The Ascott Limited has launched a refresh of its flagship namesake brand, Ascott, that showcases its flex-hybrid accommodation concept.
The hotel-in-residence model offers the convenience of services, facilities and amenities of a hotel and can cater to a variety of guests from solo travellers to groups and families for both short to extended stays.
Ascott and CLI Lodging Chief Executive Officer, Kevin Goh, said this flex-hybrid model helps Ascott to stay agile during volatile times.
“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,” he said.
“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.”
Goh said there is demand from guests for hotel-in-residence properties post-Covid, and owners are seeing the value in this offering.
“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,” he said.
“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.”
The Ascott brand was launched in 1984 with the opening of The Ascott Singapore as the first international-class serviced residence in Asia-Pacific.
Ascott’s Managing Director for Brand and Marketing, Tan Bee Leng, said the brand was traditionally geared towards business travellers working on long term projects or relocating, but today it appeals to guests seeking shorter stays.
“The ways in which our guests are using serviced residences have become much more varied,” she said.
“As travel preferences evolve, our apartments have now become a lodging option even for those staying for a few days.”
Through understated luxury anchored on fine arts, Ascott is 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,” said Tan Bee Leng.
“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.”
The brand refresh aims to deliver fine dining without “excessive opulence” through timeless interiors, art Installations, bespoke services and themed suites.
The latest brand refresh follows the refresh of The Ascott Limited’s Citadines and Somerset brands last year.