Ascott Expands lyf Brand in Australia with the Opening of lyf Bondi Junction Sydney

lyf Bondi Junction Sydney

The Ascott Limited (Ascott), a global leader in serviced residences and hotels, has announced the expansion of its pioneering experience-led brand, lyf (pronounced "life"), with the opening of lyf Bondi Junction Sydney on April 9, 2025. This milestone marks the second lyf property in Australia, following the success of lyf Collingwood Melbourne, and reinforces Ascott’s commitment to delivering innovative hospitality solutions that cater to modern travellers.

Since pioneering Asia Pacific’s first international-class serviced residence with the opening of The Ascott Singapore in 1984, Ascott has grown to be a trusted hospitality company with over 950 properties globally. Headquartered in Singapore, Ascott’s presence extends across more than 220 cities in over 40 countries in Asia Pacific, Central Asia, Europe, the Middle East, Africa, and the USA.

In addition to lyf, The Ascott Limited, Australia’s diversified award-winning hospitality brands in the region include Citadines, Oakwood, and Quest.

Strategically located in the heart of Bondi Junction, one of Sydney’s most vibrant urban hubs, lyf Bondi Junction Sydney offers 197 thoughtfully designed rooms, fostering a unique blend of social living and flexibility. The hotel is tailored to the evolving preferences of business and leisure travellers seeking dynamic, connected spaces that encourage interaction and collaboration.

David Mansfield, Managing Director of The Ascott Limited, Australasia, stated, "The expansion of lyf in Australia reflects the growing demand for alternative lodging concepts that embrace social-living and co-working spaces. lyf Bondi Junction Sydney is designed to be more than just accommodation; it’s a vibrant social hub where guests can experience a strong sense of community while enjoying unparalleled convenience in one of Sydney’s most connected precincts."

lyf Bondi Junction Sydney integrates modern hotel design with practical functionality, offering a range of innovative experience-led spaces and communal facilities, including:

• ‘Burn’ rooftop gym exclusive to in-house guests
• ‘Wash and Hang’ rooftop laundry to support extended stays
• ‘Bond’ communal kitchen, fostering shared experiences among guests
• Ground-floor public spaces, including co-working and social zones

Adding to the excitement, lyf Bondi Junction Sydney will also introduce Bonnibel, a vibrant all-day dining venue, designed for both guests and the local community. Located on the ground floor, Bonnibel brings a relaxed yet energetic dining experience to Bondi Junction, offering a menu of fresh, locally sourced dishes, expertly crafted beverages, and a welcoming space for socialising, remote work, or unwinding. Featuring a sprawling outdoor alfresco area, Bonnibel transitions seamlessly from morning coffee to sunset cocktails, with weekly events and community activations creating a dynamic space where connections are fostered. Bonnibel is also available for private functions and events.

lyf Bondi Junction Sydney

“Bonnibel is set to become the go-to gathering spot for Bondi Junction, delivering an unbeatable combination of casual excellence, fresh flavours, and community spirit,” added Mansfield. “We’re bringing an all-day dining concept that is as approachable as it is exciting, offering a space for guests and locals alike to experience the best of Bondi Junction.”

As part of The Ascott Limited Australia’s broader growth strategy, the lyf brand continues to expand across key global markets, providing flexible accommodation solutions tailored to next-generation travellers, entrepreneurs, and digital nomads. The launch of lyf Bondi Junction Sydney aligns with Ascott’s vision to redefine urban accommodation by fostering collaborative, socially vibrant environments that enhance the guest experience.

To commemorate the launch, Ascott Star Rewards (ASR) members can enjoy an exclusive 24% discount on bookings at lyf Bondi Junction Sydney.

Bookings and more information: https://www.discoverasr.com/en/lyf/australia/lyf-bondi-junction-sydney

Follow along on the lyf and Bonnibel journey:

• Instagram: @lyfaustralia
• LinkedIn: Ascott Australia
• Website: www.bonnibel.com.au

Ascott Australia Joins Forces with Foodbank to Combat Hunger on International Women’s Day

Foodbank

This International Women’s Day, hospitality giant The Ascott Limited has taken a powerful step in the fight against food insecurity by partnering with Foodbank Australia. With 69% of single-parent households experiencing food insecurity in 2024, this collaboration aims to provide vital support to the 3.4 million Australian households struggling to put food on the table.

Unveiled at Ascott’s 2025 International Women’s Day event, this three-year partnership will leverage the company’s extensive network of 126 properties across Australia, including Quest Apartment Hotels, Citadines, lyf, and Oakwood. Ascott has pledged to contribute $50,000 in funding and in-kind support to Foodbank’s hunger-relief efforts.

A Commitment to Fighting Hunger

Foodbank is Australia’s largest hunger-relief charity, dedicated to ensuring that vulnerable individuals and families have access to nutritious food. To kick off the partnership, Ascott Limited Australasia’s Managing Director, David Mansfield, presented an initial donation that will enable Foodbank to source the equivalent of 30,000 meals for those in need.

“This partnership reinforces our commitment to living out our values of care and hospitality while making the lives of millions of Australians, both guests and others, more comfortable,” said Mansfield. “Thriving communities are key to our success, and we are proud to invest in initiatives that have a real impact on the wellbeing of everyday Australians.”

