Singapore: The Ascott Limited (Ascott) has announced 28 new signings year-to-date in south-east Asia, adding more than 3,400 units across its various brands.
Accounting for more than half of Ascott’s global signings year-to-date, they will augment Ascott’s portfolio in south-east Asia to more than 360 properties – both operational and in the pipeline – across 86 cities in nine countries: Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.
This development reflects Ascott’s notable growth trajectory in south-east Asia, with its portfolio increasing more than fivefold over the past decade, from 13,000 units in 2015 to more than 67,000 today. Additionally, the new signings will mark Ascott’s entry into new cities such as Purwakarta in Indonesia and Kulim in Malaysia.
Serena Lim, chief growth officer for Ascott, said: “Ascott’s flex-hybrid hotel-in-residence model is designed to meet every travel intent and accommodate various lengths of stay, appealing to property owners and developers across different asset classes and locations. This model has shown remarkable resilience during and after the pandemic, establishing itself as the preferred choice in the lodging industry. Our recent signings in Southeast Asia underscore the confidence property owners and developers have in us, reinforcing the dominance of Ascott’s flex-hybrid model in the region. By employing a ‘glocal’ approach, we effectively broaden our reach with Ascott’s global brands while also delving deeper into the local destinations through our regional offerings. This strategy enables us to capture not only inbound travel to Southeast Asia but also intraregional and domestic travel, further enhancing Ascott’s market performance.”
“Ascott was recognised by hospitality research firm STR as one of the top three global hospitality companies with the largest active pipeline in the region at the south-east Asian edition of the Asian Hotel Industry Conference & Exhibition 2024 in February. We will continue to build on this momentum to strengthen Ascott’s leadership in south-east Asia by offering tailored solutions. Our deep cultural understanding and strong relationships with local owners provide us with a strategic advantage, fuelling our growth within the region and supporting our expansion in markets like the United Kingdom and Australia, where our south-east Asia-based owners also hold valuable assets. Backed by our experienced global teams with extensive local expertise, we are well positioned to drive Ascott’s global expansion,” she added.
Wong Kar Ling, chief strategy officer and managing director of Southeast Asia for Ascott, said: “Ascott’s journey as a global hospitality leader began in Singapore 40 years ago, and our continued growth in south-east Asia highlights the region’s importance as both our home base and a key strategic market. Contributing over 30% of our total revenue, this region remains central to Ascott’s global expansion strategy. Leveraging our experienced local teams and their deep market insights, along with a robust conversion framework that enhances our speed-to-market, we are on track to open 28 new properties in Southeast Asia this year, with 12 already completed. Our diverse new offerings, which include beach resorts, boutique heritage hotels, full-service city hotels and premium serviced residences, will cater to a wide range of guest preferences. We remain dedicated to strong execution and operational excellence to drive Ascott’s performance in Southeast Asia,” she added.
