Ascott Inks Eight New Signings As Lyf Brand Expands Into City Hotels And Resorts

March 13, 2024 - PRLog -- The Ascott Limited (Ascott) has expanded its lyf brand with eight new property signings, entering city hotels and resorts, including the lyf Brickfields Kuala Lumpur, in response to the growing demand for experience-led social living. The lyf brand, initially conceived as a coliving concept, now offers diverse accommodation options, including city hotels and full-service resorts. With over 30 lyf properties in operation or development, Ascott aims to reach 150 properties with over 30,000 units by 2030. The newly signed properties include lyf Bugis Singapore, lyf on Sussex Sydney, lyf Shibuya Tokyo, lyf Georgetown Penang, lyf Canggu Bali, lyf Frankfurt, and an additional property in Shanghai, as well as the lyf Chinatown Kuala Lumpur.

These properties, totaling close to 1,500 units, are set to open in the next four years, reflecting Ascott's accelerated growth pace. The lyf brand, tailored for the next-generation traveler, continues to focus on experience-led social living, catering to digital nomads, technopreneurs, creatives, and self-starters. The expansion includes new destinations in Germany and the United Kingdom, showcasing lyf's global reach and adaptability to evolving traveler preferences. The brand's success is evident in its strong traction and positive guest reviews, indicating its relevance in the market. In Singapore, lyf Bugis Singapore will join three existing lyf properties, emphasizing the brand's local presence and popularity. The expansion is led by Ascott's flex-hybrid model, allowing strategic adaptation across serviced residences, coliving properties, and hotels, including the lyf Chinatown Kuala Lumpur. Ms. Adeline Phua has been appointed Managing lyf Partner to drive the global development and growth of the lyf brand. The announcement emphasizes Ascott's commitment to expanding its diverse portfolio, meeting the evolving needs of travelers, and deepening its global and local presence.

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