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The Ascott Limited has unveiled a refresh of its fastest growing brand, Citadines, with 80 properties under development across 56 cities.
Ascott acquired the Citadines chain in Europe in 2004, and has since tripled its portfolio with 104 properties in operation, including its latest London property, Citadines Islington.
Citadines, which means ‘city dwellers’ in French, is said to “strike a chord with travellers who seek quality city living”.
Ascott said the refreshed Citadines brand “seeks to consistently curate unique experiences and service offerings that best meet the needs of its guests”.
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.”
She added: “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.
“With the buoyant growth in both corporate and leisure travel across key markets, we are excited to bolster our expansion plans for Citadines. Especially as travel resumes, it is timely for us to embark on a brand refresh for this fastest growing brand.”
