Lodging firm Ascott has accelerated the expansion of its Oakwood brand, signing 16 new properties in 2024 – a 30 per cent increase over the previous year – to benefit from the growing demand for bleisure travel.
Oakwood had completed a brand refresh in early 2024 to appeal to guests who are blending business and leisure – hence bleisure – in their travels by offering the comforts of home and beyond.
The Oakwood portfolio now comprises nearly 100 properties – both operational and in the pipeline – across 14 countries and 50 cities, with a strong presence in key gateway cities such as Tokyo, Jakarta, Beijing and Manila, as well as popular resort locations.
New openings in 2024 include Oakwood Suites Chongli, a ski resort in Zhangjiakou City, Hebei Province, China; the all-villa Oakwood Ha Long, which grants guests easy access of Vietnam’s UNESCO World Heritage site, Ha Long Bay; and Oakwood Hotel & Apartments Grand Batam in Indonesia. They mark the brand’s debut in prime resort destinations.
Serena Lim, chief growth officer, Ascott, said: “Oakwood remains one of the fastest-growing brands in Ascott’s portfolio, driven by its strong positioning to capitalise on the increasing popularity of bleisure travel. With a 30 per cent increase in signings in 2024 compared to 2023, Oakwood is well-placed to meet the needs of guests seeking a seamless balance between work and leisure.
“These new signings continue to drive Oakwood’s expansion into the resort sector, including the introduction of Oakwood Jimbaran Villas & Residences in Bali, one of the region’s most sought-after resort destinations.”
Tan also noted a spike in interest from property owners in the higher-tier Oakwood Premier brand, with one in every four Oakwood signings in 2024 being an Oakwood Premier property.
“Notably, the signings will mark the entry of Oakwood Premier into new cities such as Adelaide, Bali and Shenzhen,” she said.
