Ascott has reached a milestone as its Citadines portfolio surpasses 200 properties globally – the upper-midscale brand now comprises 205 properties and around 35,000 units, with more than 60 per cent operational.
Since a brand refresh three years ago, Ascott has signed over 50 new properties totalling about 8,000 units, including conversions, bringing Citadines to 18 new cities such as Colmar, Hobart, Liverpool, Surabaya, Phu Quoc, Udupi, Tangier, Marrakech and Kuwait, while expanding in major Chinese hubs including Changshu, Dalian, Foshan, Guilin, Nanjing, Shenzhen, Tianjin and Zhuhai.
Conversions have been a major driver, accounting for 61 per cent of new openings in the first seven months of 2025. Citadines Antasari Jakarta opened three weeks after conversion, while Citadines City Centre Liverpool completed its transformation in around three months. The brand currently has 15 franchised properties, including key Chinese locations such as Shenzhen, Shanghai, Wuxi and Xi’an, with Citadines Universiade Centre Longgang Shenzhen set to open in November 2025.
Citadines Almaz Casablanca, the brand’s first property in Morocco, opened in early 2025 following a late-2024 franchise agreement.
Citadines’ growth aligns with trends in the upper-midscale segment, valued at US $115.2 billion in 2024 and projected to grow at 6.8 per cent CAGR through 2033, driven by rising incomes and demand for value-driven accommodation.
Since 2004, Ascott has transformed Citadines from a Europe-centric chain into a global platform, with 70 per cent of properties in Asia-Pacific, 20 per cent in Europe and a growing presence in the Middle East, Africa and Turkey. The brand combines apartment-style space with hotel conveniences and curated local experiences and is expanding into resorts, including Citadines Selavia Phu Quoc in Vietnam (2027) and Citadines Mactan Cebu Resort in the Philippines (2028).
The activ∞ programme continues to deliver experiences across 23 countries, from city runs and cycling tours to yoga and cultural activities, while upcoming openings until the end of 2026 include Citadines on the Pier Hobart, Citadines Vue Aston Phnom Penh, Citadines Paragon Davao, Citadines Hongkou Plaza Shanghai, Citadines Huadu Guangzhou, Citadines Connect West Surabaya and Citadines Racine Casablanca.
Serena Lim, chief growth officer of Ascott, stated that Citadines stands out for its built-in versatility, enabled by Ascott’s flex-hybrid model.
She added: “Our franchise model is conversion-friendly and operationally efficient, helping partners enter the market faster with lower complexity. As more owners seek trusted partners and high-performing midscale brands, franchise-led growth will become a key driver of Citadines’ continued global expansion.”
