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Ascott unveils Citadines refresh as aparthotel brand prepares for accelerated growth stage

Citadines

The Ascott Limited has unveiled a refresh of its aparthotel brand Citadines, gearing up for a phase of accelerated growth.

Citadines is Ascott’s fastest growing brand, with 80 properties under development across 56 cities. Ascott acquired the Citadines chain in Europe in 2004. It has since tripled its portfolio with 104 properties in operation, including its latest London property, Citadines Islington.

As part of the refreshed brand’s ambition to promote a well-balanced lifestyle, ‘activ∞’, will be a key brand signature across all Citadines properties. This is described as ‘a curation of amenities and programmes to jumpstart city living, which include resident events and programmes that encourage an active lifestyle.’

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The brand will also utilise its ‘For the Love of Coffee’ programme, a collaboration with local communities to deliver unique coffee-related Citadines experiences to guests. Citadines staff, known as ‘Citazens’, will undergo barista training and double-up as baristas, in addition to providing guests with the best tips to navigate city living.

Ms Tan Bee Leng, Ascott’s Managing Director for Brand and Marketing, commented: “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. 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.”

The full suite of key brand signatures will be rolled out across all properties by 2025.

Tags : aparthotelsAscottCitadines
Eamonn Crowe

The author Eamonn Crowe

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