorter leisure stays, families on vacation, or business travellers seeking extended stays or relocations, the integration of expanded serviced residence space and intuitive hospitality services, amenities and facilities will further strengthen the stay experience. Third party property owners and developers are also responding positively to this trend, contributing to our growing momentum of management contract signings, even during the pandemic.”
Tan Bee Leng, Ascott’s managing director for brand and marketing, said: “The ways in which our guests are using serviced residences have become much more varied. Ascott was traditionally thought of as an accommodation provider specifically geared towards business travellers working on long term projects or perhaps relocating. As travel preferences evolve, our apartments have now become a lodging option even for those staying for a few days.
“Targeting affluent travellers and C-suites with high-end lifestyles and an appreciation of the finer things in life, our properties under 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.”
Some Ascott brand signatures include:
• Lobby Art Installations – which represent the theme of the property.
• Ascott Artisan – concierge team members who have undergone specific training.
• Themed Suites – usually located on the top floors and are designed in line with the property’s theme.
• Ascott Soiree – a collection of in-residence programmes and local collaborations including performing arts, visual arts, couture and culinary arts.
The Ascott brand portfolio comprises more than 40 properties across nine countries. An additional 30 properties are in the pipeline and are expected to open in the next five years.
