Ascott, the lodging business unit of CapitaLand Investment (CLI), is bolstering its European footprint with the addition of six new properties.
This marks the introduction of The Unlimited Collection and the expansion of the lyf brand in Europe.
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The move is expected to increase Ascott’s European portfolio by 14% to approximately 8,000 units across six brands, extending its reach to 29 cities from 24.
These new properties include the debut of Citadines in Colmar, France, and additional developments in Edinburgh, Glasgow, Leicester, and Manchester in the UK.
Ascott and CLI CEO Lodging Kevin Goh said: “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.”
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By GlobalDataAscott has also announced a multi-year partnership with Chelsea Football Club, becoming the Official Global Hotels Partner of the Premier League team.
Beginning this month, Ascott will serve as the official global hotel partner of Chelsea. This alliance will span the next four seasons.
The partnership will see Ascott managing the 232-unit stadium hotels at London’s Stamford Bridge from the second half of 2024.
This will be rebranded as lyf Stamford Bridge London in the second half of 2025.
The collaboration aims to introduce Ascott’s diverse portfolio to a broader audience and provide experiences for members of the Ascott Star Rewards (ASR) loyalty programme.
These experiences include exclusive access to matches at Stamford Bridge and VIP visits to The Blues Cobham Training Ground.
Additionally, Ascott will be the presenting partner of Chelsea’s flagship international fan engagement event, the Famous CFC, in two international markets.
Last year, Ascott launched a programme promoting on-site sustainability activities across Somerset properties worldwide.