How Ascott Australia Will Support Foodbank

Ascott’s contribution to Foodbank’s mission will extend beyond financial donations, incorporating hands-on involvement through:

• Annual Winter Food Drive: Participating Quest, Citadines, lyf, and Oakwood properties will collect staple goods for local Foodbank branches.

• Fundraising Events & Community Initiatives: Various activities will be organized to raise awareness and funds.

• Dedicated Volunteering Days: Staff will assist in Foodbank warehouses across Sydney, Melbourne, Adelaide, and Perth throughout March and April.

• Support for Foodbank Staff: Quest Properties across Australia will provide accommodation for Foodbank employees traveling for work.

Addressing a Growing Crisis

For many, access to food has become a daily challenge. Tracy, a Foodbank beneficiary and single mother from Western Australia, shared her experience:

“As a single mum with a young family, making ends meet isn’t easy. But thankfully, Foodbank has been there for me and my family in one way or another over the years,” Tracy explained. “When I first accessed Foodbank, I had a newborn and a one-year-old and urgently needed food and toiletries. They helped us then, and they’re still helping us today whenever money is tight.”

Tracy’s experience highlights the profound impact Foodbank has on individuals and families, inspiring her to give back through volunteering at a local charity.

A Partnership That Makes a Difference

Foodbank Australia CEO Brianna Casey AM expressed gratitude for Ascott’s support:

“With the cost-of-living crisis continuing to impact household budgets, we know good food often becomes a discretionary item, dropped from the shopping list. Partnerships like this are extremely vital to ensure that no one in Australia goes hungry.”

Ascott’s General Manager of Brand and ESG, Anthea Dimitrakopoulos, reinforced the company’s commitment to social responsibility:

“With many families facing food insecurity for the first time, we believe it’s a crucial time to step in and make a difference. Leveraging our extensive network of properties, people, and resources, we aim to provide a lifeline to those in need and support a more nourished, stronger future for all.”

Looking Ahead

Ascott Australia’s partnership with Foodbank aligns with its broader social impact initiatives, including past collaborations with Hotels for Trees, Accessible Accommodation, and the Cronulla-Sutherland Sharks women’s team to promote sustainability, accessibility, and equity. By addressing food insecurity, Ascott is taking a meaningful step toward building stronger communities and ensuring no one is left behind.

As the cost-of-living crisis continues to challenge many Australians, this partnership stands as a beacon of hope—demonstrating how businesses can play a pivotal role in driving positive social change. With Ascott and Foodbank joining forces, thousands of meals will reach those who need them most, offering relief and resilience to communities across the nation.

Experience Unmatched Luxury at Oakwood Premier Melbourne

Oakwood Premier Melbourne

Melbourne, Australia’s cultural and culinary capital, is known for its dynamic urban scene, world-class dining, and vibrant arts. Whether you're visiting for business or leisure, Oakwood Premier Melbourne offers an exceptional stay in the heart of the city.

A Prime Location in Melbourne

Strategically located in the Southbank district, Oakwood Premier Melbourne provides effortless access to the city's most popular attractions. Within walking distance, guests can explore Federation Square, Crown Melbourne, the Yarra River, and Melbourne’s world-famous laneways. Public transport is conveniently nearby, making it easy to navigate the city and beyond.

Elegant Accommodations with Panoramic Views

Guests can choose from studio, one-bedroom, and two-bedroom apartments, all of which blend modern sophistication with comfort. Each unit is thoughtfully designed with:

• Floor-to-ceiling windows offering breathtaking views of the city skyline or Port Phillip Bay.

• Luxurious bedding and premium furnishings for a relaxing stay.

• Fully equipped kitchens, ideal for extended stays or a home-away-from-home experience.

• High-speed Wi-Fi and smart TVs for both work and entertainment.

Exceptional Facilities and Services

Oakwood Premier Melbourne stands out with its premium amenities, ensuring every guest enjoys a five-star experience:

• All-day dining restaurant and bar offering a refined selection of international and local dishes.
• State-of-the-art fitness center to maintain your wellness routine during your stay.
• Executive lounge and business center for corporate travelers requiring a productive work environment.
• 24-hour concierge and front desk services, ensuring all your needs are met seamlessly.

A Business and Leisure Haven

Oakwood Premier Melbourne

Oakwood Premier Melbourne is designed to cater to both leisure and business travelers. Conference facilities, meeting rooms, and co-working spaces make it an excellent choice for professionals. The executive lounge offers a refined environment for networking, while the hotel’s hospitality ensures a smooth and stress-free experience.

Explore the Best of Melbourne

The city’s finest attractions are at your doorstep. Take a scenic walk along the Yarra River, explore contemporary art at the National Gallery of Victoria, or experience Melbourne’s coffee culture at the hidden cafes nestled within its charming laneways. The vibrant Queen Victoria Market is also a must-visit for food lovers looking to sample fresh local produce.

The Ultimate Urban Retreat

With its seamless blend of luxury, comfort, and convenience, Oakwood Premier Melbourne redefines urban living. Whether you're in town for a short visit or an extended stay, this exquisite property guarantees a memorable experience.

Book your stay today and discover why Oakwood Premier Melbourne is one of the city’s most sought-after accommodations. 

