40 years of distinctive, exclusive luxuries by Ascott
Ascott Limited (Ascott) celebrated 40 years in the hospitality industry with the Ascott Unlimited Global Marquee Event on Oct. 23 at the Marina Bay Sands in Singapore, a key event of ITB Asia, Asia’s leading travel trade show.
“We have had an incredible 40 years,” said Tan Bee Leng, Ascott chief commercial officer, in her remarks. “We look forward to another 40 years and more of remarkable growth for Ascott.”
Global player
Ascott, the lodging business unit of CapitaLand Investment, boasts varied accommodations, including serviced residences, co-living properties, hotels, and independent senior living apartments.
“Ascott started in 1984, when we pioneered Asia Pacific’s first international class serviced residence,” recalled Tan. “[It is now] a global hospitality player with over 950 properties in more than 230 cities across over 40 countries.”
The Singapore-headquartered group’s portfolio now includes 17 locations in the Philippines, with 14 more in the pipeline.
The eponymous Ascott, Somerset, Citadines, lyf, and Oakwood operate in the country. Its other brands include The Crest Collection, The Unlimited Collection, Fox, Harris, POP!, Preference, Quest, Vertu, and Yello.
Distinct stories
Each brand has a signature. Proving just that, Ascott gave Inquirer Property a tour of four Singapore properties before the marquee event.
The first stop was Ascott Orchard Singapore. Nestled within Singapore’s most famous shopping district, it maintains a sense of serenity loved by dignitaries, expatriates, business and leisure travelers, and even royalty. The Fendi Casas, with décor sourced from luxury brand Fendi, offers a glimpse into the brand’s truism: “Savour the art of living.”
The Robertson House by The Crest Collection was the next destination. The Crest Collection promises “a story behind every door,” and The Robertson House is all about 19th century Singapore. It takes its name from its location, Robertson Quay. Its motifs speculate about the personality and habits of Dr. J Murray Robertson, the person after whom the wharf was named. Restaurant Entrepôt serves Anglo-Asian cuisine that he may have loved, while hidden bar Chandu offers his “other side.”
Citadines Raffles Place Singapore explains the brand motto, “For the Love of Cities.” It is in the heart of Singapore’s financial district, with opportunities to live, work and play nearby. People like how units seamlessly convert from work to rest setting, and how amenities promote wellness. As part of integrated development CapitaSpring, the serviced apartments give residents access to Green Oasis and 1-Arden Sky Garden on Levels 17 to 20 and 51, respectively.
The final stop on the tour was lyf Funan Singapore. The first lyf location featured a traveling art installation by artist Jahan Loh titled “The Door of Cosmic Dreams,” which marked the brand’s fifth anniversary. Lyf, which stands for “live your freedom,” is a pioneer in “experience-led social living.” It offers countless opportunities to engage with other residents, from vibrant shared spaces to exciting activities and creative installations.
The brands offer unique experiences but are guided by common principles. They carry sustainable practices and features friendly to persons with disabilities and the elderly. They also provide the flex-hybrid hotel-in-residence model, which opens the accommodations to lengthy stays and setups.
Yearlong celebration
The tour and marquee event were part of a culminating activity for the yearlong celebration dubbed “Ascott Unlimited.”
Ascott Unlimited ran the campaign with four pillars namely Unlimited Opportunities, for enhanced value to owners and investors and career growth to associates; Unlimited Choices, offering myriad stay experiences for guests; Unlimited Freedom, with stay options catering a wide array of needs and wants; and (4) Unlimited Good, a promise of responsible growth.
“You are now at 40 more aware of the world around you,” said guest of honor Alvin Tan, Singapore’s Minister of State for Trade and Industry, and Culture, Community and Youth. “At 40, you are more established and executing your life’s plans; you are more tech-savvy… At 40, you are likely to care even more about the planet and your people.”
“In other words, yours is a future that is truly more unlimited,” he said.
During the event, a panel discussion, “Transforming Travel: Can Asia Lead the Charge in Revolutionizing the Hospitality Industry?” also reflected Ascott’s commitment to becoming unlimited. The panelists included Ascott CEO Kevin Goh and Vivian Zhou Wei, the vice president of Jin Jiang International, the world’s second largest hotel group.
The two had just announced a joint venture between Ascott China and Jin Jiang Hotels (China Region) expanding Ascott’s Quest and Jin Jiang Hotels’ TULIP LODJ in the unlimited Chinese market.
“[Year] 2024 has been nothing short of groundbreaking for Ascott,” said Tan. “From achieving record signings in key markets… to being named the Official Global Hotels Partner of Chelsea Football Club, each milestone reflects our innovative spirit and commitment to growth through our distinctive flex-hybrid hotel-in-residence business model.”
