SINGAPORE: CapitaLand Investment Ltd’s wholly owned lodging business unit, The Ascott Ltd has unveiled the refresh of its Citadines brand.
Ascott, which acquired the Citadines chain in Europe in 2004, has tripled its portfolio with 104 properties in operation.
The group has 80 properties under development across 56 cities and recently opened its latest flagship property, Citadines Raffles Place Singapore, in the heart of the city’s financial district.
With the tagline ‘For the Love of Cities’, Citadines aparthotels offers travellers the comfort of a serviced residence and the flexibility of a hotel.
The refresh includes several new ‘signature’ elements to the brand:
Activ∞
As part of the refreshed brand and its ambition to promote a well-balanced lifestyle, ‘activ∞’, will be a key brand signature across all Citadines properties. Drawing together a curation of activities and programmes for residents the idea is guests can join the infinite possibilities of city living, fitness amenities and programmes that encourage an active lifestyle.
Residents’ Kitchen and Lobby Workspace
Another brand signature allows for the transformation of rooms and property spaces to suit the daily work and lifestyle needs of guests. At Citadines Raffles Place Singapore, guests who want to prepare their meals or host a private meeting in a more social environment can take advantage of the residents’ kitchen, a private dining space which doubles up for both meetings and intimate dining events. A shared workspace in the lobby is also fitted with a range of seating including communal tables as well as barstools at high tables.
For the Love of Coffee
Another signature programme is ‘For the Love of Coffee’, a collaboration with local communities to deliver unique coffee-related experiences. For the Love of Coffee will be a key feature in Citadines properties across the world. For example, Citadines Grand Central Sri Racha in Thailand launched an extensive line-up of activities during International Coffee Week last year, in partnership with Italian coffee company, illy, through a series of workshops, staff engagement programmes and complimentary coffee for guests. Citadines properties around the world will also be launching a series of coffee activities throughout October this year.
Café check-in experience
Other brand signature initiatives include the café check-in experience at Citadines Raffles Place Singapore, where guests will be greeted by an integrated reception incorporating the relaxing vibes of a café as they step into the lobby. At Citadines Bay City Manila in the Philippines, the social lounge has been revamped into a coffee bar.
Barista Training for Concierges
Staff who act as Citazens – the concierge role at Citadines, will also undergo barista training and double-up as baristas, in addition to providing guests with the best hacks to navigate city living. This programme has since been successfully rolled-out at Citadines Sudirman Jakarta, and will be further expanded to other Citadines properties.
Tan Bee Leng, Ascott’s managing director for brand and marketing, said: “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.”
The full suite of new brand signatures will be progressively rolled out across the regions including the Americas, Asia Pacific, Europe and the Middle East by 2025.
A brand film titled ‘For The Love of Cities’, will roll out on various digital and social channels as part of the Citadines brand refresh. A regional TikTok campaign will kick off on September 27, 2022 across eight markets: Australia, France, Indonesia, Japan, Philippines, Singapore, the United Arab Emirates and Vietnam.
Citadines made its brand debut in Cambodia’s capital Phnom Penh earlier this year.