Website: Oakwood Premier Melbourne

lyf Shibuya Tokyo: A Vibrant Home for the Modern Traveler

lyf Shibuya Tokyo

In the heart of one of Tokyo’s most energetic and eclectic districts, lyf Shibuya Tokyo offers a fresh and innovative approach to modern travel accommodations. Blending urban chic with the vibrant energy of Shibuya, this hotel is more than just a place to rest—it’s a community hub for travelers looking for new experiences, connection, and inspiration. Whether you're a digital nomad, a group of friends, or a solo explorer, lyf Shibuya Tokyo offers a unique and immersive way to experience the city.

A Bold and Modern Concept in Shibuya

Shibuya is one of Tokyo’s most iconic neighborhoods, known for its bustling streets, cutting-edge fashion, and cultural landmarks. lyf Shibuya is strategically located to help you embrace the essence of this urban landscape. The hotel is not just about staying overnight, it’s about living the Shibuya experience. Designed to cater to the needs of today's dynamic travelers, the property offers a blend of comfortable accommodation with vibrant social spaces, where like-minded individuals can connect, share ideas, and explore together.

Stylish and Flexible Living Spaces

At lyf Shibuya Tokyo, you'll find stylish, modern spaces designed to suit the flexible needs of contemporary travelers. The hotel offers a variety of room types that cater to different group sizes and requirements. Whether you’re traveling solo, with friends, or as a group, the rooms are equipped with all the comforts you need, including spacious beds, fast Wi-Fi, and functional furnishings that allow you to work, relax, or socialize.

The rooms are cleverly designed with a focus on simplicity and comfort, ensuring that guests can feel right at home while experiencing the excitement of Shibuya. Each room is equipped with essential amenities, including smart TVs, modern bathrooms, and modular furniture, making it perfect for both short and long stays.

A Social Experience Like No Other

lyf Shibuya Tokyo

One of the highlights of lyf Shibuya Tokyo is its emphasis on social interaction. The hotel is equipped with communal spaces designed to foster collaboration and connection. The lyf Pod and Social Kitchen are perfect examples of how the hotel encourages socialization. The lyf Pod is a shared co-working space where you can meet fellow travelers, exchange ideas, and collaborate on projects, while the Social Kitchen offers an inviting environment where guests can come together to cook, share meals, and make lasting memories.

For those who prefer to relax, the hotel also features a cozy lounge where you can unwind after a day of exploration. Whether you're working, socializing, or just lounging, the communal spaces at lyf Shibuya create a lively yet relaxed atmosphere that is perfect for digital nomads, creatives, and anyone looking to experience Tokyo beyond just the tourist attractions.

Explore Shibuya’s Heartbeat Right Outside the Door

When you stay at lyf Shibuya Tokyo, you’re in the perfect location to experience everything this vibrant district has to offer. Known for the iconic Shibuya Crossing, the district is full of energy, shopping, and entertainment. From cutting-edge fashion and trendy cafes to art galleries and nightlife, you’ll never run out of things to do in Shibuya.

Stroll through the colorful streets, catch a performance at one of the nearby venues, or take a moment to relax at one of the local parks. Shibuya is also home to some of Tokyo’s most famous cultural attractions, including the Meiji Shrine, Harajuku’s Takeshita Street, and the Shibuya 109 shopping complex. Whether you’re looking to shop, eat, or explore, everything you need is right outside the hotel.

The Perfect Base for Tokyo Exploration

lyf Shibuya Tokyo is not just a place to stay, but a launchpad for your Tokyo adventure. Located just a short walk from Shibuya Station, the hotel offers easy access to all parts of the city. You’ll find the Tokyo Metro, JR lines, and private railways at Shibuya Station, providing convenient connections to popular destinations like Shinjuku, Harajuku, and Roppongi. The station is also a major transportation hub that connects to the airport and other key parts of the city, making it easy to explore Tokyo's diverse neighborhoods.

Vibrant Dining and Retail Spaces

While the hotel offers communal kitchens for guests to cook their own meals, lyf Shibuya Tokyo is also surrounded by an array of dining options. From world-class sushi restaurants to trendy cafes and international eateries, Shibuya is a food lover’s paradise. Don’t miss the chance to explore the local cuisine, including savory ramen, flavorful street food, and delicious desserts.

Additionally, Shibuya’s shopping scene is legendary. You’ll find everything from high-end fashion brands in Shibuya 109 to unique local boutiques selling Japanese craftsmanship. Whether you're looking for the latest fashion trends or one-of-a-kind souvenirs, the area around lyf Shibuya Tokyo has it all.

A Welcoming Community for All

Whether you're in town for business, leisure, or a little of both, lyf Shibuya Tokyo provides an inviting and comfortable base for your Tokyo stay. With its contemporary design, communal spaces, and unbeatable location, it’s the ideal spot for those who want to connect with others and experience the pulse of one of Tokyo's most exciting districts.

Practical Information

lyf Shibuya Tokyo

Address:
lyf Shibuya Tokyo
1-22-8 Shibuya, Shibuya-ku, Tokyo 150-0002, Japan

Phone:
+81 3 1234 5678

Email:
shibuya@lyfhotels.com

Website:
lyf Shibuya Tokyo

Experience Tokyo Like Never Before

Whether you’re a solo traveler, a group of friends, or a digital nomad, lyf Shibuya Tokyo offers a vibrant and modern experience for those looking to live and explore the city in a new way. With its stylish accommodations, communal spaces, and perfect location in the heart of Shibuya, this hotel is the ideal place to experience Tokyo’s culture, creativity, and energy. Stay connected, get inspired, and make the most of your time in one of the most exciting cities in the world at lyf Shibuya Tokyo.

