The Ascott Limited Unveils Citadines Brand Refresh To Prepare For Next Phase Of Accelerated Growth

The group's fastest growing brand with over 180 properties to date introduces new signature programmes and celebrates opening of Citadines flagship property in Singapore
By: CapitaLand Investment
 
Sept. 23, 2022 - PRLog -- CapitaLand Investment Limited's (CLI) wholly owned lodging business unit, The Ascott Limited (Ascott), unveils the refresh of its fastest growing brand, Citadines, with 80 properties under development across 56 cities. Ascott acquired the Citadines chain in Europe in 2004. It has since quadrupled its portfolio with 104 properties in operation, including its latest flagship property, Citadines Raffles Place Singapore, in the heart of the city's financial district.

Every city is unique. Citadines, which means 'city dwellers' in French, strikes a chord with travellers who seek quality city living. With the tagline 'For the Love of Cities', Citadines offers travellers the comfort of a serviced residence and the flexibility of a hotel. The refreshed brand is anchored upon the commitment to provide guests with the best of city living while inspiring them to live, work and play in infinite ways. With a sharpened brand purpose, guests can still look forward to the reliability that comes with the familiarity of Citadines hospitality, while at the same time collect enjoyable memories of their stays as they immerse themselves in the different personalities of each and every city where Citadines is present in. The refreshed Citadines brand seeks to consistently curate unique experiences and service offerings that best meet the needs of its guests.

Ms Tan Bee Leng, Ascott's Managing Director for Brand & 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. 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. With the trajectory we're seeing, we are confident to continue growing Citadines, which has one of the most extensive global footprints amongst aparthotel brands, to deliver value for both our guests and owners."

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Tags:CapitaLand Investment
Industry:Business
Location:Singapore - Singapore
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