Ascott refreshes Citadines brand, expands portfolio

The Ascott has refreshed the Citadines brand with 80 properties under development across 56 cities, quadrupling its portfolio to 104 properties in operation, including its latest flagship property, Citadines Raffles Place Singapore.

As part of the Citadines brand refresh, a brand film titled For The Love of Cities will be shown on various digital and social channels, illustrating how each city offers its own unique sights, sounds and experiences.

Convertible features are one of Citadines’ signature, such as the lobby at Citadines Raffles Place Singapore that features a shared workspace with varying seating arrangements

Tan Bee Leng, Ascott’s managing director for brand & marketing, said: “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.”

As part of the refreshed brand and its ambition to promote a well-balanced lifestyle, ‘activ∞’ will be a key brand signature across all Citadines properties. A curation of amenities and programmes to jumpstart city living, activ∞ will ensure guests can live, work and play seamlessly within the property and around the city, such as resident events, fitness amenities and programmes that encourage an active lifestyle.

Another signature programme is ‘For the Love of Coffee’, a collaboration with local communities to deliver unique coffee-related Citadines experiences to guests around the world. For the month of October this year, Citadines properties around the world will be launching a series of coffee activation activities.

Other brand signature initiatives include the café check-in experience at Citadines Raffles Place Singapore, and the social-lounge-turned-coffee-bar at Citadines Bay City Manila.

Convertible features are also another brand signature, transforming spaces to suit guests’ needs – for example, at Citadines Raffles Place Singapore, the residents’ kitchen is a private dining space which doubles up for both meetings and intimate dining events; and at the lobby, a shared workspace is fitted with varying seating arrangements.

Citadines associates, known as Citazens, will undergo barista training and double-up as baristas, in addition to providing guests with the best hacks to navigate city living. This programme has since been successfully rolled out at Citadines Sudirman Jakarta, and will be further expanded to other Citadines properties.

The refreshed Citadines brand will progressively roll out all initiatives across regions including the Americas, Asia-Pacific, Europe and the Middle East by 2025.

A regional TikTok campaign was also launched yesterday across eight markets: Australia, France, Indonesia, Japan, Singapore, Vietnam, the Philippines and the UAE.

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