Ascott Australia’s pioneering partnership with Hotels for Trees offers sustainable stays nationwide

Hotels for Trees

The Ascott Limited’s (Ascott) Australian hotel brands are planting trees in critically endangered NSW rainforest through a new sustainable partnership that’s already taken root across hundreds of hotel rooms so far, and is set to branch out across more properties Australia wide thanks to growing guest support.

The new national partnership with Hotels For Trees gives Ascott Australia guests staying at Quest Apartment Hotels, lyf Collingwood and Somerset on the Pier the choice to ‘skip their room clean and plant a tree’ instead. Using a simple, eco-friendly door hanger to indicate their participation, guests can also scan a QR code on the reverse side of the hanger for information about the immediate and cumulative impact of their choice.

Austrade has identified sustainable tourism as a key driver of the visitor economy’s future success, including the importance of implementing environmental and climate action. Ascott was both the first accommodation chain in the country to partner with Hotels for Trees, and the first to take the tree planting initiative nationwide.

Eleven Ascott Australia hotels and their guests have already planted over 850 trees between them since February 2024 in the critically endangered Big Scrub rainforest ecosystem in the Byron Shire region of NSW. The new forested areas are used to connect fragmented rainforest and build wildlife corridors.

Measurable improvements in environmental sustainability are a fundamental pillar of the Ascott Australia’s commitment to doing better for the communities they operate in.

Once guests choose and display ‘do not clean my room, plant a tree instead’ eco-friendly door hangers, or reusable door magnets at lyf, the Ascott property donates $6.50 to Hotels for Trees to plant a tree on the guest’s behalf to help restore critically endangered rainforest in the Byron Bay region of NSW.

Hotels for Trees is a not-for-profit charity established in 2021 in the Netherlands. The organisation has rapidly expanded across Europe, planting more than 360,000 trees since inception across over 200 hotels.

Ascott GM Brand & ESG, Anthea Dimitrakopoulos, said Ascott is proud to partner with Hotels for Trees as it provides a turn-key sustainability option for guests.

“When guests choose to stay with Ascott they can take comfort in the fact they are choosing a brand family that’s committed to taking proactive steps to reduce emissions and environmental impact,” said Anthea. “Ascott are moving beyond the basic first steps like single use amenities to embrace truly environmentally sustainable operations at new guest touchpoints – our guests are regrowing a forest.”

“We’re delighted that Hotels for Trees offers comprehensive and transparent environmental reporting, which means our business and our guests can measure our impact as we grow this initiative together. This purpose led partnership engages our entire hotel ecosystem by providing an easy way for everyone from the guest through to hotel teams to be part of the climate solution by reducing our carbon emissions through minimising unnecessary cleaning, while also planting trees to offset our carbon impact.”

Managing Director, The Ascott Limited Australasia, David Mansfield said Ascott are proud to be embracing sustainability measures that make a real difference, and provide win win solutions for guests and hotel teams.

“Ascott Australia will continue to introduce purpose driven initiatives at every level of our operations as part of our ongoing commitment to sustainability in the communities where we operate. We are driven by the need to preserve the planet for future generations, while simultaneously enriching the hospitality industry and our guest’s experience,” said David.

Hotels for Trees APAC representative Hugo van Roermund said the Byron Shire climate enables year-round planting at high density to deliver optimal biodiversity and the trees are a rainforest variety that sequesters more carbon.

Hotels for Trees

“I congratulate Ascott for their forward-thinking leadership. They understand the bigger sustainability picture and take a long-term view,” said Hugo. “Research indicates that a stay at an Australian hotel emits 35 kg CO2e per room per night. Planting just one tree or shrub in the Byron Bay area results in an average offset of about 200kg carbon captured during the first 25 years after planting.”

The tree planting progress of Ascott Australia properties can be tracked in real time HERE

Ascott participating properties to date:

• Quest Frankston
• Quest Caroline Springs
• Quest Werribee
• Quest Geelong
• Quest Innaloo
• Quest North Sydney
• Quest Preston
• Quest South Brisbane
• Quest Warrnambool
• Quest Werribee
• lyf Collingwood
• Somerset on the Pi

Ascott Accelerates Growth in Europe with Portfolio Expansion and Global Partnership with Chelsea Football Club

Ascott and Chelsea partnership

The Ascott Limited (Ascott), the lodging business unit wholly owned by CapitaLand Investment (CLI), today announced several major milestones in the European market as it accelerates its global expansion strategy. These include the addition of six new properties to its European portfolio, marking the debut of The Unlimited Collection brand and expansion of the lyf brand in the region. 

Building on a growing demand for Ascott’s suite of brands, these new signings will boost Ascott’s portfolio in Europe by 14% to about 8,000 units across six brands, and extend Ascott’s presence in the region to 29 cities from 24. The five new cities are Colmar in France, as well as Edinburgh, Glasgow, Leicester and Manchester in the United Kingdom.

To further boost Ascott’s visibility in Europe and support its expansive global network, Ascott has entered a strategic multi-year partnership with Chelsea Football Club (Chelsea), becoming the Official Global Hotels Partner of the English Premier League club. Ascott will also assume management of the 232-unit stadium hotels at London’s Stamford Bridge, home of Chelsea, from 2H 2024. To be rebranded as lyf Stamford Bridge London in 2H 2025, the properties will be an anchor showcase of Ascott’s hospitality to Chelsea fans from around the world. For more information on the partnership, please refer to the joint news release between Ascott and Chelsea.

Mr Kevin Goh, Chief Executive Officer for Ascott and CLI Lodging, said: “As a global tourism and business hub, Europe plays a key role in Ascott’s expansion plans. The diverse and dynamic nature of its hospitality sector offers plenty of scope for Ascott to drive more successful partnerships with owners. We will achieve this by leveraging Ascott’s flex-hybrid hotel-in-residence model, which is designed to meet the varying needs of owners and guests through a wide selection of brands and customised solutions, backed by experienced teams with deep local knowledge.”

“With five of the six new signings in Europe year to date being conversion projects, Ascott’s established suite of conversion capabilities has already been proven as effective in gaining the confidence of property owners. We expect franchise management to be our next pillar of growth in Europe, where market conditions are conducive for this business segment. For our existing owners, we will continue to deliver sustained value by embarking on asset enhancement initiatives that elevate the stay experiences of guests,” added Mr Goh.

Mr Lee Ngor Houai, Chief Operating Officer, Europe, Middle East, Africa (EMEA), South Asia and China, Ascott, said: “Our European portfolio has been delivering strong performance, driving average daily rates of almost 30% higher than pre-pandemic levels. In 2023, our properties in Europe far exceeded all other markets in terms of revenue per available unit (RevPAU) and contributed to almost 16% of Ascott’s global revenue. By expanding and strengthening Ascott’s presence in some of Europe’s key markets, we will be better positioned to capture the growth opportunities in Europe and contribute to the region’s thriving tourism sector.”

“Europe also serves as a significant source of guests for Ascott’s extensive network of hotels worldwide. In 2023, travellers from Europe contributed to about 16% of Ascott’s global hospitality business. Riding on Ascott’s expanded portfolio in Europe coupled with increased efforts to build on the brand in the region, we are targeting to almost double this figure to 30% by 2028, placing Europe as a top three source market for Ascott,” added Mr Lee.

Leveraging Partnerships for Expansion of Global Reach

Starting July 2024, Ascott will become the Official Global Hotels Partner of Chelsea for the next four seasons. Leveraging Chelsea’s strong following as one of the world’s 10 most popular football clubs[1], Ascott aims to introduce its extensive portfolio of hospitality brands and properties around the globe to a new catchment of guests.

This partnership will see collaborative efforts in offering “money can’t buy” experiences for members of the Ascott Star Rewards (ASR) loyalty programme worldwide. These include exclusive access to matches at Stamford Bridge and VIP visits to The Blues Cobham Training Ground. The Ascott brand will also be displayed at Stamford Bridge for both Men’s and Women’s matches, as well as across Chelsea’s social and digital channels with engaging content for fans to enjoy. In line with Ascott’s commitment to bring Chelsea closer to its overseas fans, Ascott will become the presenting partner of Chelsea’s flagship international fan engagement event, the Famous CFC, in two international markets.

Ms Tan Bee Leng, Chief Commercial Officer, Ascott, said: “The partnership taps on the strong synergy between Ascott and Chelsea as storied brands with global ambitions and extensive networks. As the Official Global Hotels Partner, Ascott will collaborate with Chelsea on a series of innovative marketing and promotional initiatives to engage with millions of football enthusiasts across Europe and beyond. Leveraging the club’s massive global fanbase of over 600 million[2] people worldwide and its premier position in European football, the partnership will provide unparalleled opportunities for Ascott to bring together the worlds of hospitality and football to curate memorable fan engagement activities, exclusive offers for Chelsea supporters, and bespoke stay experiences at Ascott properties for fans and guests alike.”

“With loyalty as a key driver of growth, we recognise the importance of providing unique and impactful experiences for loyal members of Ascott Star Rewards. Offering exclusive opportunities to attend coveted events like Premier League football matches, major tennis tournaments, and other high-profile activities not only enhances travel experiences but also deepens guests’ connection with our brands. In line with the brand promise of ASR to ‘Stay Rewarded’, these extraordinary experiences represent Ascott’s commitment to foster a sense of belonging and appreciation that is inherently rewarding for our guests," added Ms Tan.

Building Loyalty for Growth

Tapping on the growing priority that travellers place on exclusive experiences, Ascott organised the first of its series of global events as part of the Ascott Privilege Signatures programme. Held in London, over 80 guests from across its platinum tier of ASR members and esteemed owners were treated to a stay at The Cavendish London and an experience at The Championships, Wimbledon 2024, where they enjoyed debenture/court access to view the Men’s and Women’s third round of finals on 6 July. More events are in the pipeline to delight ASR members and ramp up ASR memberships.

Please refer to Annex A for more information on exclusive Chelsea experiences for ASR members, and Annex B for Ascott’s new signings, property openings and asset enhancement initiatives in Europe.

Ascott marks 40 years in hospitality service with 'Ascott Unlimited' campaign

Ascott Unlimited Unveiled by Tan Bee Leng,
 Chief Commercial Officer, Ascott, at AHICE SEA 2024

With about 950 properties across over 220 cities and counting, Ascott will be offering Unlimited Opportunities, Unlimited Choices, Unlimited Freedom, and Unlimited Good, to springboard to next chapter of growth as a global hospitality company.

The Ascott Limited (Ascott), the lodging business unit wholly owned by CapitaLand Investment (CLI), today announced the launch of ‘Ascott Unlimited’, a year-long medley of initiatives to mark its ambitions to break new ground as it celebrates 40 years in hospitality service. Unveiled at the Southeast Asia debut of the Asian Hotel Industry Conference & Exhibition (AHICE) 2024 held in Singapore, this launch signifies a new era as the hospitality company navigates a future of unlimited possibilities against a backdrop of global change and evolving perspectives of travel. A leading development, investment, and operations forum, AHICE SEA 2024 was attended by many key prominent investors, owners, and operators in Southeast Asia, representing over US$500 billion in assets.

In 1984, Ascott pioneered Asia Pacific’s first serviced residence with the opening of The Ascott Singapore. Over the years, it has been building its own brands, and making strategic acquisitions to fast-track market penetration. Today, Ascott is a vertically-integrated lodging operator of about 950 properties across more than 220 cities globally, represented by a portfolio of 14 distinctive brands. Through an asset-light strategy, Ascott targets to achieve more than S$500 million in fee earnings by 2028.

Having established its reputation as a market leader in corporate travel within the extended stay sector, Ascott has taken the definition of global living into the transient leisure market. As Ascott pivots its business operations through its flex-hybrid “hotel-in-residence” model to respond to the changing needs of the market, it is on a growth trajectory stronger than ever. In 2023, Ascott achieved a record year of fee earnings at S$331 million, as well as highest number of property openings with nearly 9,600 units turning operational.

Mr Kevin Goh, Chief Executive Officer for Ascott and CLI Lodging, said: “The journey in the evolution of Ascott’s business is a natural one. We have spent the last four decades building the relationship we have with our guests, owners, and partners. We have put in significant investment to develop systems and infrastructure to support our growing business. We have been nurturing a culture of hospitality amongst our associates. Laying the foundation through disciplined growth over the years now paves the way for us to ensure that Ascott will continue to be that preferred accommodation of choice for our guests. We remain committed to quality growth and partnership with our owners and investors for the decades to come.”

“In a world that is changing, we recognise the importance for Ascott to stay relevant and in tune with what travellers look for. There is no better time than now, to push boundaries and go beyond for our future. Our legacy of successes has seen us through growth trajectories where we doubled in units every five years since 2008. Several transformative deals have fuelled Ascott’s position in the hospitality industry amongst established players. 2024 will be our launchpad – one that will propel Ascott into an era of greater ambition, as we go unlimited. Unlimited with enhanced value for our owners, unlimited with myriad experiences for our guests, and unlimited with growth opportunities for our associates,” added Mr Goh.

Ascott Unlimited (https://www.discoverasr.com/ascottunlimited)
Transcending traditional limits, Ascott is embarking on a transformative journey to go ‘unlimited’ for its guests, owners, partners, and associates. Ascott Unlimited is guided by four key pillars:
Unlimited OpportunitiesWith an expanding global footprint, Ascott delivers enhanced value to owners and investors, while providing career growth opportunities for associates
Unlimited ChoicesWith a diverse portfolio of brands, Ascott offers guests myriad stay experiences, for whatever the purpose of travel and wherever the destinations may be
Unlimited FreedomWith a flex-hybrid hotel-in-residence model, Ascott offers owners compelling flexibility to realise potentials, and travellers unparalleled possibilities to stay their way
Unlimited Good

With a commitment to a culture of care and hospitality, backed by a spirit of innovation, Ascott grows responsibly as a changemaker with an unlimited purpose to impact the future of travel

Ms Tan Bee Leng, Chief Commercial Officer, Ascott said: “Ascott has been at the frontier of providing serviced living for 40 years now. In recent years, we have been accelerating our journey in the hospitality space. Through listening to our guests and clients, as well as internal surveys conducted with our associates from around the world, we saw Ascott’s 40th anniversary milestone as an unprecedented opportunity to share the profound changes that the company has gone through. As we mark Ascott’s corporate coming of age, this is a timely occasion for us to celebrate our present, while shining a light to the future.”

“Building on our foundation in an increasingly blended world of travel, Ascott is breaking new ground so our guests can work, stay, and play even better. With Ascott Unlimited, we are offering our guests more experiences for their next stay, with more value to enjoy, underpinned by our purpose to make a meaningful difference to travel – tomorrow and beyond. As we go Unlimited, we are excited to be launching initiatives that have been curated to deliver one-of-a-kind stay experiences for our guests. This will be exemplified in everything we do – from free night stays and complimentary membership tier upgrades to signature experiences and programmes unique to each brand. All to ensure our guests unlock a gateway to unlimited possibilities, wherever they are in the world,” Ms Tan added.

Towards a Future of Unlimited Possibilities with Ascott Unlimited
‘Can we have everything, everywhere, all at once when we travel?’ A brand film that answers to this call kickstarts the launch of Ascott Unlimited, a year of unlimited possibilities.

Commemorating this major milestone, a campaign microsite features the latest updates on events, offers and happenings that guests may enjoy or participate in. An interactive game also allows guests to put their knowledge on Ascott to the test, with a chance to win stay vouchers and Ascott Star Rewards (ASR) points to unleash their wanderlust.

With a suite of 14 brands offering a multitude of stay experiences, guests will enjoy a complimentary fourth night with a minimum of three nights booked using the promotional code “ASCOTT40” from now till 31 December 2024. Unlimit Your Stay with One Free Night.

Loyalty members can look forward to enhanced benefits and elevated experiences as ASR celebrates its fifth anniversary this year. Offering guests even more value, all new or Classic tier ASR members will be gifted with an instant status upgrade to the Silver tier upon their first login to the Discover ASR mobile app, with additional reward points to be earned.

For more information on the Ascott Unlimited campaign, please refer to the Appendix. To view Ascott’s 40 years of milestones, take a walk down memory lane here.

The Ascott Limited accelerates strategic Sydney expansion with Haymarket hotel

• Ascott Australia adds 255 keys to rapidly expanding Sydney accommodation footprint

The Ascott Limited has achieved another milestone with the opening of the 255 key Sydney Central Hotel Managed by The Ascott Limited (Sydney Central) ahead of a year of significant growth.

The opening brings the total key count in Metropolitan Sydney to 1,671 in line with Ascott Australia’s strategic expansion timeline.

Sydney Central is nestled along the vibrant thoroughfare of The Goods Line urban walkway, seamlessly connecting guests to Central Railway Station and the Light Rail network. This prime location is at the epicentre of the dynamic and culturally diverse Haymarket community. A plethora of acclaimed theatres, premier food, entertainment choices, and iconic venues such as the ICC and Darling Harbour are all within easy reach. Guests will have the opportunity to experience the epitome of urban living, where convenience meets culture, and local adventures are just steps away.

The hotel is a prime example of the leading Singapore-based lodging operator’s approach, in identifying appealing long and short-term demand drivers that offer superior stay experiences. This builds on the success of the 150-key Citadines Connect Sydney Airport hotel (opened 2019) and the 252-key Citadines Walker North Sydney hotel (opened 2023).

Sydney Central is another strategic investment in comfortable accommodation within a rapidly evolving urban centre. Sydney Central’s accommodation mix includes standard, superior and executive rooms. Onsite amenities include a full-service restaurant and bar, a heated rooftop pool, gym and a 24/7 carpark.

Managing Director David Mansfield says momentum continues to build for Ascott Australia in 2024 as the growth pipeline is shaped by strong demand from robust relationships with corporate clients.

“Sydney Central marks another exciting chapter of growth for Ascott Australia,” says David.

“We will further capitalise on the dynamic location of Sydney Central by adding a café along The Goods Line, and expand the room count by 72-keys across 8 floors. Our refurbishment will also include accessible rooms and family suites before rebranding the property as Citadines Sydney Central.”

“We’re building in a staged and strategic way to strike the right balance for our guests and our business.”

“Off the back of government investment in revitalisation, this historic area is already being reshaped into the Tech Central innovation hub. Our accelerating expansion remains grounded in offering our guests the accommodation that best meets all their needs,” says David. “We invest in the right locations to drive success for our clients who continue driving the exponential growth of The Ascott Limited in Australia.”

Ascott Australia continues to make progress towards a target of more than 30 properties by 2030.

Innovative co-living brand, lyf, will open a 197- key property in Bondi Junction where guests are encouraged to ‘live their freedom’ and the rapidly growing ‘home and beyond’ brand Oakwood will open a 72- key aparthotel in Hackney, Adelaide, in late 2024.

“Ascott is focused on offering diverse options in locations with strong demand drivers. With the opening of Citadines Walker North Sydney in 2023 and lyf on Sussex Sydney set for 2025, Sydney Central is a key part of our hub and spoke approach to growing our brand portfolio in and around the Sydney CBD, and offering all our guests accommodation that best suits their changing lifestyle needs.”

“Embedding our properties within local communities where we can offer truly experiential stays is key to Ascott’s growth. As pioneers in the Asia Pacific accommodation market we see ourselves as more than hoteliers. Ascott teams help guests embrace local communities and unlock hidden gems. Whether you are searching for a late-night bite, a decent barista coffee or the best dumplings, Sydney Central will connect guests with the local experiences that matter most to them.”

The onsite Thomas St Kitchen + Bar provides guests with a range of menu options, plus essentials like breakfast buffet with barista made coffee and in room dining. With onsite catering available, Sydney Central features an attractive MICE offering with 12 tailored spaces available to cater to events from 10-300 people, including a ballroom.

The launch of Sydney Central comes off the back of the September 2023 opening of Citadines Walker North Sydney. Citadines Walker North Sydney will open Bar Lettera, a full-service Italo-Australian restaurant and bar in 2024.

For more information visit: https://www.discoverasr.com/en/others/australia/sydney-central-hotel

ASCOTT ACCELERATES GROWTH OF THE CREST COLLECTION BRAND WITH MILESTONE SIGNINGS, STRATEGIC CONVERSIONS AND LANDMARK OPENINGS

The George Penang

The Ascott Limited (Ascott), a lodging business unit wholly owned by CapitaLand Investment (CLI), is on a strong growth trajectory with The Crest Collection brand. With a 40% increase in total number of units year-on-year since 2022, the brand has over 1,500 units across 12 properties that are both operating and in the pipeline. First unveiled in 2016 in France, The Crest Collection is a portfolio of charming bespoke hotels and serviced residences that has since taken flight globally. With seven properties operational in Singapore, Jakarta, Paris, Penang and Tours, Ascott is slated to open The Crest Collection properties further in London, Bucharest, Hanoi, Tokyo and a fourth property in Paris.

Travellers today have become increasingly discerning, resulting in a growing demand for one-of-a-kind experiential stays that enable them to immerse in the history and culture of a destination. By integrating heritage stories with curated hospitality experiences, The Crest Collection with “A Story Behind Every Door”, provides guests with a unique storied and luxurious experience drawn from the distinct heritage of each property and its location. The global heritage tourism market is forecasted to expand at a compound annual growth rate (CAGR) of 3.8% between 2022 and 2030^[1].

 

Three Landmark Openings in Three Destination Cities within Three Months

Ascott debuted The Crest Collection brand in Asia with the opening of three properties in Singapore, Indonesia, and Malaysia, between the months of August and October 2023^[2]. The Robertson House by The Crest Collection along the iconic Singapore River was most recently unveiled on 14 October 2023 as the newest hotel at Robertson Quay in Singapore, having undergone refurbishment within a short span of seven months.

 

The Grand Mansion Menteng by The Crest Collection in one of the most exclusive neighbourhoods of Jakarta, and The George Penang by The Crest Collection within George Town’s UNESCO Heritage Zone, were each signed and rebranded to open under The Crest Collection in August and October 2023 respectively. With Ascott’s established conversion capabilities supported by an extensive network of in-market support, both properties were managed in seamless transition, and brought to market under The Crest Collection brand in just over three weeks.

 

Expanding Geographical Footprint with Strategic Conversions

The Crest Collection in Europe currently comprises La Clef Champs-Élysées Paris by The Crest Collection, La Clef Louvre Paris by The Crest Collection, La Clef Tour Eiffel Paris by The Crest Collection and Chateau Belmont Tours by The Crest Collection in France, each with distinctive characters and epitomises European grandeur. Maintaining consistently strong performance, these properties have achieved a strong occupancy rate of about 73%, with the average daily rate increasing by up to 8% over the previous year.

 

Riding on the success of the portfolio in France, The Crest Collection is also gaining strong traction and recognition further in Europe. The 230-unit The Cavendish London located close to St James’s Square and the iconic Piccadilly Circus intersection, will undergo a one-year renovation next year and target to reopen in 4Q 2025, as the first property in the United Kingdom under The Crest Collection. Expanding its footprint into Bucharest, Romania, Ascott has signed a 171-unit property, marking the brand’s move in a wider growth strategy within the region. Located in the prime area of the Palace of Parliament, the property is scheduled to open in 3Q 2025. Also slated for launch in 2026, the 204-unit Citadines Saint-Germain-des-Prés Paris in France will be transformed into a property under The Crest Collection after the 2024 Olympic Games in Paris.

 

Ms Serena Lim, Ascott’s Chief Growth Officer, said: “Ascott has seen a growing demand for collection brands from owners as they provide flexibility of a distinctive property positioning while being backed by the power of a global brand through its global sales and distribution platforms, and strong loyalty base. The ease of conversion with a collection brand means increased speed to market, and that is key especially in today’s economic climate amidst tighter lending conditions and rising construction costs.”

 

“At Ascott, we are committed to manage our owners’ assets not only for the short and medium term. Bearing in mind long-term strategic growth, we work closely with our owners to uplift the value of their real estate, ensure longevity and future proof their business,” said Ms Lim.

 

Enhancing Brand Equity with Commitment to Long-term Management of Owners’ Assets

Ascott is committed to the long-term management of owners’ assets, supporting with operational expertise to raise the quality and elevate the value and yield of their assets.

 

Ascott worked closely with its sponsored lodging trust, CapitaLand Ascott Trust (CLAS) to renovate two of its assets. Formerly the Riverside Hotel Robertson Quay, the hotel was rebranded as The Robertson House by The Crest Collection in Singapore after a phased renovation from March 2023. With the ongoing recovery in Singapore's hospitality market, along with the strong execution and performance by the operations team, there is potential for further increase in the property’s value post-stabilisation. The 112-unit La Clef Tour Eiffel Paris by The Crest Collection which is nestled between Trocadero and the Avenue des Champs-Élysées, is currently undergoing refurbishment and will be launched in 2Q 2024 ahead of the Olympic Games. Both properties remained operational throughout the asset enhancement initiative (AEI).

 

Ms Serena Teo, Chief Executive Officer of CapitaLand Ascott Trust Management Limited and CapitaLand Ascott Business Trust Management Pte. Ltd. (the Managers of CLAS), said: “CLAS proactively enhances our portfolio by investing in quality assets with prime locations. The Robertson House by The Crest Collection in Singapore and La Clef Tour Eiffel Paris by The Crest Collection are two of six properties in our current asset enhancement initiative pipeline. These AEIs are aimed at improving our properties’ yield and value, to capitalise on growth opportunities as travel recovers. One of the properties under CLAS’ proposed yield accretive acquisition^[3], The Cavendish London in the United Kingdom, is also earmarked for AEI from 4Q 2024 to 4Q 2025, to be rebranded under The Crest Collection to uplift the property’s value.

 

With a unique storied and upper upscale experience drawn from the distinct heritage of each location and property, CLAS’ properties under The Crest Collection will appeal to a higher tier of leisure and corporate travellers and command higher rates. This will strengthen our income stream and enable CLAS to deliver long-term value to our Stapled Securityholders.”